Marketing Management .

The report analyses the marketing management concepts of Emirates Airlines, including the marketing mix, SWOT and BCG Matrix analysis, and recommendations for future growth.

Running head: MARKETING MANAGEMENT.
Marketing Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has helped in the overall analysis of Emirates Airlines wherein the marketing
management concepts have been taken into consideration for understanding the position of
airlines in the market. The marketing mix has been considered which provided a brief
overview of the product, price, place and promotional aspects of Emirates Airlines that can
improve the overall growth of Airlines positively.
Furthermore, the SWOT and BCG Matrix have been analysed in which the different kinds of
growth strategies have been analyzed along with the position of the company has been
identified regarding revenue in the market. Lastly, the recommendations have been provided
which will be helpful for the company to become more competitive in future in comparison
to the other competitor airlines.

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Table of Contents
Introduction................................................................................................................................3
Overview of Emirates Airlines...............................................................................................3
Aspects of Marketing Management.......................................................................................3
Literature Review.......................................................................................................................4
Strategic Marketing................................................................................................................4
Marketing Mix.......................................................................................................................5
Formulation of Marketing Strategy and Plan.........................................................................6
Application of theory to practice................................................................................................6
Marketing Management Concept, Strategies and Processes..................................................6
Marketing Mix of Organization.............................................................................................7
Role of Marketing Models in Organization...........................................................................9
SWOT Analysis...................................................................................................................10
BCG Matrix..........................................................................................................................12
Conclusion and Recommendations..........................................................................................13
References................................................................................................................................15

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Introduction
The report helps in the analysis of the different concepts related to the marketing
management along with the implications of the same on Emirates Airlines based in the
United Arab Emirates. The brief overview of the organization and the aspects of the
marketing management concepts, marketing plan and the marketing mix will be identified
that will be required for managing the different activities of the company positively. Proper
application of the different models of marketing is needed to be determined which plays a
significant role in supporting the marketing analysis appropriately.
Overview of Emirates Airlines
Emirates is the airline which is based in Dubai, the United Arab Emirates which is
wholly owned by the government of Dubai's investment corporation of Dubai. Emirates is the
largest airlines in the entire Middle East region wherein there are more than 36000 flights per
week in more than 140 cities in 81 countries across the six continents (Emirates Airlines
2018). The airlines were founded in the year 25th March 1985, and the company is
headquartered in Garhoud, Dubai. The number of employees working in the organization is
64678 till the year 2017.
Aspects of Marketing Management
There are different kinds of marketing aspects such as the marketing analysis which is
inclusive of the various activities of the company that has occurred in the past, the on-going
and the future elements as well. Ahmad and Saber (2015), have commented that marketing
management is the process of developing different strategies along with planning for the
products and services through proper advertising and other promotional aspects to reach the
desired customers positively.

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As per Ahmad and Saber (2015), the SWOT analysis is helpful for analysing the
strengths, weaknesses, opportunities and threats of the organization in comparison to the
other competitors. Furthermore, PESTEL analysis helps in understanding the study of
external environment such as the political, economic, social, technological, legal and the
environmental aspects which play a significant role in managing the overall success of the
organization appropriately. The evaluation of the global growth, distribution and trends and
the size of the market are required to be identified which is the part of the marketing plan for
the company.
Literature Review
Strategic Marketing
In the present scenario, Alserhan (2017), have hypothesised that business
organizations are seeking various kinds of ways to enhance their performance which will
provide them with the ability to compete aggressively and aggressively in the competitive
market. Chernev (2018), has commented and hypothesised that strategy is the aspect which is
defined as the general guidelines for reaching the different objectives related to the specific
SBU’s and target markets. There are different dimensions such as segmentation related
strategies and the positioning strategies which will be useful for communication.
De Bruin-Reynolds, Roberts-Lombard and de Meyer (2015), have commented and
hypothesised that strategic marketing objectives are seen as the process which helps in
analysing the market competitive and business factors that affects the corporation along with
the business units. Eltanahy and David (2018), have hypothesised that selection of the market
target strategies for the different business units will be helpful in establishing and managing
marketing program to meet the market target needs. According to Foxall (2014), marketing

