In this paper, the effectiveness of Emirates Airline, one of the world’s famous airlines, mainly focusing on passenger services will be evaluate by their marketing orientation by marketing management orientation, and two productive marketing matrixes, Ansoff (Ansoff, 2011a) and BCG (BCG, 2011a). 1.1Mission
Emirates mission is to commit the highest standards in everything they do. The recent promotion slogan is “Keep discovering” well describe their objective. “The Emirates Group has spread its wings into every aspect of travel and tourism to become a leading global corporation in its field” (The Emirates Group, 2011a). 1.2Corporate Background
Emirates Airline is a well-known international airline subsidiary to the Emirates Group. She is the flag carrier of Dubai, United Arab Emirates hub in Dubai International Airport Terminal 3. With current fleet-size of 146 aircraft, the airline operates with 106 destinations in 60 countries across six continents. In 2010, Emirates ranked the sixth largest international airline in terms of passenger carried and the biggest airline in terms of passenger kilometers flown. Emirates, with more than 50,000 employees across its network also actively participate in the aviation and tourism industry with various businesses such as ground handling and travel service, Dnata; cargo services, SkyCargo; tour operator, Arabian Adventures; hotels and aircraft engineer services, Emirates Engineering. This combination makes the corporation a very comprehensive travel and tourism operation in the Middle-East area.