Marketing Analysis of Emirates Airline: Strategies and Objectives

This report provides a comprehensive marketing analysis of Emirates Airline, a prominent player in the global aviation industry. The analysis begins with an introduction to marketing's role in business success and an overview of Emirates Airline's background, including its history, mission, and branding strategies. It then delves into a current market analysis, examining Emirates' market position, growth, innovation, customer experience, and social media presence, as well as its competitive advantages and disadvantages. The report also assesses the company's marketing model and concepts, covering production, sales, and marketing concepts. It outlines Emirates Airline's marketing objectives, focusing on global expansion, pricing strategies, and waste management policies. Furthermore, the report identifies the airline's target market through demographic, psychographic, and geographic segmentation. The analysis concludes with a summary of key findings and strategic recommendations.

Running head: MARKETING
MARKETING
Name of the student
Name of the university
Author note

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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

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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

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2019). Near about 100% tweets have been made on the weekdays. Not only in tweeter, but also
Emirates has got high popularity in Facebook. With the total numbers of 10 million viewers in
face book and everyday 0.5 posts, emirates has developed its strong public relation, which has
played an influential role behind its business performance
(Brandequity.economictimes.indiatimes.com 2019).
Analyzing different marketing strategies adopted by the Emirates airline, it can be said
that the worlds’ most glorious airline In order to strengthen its promotional strategies the
organization introduces the frequent flyer program in which the company gets the chance to
attract large numbers of customers. In the competitive analysis of Emirates airline it has been
identified that competitive analysis is being considered as one of the important marketing
strategy adopted by Emirates airline. In near about 20 years of experience in the airline industry,
with the rising fuel prices as well as government regulations in all over the globe, being an
important operator in Middle East region, Emirates Airline has got various advantages
(Brandequity.economictimes.indiatimes.com 2019).
Porters’ five forces
Situation Analysis
Bargaining power of the
supplier
Due to availability of raw materials and travel agents in the
market, bargaining power of the suppliers is low, which can help
Emirates to introduce its new airbus service.
Bargaining power of the
customers
In the Qatar aviation industry, availability of both the
international and domestic airbuses are high. In this situation,
customers can easily compare the service and prices, which

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increases the bargaining power of the customers.
Threats from new entrants By maximizing the business opportunities not only the business
revenue of the company has been boosted, but also it has driven
the customer relationship (khaleejtimes.com 2019). On the other
hand, competing in the aviation industry will require huge
investment, which reduces the chances of new entrant in the
market.
Threats of substitute
products
With the total numbers of 36000 flights of Emirates airline
serves 150 cities in 80 countries in all over the world. It is being
considered as the fourth largest airline passenger carrying
organization (khaleejtimes.com 2019). Due to its popularity and
diversified services in the market, threats from substitute
products are low.
Existing rivalry Analyzing the competitive business environment in Qatar, it has
been identified that British Airways and Air Arabia can create
challenges for Emirates to introduce its new service.
(Created by author)
Marketing model and concept in the context of Emirates Airline
Analyzing the concept of marketing it can be said that marketing is being considered as
one of the important philosophy adopted by the firms for understanding the needs and demands
of the customers (O'Connell and Williams 2016). Adoption of marketing concept in the current
competitive business environment has not only influenced the business performance but also it
has helped the organizations to gain competitive advantage in the market. The concept of

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marketing is being developed depending on different components such as production concept,
sales concept, and promotional concept.
Production concept
The concept of production were introduced after the industrial revolution in 1920. It is
being considered as the idea ion which the organizations focus on the particular products that can
effectively manage the supply chain process in the lower ranges (Jarach 2017). By continuing
this, it can be said the concept of production highly depends on the concept of demand. Before
producing the product, the necessity of the products are being judged by the organization. It
cannot be denied that virtually the things which are being produced are being sold by the sales
team. It is their responsibility to execute the transactions at the price determined by the
production cost (O'Connell and Williams 2016). Analyzing the situation in Emirates airline, it is
true that before entering in the airline industry, there were no strong substitute of Emirates
airlines for the international access. By continuing this it can be said that increasing financial as
well as social opportunities, flying trends of people have been changed. In this situation,
satisfying the emerging demand trends, the Emirates Airlines introduced its business in the
market.
Sales concept
After the 1930, with the increasing trend of mass production, the market competitiveness
has been increased (Albers et al. 2017). By taking the advantages of little unfulfilled demand, the
organizations have started introducing the sales concept. In this concept, the organizations try to
convince the customers towards purchasing the products and services through different
promotional initiatives. Depending on the concept of sales in business, the concept of direct and

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indirect selling have been introduced. In the current competitive airline industry, thee sales
concept is highly being appreciated by the business experts. The renowned organizations like
Emirates airline strongly follows the sales concept and with the increasing technological
opportunities, the organization has adopted different sales initiatives through advertising,
campaigns and celebrity endorsements (Kilipiris et al. 2017). In order to grab the attention of
large numbers of customers, premium quality of services have been introduced. It has played an
influential role for establish its strong brand image on the customers’ mind, which has helped
Emirates Airlines to gain the competitive advantage.
The concept of promotion or marketing
In the words of Baker (2016), when a firm stars to adopt the concept of marketing, in that
case it typically separates the marketing department that mainly works to satisfy the needs of the
customers. It cannot be denied that the expanded responsibilities of the sales department are
being fulfilled by the marketing department. In order to focus on the wider of customers, the
concept of marketing is highly recommended. The marketing department also works to deal with
the marketing problems faced by the companies (Homburg, Jozić and Kuehnl 2017). In case of
Emirates Airlines, it cannot be denied that the company has developed its strong image on the
social media. In order to maintain the strong presence in media, the marketing team of Emirates
always try to develop the strong brand campaigns, which h has brought excellent outcome to the
organization. In the rising benefits in the aviation industry, the information contents have been
upgraded by the organization so that the customer transparency can be effectively maintained.

