Strategic Marketing Plan of Emirates Airlines

Running Head: STRATEGIC MARKETING PLAN OF EMIRATES AIRLINES
STRATEGIC MARKETING PLAN OF EMIRATES AIRLINES
Name of the Student
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Author Note

1STRATEGIC MARKETING PLAN OF EMIRATES AIRLINES
Executive Summary
The project report outlines the strategic marketing plan for Emirates Airlines. It aims at
analysing the position and performance of the company through external and internal analysis.
The PESTLE Framework is used to analyse the external environment. Porter's five forces model
is also used for environmental analysis. SWOT analysis is formulated using both the internal as
well as external factors. The strategic decisions are discussed along with several marketing
tactics to overcome the challenges faced by the company.

2STRATEGIC MARKETING PLAN OF EMIRATES AIRLINES
Table of Contents
Introduction......................................................................................................................................3
Discussions......................................................................................................................................4
Audit............................................................................................................................................4
PESTLE Analysis:...................................................................................................................4
Porter’s Five Forces Analysis:.................................................................................................5
SWOT Analysis:......................................................................................................................7
Assumptions................................................................................................................................8
Objectives....................................................................................................................................8
Strategic Direction.......................................................................................................................9
Tactics........................................................................................................................................11
Budget........................................................................................................................................12
Implementation..........................................................................................................................13
Summary....................................................................................................................................14
Conclusion.....................................................................................................................................15
Reference:......................................................................................................................................16

3STRATEGIC MARKETING PLAN OF EMIRATES AIRLINES
Introduction
The project aims to include the strategic marketing plan of Emirates Airlines in three
years. The report states the external and internal environment in which the company is operating
in the current scenario. It uses the PESTLE analysis to determine the factors that have an impact
on the external environment of the aviation industry as a whole. The Poster’s Five Forces Model
defines real competition within the aviation industry. SWOT Analysis is formulated using
environmental analysis. The report states the marketing mix tool used to evaluate the marketing
objectives in the target market. It highlights the mission and vision of the company to take the
strategic direction. It includes the marketing tactics along with the potential risks and the budget
for the implementation of the strategic plan. The challenges faced along with some
recommendations are also discussed in the report.
Today, the Aviation industry is considered as the essential industries in the world because
it helps in supporting the globalisation and internationalisation for many businesses and
industries spread across the globe. Emirates is the fourth largest airline in the world situated in
Garhoud Dubai, United Arab Emirates. It is the subsidiary holding of The Emirates Group, a
wholly owned corporation of the government. It was founded in the year 1985. Tim Clark is the
president, and Sheikh Ahmed bin Saeed Al Maktoum is the chairperson and the chief executive
officer of Emirates Airline. The airline has a strong presence in the Middle East region with 3600
flights operating weekly in 85 countries with 161 destinations across six continents from its
airline hub in Dubai (Maceda 2018). The fleet size of Emirate is 254 which consists of the
Airbus A380, Airbus A330neo, Boeing 777 and Boeing 777X (Marvel 2019). Emirates
SkyCargo undertakes cargo activities. Emirates Airline is the fourth largest in terms of carrying
international passengers and the second largest in kilometres flown for freight. It is the fourth

4STRATEGIC MARKETING PLAN OF EMIRATES AIRLINES
largest in terms of scheduled revenue flown by the passenger (Airliners.net 2018). The different
countries in which the airline operates the most are the United States, India, the United Kingdom,
Australia and Pakistan. The income generated by this airline was US$ 62 million in 2018 (Lucky
2018).
Discussions
Audit
PESTLE Analysis:
The PESTLE framework helps in accessing the actual performance of the company in the
external environment at a particular time and working strategically for taking quick decision.
These factors are as follows:
a. Political: The aviation industry is easily affected by political changes. Situations such as
the wars or the economic circumstances prevailing in the country. Emirates Airlines is
abode by the rules and regulations of the UAE government and signed agreements with
several countries (Matias 2016). Emergencies such as wars and terrorism may affect the
service not only in the home country but also in the whole world.
b. Environmental: The environmental changes are the primary concern for the airlines'
industry. The sudden change in weather and the climatic conditions affect the service
credibility of the airlines (Do 2017). Hence, strategies need to be followed for excellence
in service. These issues might affect the operations of the airline business. The climatic
conditions in the UAE are warm and dry, so the airlines do not face any environmental
problems in the home country.

5STRATEGIC MARKETING PLAN OF EMIRATES AIRLINES
c. Social: The social factors include the taste and demand of the people. These changes will
encourage particular threats and affect the company's service. The different factors
mainly include changes that occur demographically (age, regions. statics of working
employees) and changes in the number of population. Increase in population will lead to
increased airline profits as there will increase the number of people travelling to other
countries (IMF 2018).
d. Technological: Advanced technological innovation is well recognised and widely used
by Airlines. The continuous change in the products and services will help in competing
with other airlines. The latest innovation and trends will attract people, and it will
encourage passengers to use technology integrated services. The security system at the
airport uses the powerful and advanced technology (Sabre.com 2017).
e. Legal: The legal factors include the rules and regulations of the country. The
modification in the statutory factors affects the company's revenue. These airline
regulations and policies will allow the company to be cautious in the local as well as the
international dealings (Shaw 2016). The legal environment will ensure that the journey is
safe and secure for the passengers. It varies from country to country depending on their
laws and policy.
f. Economical: The economic factors affect the demand forecast, capital availability and
the profit margin. The favourable economic condition will help in the growth and
investment in the business for earning the profit. Money is considered an essential source
for the development of modern airports along with the best and well-equipped airports
(Holloway 2017). The UAE government is investing a massive amount of money for the
development of the two main airports in Abu Dhabi and Dubai.