Strategic Marketing Report: Analyzing Emirates Airline's Practices

This report provides a comprehensive analysis of Emirates Airline's marketing strategies within the travel and tourism sector. It begins by outlining core marketing concepts and their application, followed by an examination of the impact of the marketing environment, both internal and external, ...Read More

Marketing in Travel &
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Core concepts of marketing in travel and tourism sector......................................................1
1.2 Impact of marketing environment on individual travel and tourism business......................2
1.3 Factors affecting consumer motivation and demand in travel and tourism sector................3
1.4 Principles of market segment and its use in marketing planning..........................................4
2.1 Importance of strategic marketing planning.........................................................................4
2.2 Importance of marketing research and marketing information to managers........................5
2.3 Influence of marketing on society.........................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Tourism refers as to provide effective services to people who are going out for a specific
period of time to seek pleasure and experience. Marketing in travel and tourism are use by agents
or agencies to provide best services to their clients and generate growth and profit in their
business. Marketing plays very important role in order to increase company business. Present
study has been conducted on, Emirates which is an Dubai based airline. It is founded in the year
1985. This company is fourth largest airline in generating revenue passenger kilometres and
second largest in freight tone kilometres. In this study core concepts of marketing and impact of
marketing environment on given business has been mentioned. Furthermore, factors affecting
consumer motivation and importance of strategic marketing and influence of marketing on
society are also described. Lastly, ethical issues in marketing that is essential for Emirates to be
aware are also mentioned in this project (Vellas 2016).
TASK 1
1.1 Core concepts of marketing in travel and tourism sector
Marketing in travel and tourism is mainly related to provide promotional activities with
company real services in order to attract more attention of consumers. In context with, Emirates
their marketing manager conduct marketing research according to company and evaluate
consumer need in order to get aware about basic requirement and satisfy their demand and
generate more profits. Company provide all essential services like, accommodation, travelling
and various packages to attract large amount of consumer base and fulfil need of existing clients.
Mentioned below there are marketing mix strategy conducted by marketing manger that include
4P's:
Consumer Needs: In order to satisfy consumer in best way, it is essential for every
organisation to evaluate their needs in effective manner and then provide services according to it.
Marketing manager of Emirates have set two types of packages, first is for business trip and
second one is for family trip. This marketing strategy helps them to provide new offers to their
consumers which benefits them to satisfy their needs in effective way (Buhalis and Foerste
2015).
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Product and Services:Products and services is an essential factor in marketing that an
organisation can use to provide best services to their consumers in order to maximise their sales
and revenue. In Emirates, their marketing manager make sure that they use latest trends in
market and perform their duties to ensure that every small thing in their strategy is according to
their planning (Hoppen,Brown and Fyall 2014). Company also take care of that services that they
provide are reliable and best, for example rooms, travelling bus and luxury services in reasonable
price base.
Exchange Process: This service is related to a process in which consumer pays money to
buyer for services provided by them. Emirates in relation to this, make sure that services provide
by them are of best and effective categories.
Place: It is essential for travelling company to make effective list of travelling destination
in their brochure or website to attract consumer from national and international market. Emirates,
marketing manager list bout many mazing geographical location and ensure that they are
different from their competitors. Company managers regularly develop new strategies and make
continuous change in their offer in order to attract large consumer base and satisfy requirement
of existing one (Xiang, Magnini and Fesenmaier 2015).
1.2 Impact of marketing environment on individual travel and tourism business
Marketing environment are mainly divide into two categories these are, internal and
external environment. Internal environment include those factors that are occurred within a
company and external environment are those that take place outside of business organisation.
Both these factors impact on company day-to-day business functions . Internal factors are
controllable while external are beyond control and they are hard to control. Therefore, marketing
manager of Emirates have analysed effect of these factors and examine company strength and
weakness to overcome those. Some of these are described below:
Internal Environment( Micro)
Internal environment included factors like, intermediaries, competitors, suppliers,
consumers etc. some of these are mentioned below:
Intermediaries: Facilities provided by Emirates to their costumers are, transport, rooms,
clubs, dinning and reasonable price range that act as an intermediaries in between company and
consumer that helps to attract large amount of consumers.
