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Marketing Strategy - Doc

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Added on  2020-05-11

Marketing Strategy - Doc

   Added on 2020-05-11

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Running Head: MARKETING 1Airline Group Strategy: Emirates Airlines Table of Contents
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MARKETING2Introduction......................................................................................................................................3Factors behind Emirates’ Success...................................................................................................3Branding.......................................................................................................................................3Finances.......................................................................................................................................4Customer Service.........................................................................................................................4Role of Dubai in Success of Emirates.............................................................................................5Government Support....................................................................................................................5Location capability and capacity..................................................................................................6Environmental and climate factors..............................................................................................6Increased Tourism........................................................................................................................6SWOT Analysis...............................................................................................................................6Strengths.......................................................................................................................................7Weaknesses..................................................................................................................................7Opportunities................................................................................................................................7Threats..........................................................................................................................................8Is Emirates Airlines still a Success Story........................................................................................8Conclusion.......................................................................................................................................9References......................................................................................................................................10
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MARKETING3Introduction Emirates Airline is one of the major airlines in the aviation industry that is based in Dubai andfully owned by the Government of Dubai. The business operations of this airline are growing at abetter rate, as it is going through business expansion all over the world. Emirates Airline isexpanding its business throughout all the continentals. In the year 1985, Emirates Airline wasfounded in Dubai and by the year 2013, this has attained a considerable growth and currently ithas become third largest commercial airline in the world. The given case study, i.e. named as“Emirates Airline: Connecting the Unconnected” includes the technology, business strategy, howthis airline selects its new routes, tools and equipment and manages its marketing, branding andhuman resources. In addition, it is effectively managing the relationships with country’sgovernment. The airline forms an internal strategy as it increases the opportunities ingeographical markets. Now, the company has become one of the top and leading airlines in theworld, with highest number of domestic and international passengers. This report answers thequestions given along with the case study. It includes the factors behind the success of Emiratesin Dubai. Furthermore, it describes the role of Dubai and location in the success of airline.Moreover, it includes the SWOT analysis of Dubai-based hub-and-spoke model of Emiratesairline. Factors behind Emirates’ Success There are various factors behind the success of Emirates Airlines. There are some reasons whythis airline has grown as a biggest commercial name under the civil aviation sector. While it canbe recognized to various factors, below are some of the most important factors, which contributeto the success of Emirates Airlines. Branding The most important factor among airline investors can allow an organization to some of betterchoice selections for developing its global image and reputation. The company has a better brandimage in the aviation industry. It is increasing its customer base by enhancing its services. Toimprove in-flight experience, airline has transformed a number of seats into premium classes andenhanced its luxury facilities and included new flights, which provided modern facilities.
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MARKETING4Emirates Airlines had won the World Travel Award in the travel industry for best service threetimes (Armstrong, Kotler, Harker and Brennan, 2015). FinancesEmirates Airline is owned by the Investment Corporation of Dubai, so it has no shortage ofsupport, whether it is about the logistics or complete amount of cash, which is needed toeliminate the barrier behind entering in more extensive marketplace. The airline is having astrong financial support from government of Dubai. Furthermore, dependence of Dubai ontourism makes sure Investment Corporation of Dubai considers this brand seriously (Abeyratne,2013). As an outcome of this, a huge amount of money was forced in before when the Emiratesairlineturneditsprofit.OperationsOperations of Emirates Airlines are very effective and major contributor to its success. Havingselected to run outside the purview of alliances between different airlines Emirates organizationselects to attain growth of its own accord without being restricted by the market limitations,which are posed by these strategic alliances. It not only give all the revenues and incomes for thecompany alone but also offers it considerable power in the market that is defined by the airlinesif strategic alliances (Belobaba, Odoni and Barnhart, 2015). In addition, Emirates Airline isimplementing hub and spoke model. This model is the major contributor to the success of thisairline. The company has operated this model all over the world that consists of a single hub,which is based on several arrival banks, which are followed by departures that enables thetravellers to connect through this hub among different points. This model assists this airline tomake its operations smoother. The operations of Emirates Airline are the major factors, whichdrive the organization towards gaining competitive advantage against its competitors, like; QatarAirways, British Airways, Turkish Airlines etc. Customer ServiceCustomer service is also one of the major factors for success of this airline company. Theorganization is providing creative and customer focused services and has reliability in airlineservices. Meanwhile, the services to customers are as significant as fuel in flights. So, theconstant growth and innovation in products is very important for the organization. Moreover,
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