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Emirates Airlines

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Company: Emirates Airline

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Table of Contents
Executive Summary...................................................................................................................................5
1. Introduction.......................................................................................................................................6
2. Company Overview...........................................................................................................................7
2.1. History........................................................................................................................................7
2.2. Activities.....................................................................................................................................8
3. Products and Marketing Mix............................................................................................................8
3.1. Products......................................................................................................................................8
3.2. Product Development................................................................................................................9
3.3. Pricing Strategy.......................................................................................................................10
3.4. Promotion Strategy..................................................................................................................11
3.5. Distribution Strategy...............................................................................................................13
4. Segmentation Strategy.....................................................................................................................14
5. Summary and Recommendations...................................................................................................14
References................................................................................................................................................15
Figure 1 Emirates Airline Fleet.....................................................................................................................7
Figure 2 Emirates Airline In-flight Entertainment System............................................................................9
Figure 3 Emirates Airline Cabin Interiors.....................................................................................................9
Executive Summary

The purpose of this report is to provide a comprehensive analysis of Emirates Airline, a leading

airline in the United Arab Emirates. It covers the company's history, activities, product offerings,

marketing mix, segmentation strategy, and concludes with recommendations for further success.

Emirates Airline, a renowned airline based in the United Arab Emirates, has established itself as

a global leader in the aviation industry. With a rich history dating back to 1985, the company has

continuously expanded its operations and gained recognition for its exceptional services and

luxurious travel experience. This report provides an in-depth analysis of Emirates Airline,

encompassing its history, activities, product offerings, marketing mix, segmentation strategy, and

recommendations for future success.

Emirates Airline's success can be attributed to its relentless commitment to providing

unparalleled services to its customers. The company's extensive fleet of modern aircraft,

equipped with state-of-the-art amenities, ensures a comfortable and memorable journey for

passengers. By offering multiple cabin classes, including First Class, Business Class, and

Economy Class, Emirates Airline caters to the diverse needs and preferences of its customers.

The purpose of this report is to analyze Emirates Airline, a well-known company in the United

Arab Emirates, and provide insights into its history, activities, product offerings, marketing mix,

segmentation strategy, and recommendations. Emirates Airline has established itself as a leading

airline globally, known for its luxurious fleet, exceptional services, and extensive route network.

By understanding its strategies and market positioning, this report aims to identify areas of

strength and provide recommendations for further success.

1. Introduction

Emirates Airline has established itself as a prominent player in the airline industry, offering a

wide range of services to customers in the United Arab Emirates. This report aims to provide

valuable insights into the company's operations and strategies. As air travel becomes increasingly

accessible and integral to global connectivity, Emirates Airline has positioned itself as a leading

choice for travelers seeking exceptional services and a luxurious travel experience. The

company's commitment to excellence and continuous innovation has propelled it to the forefront

of the aviation industry, garnering recognition and accolades worldwide.

Understanding the dynamics and strategies behind Emirates Airline's success is crucial for

stakeholders, competitors, and industry enthusiasts. This report aims to shed light on the key

aspects of the company's operations, providing valuable insights into its business model,

marketing strategies, and customer segmentation. The products and marketing mix section delves

into the heart of Emirates Airline's offerings. We explore the diverse range of products the

company provides to cater to the preferences and needs of its customers. By understanding the

product development strategies employed by Emirates Airline, we gain insights into its

commitment to innovation and the continuous improvement of its services.

Additionally, this report delves into Emirates Airline's pricing strategy, examining how the

company positions itself in the market and strikes a balance between competitiveness and its

reputation for luxury and exceptional service. The promotion strategy section explores the

various marketing initiatives employed by Emirates Airline to build brand awareness and

maintain a strong presence in the market. We also examine the company's distribution strategy,

which plays a vital role in ensuring seamless connectivity and accessibility for its customers.
2. Company Overview

2.1. History

Emirates Airline was founded in 1985 and has since grown to become one of the world's leading

airlines. This section provides a detailed account of the company's history, highlighting

significant milestones and achievements along the way. Emirates Airline is a well-known airline

based in Dubai, United Arab Emirates. It was established in 1985 and has since become one of

the leading airlines in the world. In its early years, Emirates Airline faced intense competition and

operated with just two leased aircraft. However, the company's commitment to excellence and

unwavering dedication to customer satisfaction propelled its growth ( Hill, 2014). By offering high-

quality services and embracing technological advancements, Emirates Airline quickly gained recognition

as a formidable player in the industry.

