Marketing Management Report: Emirates Airlines Strategy Analysis

This report provides an analysis of Emirates Airlines' marketing management, focusing on its corporate objectives and strategic planning. It begins with an overview of Emirates Airlines, highlighting its position as a major airline in the Middle East. The report then delves into Emirates' marketing orie...Read More

Running head: MARKETING MANAGEMENT
Emirates Airlines
Marketing Management
8/4/2018

MARKETING MANAGEMENT 1
Corporate Objective
Corporate objectives are essential to the strategic planning of enhancing performance. The
top-level management of the company generally frames these objectives and they provide the
direction for setting thorough objectives for the key useful activities of the company (Keay,
2011).
Overview of Emirates Airlines
The emirate is an airline grounded in Dubai, UAE. The airline is a part of the Emirates
Group, which is owned by the Dubai's government. The emirate is the biggest airline of the
Middle East, managing around 3,000 flights every week from its center at the International
Airport of Dubai to around 140 cities in 81 countries (Emirates, 2018). Emirates Sky Cargo
undertakes cargo activities. The Emirate was established in 1985. The corporate objective of
Emirate is to offer high standard services every day to its customers (Sky Journey, 2015).
Marketing Orientation Concept of Emirates Airlines
Production Concept
According to the production concept, people choose products with less cost and
manufactured in mass quantity. Production concept does not focus on the consumer needs
and only concentrate on the production. Hence, this concept offers benefits at the time when
the demand for the product is more. Emirates Airlines does not support production concept
because it gives major importance to its customers and offers the best facilities to them. For
example- Online Check- Emirates Airlines offer 48-hour facility of check-in-system to its
consumers, which allow them to have a look at the flights 48 hours before they reach the

MARKETING MANAGEMENT 2
airport (Emirates, 2018). Besides this, it offers E-boarding passes to the consumers, which
work same as general boarding passes.
Marketing Concept
The key purpose of marketing concept is to meet the wants and needs of the consumers. This
concept is focused towards attracting consumers and keeping long-term bond with them,
which offer long-term profits to the business. Emirates Airlines is following this concept as it
frames its services and marketing campaigns to maintain relations with its customers. For
example- Emirates has initiated a frequent flyer programme for its loyal consumers, in this, it
offers exclusive reward programmes, which are business rewards (Emirates, 2018).
Business reward- It is planned particularly for the businesses that make use of Emirates for
their travel needs. Through this programme, the companies get incentives when their
workforces travel by getting reward points.
Selling Concept
In the selling concept, the key focus is on the company's profit by comprising sales and
distribution of the product. As per this concept, the customer remains loyal to the product
until the company is putting its selling efforts. Emirate does not follow this concept because it
is a well-known business in the industry in terms of its offerings.
Core Marketing Strategy of Emirates Airlines
Product
Emirate is constantly concentrating on providing advanced technology and excellent quality
services to its consumers.

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Price
Emirate concentrates on the strategy of premium pricing in which it charges high prices from
the customers to offer luxurious services.
Place
There is 122 branches of the Emirate apart from United States of Arab that offer excellent
facilities to the consumers. Besides this, it also has its own website that is consist of nine
diverse languages that helps in targeting different nationalities.
Promotion
For promotion, Emirate has initiated a campaign that is competitive in nature with the slogan
"Fly Emirates. Keep Discovering." The mission behind this campaign is to maintain its
leading position as worldwide leader in the industry (Bhasin, 2017).
Strength and Weaknesses of Marketing Strategy
Strength
Emirate marketing strategy is majorly concentrating on the expectations and need of the
consumer in regards to the product quality. Due to this company is able to evaluate the needs
of the consumer and accordingly changes the strategy of its products for serving the
consumer.
Weaknesses
As per the premium price strategy of the Emirate, the prices of the tickets are very high due
to which many customers cannot afford it. It should understand that the competition in the
aviation industry is increasing due to which it needs to consider changes in the pricing
strategy.

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How Corporative objective will be achieved
The luxurious and high quality services provided by the Emirate and constant innovations in
the offerings will support company in attaining its corporate objective of offering high
standard services every day.

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References
Bhasin, H. (2017). Marketing mix of Emirates airlines – Emirates marketing mix. Retrieved
from https://www.marketing91.com/marketing-mix-of-emirates-airlines/
Emirates. (2018). About us. Retrieved from https://www.emirates.com/english/about-us/
Emirates. (2018). Emirates extends online check-in to 48 hours before departure. Retrieved
from https://www.emirates.com/media-centre/emirates-extends-online-check-in-to-
48-hours-before-departure
Emirates. (2018). Make the most of every Mile with Emirates Skywards. Retrieved from
https://www.emirates.com/in/english/skywards/about/skywards.aspx
Keay, A.R. (2011). The Corporate Objective 1st ed. U.K: Edward Elgar Publishing.
Sky Journey. (2015). Vision, Mission and Values of Emirates. Retrieved from
http://skyjourneys.blogspot.com/2015/11/vision-mission-and-values-of-emirates.html