Emirates Airlines Marketing Management: Strategy and Objectives

This report provides an overview of Emirates Airlines' corporate objectives and marketing orientation, including the production, product, selling, and marketing concepts. It highlights Emirates Airlines' marketing strategy, which focuses on creating a progressive brand image through integrated marketing communication. The report discusses the strengths of this strategy, such as its potential to build brand awareness in various countries, and weaknesses, such as the reliance on foreign skilled labor. The conclusion emphasizes the importance of the marketing strategy in achieving Emirates' corporate objectives by promoting the brand globally and increasing passenger numbers. Desklib is your go-to platform for accessing similar solved assignments and study resources.

Running head: MARKETING MANAGEMENT
Emirates Airlines
Marketing Management

MARKETING MANAGEMENT 1
Table of Contents
Introduction......................................................................................................................................2
Corporate Objectives...................................................................................................................2
Market Orientation.......................................................................................................................2
Production concept..................................................................................................................2
Product concept.......................................................................................................................3
Selling concept.........................................................................................................................3
Marketing concept...................................................................................................................3
Marketing strategy.......................................................................................................................3
Strength....................................................................................................................................3
Weakness.................................................................................................................................3
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

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Introduction
This report will discuss the corporate objectives of Emirate airlines. It will include the concept of
marketing orientation such as production concept, selling concept and marketing concept.
Further, the marketing strategy of Emirates airlines will be discussed with its weaknesses and
strengths and importance of these strategies in achieving the corporate objectives of Emirates
Airlines.
Corporate Objectives
The company set a realistic goal which is well-defined and it guides the internal strategic
decision of the company is known as a corporate objective. Company’s most of the corporate
objectives specify the time frame for its achievement and to access the performance of the
company. Corporate objectives are mainly developed to enhance the performance because it
guides the project plans and business plans (Strategic Planning. 2017). Corporate objective of
Emirate Airlines is to offer the secure, safe and luxurious experience of flying to its passengers.
Emirates airlines were established in 1985 and they are known for its unique facilities in the
industry. Facilities like spa, luxurious design and modern showers are provided by Emirates
airlines to its customers. In 2015 they owned total 235 aircrafts from whom 14 were cargo
aircraft and 221 were passenger aircrafts. In the whole world, Emirates is the one who is the
largest operator of passenger aircrafts (Emirates. 2017).
Market Orientation
Market orientation is known as customer-centric approach focused towards product designing.
Most of the research is conducted to know about the preferences of the customers, therefore,

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business concentrate on arranging the funds for the products that have more demand as compared
to others.
Production concept
Guidance is provided through this concept to the marketers for achieving organizational goals.
As per the production concept, most of the people prefer products with low cost and are
produced on the mass level. Demand and satisfaction of customers are ignored in this concept.
Product concept
According to this concept, product features like good design and durability are the preferences of
the customer. While following this concept organizations main focus is their offering or product
(Kasi. 2017). Emirates Airlines follow product concept as they give importance to the services
they provide to their customers. For example, they have bed facility in first and business class.
Further, they have entertainment facility for adults and kids.
Selling concept
According to selling concept, organization focus on their profit for this they involve most of their
efforts in sales and distribution of their product. Business follows this concept because customer
only buys product till organization is putting their efforts in selling but this concept does not
provide profits for longer period.
Marketing concept
The marketing concept is focused towards fulfilling the wants and needs of the customers. It also
focuses on retaining and maintaining good relations with the customers (Learn Marketing. 2017).
Emirates Airlines follow marketing concept for retaining and maintaining good relations with

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their customer. For example, they provide personal bar facility to the passengers traveling in first
and business class. Besides this, they have spa and shower facilities before next connections.
Marketing strategy
The marketing strategy of Emirates Airlines is to create a progressive brand image in the eyes of
its potential and current customers by implementing the approach of integrated marketing
communication for marketing its brand. This concept is an approach of succeeding the marketing
campaign objective with the help of efficient promotional methods and tools.
Strength- Through this marketing strategy Emirates airlines will be able to create their brand
image in different states and countries because a huge number of passengers travel to the Gulf
States.
Weakness- For promoting the brand image of Emirates they need skilled labor but they lack in
local skilled labor, almost depend on Asian countries (Asrafi, 2017).
Conclusion
In the conclusion, it can be said that the marketing strategy of integrated marketing
communication approach will help Emirates to achieve their corporate objective because it will
promote the brand of Emirates through different campaigns all around the world which will
result in increase in the number of passengers.

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References
Strategic Planning. (2017). Corporate objectives tell us what your organization is for. Retrieved
from: http://www.simply-strategic-planning.com/corporate-objectives.html
Emirates. (2017). Our Company. Retrieved from: https://www.emirates.com/english/about/
Asrafi, S.B. (2017). Marketing strategy of emirates airlines. Retrieved from:
http://www.academia.edu/9968265/MARKETING_STRATEGY_OF_EMIRATES_AIRLINES
Kasi. (2017). Five Marketing Philosophies or Orientations. Retrieved from:
http://marketingmixx.com/marketing-basics/144-five-marketing-philosophies-or-
orientations.html
Learn Marketing. (2017). Marketing Concepts And Orientations. Retrieved from:
http://www.learnmarketing.net/orientations.html