Emirates Airline embarked on an ambitious fleet expansion strategy, continually adding new and

advanced aircraft to its portfolio. This allowed the company to enhance its services, increase

capacity, and expand its route network. Emirates Airline's modern fleet comprises state-of-the-art

aircraft, including the iconic Airbus A380 as shown in Figure1, showcasing its commitment to

providing a superior travel experience.

Figure 1 Emirates Airline Fleet

2.2. Activities

Emirates Airline engages in various activities to ensure its success in the market. This subsection

explores the company's core operations, including passenger and cargo services, fleet

management, and its role as a subsidiary of The Emirates Group.

The airline is a subsidiary of The Emirates Group, which is owned by the government of Dubai's

Investment Corporation of Dubai. Emirates Airline operates over 3,600 flights per week to more

than 150 destinations in over 80 countries. It is known for its luxurious and modern fleet of

aircraft, exceptional in-flight services, and extensive route network.

3. Products and Marketing Mix

3.1. Products

Emirates Airline offers a diverse range of products to cater to different customer segments. This

section delves into the company's primary product, air transportation, and describes the various

cabin classes and amenities provided to enhance the travel experience.

3.2. Product Development

Emirates Airline's commitment to product development and innovation is examined here. It

discusses the company's approach to improving and expanding its product offerings, including

research and development efforts and integration of customer feedback. The company places a

strong emphasis on enhancing the in-flight experience for passengers (Grant, 2021). Emirates

Airline was one of the pioneers in introducing in-flight entertainment systems as shown in Figure

2, offering a vast selection of movies, TV shows, music, and games to keep passengers

entertained during their journey. The airline continually upgrades its entertainment systems to
incorporate the latest technologies and provide a seamless and immersive entertainment

experience.

Figure 2 Emirates Airline In-flight Entertainment System

Furthermore, Emirates Airline continuously invests in cabin designs and amenities to ensure

passenger comfort and satisfaction. The company offers luxurious seating options, including lie-

flat beds in First and Business Class, and spacious seating arrangements in Economy Class as

shown in Figure 3. The cabin interiors are meticulously designed to create a premium and

inviting atmosphere for passengers.

Figure 3 Emirates Airline Cabin Interiors

In recent years, Emirates Airline has also focused on incorporating digital advancements into its

product offerings. The airline has introduced onboard Wi-Fi connectivity, allowing passengers to

stay connected during their flights. Additionally, Emirates Airline has developed a user-friendly

mobile app and online booking platform, providing customers with convenient access to their
travel itineraries, flight updates, and exclusive offers. Emirates Airline actively seeks feedback

from its customers through various channels, such as surveys and social media platforms, to

understand their preferences and identify areas for improvement. Customer feedback plays a

vital role in shaping the company's product development roadmap, enabling it to address

customer needs effectively and maintain a competitive edge.

3.3. Pricing Strategy

The pricing strategy employed by Emirates Airline is a crucial aspect of its market positioning.

This subsection analyzes the company's pricing strategy, taking into account factors such as

competition, demand, and cost considerations.

Emirates Airline also adopts dynamic pricing strategies that take into account factors such as

seasonality, demand fluctuations, and booking patterns. By analyzing market demand and

adjusting fares accordingly, the company optimizes its revenue management and maximizes its

yield.

The airline offers various fare classes, catering to different customer segments and travel

preferences. First Class, Business Class, and Economy Class fares are structured to provide

options for travelers with varying budgets and expectations. This pricing flexibility ensures that

Emirates Airline can attract and accommodate a wide range of customers.

Furthermore, Emirates Airline utilizes targeted promotions and special offers to incentivize

bookings and attract customers. These promotions can include discounted fares, companion

fares, or exclusive packages that bundle additional services or benefits. By strategically

designing these promotions, Emirates Airline effectively drives customer demand and enhances

its competitive position in the market ("Complete Marketing Strategy," n.d.).

Overall, Emirates Airline's pricing strategy revolves around positioning itself as a premium

airline while considering market dynamics and remaining competitive. The company leverages

its brand reputation, adopts dynamic pricing strategies, and offers a range of fare classes to meet

the needs of diverse customer segments. By carefully balancing pricing and value, Emirates

Airline ensures that its services remain attractive and compelling to its target audience.

3.4. Promotion Strategy

Emirates Airline utilizes various promotional strategies to create awareness and attract

customers. This section explores the company's promotional activities, including digital

marketing, advertising campaigns, sponsorships, and partnerships.

Emirates Airline employs a comprehensive and multifaceted promotion strategy to build brand

awareness, engage with customers, and maintain a strong presence in the market. The company

utilizes a combination of traditional and digital marketing channels, strategic partnerships, and

sponsorships to effectively promote its products and services.

