(see appendix 1)
- Marketing Penetration (Improving In-fight Service)
Business focuses on selling existing products to existing markets drives growth strategy for Market Penetration.
1) Retain and boost market share of Emirate airlines product and services.
2) Protect market dominance of Emirates airlines existing markets.
3) Driving out competitors by restructuring mature market.
4) Enhance usage of existing passengers.
Tele-communication is essential element in everyone daily life, in order to enabling passengers to make voice and data call over aircraft’s telecom system, Emirates would like to add communication while on the airplane, it would be very good service for the business passengers. Currently, Emirates have an expensive telecommunications method to make voice call and Internet, passenger’s mobile phone should be beam signal to the ground satellite system and from Immarsat, which is already installed on most of the Emirate airplanes.
- Marketing Development (Extending New Routes)
Due to the number of services is increasing into new markets where company seeks to sell their product to new areas so, the launching existing services to new area or new market segments is a possible way to achieve this strategy.
The objective of Emirates airline is building up Dubai into a popular aviation centre that will finally serve as an important universal long haul hub. It provides an alternative to the traditional European airline hubs as Heathrow Airport (London), Charles De Gaulle (Paris) and Schiphol (Amsterdam). The airline heavily promotes Dubai as a destination, offering reduced hotel rates as well as insight to event like the Dubai shopping Festival that hope to attract more travelers to the city. In order to improving the number of tourism, Emirates airline add new route and destination especially in UAE tourism.
Due to the airline managed road shows and press convention to announce its entry to new city, these event allow travel agents, tour operators and local airline personnel in contact and gain information about Emirates’ new routes, holiday packages and other promotion that can give a advantage for the airline.
After performing a new route to the country’s...