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Leadership in Emirates Airlines of Dubai

   

Added on  2020-03-23

22 Pages3773 Words141 Views
Running head: EMIRATES AIRLINESEmirates AirlinesName of the student:Name of the university:Author note

1EMIRATES AIRLINESIntroductionEmirates airlines of Dubai, United Arab Emirates offers transportation and travelservices along with air catering, premium lounges, entertainment inside flight and luxuryaccomodations. It is owned by the Emirates group. They have their customers spreadall over the world. This company is totally Government owned under the authority ofInvestment Corporation of Dubai. The emirates started operating in 1985 with thesupport of the royal family of Dubai (Barros and Wanke 2015). They have 244 aircraftsin total and received 26 new aircraft recently. Emirates have 262 planes on order ofworth US$120 billion. They fly to 141 destinations in 75 countries across six continentsfrom its main destination in Dubai. They are the largest operator of the A380 flightsincluding 96 of this type in the fleet. Moreover, they have more than 46 A380s in orderwhich would increase the number to 142. In UAE, there are seven emirates known asTrucial States- Abu dhabi, Dubai, Sharjah, Ajman, Fujairah, Ras al- Khaimah and Ummal- Qaiwain. This assignment is based on the specific route of Emirates airlines fromUAE to Australia. In Australia, the airlines halt at the major airports of Adelaide,Brisbane, Melbourne, Perth and Sydney (Cheng et al. 2014).Tim Clark is the current president of Emirates. Previously he was the ManagingDirector of the Sri Lankan Airlines till 2008. Emirates receive 15000 applications forcabin crew every month and at present there are 24000 cabin crews working. Theemirates group has spread in every field of travel and tourism to become the globalleader. They are the youngest among other flights but have pocketed 500 awards forexcellence, being one of the two divisions in the group. They have inspired the travelers

2EMIRATES AIRLINESwith their increasing network of worldwide destinations, industry leading in flightentertainment, regionally inspired cuisine and world- class service (De Neufville 2016). Market analysisTarget groupA target group is referred to as a group of individuals having similar needs orcharacteristics that the company has targeted to achieve. According to Emirates, theirtarget customers are those who travel frequently or aspire to be an adept in travellingand who can easily adapt to the unknown and unfamiliar situation. The company willencourage people from various communities to join together and have a positive effecton the society instead of just serving as a series of adverts in the brand. By identifyingthe target market, helps the company to develop efficient marketing communicationstrategies (Gustavo 2013). In the recent years Emirates has announced strong business growth withincrease in capacity where the result has shown that the business has resilience in thecompetitive climate. The competitors of Emirates airlines are Etihad airways, Qatarairways, Jet airways and Air India express. The airlines industry is growing so it has atough competition in market and moreover, the sales’ rate is increasing rapidly evenbefore the stabilization of the business. In today’s era of advertising and promotion, saleis sure get more with stiff competition (Hafeez et al. 2016). To gain the competitiveadvantage among the competitors, the Emirates Airlines has started adoptingdifferentiation generic strategies by contributing to the top class quality services. Theseinitiatives are taken to be the best in the airlines industry and create a differentiating

3EMIRATES AIRLINESmargin from the competitors. For instance, Emirates was the first to introduce TV screenfor all classes in their flights. They have also used modern equipment, plane simulatorfor providing training courses. The purpose behind making such changes is to lead theindustry and thus increasing national and international awareness which further leads toincrease in demand and profit (Kumar and Steenkamp 2013). Fig- Competitive comparisonSource- Redpath, O'Connell and Warnock-Smith 2017Price vs. Need SatisfactionEmirates were considered as the world’s best airlines of 2016along with theworld’s best in- flight entertainment. This was based on the results of the largest airline

4EMIRATES AIRLINESpassenger satisfaction survey in the industry. The world’s best airlines awards areregarded as the benchmark of excellence in the airlines industry. Customers of morethan 104 countries have completed the survey of Skytrax awards on 280 airlines. Thissurvey actually measures the standard across 41 prime performance indicators of thefront-line products and services in the airlines industry. Emirates have consistently wonthe top awards with a total of 20 Skytrax World Airlines award since 2001. They havealways put their customers as the first priority and worked whole heartedly to deliver thebest experience possible every moment and all around the world (Laeequddin et al.2016).

5EMIRATES AIRLINESFig- Financial and operational performance of EmiratesSource- Kumar and Steenkamp 2013

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