Marketing Plan of Emirates Airline

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Contents
1.Introduction…………………………………………………………………………… 2.Business Strategy…………………………………………………………………… 2.1.General profile of the Airline Industry…………………………………………. 2.2.Competitors Overview and Situation analysis………………………………... 2.3.The Competitors………………………………………………………………… 2.3.1.Air Arabia………………………………………………………………… 2.3.2.Etihad Airways……………………………………………………………. 2.3.3.RAK Airways……………………………………………………………… 2.3.4.Competitive advantage of Emirates Airlines…………………………... 3.Strategic Marketing Focus…………………………………………………………... 3.1.Mission……………………………………………………………………………. 3.2.Goals and Objectives…………………………………………………………… 3.3.Values…………………………………………………………………………… 3.4.Core competencies……………………………………………………………… 3.5.External Environment -PEST Analysis………………………………………... 3.6.Internal Environment – SWOT Analysis………………………………………. 4.Marketing Plan……………………………………………………………………….. 4.1.Target Market……………………………………………………………………. 4.1.1.UAE Tourism and Business segments………………………………… 4.1.2.Expatriates in UAE……………………………………………………….. 4.1.3.Transit Passengers of Dubai……………………………………………. 4.2.Intended Strategies……………………………………………………………… 4.2.1.Market Penetration (Improving In-flight services)…………………… 4.2.2.Market Development (Extending new routes)……………………….... 4.2.3.Product Development (First class private suite)……………………… 4.2.4.Diversification ( Low cost carrier)………………………………………. 4.2.5.Business Strategy over Ansoff’s growth matrix……………………….. 5.Evaluation…………………………………………………………………………….. 6.Implementation Plan and Budget…………………………………………………... 7.Conclusion……………………………………………………………………………. 8.Annexure (Tables and Charts)……………………………………………………… 9.Bibliography…………………………………………………………………………..

1)INTRODUCTION

With just purely two aircrafts, the Emirates airline was established in the year 1985 by the ministry of Dubai. After two decades Emirates has expanded its empire with 83 aircrafts soaring to 78 destinations in more than 55 countries worldwide. Emirates Airlines has a one of the largest number of cabin crews hailing from 95 different nationals.

With such strong history Emirates Airlines are still venturing further in to the future. They have recently made orders which are worth more than 26 billion US dollars for about 45 numbers of A380 Airbus. This will make the company to be the world's largest purchaser of Super-Jumbo Air bus. Emirates Airline is expected to become not only one of the greatest budding airlines but also the fifth most gainful airline in the world.

Emirates Airlines is devoted to accomplish its mission. By installing individual entertainment system in all of its classes, having 22 audio & 18 TV channels, as well as enabling customers to not only book online, search for flights but also to choose their seating arena consequently this airline is identified as a pioneering and customer-oriented contributor of advanced services because of these outstanding features. Emirates empowered over 280 international awards, one of them being the prestigious CAPA airline of the year award 2005 by the Centre for Asia Pacific Aviation.

2) BUSINESS OVERVIEW

General Profile of the Airline Industry
Today it is definitely the airline industry which is booming to be the most spirited and emerging industries in the world leading to not only economic growth, international investment, but also tourism. In the last decade, airline industry has urbanized powerfully by 7% annually for both business as well as relaxation needs. This industry is one among the best ever growing sectors with growth rates increasing on average of 3.2 times greater than the GDP rates. This figure is predicted to rise by an average of 5 % a year from 2000 to 2010.

Sometimes the airline industry is affected by the political, economical and trade factors. Taking an example of the political factors, the September 11th attack dropped the number of passengers who travel, because people were afraid of being attacked by terrorists. The economical factor which...
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