Detailed Marketing Plan Report: Emirates Airlines Overview

This report provides a comprehensive marketing plan analysis for Emirates Airlines. It begins with a table of contents and is divided into two main parts. Part 1 includes a PEST analysis, examining the political, economic, social, and technological factors affecting the airline. A SWOT analysis is also presented, highlighting the company's strengths, weaknesses, opportunities, and threats. Additionally, the report explores Emirates Airlines' brand profile, including its products and services, market, marketing mix, market share, and customer base. Part 2 focuses on the marketing mix, delving into product, price, place, and promotion strategies. Recommendations are provided for enhancing the customer experience, pricing, distribution, and promotional efforts. The report concludes with a list of references, including books and journals used in the analysis.

Marketing Plan

Table of Contents
Table of Contents.............................................................................................................................2
PART-1............................................................................................................................................3
1.1)..........................................................................................................................................3
1.2)..........................................................................................................................................4
PART-2............................................................................................................................................5
2.1)..........................................................................................................................................5
REFERENCES................................................................................................................................7

PART-1
1.1)
a) PEST analysis
Political  It is the property of Dubai government so it needs to follow its rules
and regulations.
 Political stability of UK help it in growing its business.
 Brexit might affect the travel industry in Europe.
Economical  As the economic condition of UK is stable it help in increasing its
sales.
 The oil prices for Emirates Airlines are low as it gets oil from UAE.
 The company can increase its operations in UAE as its economy is
developing (Sutton, 2016).
Social  As tourism is increasing it is beneficial for its business.
 The increasing living standards have also increased air travels.
 With increase in population the company sales can increase.
Technological  With technological advancements air travel has become cheap.
 Using internet has increased air tickets booking.
 Easy refund policies has increased customer convenience.
b) SWOT analysis
Strengths Online engagement service. Offers long haul flights between US
and Dubai. Offers self-check service to clients at
Dubai Airdrome
Weaknesses
 High ticket charges.
 High operation costs on purchasing
aircrafts and implementing new
engineering.
 It has no hub in Abu Dhabi airdrome.
Opportunities
 Tourists worldwide are increasing
 Use of technology to gain economies of
scale.
 Cyberspace can be used to increase
Threats
 Located in politically instable part of
world.
 Competitors are increasing.
 Hackers can attack the system of

customer satisfaction. company.
1.2)
a) Brand profile:
Products and services: Emirates Airlines is the largest airlines in the Middle East and operates
over 3,6000 flights per week (Ceil, 2019).
Market where it competes: It competes in the airline industry and has its headquarters in UAE.
Marketing mix
Product It serve its customers through mixed fleet like Boeing and Airbus and
provides all the kinds of services like first class, business class and economy
class.
Price The company adopts effective pricing policy and offer its customers tickets at
low prices.
Place It carries its operations strategically in Dubai and helps the customers to travel
worldwide.
Promotion Advertisement in magazines, newspapers, TV, websites etc. to reach to
different customers.
Market share: It is among the top 5 best flights in the world.
Customers: It carries around 302.3 billion passenger kilometres.
b) Brand image: It has a strong brand image in market as it is a premium airline serving
global destinations.
c) Customer target: The company targets all types of customers so that their services can be
availed easily. Behavioural data of customers is collected so that price of tickets can be
decided (Vij and Verma, 2016).
d) Competitor profile: The company has 5th position among flights around the globe and
also it offer high quality services to all its customers.
PART-2
2.1)
a) Product: The company offer to its customers airline services and help in enhancing their
experience by the way of high quality services so that they can enjoy their flights in either

business class, first class or economic class. The company provide tickets to its customers
at affordable prices as compared to other flights. Also the company targets at creating
high value for its customers so that high customer satisfaction can be achieved (Mathe,
Finnell and Peterman, 2019). The company can increase the facilities in the first class for
the long haul journeys so that more value can be created for them. Also the company can
look for shorter routes so that the prices of company can further be decreased which will
also help in increasing the convenience of customers and also in reducing company costs.
Thus it will help in increasing the USP of company and it can provide high class services
to its customers at lower prices.
b) Price: The company price its tickets based on the perception of customers and the value
which is created for them so that they can enjoy the flights and get the worth of their
payments. The company thus price its tickets comparatively low as compared to the other
companies leading to an increase in its sales and also increase in its market share so that a
brand reputation can be created in market (Shukla and Kulshreshtha, 2020). The company
is recommended that it can improve its services and also use technology effectively so
that short routes can be found that can help in making their journey effective. This can
help it in further reducing its prices so that better customer satisfaction can be achieved.
Also as the company’s oil charges are low the company can increase its market share by
further improving its services so that more market can be captured.
c) Place: The company provides airline facilities to its customers worldwide to 159
destinations and operate 3600 flights per week which increase its ability to carry more
number of passengers and also increase its sales. The tickets of the airlines are available
through the airline’s office, agencies and dealers so that tickets can be easily available to
them. It is recommended that the company should offer its tickets in all the national
banks to all the destinations where the Emirates Airlines travel to. This can help in
increasing the trust of other nations in the airlines and also will make it easy for
customers to purchase their tickets from banks.
d) Promotion: The company promotes its servicers by advertising on various platforms like
social media, TV, magazines etc. so as to reach to its customers and create a brand image
in market so that the sales of company can be increased. The company is recommended
that it starts its own Emirates airline channel so that it can help in promoting all time and

using all the kind of promotions so that they can reach to its target customers. This can
also help in authenticating the service of company and also help in reaching to its
customers. The company can also use integrated marketing plan so that it can reach to a
large number of customers (Farrag and Raafat, 2017).

REFERENCES
Books and Journals
Sutton, J., 2016. From desert to destination: conceptual insights into the growth of events tourism
in the United Arab Emirates. Anatolia, 27(3), pp.352-366.
Ceil, C., 2019. Social Media effects on Emirates Airline. Available at SSRN 3521092.
Vij, M. and Verma, A., 2016. The Rise of Fujairah: An Emerging Destination of the United Arab
Emirates (UAE). International Journal of Excellence in Tourism, Hospitality and
Catering, 364(3856), pp.1-10.
Mathe, K., Finnell, L. and Peterman, P., 2019. Emirates Airline: The New Norm of Air Travel?.
Shukla, U.N. and Kulshreshtha, S.K., 2020. United Arab Emirates as a Global Medical Tourism
Destination: An Explorative Study. In Global Developments in Healthcare and Medical
Tourism (pp. 277-290). IGI Global.
Farrag, D.A. and Raafat, S.M., 2017. Factors Influencing Arab-Origin Brands to Go Global.
In Marketing at the Confluence between Entertainment and Analytics (pp. 1529-1533).
Springer, Cham.
Badran, B.A., 2019. 7 A critical snapshot of the practice of public relations in the United Arab
Emirates. Public Relations in the Gulf Cooperation Council Countries: An Arab
Perspective.
Mohammed, A.A. and Ahmad, S.Z., 2019. Café2Go: a struggle to build a local brand and stay
ahead. Emerald Emerging Markets Case Studies.