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Competitors: As competitors are basically from external environment but they greatly
impact on internal business functions. If any of Emirates competitor provide effective and
reasonable price packages to consumers then it will become hard for company to build a strong
image in market. Therefore, marketing manager develop effective strategy to make and evaluate
every trend of market and offer new price trend to consumer. This will help them to generate
large amount to consumer attraction.
External Environment ( Macro)
External environment include factors like, change in fashion, technology, society,
location and politics etc.
Technology: As due to continuous change in technology different different advancement
are coming, that can affect functioning of business (Standing, Tang-Taye and Boyer 2014). So
marketing manager of Emirates ensure that company have regularly adopt new information and
knowledge and provide necessary training to their staff. This will help them to provide best
service to their costumers.
Demographic: This factor include various changes in geographical locations and trends.
Consumers mainly affect by these factor that can affect organisation strategy. That's why
marketing manager of Emirates make appropriate strategy and offer various packages of
different locations. They make sure that company have conducted proper research and then
decide packages as they can satisfy needs of both consumer and company (Xu 2016).
1.3 Factors affecting consumer motivation and demand in travel and tourism sector
By evaluating consumer behaviour it can become easier for any company to make their
strategies according to it. Marketing manager of Emirates, make sure that they predict consumer
need first and then make their packages an tour plans according to it. Mentioned below there are
some factors of consumer behaviour that can impact on business of tourism:
Loyalty: There are some costumers who are stick to one product they are most loyal
consumer for company. There are some clients who are regular client of Emirates , so marketing
manager of this company offer discounted services to those consumer to retain their loyalty
towards company.
Sociology: This factor can affect company is large manner. As there are many
competitors prevailing in market and consumers taste are frequently changes. Therefore, it is
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essential for Emirates to provide best effective offers to their consumers and convince them
towards their packages and offers.
Psychology: Consumer have a psychology to buy something different at every purchase
as compare to previous. So in order to satisfy there need take make them stop to shift towards
other brands marketing manager of Emirates, bring different different new offers and adopt fresh
strategies to fulfil there needs.
1.4 Principles of market segment and its use in marketing planning
Market segment means to meet needs of all targeted costumer in order to satisfy their
demands. Company categories their targeted consumers on the basis on geographical locations,
demographies and their behaviours. Consumer market segment are mainly divided into various
segments (Webster and Ivanov 2014). Therefore, when there are large amount of competitors
available in market it is essential for a company to offer effective services to attract large amount
of consumers and adopt innovate ideas to satisfy their needs according to different segments.
Some of these are mentioned below:
Geographic Segmentation: In this segment tourist use travel specially for business
purpose in a specific geographical area. Therefore, Emirates marketing manager offer different
packages for consumer who use their facilitates for business purpose.
Behavioural Segmentation: In this segment consumers are divided according to their
taste, preferences, behaviour and attitude. Therefore, marketing managers of Emirates mainly
focus on their loyal consumers and provide them special packages on effective discount.
Psychographic Segmentation: This segment classifies those consumers those who
always want to go on different different types of trips of regular basis for their personal
satisfaction.
Demographic Segmentation: Consumers in this segment are classified as per their
gender, age and income level. Marketing manager of Emirates after evaluating level of all of
their consumers decide tour packages accordingly.
2.1 Importance of strategic marketing planning
Successful marketing strategy are those strategy that not only satisfies needs of
consumers but also generate effective amount of profit for company. Strategy is essential and
important in every business in order to evaluate it's strength and weakness or company
operations and their external affairs (Chon 2015). It is necessary for Emirates marketing manager
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to develop appropriate marketing strategy and offer different types of packages to their tourists in
order to satisfy their needs in best way. Mentioned below there are marketing plan of Emirates:
SWOT: This analysis mainly measure company strength, weakness, threats and opportunities. It
is essential for an organisation to conduct effective SWOT and evalaute their strength and
weakness. This analysis will benefit marketing manager of Emirates to learn form their past
experiences and examine positive and negative impact of their business plans and then
implement new trends and technology in their workplace in order to run business in effective
manner in future.
Tourist area life cycle( TALC): It is very essential for tourism industry to described clear set of
information related to any destination in order to remove any kind of confusion that might
prevail in minds of consumer. It is essential for Emirates marketing manager, to provide brief
academic model in which it is necessary for them to describe all details related to their travel
destination, sites, hotels and locations. It is important for company marketing manager to
develop effective marketing plans related to their product at various stages in TALC.
