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Paper on Marketing Management

   

Added on  2020-05-28

13 Pages3216 Words55 Views
Running head: Marketing management Marketing management

Marketing management Table of ContentsIntroduction.................................................................................................................................................3Description about industry and organization..............................................................................................3Growth....................................................................................................................................................4Profitability..............................................................................................................................................4Macro environment (PESTLE Factors)......................................................................................................5Market segmentation..................................................................................................................................7Primary Market........................................................................................................................................7Secondary market....................................................................................................................................7Level of involvement of primary target market in organizational decision making.....................................8Nature of competition in Emirates airline...................................................................................................8Strengths.................................................................................................................................................9Weaknesses.............................................................................................................................................9Positioning map of Emirates Airline...........................................................................................................10Conclusion.................................................................................................................................................11References.................................................................................................................................................122

Marketing management Introduction Marketing research and audit is the process for evaluating and examining theorganizational objectives, marketing environment and marketing approaches of the company fordetermining its strengths, weaknesses, opportunities, and threats. It will help to assist and guidethe organization to conduct business operations and practices. Here is the discussion about thecompany, which has been selected in the previous assessment, i.e. Emirates airline. The paperalso explains the current trends, growth, profitability and pestle analysis of the industry.Additionally, there is a discussion about the market segmentation, primary target market, andsecondary market. It describes that how the level of involvement of primary market mayinfluence the decision-making process of the airline industry. Emirates airline is the biggestleader in the airline industry, but still there are some rivalries that affect the financial positionand image of the company in the rivalry market. At the end, a positioning map is generated bythe organization on the basis of the primary market, their level of involvement and competitionin the industry. Description about industry and organization Emirates airline was founded in 1985 when the company launched operations with justtwo aircraft. In today’s era, the firm flies largest fleets of Airbus A 380s and Boeing 777c in theworld. The organization provides a comfort zone to the customers in the world. Furthermore, italso offers efficient and effective wide-body aircraft in the skies. Emirates airline inspires andencourages travelers across the world with growing and increasing network of worldwidedestinations. It provides world-class services to clients in the global market. The companyintroduces three new destinations in its global networks such as Phnom Penth, Newark viaAthens and Zagreb. In addition, the firm also introduces new and innovative updated emiratesA380 onboard lounge. Emirates and flydubai announce new partnership including schedulealignment and network optimization and an expensive codeshare agreement. Emirates is wellknown and recognized airline in the world. The organization received best in-flightentertainment award and passenger choice awards. The corporation also opens emirates flighttraining academy in 2017 to provide training to the employees. It is one of the most well known3

Marketing management advanced flight training academies in the world. In this way, the company is growing andexpanding its business activities and operations across the world. The main aim of the companyis to enhance and encourage the performance and efficiency of the firm. On the other hand, thefirm is trying to attract more customers by providing effective services to them (Emirates,2017). Growth This statistic indicates the Emirates group’s revenue from the fiscal year of 2008 to thefiscal year of 2017. In the fiscal year of 2016/17, the organization generated approx 94.7 billionArab Emirates dirhams in revenue (Statista, 2017). (Source: Statista, 2018)Profitability Emirates maintains a high profit with AED 7.1 billion(US$ 1.9 billion) and airlinecapacity crosses 56 billion ATKM with 29 new aircraft have been added to the fleet. On theother hand, revenue reduces 4% to AED 85.0 billion (US$ 23.2 billion), after AED 6.0 billion(US$ 1.6 billion) hit due to unfavorable and negative currency exchange. 4

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