Marketing Management Report: Emirates Airline Analysis

This report provides a comprehensive marketing analysis of Emirates Airline. It begins with an executive summary outlining the report's objectives, which include assessing Emirates' current market position and identifying target customer segments. The report utilizes marketing models like the BCG matrix and brand positioning maps to evaluate Emirates' standing relative to competitors such as Lufthansa, Qatar Airways, and Etihad Airways. The analysis identifies key marketing objectives for the next three years, focusing on increasing market share, enhancing brand perception of service quality, and expanding into untapped markets. The report then delves into the identification of three key target segments: corporate flyers, seasonal tourists, and first-time flyers, proposing tailored marketing strategies to enhance customer loyalty within each segment. Finally, the report recommends an ideal marketing mix for Emirates, covering product, price, place, and promotion strategies designed to solidify the airline's brand in the global market. The report's findings aim to assist Emirates in gaining a larger market share and brand value.

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Marketing management
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Executive summary
The aim of this report is to discuss about the current position of Emirates airline in the market. In
order to do so, this report use different marketing theory in order to identify the current market
position of Emirates airline. In addition, customers segments are being identified, which will
have maximum potential in the next three years. This report discussed about the ideal marketing
mix strategies of Emirate airline, which will help them to have greater market share and brand
value in the global market within the next three years.

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Table of Contents
Introduction......................................................................................................................................3
Current market position of Emirates................................................................................................4
BCG matrix..................................................................................................................................4
Brand positioning map.................................................................................................................5
Identification of the marketing objectives.......................................................................................6
Identification of the target segments................................................................................................7
Corporate flyers...........................................................................................................................7
Seasonal tourists..........................................................................................................................8
First time flyers............................................................................................................................9
Recommended marketing mix.........................................................................................................9
Product.......................................................................................................................................10
Price...........................................................................................................................................10
Place...........................................................................................................................................11
Promotion..................................................................................................................................11
Ansoff matrix.................................................................................................................................12
Conclusion.....................................................................................................................................12
Reference.......................................................................................................................................14

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Introduction
Marketing play an important role for the contemporary business organizations in
surviving in the current competitive business scenario. In addition, having effective marketing
strategies also helps in cutting off the intensity of the competition and helps to stay ahead over
the competitors (Gronroos and Gummerus 2014). However, prior to the implementation of the
marketing strategies, it is important to determine the current market position along with the
current market segments. In accordance to that, marketing strategies should be implemented.
There are various models and concepts related to the marketing can be used in order to determine
the market needs and requirement and to implement effective strategies.
Emirates airlines is one of the leading airliners in the world based in Dubai, Abu Dhabi.
Emirates are the largest airliner in the entire Middle Eastern region in terms of the passenger
traffic and flow of the airlines. In terms of the passenger traffic, Emirates are currently standing
at rank four globally (Emirates global 2018). Currently, they are having their presence in more
than 80 countries and fly in all the major cities around the world. However, in the recent time,
they are facing huge competition in the market due to the presence of various global brands and
established players. In addition, other airliners from the Middle-eastern regions such as Ethihad
airways and Qatar Airways are posing serious threat for Emirates airlines.
Therefore, it is important for Emirates airlines to effectively determine the current market
position in regard to the competition. In accordance to that, they should identify the marketing
objectives along with the target market. This report will discuss about the current position of
Emirates in the market. In addition, this report will also discuss about the ideal marketing mix of
Emirates, which will help them in having better position in the market.

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Market
growth
Market
share
High
Low
High Low
Current market position of Emirates
BCG matrix
The first step of determining the marketing strategies of Emirates is to identify the current
market position of them. In this case, BCG matrix will be used in order to identify the exact area
where Emirates is currently standing in front of their competitors (Rudnicki and Vagner 2014).

