EMIRATES AIRLINES

ELECTRONIC ASSIGNMENT COVERSHEET

Student Number
31832066, 31836894, 31828571, 31814054
Surname
Ahmed, Brisibe, Rahman
Given name
Aisha, Doubra, Hamdallah

Unit Code
BUS214
Unit name
Marketing Management
Enrolment mode
Internal / external
Date
18/3/13
Assignment number
2
Assignment name
Marketing Plan

1.0 Executive Summary
Due to the flourishing financial success and the ability to triumph over competitors, while maintaining a prestigious reputation by operating socially responsibly, collaborating with other multinational companies and the sponsorship of events evinces Emirates airline unequivocally has one of the best marketing strategies in the industry today. In addition, more effective research is being utilised by the company to improve knowledge regarding consumer and competitor behaviour, as well as internal organisational behaviour. This has aided deducing what strategies work best, when. Since there is always room for improvement, Emirates can take certain actions to further enhance success.
This report aims to explore the organisational background, from a general overview to a more detailed examination, giving the reader an in depth understanding on Emirates Airline and the market it operates in. Furthermore, it will shed light on the company’s mission and goals, situation, competitor, performance and market analysis in terms of revenue, profitability of the market, and the organisational objectives. Added to that, with the help of the SWOT and PEST analysis, the market segments, target markets, selected and alternative market strategies, expense budget and sales forecast will be examined exhaustively. The reader will also fully understand the market size, market mix, decision processes, value drivers, as well as the top competitors such as Lufthansa and Qatar airways. Ultimately, the reasons behind strategic plans, choices and actions will be linked easily to the achievements the company has enjoyed.
Emirates has to

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