Boston Matrix: It is a tool to analyse product and find out various priority in order to
make investments. Emirates marketing manager use Boston matrix method to effectively analyse
different type of tour packages and destinations.
Ansoff's Matrix: In this tourism company analyse their previous product and destinations
and then evaluate new potential market in order to achieve effective growth. This will benefit
Emirates to provide best services by offering then variations in product and locations.
2.2 Importance of marketing research and marketing information to managers
Marketing information refers to all essential details that are effective and relevant to
company and are useful for their further process. Marketing research helps organisation to have
proper understanding of market and market trends. Therefore, it is essential for Emirates
marketing manager to conduct appropriate and effective marketing research related to latest
trends, consumer and product requirement. They also need to examine competitor policies as
they offer same product. So, it is essential for marketing manager of this company to make
reasonable pricing strategies in order to attract effective consumer base (Leung and Law 2015).
It is necessary for Emirates, marketing manager to gather proper information and maintain
quality of their product and services. This will benefit company to accomplish their goals and
targets in best manner.
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2.3 Influence of marketing on society
Marketing put their strong impact on society on both positive and negative way. This
process benefits company to identify powerful and effective consumers in market and attract
them towards company in order to increase company sale target. Positive impact of marketing on
society benefits helps company to perform their business functions and meet needs of consumer
in effective way. There are some negative impact of marketing on society that leads company
towards wastage of their money. People get to know about various offers and packages of any
company through advertisement. Therefore, it is essential for marketing department to take help
from effective methods and tools to make sure that their advertisement does not impact negative
on society or any kind of wrong message are not conveyed through their advertisement.
In relation with, travel and tourism industry, marketing managers first need to make
effective research according to consumer tastes, preferences and behaviour, them make their plan
accordingly to attract large amount to consumer base (Forno and Garibaldi 2015).
CONCLUSION
As per the above report, it has been conclude that travel and tourism industry is fastest
and growing sector worldwide. Organisations that operates their functions in this sector need to
take advantage of different marketing tool and techniques to promote their products and services
and attract attention of consumer. Marketing manager can take help of marketing mix and
promotional mix to examine related factors. It is essential of them to make effective marketing
strategic plan and conduct relevant marketing research to provide best services to their
consumers. It is necessary for marketing managers to ensure influence of their decisions on
society and make proper awareness of ethical issues in marketing.
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REFERENCES
Books and journals
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering co-
creation of value. Journal of destination marketing & management. 4(3). pp.151-161.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal
of Retailing and Consumer Services. 22. pp.244-249.
Standing, C., Tang-Taye, J.P. and Boyer, M., 2014. The impact of the Internet in travel and
tourism: A research review 2001–2010. Journal of Travel & Tourism Marketing. 31(1),
pp.82-113.
Dolnicar, S. and Ring, A., 2014. Tourism marketing research: Past, present and future. Annals of
Tourism Research. 47, pp.31-47.
Leung, R., Au, N. and Law, R., 2015. The recent Asian wave in tourism research: The case of
the Journal of Travel & Tourism Marketing. Asia Pacific Journal of Tourism Research.
20(1), pp.1-28.
Chon, K.S., 2015. Traveler destination image modification process and its marketing
implications. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual
Conference (pp. 480-482). Springer, Cham.
Webster, C. and Ivanov, S., 2014. Transforming competitiveness into economic benefits: Does
tourism stimulate economic growth in more competitive destinations?. Tourism
Management. 40, pp.137-140.
Xu and et. al., 2016. Tourists as mobile gamers: Gamification for tourism marketing. Journal of
Travel & Tourism Marketing. 33(8), pp.1124-1142.
Neuhofer, B., Buhalis, D. and Ladkin, A., 2014. A typology of technology‐enhanced tourism
experiences. International Journal of Tourism Research. 16(4), pp.340-350.
Forno, F. and Garibaldi, R., 2015. Sharing economy in travel and tourism: The case of home-
swapping in Italy. Journal of Quality Assurance in Hospitality & Tourism. 16(2),
pp.202-220.
Hoppen, A., Brown, L. and Fyall, A., 2014. Literary tourism: Opportunities and challenges for
the marketing and branding of destinations?. Journal of Destination Marketing &
Management. 3(1), pp.37-47.
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