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Low service quality
High priceLow price
Emirates
Ethihad
Qatar airways
Air Asia
Ryan Air
High service quality
The above diagram is showing that Emirates airline is belonging in stars where none of
their competitors are present. This denotes that the current market share as well as the current
market growth rate is favorable for them. Thus, Emirates airline should design their marketing
strategies in such way that it will help them to attract new customers as well as retaining the
existing ones. On the other hand, it is also identified from the above diagram that Lufthansa can
be considered as one of the key competitors. This is due to the reason that Lufthansa is currently
standing in the Cash cow element, which denotes that they are the market leader but not having
the growth rate as Emirates airline. Moreover, Qatar airways are having less market share than
Emirates but they are also having growth rate. Thus, it can be concluded that currently the
growth rate of Emirates is favorable but they not in the top position in terms of market share. The
marketing strategies should be implemented in order to retain the existing customers.
Brand positioning map
Brand positioning map will be used in order to identify the current positioning of the
brand of Emirates and how they are being perceived in the market against their competitors.

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The above brand positioning map shows that Emirates Airline is being positioned as high
cost and high quality airliner. On the other hand, it is also being seen that Ethihad is having
higher price structure compared to Emirates with having higher service quality. Moreover, Qatar
airways are having similar service quality with Emirates but they are having lower price point
compared to the other two. Air Asia and Ryan air is having much lower price points compared to
others but they cannot pose much challenges to the Emirates due to the reason that Emirates are
being positioned as long haul and quality airline over the budget carriers and show haul flights of
Ryan air and Air Asia (David 2013). Thus, from the above map, it can be concluded that the key
competitors for Emirates are the Qatar airways and Ethihad airways. Moreover, due to the fact
that all these players are being based in the Middle Eastern regions, the competition is much
higher.
Identification of the marketing objectives
The above sections have discussed about the current market position of Emirate airline
over their competitors. Thus, the ideal marketing objectives of them in accordance to their
current market position will be discussed in the following sections (Lee, Kozlenkova and
Palmatier 2015). The objectives will be discussed for 3 years period.
 The first marketing objective should be the overtaking Lufthansa in terms of the market
share. This is due to the reason that the core objective for any marketing strategy is to
increase the customer traffic. Thus, according to the above analysis, Lufthansa is way
ahead of them in terms of the current market share. Hence, the marketing objective for
the next three years should be overtaking them.

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 The next objective will be increase the brand position in the mind of the customers in
terms of the service quality. This is due to the reason that, in the above analysis it is seen
that Emirates is trailing behind Ethihad in terms of service quality (Hussain, Al Nasser
and Hussain 2015). Thus, the marketing strategies should be designed and implemented
in such a way that the diverse service provided by Emirates should get properly
communicated to the target customers.
 The last marketing objective of them should be entering in the untapped regions. There
are still various potential regions where Emirates airline is not having their presence.
Thus, in the next three years, they should initiate their marketing strategies in order to tap
the new markets.
Identification of the target segments
Emirates being one of the largest airliners in the world are having diverse and vast
customer segments. This report will identify three key customer segments for them and will
discuss the strategies that can be initiated in order to enhance the loyalty of the respective
customer segments (Cross, Belich and Rudelius 2015). Segmentation process will be done in
terms of only usage and behavioral characteristics of the customers. This is due to the fact that
gender segmentation and age segmentation are not applicable in the case of Emirates.
Corporate flyers
Corporate or professional passengers comprise of the major portion of the revenue of
Emirates. This is due to the reason that professional people tends to travel more for their job or
business. These passengers travel single in majority of the cases and are frequent flyers. Thus,
they should have the loyalty with the airliner in order to retain the frequent flyers. One of the key

