Postgraduate Diploma: Emirates Group Access Strategy Report

This report provides a comprehensive analysis of the Emirates Group's access strategy within the context of digital marketing. It begins with an introduction to the company, its operations, and the rationale behind selecting Emirates as the subject of the analysis. The report then delves into the core of the access strategy, examining innovative marketing initiatives, the company's business objectives, and the target audience. It explores the digital innovations employed by Emirates, including social media marketing, customer engagement, and the use of Google for unique digital experiences. The report also identifies key stakeholders supporting innovation success, both internally and externally, and evaluates the methods used to measure the success of these strategies, such as customer feedback and KPI methods. The report concludes by highlighting the benefits of the access strategy for Emirates, emphasizing its role in customer satisfaction and market sustainability. The report references various books and journals to support its analysis.

ACCESS STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
ACCESS STRATEGY ...................................................................................................................3
Ppt 1 Innovative marketing initiatives ...................................................................................3
Ppt 2 Company ......................................................................................................................3
Ppt 3: Business objectives .....................................................................................................4
Ppt 4: Target Audience...........................................................................................................4
Ppt 5: Digital Innovation........................................................................................................4
Ppt 6: Support for innovation success....................................................................................5
Ppt 7: Measurement of success...............................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
In context of undertaking the matter related to access strategy it is determined in relation
to setting the appropriate standards regarding dealing in any such activity which is mainly related
to digital marketing. Through this aspects the accurate strategies of the company are examined
and also the techniques of competitors are also judged (Debbage and Alkaabi, 2016). Thus,
through this aspects the report is undertaken on the bases of the Emirates group which is founded
in 1985 by sheikh ahmed bin Saeed al maktoum in Dubai. They mainly deal in airlines business
and also carry the business through digital platform. Report will carry the various aspects which
round around the access strategy which is undertaken by company in context of enhancing the
business at large scale.
ACCESS STRATEGY
Ppt 1 Innovative marketing initiatives
In relation to developing the innovative marketing strategy through adapting the access
strategy is relevant to using the social media platform. As Emirates group deal with wider ranges
of customer through connecting them with the social media marketing. In respect of undertaking
the access strategy it is determined through engaging the customer interest towards the services
which is offered by the emirates group to retain their interest for the longer time period (Redpath,
O'Connell and Warnock-Smith, 2017). Thus, innovation in this aspects is committed as they
diversified their area and industries into many aspects such as catering services, tour operators or
engineering services. Through this innovation they also growing their business at large scale.
Thus, it required the accurate planning and appropriate market research to gather information
relevant to promote the business at large scale.
Ppt 2 Company
The company is selected in respect of The Emirates group which is considered to be one
the largest airline services in Dubai. As the reason behind selecting this company is that it is
wholly owned by the government and also the profits which is received from customer to
Emirates is given to the government. Emirates structure is designed and built by their own saving
ans also due to their innovative and effective services, it is the first priority of the customer. As it
is easily affordable by the normal class people to fly with the Emirates and also enjoy their
travelling (El Obaid and et.al., 2016). The another reason behind undertaking this topic is that

they provide lot of employment opportunities to the people and also other benefits which is
needs of the employees working or engaged with the Emirates group. The challenges which is
examined by the Emirates group is relating to managing the economy of the company an due to
changes in prices, the fluctuation occurs which results in diverting the mind of the customer
through this airlines (Cherian and Pech, 2017).
Ppt 3: Business objectives
The main specific business objectives of the Emirates group is to provide the highest
standards of the services through achieving or focusing more on fulfilling the customer needs.
They also make the mission in respect of making continuous innovation in services to satisfy the
customer needs (Vally and et.al., 2018). Through this aspects, it results in hanging the brand
image in Market and also driving sales to get more profits. As Emirates main aim is to provide
more employment opportunities, so that they can reduce the poverty in country. In respect of
choosing the sales driving strategy, it helps in managing the overall integrity of the Emirates
group at better way.
Ppt 4: Target Audience
In respect of targeting the customer, Emirates group mainly focus on individuals which
are considered to be the well travelled person which are frequent traveller and thus through using
the social platform, they target the new customers (Ahmad and Saber, 2015). In context of
targeting the customer which helps in achieving the business objectives is relevant to targeting
the customer which are not familiar with the airlines or not carry the accurate budgets to choose
the emirates airlines.
Ppt 5: Digital Innovation
The innovation which they undertaken is relating to coordinating with google and making
the unique designing concept relating to engaging with visitors and creating the on ground digital
experiences with them. Through this manner they can also grab the strategies which is needed by
the customer in respect of bringing changes in existing services. Thus, in respect of adapting the
access strategy procedure, through effective planning, the task can be accomplished through
reaching to customer and interacting with them regarding the changes which they needs in the
emirates group (De Boer, 2018). The facilitates which they are demanding as for e.g. the visitors

