Analysis of Sales and Marketing Activities at Emirates Airline

This report provides a comprehensive analysis of Emirates Airline's sales and marketing strategies. It begins with an introduction highlighting the importance of sales and marketing in promoting products, ensuring customer satisfaction, and maximizing profit. The main body delves into Emi...Read More

SALES AND
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Sales and marketing act as tonic of the organisation as it is assist the company in
promoting the sale of products which are beneficial in serving customer satisfaction and
maximizing profit. The sales and marketing activities are used by the management to create
awareness about the products and services offered and at prices. The report will analyse the
involvement of Emirates airline in sales and marketing activities in order to promote the
availability of its products and services. Further, the report will evaluate tangible and intangible
elements of the organisation which plays a vital role in sales activity. Thus, the report will
outline the promotion criteria and service provision followed by the firm to ensure easy flow of
goods and services.
MAIN BODY
About the organisation
Emirates is the leading airline of United kingdom serving customer satisfaction since
ages. The growth of the organisation is depends on its regular innovation of services which can
not be easily substituted. The management of the organisation is well defined and the systematic
processing of business is heading towards continuous growth and development. The ultimate aim
of the organisation is to serve customer satisfaction at affordable prices. The management
focuses on maintaining the function according to the determined values which states that the firm
is liable to serve quality goods and services to its travellers. The Company ensures at maintaining
promotion criteria and service provision followed by the firm to make easy flow of goods and
services. The company has it sown tangible and intangible assets in which tangible are those
services of the company which can be tasted, touched and felt by the consumer which are being
served in term of monetary (O’Connell 2011). It comprises the tickets and passes of the Emirates
airline Food, beverages, tickets are the tangible products offered by Airlines to satisfy travellers
needs and wants (Arnett and Wittmann 2014). On the other hand, intangible are those services
of firm which can not be seen, can not be touched and can not be tasted but can be felt (Wright,
Groenevelt, and Shumsky 2010). It comprises the satisfaction of travellers by travelling services
provided by the company. Travel services, schemes and discounts are the services which are
offered by management to buyers.
Furthermore, Both the tangible and intangible services by Emirates airline are
implemented in marketing in order to create awareness about the services, schemes and discounts

by airlines which are enhanced to serve satisfaction and to earn profitable returns. Besides, the
selling of tangible goods and services is easy in accordance to intangible services. The biggest
challenge faced by Emirates airline is painting the work picture of buyers because before
implementing strategies the management need discover about the taste and preferences of
customers according to market segmentation (Malshe 2011.). Apart from this, the sales and
marketing activity of Airlines demands attractive packaging, schemes, discounts advertisement
and many more tactics to grab the attention of travellers and tourist (Pauwels, Erguncu and
Yildirim 2013). Further, sales and marketing strategies are used by Emirates airline to successfully
allocate and organise marketing resources and activities in order to accomplish the goals and
objectives of business. The marketing strategy is termed as dominant element as it determines
the performance and success of Airlines.
Apart from this, In order to evaluate the travelling needs and wants of buyers, the
company focuses on segmenting travellers according to their characteristics, behaviour and
group. It is done into by various types of division which comprises, Demographic, In which the
groups are divided according to gender, age, sex, family, income, occupation, religion, race etc.
The factors are the basis of division under which, Age: The services of Airlines are for every age
group but the airlines offers differentiated services according to adults, infants, and children (Pi
and Huang 2011). In accordance to this, the company offers emergency services in order to
manage the passengers. It provides pram and innovated techniques to make infant and its parents
comfortable while travelling. Further, for children between age group of 6 to 36 months, the
management offers car seats to make children's safe and comfortable at the time of take-off and
landing. Thus, the company offers different type of seat and fare of adults (Tsai, Chou and Leu
2011). Emirates Online offers services according to the spending power of travellers in which it
has various type of pricing in which it offers business class clearing people and economic class
for low and average earning people which makes people to easily utilise the services and also
helps the business in expanding the base of its services. Secondly the airlines focuses on
Geographic factors in which Airlines make decision to operate few geographical areas in which
it focuses on paying attention to needs and wants according to geographical differences
(Anderson and Xie 2010). In accordance to this the organisation has found out that most people
travel to Dubai are from Middle East, Africa, Asia pacific and western countries. Besides,
According to Airlines each year 14 million travellers visits Dubai and that too for business