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strategies that can be initiated by the Emirates airline in enhancing the loyalty of this segment is
to promote them frequent flyers list (Ashton 2015). This will enable the corporate passengers to
have huge array of services and discounts along with other offers year around. Passengers in the
frequent flyers list will be able to have certain fixed discount every time they book tickets with
Emirates. Therefore, if the corporate flyers are being given fixed discounts over the standard
charge then it is likely that they will prefer Emirates over their competitors (Meyer-Waarden
2013). Another strategy that can also be initiated is the pick and drop facility to and from the
airport as a complimentary service. Majority of the corporate travelers travels on very tight
schedule. Thus, if Emirates provide them pick and drop facilities, then it will be easier for the
travelers to reach to their destination in minimal time and comfortably. It will motivate the
travelers to book their flight with Emirates in further time also.
Seasonal tourists
Apart from the corporate flyers, there are seasonal tourists who mainly travel in groups
with friends and families for only tour purpose. Among them there are number of frequent flyers
also who travels in groups for at least once in year. The key advantage that is being gained by
Emirates from this segment is the bulk bookings. One of the key strategies that can be initiated
by Emirates in enhancing the loyalty of this segment is to provide them guidance of their tour
destinations (Terblanche 2015). In majority of the cases, tourists are having less or no idea about
their destination as they are visiting for the first time. Thus, Emirates can provide the guidance
service to this customer segment about how and where they should visit. It will make the tourist
feel more comfortable prior to the visiting to their destination.

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Another strategy that can be initiated by Emirates in enhancing the loyalty of the seasonal
tourists is the seasonal bonus and offers. Festivals such as Christmas witnesses huge traffic in
tourism. Hence, providence of added bonuses and discounts will further attract the existing
customers to aging book their flights with Emirates. During the seasonal festivals, special
vouchers, goodies and wishes can be given to the travelers as part of the customer relationship
management. This will ensure the high brand recall among the existing customers.
First time flyers
Out of the all the customer traffic of Emirates airline, there is huge portion of first time
flyers also. These first time flyers are having both corporate and group tourist also. However, the
strategies in relation to the first time flyers should be more customized and different from the
existing strategies. The key reason for this is that first time flyers are not having any idea about
the international flights and the norms and regulations to be followed in the airports. There is
always a sense of insecurity works with this segment. Thus, Emirates should have support
facilities for the first time flyers along with having some sort for added engagement activities for
the single flyers also (Chen and Hu 2013). This will made the travelers feel easy and
comfortable. It will help in creating positive image among the first time flyers and the first
impression will be long lasting and will help in enhanced loyalty of them.
Recommended marketing mix
The current market position as well as the target segments for the next three years is
being identified in the previous sections. Thus, in accordance to that, ideal elements of marketing
mix will be discussed, which will further help to solidify the brand in the global market (Mintz
and Currim 2013).

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Product
In the case of the Emirates airline, the product is their airline service. It is recommended
that they should have different types of aircraft to suit the different needs of the customers. For
instance, they can use the narrow body aircraft for the shorter distance, which will also cost low
for the customers (Kuo and Jou 2014). On the other hand, wide body aircraft should be used for
the long distance travel. This is due to the reason that in the recent time, concept of city breaks
are becoming popular and having shorter flights with narrow body aircraft will suit the need and
affordability of the customers. Moreover, providing wide body aircraft in the long distance will
offer comfortable flight for the customers. Thus, service variations should be there in order to
meet the varied customer requirements. It is also being suggested that Emirates should have
added facilities in their aircraft such as internet facilities, personal entertainment facilities and
different cuisines (Wu and Cheng 2013). This will further create satisfaction among the
customers and will help them to create distinctive image among the market.
Price
In order to stay ahead in the competition, cost leadership should be promoted by
Emirates. Though the target customer segments of them are mainly from the top and middle of
the pyramid but having cost leadership will help them in increasing their profitability ratio
(Kaliappen and Hilman 2013). It is evaluated in the earlier sections that price of Qatar airways
are less compared to Emirates even delivering same service quality (Chung and Petrick 2013).
Thus, achieving the cost leadership will help Emirates to beat Qatar in terms of the pricing also.
The more will be the cost leadership, the more capital will be with them to invest in providing