Market Analysis and Marketing Strategy for Emirates Airline

Running head: MARKETING
MARKETING
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1MARKETING
Table of contents
Introduction:....................................................................................................................................2
Background of the company: Emirates Airline...............................................................................2
Current market analysis of the company.........................................................................................3
Marketing model and concept in the context of Emirates Airline...................................................4
Promotion:.......................................................................................................................................8
Marketing objectives.......................................................................................................................8
Target market...................................................................................................................................9
Conclusion.....................................................................................................................................10
Reference and bibliography...........................................................................................................12

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Introduction:
Marketing and effective management practices are being considered as the heart of
successful business organization (Jeng 2016). In order to sell the products and developing strong
brand image in the market, marketing plays an effective role. Depending on the marketing
activities, the public relation, promotion and product development process can be improved.
Hence, it can be said that marketing is an effective process, in which the potential customer of
the company can be identified. The purpose of the study is to shed light on the market analysis of
Emirates airline and suggest a cost effective strategy so that premium service of airbus can be
introduced in lower prices for grabbing large numbers of customers. Analyzing the current
market situation, three strategy have been suggested for coming three years so that the business
growth of the company can be maintained. At the end of the study, based on market analysis, the
potential target market against the objectives have been highlighted.
Background of the company: Emirates Airline
Emirates airline is the subsidiary of Emirate group. Emirates airline is being considered
sa the largest airline group that operates in the Middle east. Analyzing the branding strategies of
the organization, it can be said that in the year 1990, the first commercial slogan of Emirates was
introduced (Emirates.com 2019). In the year 1999, the pictures have been introduced through the
commercials. Analyzing the business revenue of the company it has been identified that in
between the year 2014 and 2015, the business revenue of emirates airline reached 24.2 billion
US dollar. Examining the growth rate in this year, it can be said that near about 7.5% growth rate
has been increased, which is quite impressive with increasing business opportunities in the
market, seat capacity as well as various services have been introduced by the Emirates Airline so

3MARKETING
that standard service can be provided by the company. Mission of the company is to provide
excellent airline service to the world.
Current market analysis of the company
Analyzing the current market scenario of Emirates airlines, it can be said that in the year
2017, it has become worlds’ largest international airline segment. The steady growth rate of the
organization from the past few years has made the organization largest airline operating
company. In the year 2018, near about 59 million people have been served by the organization
(khaleejtimes.com 2019). Depending on the growth as well as innovation in this sector, it has
marked significant milestone in the innovation sector.. In order to improve the customer
experience, unflagging drive have been maintained by the Emirate airline so that the business
performance of the company can get benefited. By serving in the new destinations, Emirate
airline has become popular in the market. In order to improve the efficiency of individuals so
that the standard service can be provided, the company has introduced different training academy
(khaleejtimes.com 2019).
In order to increase its popularity in the international airline industry, the company has
introduced different operational changes in the running year. In order to update the security
measuring practices, various laptop handling and complementary tablet services have been
introduced on the ground for the premium passengers. By introducing the expansive code share
agreement, total numbers of 200 destinations have been serviced with the combined network of
flydubai (khaleejtimes.com 2019). Analyzing the marketing practices introduced by the Emirate
airline, it cannot be denied that the organization also has strong popularity in the social media.
Examining the customer relationship of Emirate Airline, it has been identified that near about
81% tweets have been retweeted by the followers (Brandequity.economictimes.indiatimes.com