Marketing Analysis: Emirates Airline Strategies and Operations

This report provides a comprehensive analysis of Emirates Airline's marketing strategies and operational practices. It begins with an introduction to the airline's history and market position, emphasizing its focus on sales, profit trends, and market share. The main body of the report delves into the marketing concept and its terminology, including product strategy, branding, and promotion, highlighting Emirates' innovative approach to customer satisfaction. It identifies the role of Emirates' marketing strategies in achieving its objectives, such as segmentation, targeting, and positioning, and describes the principles of marketing used in its daily operations, including place, price, product, promotion, people, process, and physical evidence. The report concludes by summarizing Emirates' strong brand reputation and the effectiveness of its marketing mix in stimulating growth.

Marketing
Principles and
Practice

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Description on marketing concept and its terminology..........................................................1
B. Identification in the role of Emirates marketing strategies in term to achieve its objectives.2
c. Description on principles of marketing used in Emirates Airline daily organisational
operations....................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
In this, Journey of the Emirates started in the year of 1985, it's when Dubai government
provided two aircraft's. In this report is covering the part of sales and profit trends and market
share which is helpful in developing the depth knowledge about environment competition and its
strategies (Aaker, 2011). In addition to this, it will also inclusive of functions of marketing to the
functional areas in Airline industry. The main aim behind conducting this study is to earn the
large amount of profitability and productivity. Emirates mainly focuses over the product \,
brands, segments and division. The one of the core advantage of this firm is that it is the biggest
brand loyalty and its never lets its customer down.
MAIN BODY
1. Description on marketing concept and its terminology.
In this, effective marketing concept is based on the assumption that consumer will prefer
only that products and services which is inexpensive and widely available. In this way, Emirates
has also adopted innovation facilities which has been a relentless drive for innovation in cabin
not only in the premium class but also in economic class. This kind of facilities are helpful in
terms to provide greater level satisfaction to customers (Wilson, 2011). With the help of bringing
the originality and creativity in the design of cabin it has competed with the various rivalries. In
these terms, there are some terminologies under this as are-
Product strategy- in this way, the firms need to look over the function as to make superior
products and improve them all in timely manner. The quality and performance is need to be
judges. In this, Emirates own the fleet of 120 wide bodies aircraft and flies to 108 destinations in
the almost 60 countries. It has almost double its fleets in every year. Under this term, Emirates
has received 12 A380s and placed an order for another 78 A380s. In this term it can be said that
prior the Emirates has purchased the 8 Boeing and 777 freighter aircraft.
Branding- in this term it can be said that Emirates has repositioning the company global
marketing strategy to target large number of the customer in market. With the help of changing
in the brand positioning this firm is able to each the large number of customers.
Promotion- Under this combination of both traditional and modern marketing methods they can
able to aware their customer's about the services (Bahadir, Bharadwaj and Srivastava, 2015). The
main aim of this is to reach the customers of all the nationalities. In these Emirates need to
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promote the organisation with the help of differed kind of events and it is also useful in terms to
have increment in brand awareness. With the help of promoting services this firm is able to
capture long term market share.
Organisation culture- This firm is mainly involved in the aviation industry. It is having many
rivalries in the market. Under this two main corporation as are Emirates and Dnata. Thus, Dnata
is also famous travel organisation in the middle east ans this firm is responsible for handling
cargo and technical services.
B. Identification in the role of Emirates marketing strategies in term to achieve its objectives.
In this it can be said that the Dubai based international aviation firm which name as
Emirates is owned by the legal bodies of Dubai and it is having various subsidiaries as are Dnata,
Emirates Sky cargo, Emirates flight catering etc. Thus, marketing strategies of Emirates in terms
to achieve its objectives as are-
 Segmentation- Emirates areas its market into two critical classes, the helpful (business
voyagers) and the unrewarding one. These can be also divided in light of the typical
length of journey, the repeat of excursions and the brand steadfast customers.
 Targeting- Concentrating on Emirates considers high situating authorities and operators
having a place with the age social occasion of 30-60 who are looking for indulgence and
comfort in development. It serves all customers paying little regard to nationality.
 Positioning-Arranging Emirates arranging technique is basically advantage organized and
goes for offering novel organizations (Bahadir, Bharadwaj and Srivastava, 2015).
Emirates arranging is comprehensive, imaginative and offers incredible motivation for
money.
 Differentiation- Partition Emirates positions first concerning division. Emirates was the
first to execute exhibit day advancement like wireless usage on board, web scrutinizing
and the sun and moon thought.
 Growth strategy- Emirates from the soonest beginning stage has grasped a commanding
advancement system. Their advantage figures exhibit a yearly augmentation without miss
the mark aside from the second year of undertakings. Emirates has been continually
expanding their voyager breaking point and number of objectives.
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c. Description on principles of marketing used in Emirates Airline daily organisational
operations.
There are differed principle of marketing in terms to manage the marketing operation of
Emirates in the effective manner. These as are-
1. Place- In this Dubai serve them as the main hub of the Emirates and it is having strategic
position as per the locations.
2. Price- under this, Emirates is suing the premium pricing strategy and it offers the high
quality services to its customers. The main target for those customers who demands better
services instead of price (Barrett and Weinstein, 2015).
3. Product- the Emirates has taking step in order to bring various innovation as in the cabin
doors etc. these all are very helpful in term to attract the customer to buy their services.
4. Promotion- this firm is using both modern as well tradition approach in term to have
enhancement in the profitability of enterprise. With the help of promotion organization
can attract its customers.
5. People- This is the airline industry who does not only focus over satisfaction of customer
but also focuses over satisfaction of shareholder, stakeholder etc.
6. Process- with the help of using of interactive experience they are able to process the
business activities systematically.
7. Physical evidence- this term refer as intangible products and tires to deliver the
excellence in quality to customers.
CONCLUSION
From above report it has been summarised that Emirates is having strong brand name
which is attracting the large number of customer. The present report has covered marketing
strategies, mix and functions to stimulate higher term growth.
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REFERENCES
Book & Journal
Aaker, D., 2011. Marketing Research. John Wiley and Sons.
Wilson, R., 2001. Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide. Wiley.
Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015. Marketing mix and brand sales in
global markets: Examining the contingent role of country-market characteristics. Journal
of International Business Studies. 46(5). pp.596-619.
Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the marketing mix, and
business performance. In Proceedings of the 1997 Academy of Marketing Science (AMS)
Annual Conference. Springer International Publishing.
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