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Marketing objectives
 To increase its operation in all over the world by introducing more 30 airbus within
coming three years
 To improve the pricing strategy so that profitability rate can be increased 5% within
coming 3 years
 To introduce the effective waste management policy so that service standard can be
improved without compromising the benefits
Target market
Depending on the different segments, the target market of the company is being
developed (Knoblich et al. 2017). Therefore are three important segments such as demographic,
psychographic and geographic, which are equally important for identifying the potential
customer of the company. Income level, age are being included in the demographic
segmentation. Analyzing the future strategies of Emirates Airlines, it can be said that the people
between the age group of 18 to 55 will be targeted by the organization. In case of services,
Emirates has gained market popularity for its luxurious services (Taneja 2016). In case of
improving its market reputation, a new section of airbus will be launched by the organization
so that large numbers of people will be able to effort the services. In that case not only the
upper class and upper middle class, but also the middle class people will be targeted by the
company. In the geographic segmentation the location of the business is being defined. In case
of aviation industry, the airports are mostly being located in near the urban areas so that the large
numbers of people can be able to easily access in the places. The psychographic segment is
being considered as one of the important segment, in which the behavioral characteristics of the
target market can be identified. It cannot be denied that Emirates airlines has developed its strong

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High Quality
Low Quality
High priceLow price
brand image in that market and due to its popularity and luxurious facilities, large numbers of
people wants to experience the service. In that case, the brand conscious people will be targeted
by the company by providing standard quality of services.
Positioning map
Figure: Positioning map
(Created by author)
In the above diagram, the position of different competitors of Emirates airline have been
placed. Analyzing the position of the competitors, British Airways been placed in the high price
and high quality. On the other hand, Air Arabia and emirates Airlines have been placed in the
high quality and low price. Analyzing the above positioning map, it can be said that Emirates
Airlines can get tough competition from the British Airways and Air Arabia.
Marketing mix

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Marketing mix of the emirate Airlines has been described using the 4ps of marketing.
There are four components of 4ps such as product, price, place and promotion.
Product
The emirates airline services the customers mixed fleet. The product portfolio of the
emirate airline depends on Airbus and Boeing (Halpern 2016). By maintaining the legacy of
operation, the biggest size of airplanes and sufficient food and beverage facilities the company
will be able to grab the attention of large numbers of customers. On the other hand, by providing
both the personal and professional level of airbus services it will become easier for Emirates to
establish itself as popular air service providing organization. Emirates is the first company,
which has introduced the private suits and shower on flight. By offering great deal of
entertainment and wide range of food choices, emirates can maintain its excellence service from
last 20 years (Taneja 2016). Therefore, analyzing the product strategy of the company, it can be
said that emirates aims to provide the standard quality of services by introducing diversified
facilities on the airbus.
Price:
Compared to the others airline, the low cost tickets are being provided by the Emirates
airlines (Halpern 2016). Recently the company will verify its pricing strategy for providing the
low cost and shorter route. Due to its diversified services, the revenue will be earned by the
company in different volume. By attaining the flexible pricing policies in the market, it can
increase its seat capacity so that the price can be maximized (Emirates.com 2019). The aim of
the company is to satisfy the needs of all the customers, who belong from different financial

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background. By adopting the dynamic pricing policy, Emirates airlines can introduce the
premium service facilities for the price sensitive customers.
Place:
Analyzing the distribution strategy of the company, it can be said that different tour
operators and travel agencies will be involved in the distribution chain of the Emirates Airlines.
In order to increase its accessibility, Emirates can also provide both the offline and online ticket
booking facility so that large numbers of customers will be able to experience the services of
emirates airlines.
Promotion:
In order to establish strong brand reputation, Emirates Airlines can itself in strong
marketing activities through both the online and offline mediums (Taneja 2016). Emirates is
highly popular in different social media platforms such as Face Book, twitter and Instagram. By
following the current marketing trend, Celebrity endorsement of Emirates has become popular
for the global people. Innovative campaigns can be introduced by the company. Therefore, being
a service marketing brand, Emirates Airlines will established its strong image in the market by
introducing the effective pricing strategies.
Conclusion
In this study, it has been identified that Emirates Airlines is one of the popular air service
providing organization in Middle East, which has gained market popularity for its effective static
moves towards the success. Analyzing the marketing mix of the company, in this business report,
the coming objectives for the company have been set, which will bring benefits for coming 3
years. Analyzing the objectives and market growth of aviation industry, it can be assumed that if

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the company will be able to maintain its performance, it can be able to easily achieve the
objectives.

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