One of the key elements of Emirates Airline's promotion strategy is its strong brand identity. The

airline has established itself as an iconic brand associated with luxury, excellence, and world-

class service. Emirates Airline leverages this brand identity through consistent branding across

all touchpoints, including its aircraft livery, uniforms, and advertising materials. This helps to

reinforce its brand image and create a recognizable and memorable identity for customers

(Lohmeier, n.d.).

Emirates Airline actively engages in traditional advertising channels such as print media,

television, and out-of-home advertising. The company strategically selects media outlets and

platforms that reach its target audience effectively. Through compelling and visually captivating
advertisements, Emirates Airline showcases the unique travel experiences it offers, enticing

customers to choose its services.

In recent years, Emirates Airline has significantly expanded its digital marketing efforts to reach

a wider audience and engage with customers on various online platforms. The company

maintains a strong presence across social media channels, where it shares captivating content,

travel inspirations, and exclusive offers. Emirates Airline also leverages digital advertising,

search engine optimization (SEO), and email marketing to target specific customer segments and

drive bookings.

Strategic partnerships and sponsorships play a crucial role in Emirates Airline's promotion

strategy. The airline has established partnerships with influential sports teams, events, and

cultural institutions, allowing it to reach diverse audiences and create brand associations. For

example, Emirates Airline has sponsorship deals with major football clubs, global tennis

tournaments, and renowned cultural festivals, enabling it to gain exposure and engage with fans

and attendees (Inflight advertising, n.d.).

Emirates Airline also prioritizes customer relationship management (CRM) to nurture customer

loyalty and encourage repeat business. The airline implements loyalty programs, such as

Emirates Skywards, that offer exclusive benefits, rewards, and personalized experiences to

frequent flyers. By fostering strong relationships with its customers, Emirates Airline not only

promotes customer retention but also benefits from positive word-of-mouth recommendations.

3.5. Distribution Strategy

Emirates Airline's distribution strategy plays a vital role in its success. This subsection examines

the company's distribution channels, focusing on its hub at Dubai International Airport, strategic
route expansion, and partnerships with other airlines.

One of the key components of Emirates Airline's distribution strategy is its extensive network of

sales offices and contact centers. The company operates a global network of sales offices in

various countries, allowing customers to directly purchase tickets, inquire about services, and

receive personalized assistance. Additionally, Emirates Airline maintains contact centers that

provide 24/7 customer support and booking services, catering to customers' needs across

different time zones.

Emirates Airline also embraces e-commerce platforms and online travel agencies (OTAs) to

expand its distribution reach. The airline has a user-friendly and intuitive official website where

customers can conveniently search for flights, make bookings, and manage their travel

itineraries. Moreover, Emirates Airline partners with leading OTAs, allowing customers to

access its services through third-party platforms and benefit from bundled travel packages.

4. Segmentation Strategy

Emirates Airline adopts a comprehensive segmentation strategy to target specific customer

segments effectively. This section provides an in-depth analysis of the company's segmentation

strategy, considering factors such as travel purpose, demographics, and preferences.

One of the key segmentation factors that Emirates Airline considers is geographic segmentation.

The company operates an extensive global network, connecting passengers to over 150

destinations in more than 80 countries. By strategically selecting destinations and establishing

routes that cater to different regions, Emirates Airline ensures that it can serve customers from

various geographical locations.

5. Summary and Recommendations

In conclusion, this report provides a comprehensive overview of Emirates Airline, including its

history, activities, product offerings, marketing mix, and segmentation strategy. With its

luxurious fleet, exceptional in-flight services, and extensive global network, Emirates has

established itself as a premium airline brand.

Based on the analysis, recommendations are presented to further enhance the company's

competitive position and capitalize on market opportunities. Emirates should continue investing

in customer-centric innovations, expanding its route network to emerging markets, and

strengthening its digital marketing strategies. By maintaining its focus on quality and customer

satisfaction, Emirates can continue to thrive in the highly competitive aviation industry.

References

1. Grant, R. M. (2021). Contemporary strategy analysis. John Wiley & Sons.

2. Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an

integrated approach. Cengage Learning.

3. Complete Marketing Strategy of Emirates Airlines | IIDE. (n.d.). Retrieved May 19, 2023,

from https://iide.co/case-studies/marketing-strategy-of-emirates-airlines/

4. Lohmeier, V., Hess, S., & Byberg, L.-A. (n.d.). Airline Pricing Strategies.

5. Inflight advertising | About us | Emirates. (n.d.). Retrieved May 19, 2023, from

https://www.emirates.com/english/about-us/inflight-advertising/