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mix helps in describing the different tools and techniques which can be used by the
management of the organization that can apply to influence the sales.
Marketing Mix
Hakansson (2015),has opined that marketing mix is the factors that are being
controlled and will be used by the marketing managers that can affect sales and this will
create potential offers for growth and profitability in the market as well. According to
Hollebeek, Conduit and Brodie (2016), the product is the crucial element in the program of
marketing wherein the product strategy can affect the other approach of marketing which
may satisfy the needs of the consumers. Hill (2017), has opined that there are different kinds
of variation of the product which will analyze the nature and attributes characteristics in a
specific manner.
Furthermore, Leonidou et al. (2017), have hypothesized that price is the other element
which affects the customer satisfaction as there can be issues within organizations that there
is a rivalry between the organizations wherein both of them provide similar kind of quality.
However, there can be differences in the prices which can affect the overall efficiency of the
firm positively or negatively. Secondly, there is the promotional aspect in which there can be
the inclusion of different distribution channels such as newspaper and the social media
channels which are being used by organizations which can be beneficial for the success of the
organization.
Marathe (2015), has hypothesised that the fourth P is the pricing technique which is
the distribution channel wherein the main concern is regarding the proper availability of the
goods and services to the customers in the market. According to McDONALD (2016), this
has been noticed that to implement a successful strategy of marketing; this is essential to
evaluate and reflect on the exact location of the customers which will meet the preferences of

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the customers. Furthermore, Meraj, Fernandes and Ross (2016), have opined that choice of
the method of distribution depends on the variety of the circumstances which can be creating
a negative impact on the entire performance of the team.
Formulation of Marketing Strategy and Plan
Mulligan, Keulertz and McKee (2017), have hypothesised that there are different
contemporary roles which are required to be performed by the various organizational
members and the top managers in the process of the strategic decision making. The
implementation of the marketing strategy involves in deciding the various details on the
selection of goal along with the target customers of the company. Palia, De Ryck, J. and Mak
(2014), have defined that there is the proper linkage between the performance of the firm and
the formulation of the strategy which will be beneficial for the overall success of the
marketing perspectives which will be helpful in handling the capability issues effectively.
Proctor (2014), has opined that with the help of the SWOT analysis, the different
internal and external threats and opportunities can be identified which will provide the
companies with better solutions to become more efficient. On the other hand, Samad, Samad
and Abdallah (2018), have commented that BCG matrix is helpful in understanding the
strategic growth initiative which can be applied by companies to identify their possible
strategies of growth.
Application of theory to practice
Marketing Management Concept, Strategies and Processes
As per the literature review which has been conducted, this can be seen that in
Emirates is competitive in comparison to the other competitors in the market. In the

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literature, this has been discussed that the organizations use various types of marketing
strategies which will be beneficial for differentiating themselves from the other competitors.
In case of Emirates Airlines, this has been noticed that Emirates has followed the
differentiation strategy by providing advanced kinds of services such as delivering aircraft
along with the latest technology which is inclusive of e-ticketing and wide seats which will
be beneficial for achieving the competitiveness.
The strong brand name is the other competitive advantage which has allowed them to
build loyal customers wherein the airline provides with attractive offers and become more
competitiveness. In the literature review, this has been discussed that the products, price,
place and promotion play a significant role in competing with the other competitors in the
market. In the case of Emirates, marketing mix plays a vital role which has been useful for
them to carve a brand image by providing reliable and distinctive kinds of services to their
customers. Emirates has tried to include all the best services that have helped them in
becoming more successful (Wang and Li 2016).
Both SWOT and BCG Matrix are the tools which will be used by Emirates to analyse
the new development of the products and services along with identification of the effective
marketing plans. The marketing management is defined as the process which helps in
developing different strategies along with planning for the product for reaching the desired
segment of the market positively.
Marketing Mix of Organization
Product- In the case of Emirates Airlines, this has been noticed that the company has
tried to serve their customers with a mixed fleet of Boeing and Airbus. The airline has
decided to maintain the legacy of operating with the aeroplanes of the largest sizes, and the

