Fly Emirates

Goal:
To reach on top by excelling at what we do.
Mission Statement:
"We exist to deliver the world's best in-flight experience."

Vission Statement:
To make civil aviation safe, leading and sustainable.

Objectives:
Tangible objectives pertaining to the goals are :
1. Retain and improve frequent business class travelers

market share.
2. Increase market share 40% to 55% by end of 2009
3. Tap low cost carriers market to achieve companys
return on investment.
4. Promote Dubais Tourism activities and introduce
Dubai to the world.
Positioning Statement:
The Finest in the Sky

History&Introduction:
During the mid-1980s, Gulf Air began to cut back its
services to Dubai as it was concerned it was providing
regional feeder flights for other carriers. As a result
Emirates was conceived in March 1985 with backing
from Dubai's royal family and was required to operate
independent of government subsidies.
Apart from US$10 million in start-up capital
Byleasing two of its airplanes - Airbus 300 and
Boeing 737 - as well as providing technical and
administrative assistance to the new carrier. Also
Emirates leased a new Boeing 737300 and an Airbus
300B4-200 both from Pakistan International Airlines

. The

airline's first flight, flight EK600, was Dubai

Karachi on 25 October 1985
United Arab Emirates and operates over 1,990
passenger flights per week, from its hub at Dubai
International Airport, to 157 destinations in 55countries
across 6 continents
The airline ranks amongst the top 10 carriers
worldwide in terms of revenue and passenger
kilometres
Emirates has won numerous awards and is an
industry bellwether for aircraft purchases, purchasing
over 130 aircraft in 2007 alone.

Structure and employment:

Emirates employed a total of 38,797 staff at the end of
the fiscal year on 31 March 2011.
Of which 10,785 were cabin crew, 2,237 were flight
deck crew, 1,904 were in engineering, and 9,084 were
listed as other

Services:
1.Cabin:
(i)

First Class

(ii) Business Class

(iii) Economy class

2. Cargo:
Emirates SkyCargo is the air freight division of Emirates. It began
operations in October 1985, the same year Emirates was formed. Since
then it has been the main cargo division of Emirates, and the anchor cargo
airline at Dubai International Airport.

Emirates SkyCargo operates thirteen dedicated cargo aircraft, with ten on

order.

3. Ground services:
Passengers may check-in between two to 48 hours prior to flight departure.
This may be done over the counter or at the lounge within the airport. Selfservice kiosks are also available at Dubai International Airport, as well as at
certain stations of the Dubai Metro.

Enviromental Scanning:
1. Internal Enviroment:
2.

External Enviroment:

Swot Analysis:
Strengths:

Has the advantage of size

decision to focus on diversified market

Entering the cargo shipping

Weaknesses:
Does not cater a lot of places in US
Does not cater to middle class & budget traveler
Not all of diversification and approach have been successful

Opportunities:
To develop continuously new generations of more advanced airline and
aviation services.
Budget travelers
Innovation

Threats:
Rival companies are major threats
Rising fuel costs
Low cost carriers - Air Arabia, Jazeera Airways.

PEST Analysis
(i) Political:
Political situations that affect the airline industry will be mainly wars
and terrorism.

(ii) Economical:
One of the factors following the success of any airlines is to have the most
sophisticated airports which are facilitated with cutting edge technologies
to meet customers requirements

(iii) Social:
The population of the world is shooting at high rates. Thus the social
factors also increases.

(iv) Technological:
New technologies affect this industry in negative and positive manner.

Integration of Marketing Mix:

1. Price:
Emirates Airline is using the premium pricing strategy, which is to offer
a higher price than what other airlines in the market offer

2. Place:
Emirates Airline has about eleven travel shop branches in the UAE and
about 122 branches outside the UAE all around the world that provides
superior services

Emirates Airline has also an online website presented in about nine languages
in order to reach all its target segments from different nationalities.

3. Promotion:
For advertising, it has to advertise in newspapers that mostly attract this
segment like Gulf news and in cheap magazines such as Ahlan.
Billboards are good tool for advertising, they are attractive and people
everywhere could see them.

4. Product:
Emirates is always the first to offer the high-quality, latest technologies
and services to their customers.
Gives travellers the ability to send and receive emails and SMS messages from
any class and the first airline to implement TVs in all classes

5. People:
Management of Emirates Airlines are able to promotes the sharing of a common
goal among their employee,hence, make the organization and its team work
efficient together. As they work together, they are able to focus on the needs of
the entire organization which is to sustain their competitive advantage.

6. Process:
Emirates Airlines services includes the following key operating departments
such as the First and Business Class Lounges, Special Services like assisting
disabled passengers and unaccompanied minors, Customer Relations,
Baggage Services, Check-in and Boarding, and the Millennium Airport Hotel
(Emirates Wing).

7. Physical Evidence:
Emirates fly planes release carbon dioxide through fuel burning. However,
while flying planes, Emirates wants to make a different by focusing on how to
be an ecologically-efficient organization. They use fewer resources and
creating less waste and pollution.

TARGETING ANALYSIS
EMIRATES
AIRLINES

ELITE CLASS

Foreign tours

Business

Esteem needs

POSITIONING
Kids free
campaign

Partnership

CUSTOMER
ATTRACTION

Train fares

Sports

Targeting :
Emirates caters to high ranking executives and businessmen belonging to the
age group of 30-60 who are looking for luxury and comfort in travel. It serves all
customers regardless of nationality

Top Competitors for Emirates:

1.Deutsche Lufthansa AG

2.Air France-KLM S.A.

3.Etihad Airways P.J.S.C.

Segmentation :
Emirates segments its market into two major categories, the profitable (business
travelers) and the unprofitable one. These can be further divided on the basis of the
average length of trip, the frequency of trips and the brand loyal customers
Business class passengers are the most profitable to Emirates and are willing to
pay for their luxurious services as price is relatively inelastic for them. Emirates
offers these travelers great Wifi services and more room to work and hence they
prefer nonstop trips
Emirates loses out where the economy class travelers are concerned as they
are very price elastic and prefer to choose low cost carriers.

Marketing Plan:
1.

Marketing Penetration (Improving In-fight Service)

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.

2.

Marketing Development (Extending New Routes)

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).

3. Product Development (Private Suite)

Introducing new services into existing markets implies product developm

strategy which involves the development of skill and requires business to
customized services that can apply to current markets.
Emirates airline has more services for business travelers that is
reason why Emirates airline introduce high quality first class
private lounges to attract business traveler,s.
The premium class private suit would be fully outfitted with personal storage,
coat cabinet and desk and individual mini bar. Long seat reclines to become fully
horizontal couch and TV wide screen

4. Related Diversification (Low-cost carrier)

The low cost airline offers lower prices than traditional airline by fascina
promotion. The low cost has flexibility fare that is one reason why some
is switching cost to them.
Emirates Airlines be supposed to slightly spread from current marketing objectives to
obtain the low cost airline market share and to retain its customer base of UAE
expatriate market

This can be done launching new subsidiary to cater budget airline marke
The key routes should be high demand and large number of expatriates
country like Egypt, India and Pakistan.

B.C.G Matrix of Emirates AirLines

Market Share
Market
Growth

High
h
Low

High

Stars Emirates Business

Class, First Class

Cash Cow Emirates

economy class

Low

? Emirates Holidays

Dog