purposes. Hence, segmenting travellers on behalf of various difference makes it easy for the
company to determined the changes in demand and performance. Moreover, segmenting is the
best way to make schemes and discounts as it provides opportunity for to management define
various schemes and discounts which are offered by firm to increase demand of travellers and
maximize profit (Hazledine 2011). The basic strategy of the organisation is to offer schemes for
limited period for which the travellers pays attention and even suggest to other individuals.
Targeting aims at choosing specific groups identified after segmentation to sell products
and services. The Target market selection of Airlines can be facilitated by following factors
which are on business class and economy class because these are the most income generation
category (Fu 2013). There the market segment ion and targeting by the entity is basically from
these two classes which further includes all the individuals. The targeting strategy is based on
attracting numerous travellers which can be high class and average class. Two current key
drivers of external change in respect to product a promotion
Globalisation is an important concept about business management. Business environment
of Airlines is the totality of all such factors which influence the working and decision making of
an Emirates Airlines. Business aims at maximizing profit and serving best services to the
travellers. The business environment is driven by forces of environmental factors, which drives
internal forces like, situations or events that are occurred inside the business and are controllable.
(O’Connell 2011).
The two key drivers of external change regarding Airlines promotion and services are as follows,
Technological Capacity in which company need to make adaption in services according to
advancement in technology. Further, it is act as tonic for the business process and operation as it
assist management in deriving various tactics and strategies of innovating services and
promoting them on big platform in order to reach maximum number of customers. Adaption with
the changes assist the organisation in shaping business structure for long time (Wright,
Groenevelt, and Shumsky 2010). Regular up gradation in technologies changes the entire
production process and structural process of the enterprise. Technological innovation in the field
of Airlines includes inventions, discoveries and new and better techniques of delivering services.
Technology helps in performing the operations in much better and cheaper way. Apart from this,
the travellers' expectation rises with advancement in technology. Whereas, Increasing
Competition enhances the challenge in the travelling world. New competitors and entrants are

making the demand of services decrease due to adoption of new technology, ideas, innovations,
affordable prices and customer satisfactory services. Te process of adapting changes is difficult
of the existing companies and therefore sometimes the management lack the product and
promotion. For instance, travelling experience at low prices decrease the demand of travelling
from Emirates Online. Further, to attract more consumer the company has to decrease the prices
in which the earning capacity of the enterprise also decreases.
Henceforth, the Airlines continue to deliver excellent services, and is the winner of the
Best Airline. Moreover, the company is awarded with the best Entertainment services in the
Airline field. This aspect of the travel experience provided by Emirates gains assist in attaining
and fulfilling consumers expectations (Wright, Groenevelt, and Shumsky 2010).
CONCLUSION
The report summarized that, the sales and marketing plays a vital role in creating
awareness about the products and services of the company. It has discovered the strategies and
marketing agenda used by Emirates Online to deliver customer satisfaction at affordable prices.
Further, it analysed the tangible and intangible services by airlines that are implemented for
marketing in order to promote services, schemes and discounts offered by Emirates to enhance
the level of its services and to serve satisfaction and to earn profitable returns. Besides, it
outlined the targeting and segmenting criteria used by Airlines to serve services according to
travellers requirement. Hence, the report concluded with external factors which impact the
product and promotion of Emirates Airline like, technological advancement and increasing
competition.

REFERENCES
Books and Journals
Anderson, C.K. and Xie, X., 2010. Improving hospitality industry sales: Twenty-five years of
revenue management. Cornell Hospitality Quarterly. 51(1). pp.53-67.
Arnett, D.B. and Wittmann, C.M., 2014. Improving marketing success: The role of tacit
knowledge exchange between sales and marketing. Journal of Business Research. 67(3).
pp.324-331.
Fu, Y.K., 2013. The influence of internal marketing by airlines on customer-oriented behavior: A
test of the mediating effect of emotional labor. Journal of Air Transport Management.
32. pp.49-57.
Hazledine, T., 2011. Legacy carriers fight back: Pricing and product differentiation in modern
airline marketing. Journal of Air Transport Management. 17(2). pp.130-135.
Malshe, A., 2011. An exploration of key connections within sales-marketing interface. Journal
of Business & Industrial Marketing. 26(1). pp.45-57.
O’Connell, J.F., 2011. The rise of the Arabian Gulf carriers: An insight into the business model
of Emirates Airline. Journal of Air Transport Management. 17(6). pp.339-346.
Pauwels, K., Erguncu, S. and Yildirim, G., 2013. Winning hearts, minds and sales: How
marketing communication enters the purchase process in emerging and mature markets.
International Journal of Research in Marketing. 30(1). pp.57-68.
Pi, W.P. and Huang, H.H., 2011. Effects of promotion on relationship quality and customer
loyalty in the airline industry: The relationship marketing approach. African Journal of
Business Management. 5(11). p.4403.
Tsai, W.H., Chou, W.C. and Leu, J.D., 2011. An effectiveness evaluation model for the web-
based marketing of the airline industry. Expert Systems with Applications. 38(12).
pp.15499-15516.
Wright, C.P., Groenevelt, H. and Shumsky, R.A., 2010. Dynamic revenue management in airline
alliances. Transportation Science. 44(1). pp.15-37.

REFERENCES
Books and Journals
Online