are preferring to get Airbus of the Emirates group and after receiving such feedback they deal in
such aspects to satisfy the customer in better way.
Ppt 6: Support for innovation success
In respect of undertaking the matter related to success, the insider who enjoy the benefits
is of production department as through their ideas and motivation to employees, they achieve
higher rate of success in the company. As most of the dedication is done by the staff in respect of
providing the quality services to the customers. In context of outsider, the person which enjoy
the success are relating to customer (Mondal and et.al., 2017). As they mainly demand new and
innovation in company which they prefer. Thus, they mainly enjoy the success of the Emirates
group in respect of getting the quality services with the appropriate budgets. They are essential as
because of their support and guidance, the company is maintaining their stability in market for
longer way.
Ppt 7: Measurement of success
In respect of measuring the criteria of the success it is undertaken in respect of taking
feedback from the customer regarding the services which they is offered by the Emirates group.
This is undertaken in respect of taking reviews from the customer after they avail the services.
So that they can share their experiences and also the issues if any in respect of attracting
customer in better way (Abdelhakim and et.al., 2019). In context of measuring the performance,
the Emirates group use the KPI methods to set the accurate standard to meet the objectives in
better way.
CONCLUSION
From the above study, it is examined that through adapting the access strategy, it results
in getting major benefits to the Emirates group. They can sustain in market through fulfilling the
customer needs in better way. In this aspects social media marketing is useful in attracting the
customer towards the services which is offered by the Emirates group.

REFERENCES
Books and Journals
Abdelhakim, A. S. and et.al., 2019. Cabin crew food safety training: A qualitative study. Food
control. 96. pp.151-157.
Ahmad, S. Z. and Saber, H., 2015. Understanding marketing strategies with particular reference
to small-and medium-sized hotel businesses in the United Arab Emirates. Tourism and
Hospitality Research. 15(2). pp.115-129.
Cherian, J. and Pech, R., 2017. The impact of corporate social responsibility on the workforce of
selected business firms in the United Arab Emirates: a nascent
economy. Sustainability. 9(11). p.2077.
De Boer, E.R., 2018. Strategy in Airline Loyalty. Springer.
Debbage, K. G. and Alkaabi, K., 2016. Market power and vertical (dis) integration? Airline
networks and destination development in the United States and Dubai. In Aviation and
Tourism. (pp. 177-194). Routledge.
El Obaid, Y. and et.al., 2016. Perceptions and attitudes towards medical research in the United
Arab Emirates: results from the Abu Dhabi cohort study (ADCS) focus group
discussions. PLoS One. 11(3). p.e0149609.
Mondal, M. A. H. and et.al., 2017. Ethiopian power sector development: Renewable based
universal electricity access and export strategies. Renewable and Sustainable Energy
Reviews. 75. pp.11-20.
Redpath, N., O'Connell, J. F. and Warnock-Smith, D., 2017. The strategic impact of airline
group diversification: The cases of Emirates and Lufthansa. Journal of Air Transport
Management. 64. pp.121-138.
Vally, Z. and et.al., 2018. A comparative description of perceived stress and coping strategies
among psychology and nonpsychology students in the United Arab Emirates. Perspectives
in psychiatric care. 54(4). pp.539-546.