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company tries to cater to the needs of the customers in both professional and personal manner
(Torquati 2018).
They offer flying services regarding the economy, first and business class which
provided the customers with premium comforts. Moreover, Emirates is the first airlines
which have provided the customers with the shower on flights along with private suits.
Furthermore, Emirates tries to offer the different kinds of excellent services utilizing better
housekeeping along with healthcare for their customers.
Price- This is the other aspect in which Emirates tries to provide the customers with
low cost tickets in comparison to the other airlines which are competing in nature. The airline
has decided to include the shorter and deep routes without any layover (Torquati 2018). Due
to the direct flights, Emirates Airlines has adopted the useful kind of pricing policy for the
shorter routes. Emirates uses the premium pricing policy for the premium customers who
demand the luxurious along with the customized variety of flight services.
In this scenario, this can be seen that Emirates can face few issues due to the premium
services as there are other competitors in the market which are providing budget kinds of
services which can prove to be a threat for the company in a negative manner. This is one of
the negative approaches in which the customized flights and the premium services are not
being approachable for the other customers in the market. As discussed in the literature
review, Emirates needs to include budget airlines services which will positively increase their
profitability and productivity.
Place- Emirates tried to manage the different operations from Dubai airport, and the
global network is spread through six continents, and the company has unusual kind of
distinction of operating on the longest routes which will be beneficial and successful for the
Emirates Airlines in an effective manner (Shahijan, Rezaei and Preece 2016).

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However, in the present scenario, Emirates have introduced different short routes
which are benefitting the customers. As per the literature review, the place is of enormous
importance for Emirates Airlines in which the distribution strategy is inclusive of the sale of
the tickets through the sales agents and tour operators. There are different periodical offers
for the loyal and premium customers which are being notified to them.
Promotion- This is the last aspect of the marketing mix wherein Emirates has
engaged themselves in different kinds of promotional activities through advertisements on
television and the social media channels. The airlines had sponsored ICC cricket world cup in
2011 and 2015 which has hugely increased their presence. There are different promotional
discounts which are being generated during offseason regarding the pricing of the tickets at
affordable rates (Scarborough 2016).
In accordance to the literature, this can be seen and analysed that promotional
activities are one of the major aspects which have assisted the company in becoming more
competitive in comparison to the other competitors such as Qatar Airways which will
beneficial for the overall success of the firm. Emirates runs different innovative campaigns
wherein the accommodation and tickets for the kids are free which will be successful for their
overall efficiency in the firm.
From the analysis of the marketing mix, this can be identified and analysed that
marketing mix has been of enormous significance for Emirates Airlines as the place and the
promotional activities can help them in gaining competitive advantage in the market. On the
other hand, this can be seen that pricing and the product are the other aspects which can
affect the brand image of the firm in a negative manner.

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Role of Marketing Models in Organization
In the case of Emirates, there are different kinds of tools which will be applied for
analysing the overall growth of the company in the competitive market. To examine the
strengths, weaknesses, opportunities and threats which will be beneficial for the development
of the strategies that will be beneficial and appropriate for the growth of the company. The
SWOT analysis is helpful in analysing the different kinds of strengths and weaknesses. On
the other hand, with the help of the BCG Matrix, the growth strategy will be beneficial for the
overall success of the firm, and this will enhance their growth in the future.
SWOT Analysis
With the help of SWOT analysis, the different strengths, weaknesses, opportunities
and threats of Emirates Airlines is required to be analysed in such a manner which will be
identifying the internal strengths and weaknesses along with external risks and opportunities
for the company regarding competitors.
Strengths- The significant advantage of Emirates Airlines is the location, and this is
the official airline of the Emirates Government efficiently. The airport of Dubai deals with
the hundreds of flights round the clock and Emirates is generating massive revenue by
operating the flights on different kinds of international routes. The other strength of the
organization is that the different customers prefer Emirates Airlines due to the ground and the
air facilities which help them in becoming more efficient (Sargeant and MACQUILLIN
2016).
Moreover, this has been noticed that Emirates Airlines operates international flights
in more than 72 countries which are present in more than six continents in an appropriate
manner. The promotional aspects of the Emirates Airlines are excellent as they use different

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television and media channels that can be used to improve their position in the market
effectively.
Weaknesses- On the other hand, there are different weaknesses of Emirates Airlines
as the airlines rely heavily on onward moving traffic on the international level. The Emirates
airlines have faced intense kind of competition from the other rivals, and this has limited their
market share and growth in the market in a negative manner (Scarborough 2016).
Moreover, in the present scenario, this has been identified that Emirates Airlines have
faced and witnessed a sloth in demand in the USA after few years of growth and there are
some airlines which have accused Emirates in receiving the various government subsidies.
The other allegation which has been faced by them is airlines do not pay any due taxes which
led to creating negative remarks on the minds of the individuals negatively.
Opportunities- Emirates Airlines can introduce the brand-new aeroplane in the fleet,
and the quality of the different services can be enhanced in a positive manner which will be
beneficial for the growth of the company. The Emirates Airlines needs to take the various
steps which will improve the confidence of the multiple customers in the airline by providing
the premium services at less cost as this can be beneficial for them to be more competitive
(Scarborough 2016).
Moreover, the different joint ventures and alliances can be helpful for Emirates
Airlines which will give more business to Emirates, and this can increase their presence
among the various countries in a positive manner as well. The brand fleet of Emirates can be
utilised to improve the confidence of the customers in such a way that will be beneficial for
their success.

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Threats- There are other international flights which are operating in the market, and
this can prove to be a considerable threat to the company Emirates. The increase in the cost of
the fuel is the other great threat as due to the same, the airline needs to increases the fare
which can lead to loss of premium customers. Lastly, there are consistent changes in the
government rules and regulations that can hinder the operations of Emirates negatively
(Scarborough 2016).
BCG Matrix
From the analysis of BCG Matrix, this can be analysed that Cash Cow of Emirates
Airlines is the Economy Class which is the foundation of the airlines. The Emirates
Economy is cash cow wherein they have a large number of market share. However, there is
no such growth of the company in the market. Before coming into the scenario, Qatar
Airways have taken the large market share, and to improve their aspects of growth in South
Asian countries, Emirates needs to check their growth analysis effectively which will be
beneficial for their growth and increase in the overall revenue as well.
Furthermore, the Emirates First and Business class are considered to be the Stars as
they both have high market share and this is the already growing market in comparison to the
other competitors. There is a high potential of Emirates Airlines as recently the company
have upgraded their flight services and introduced the latest generation of business class
facilities to the premium clients (Torquati et al. 2018).
On the other hand, the Question Mark is the Emirates Holidays, and the overall
investment is high in comparison to the revenue. The Emirates Company has recently
launched Emirates holidays wherein the new service has low market share, and the potential
is high as Emirates is putting a huge effort in positively handling their activities (Torquati et
al. 2018).

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From the BCG matrix analysis, this can be analysed that the best part of Emirates
Airlines is the Emirates premium class sector wherein the Star is considered to have the high
market share along with growth in the market.
Conclusion and Recommendations
Therefore, this can be concluded that marketing strategies play a significant role in
managing the different operations of the organization successfully. The literature review
provided a brief overview of the different kinds of approaches, models and tools which play a
vital role in the organization which will be beneficial for the overall success of the
organization. The marketing mix of Emirates Airlines has been vital in analysing the different
products, price, place and promotional aspects which are making them competitive to
improve the overall efficiency in a positive manner. The SWOT and Ansoff matrix have been
considered to be successful which assisted the company in analysing their growth strategies
to become more competitive in their operations.
Therefore, from the above, this can be recommended that there are different kinds of
strategies which can be implemented by Emirates to become more successful and competitive
in the future.
Firstly, the extension in the routes by the airline is strongly recommended as this will
be vital for the growth of Emirates in UAE tourism. There can be a global alliance with the
Canada airlines market which will help them in offering a more impressive and effective
strategy for competing with the low-cost airlines.
Secondly, advancement in the information technology is the other aspect for the
progress of Airlines wherein the company can make different contracts with the different E-

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business organizations which will increase the satisfaction of the customers in the market in
an efficient manner.
Lastly, Emirates need to provide advanced level services along with control costs which will
help them in reducing the prices, and this can enable them to introduce new brand subsidiary
to improve their growth in the market.

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