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."

Vision 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.

2.

Enviromental Scanning:
1. Internal Enviroment:
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

ot all of diversification and approach have been successful

Opportunities:

velop continuously new generations of more advanced airline an

tion services.
Budget travelers
Innovation

Threats:
Rival companies are major threats
Rising fuel costs

Low cost carriers - Air Arabia, Jazeera Airways.

PEST Analysis

Political:

litical situations that affect the airline industry will be mainly wa

d 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 highquality, 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:

ment of Emirates Airlines are able to promotes the sharing of a co

ong their employee,hence, make the organization and its team w
together. As they work together, they are able to focus on the ne
e 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

Targetin
gEmirates
:
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.

Segmentatio
nEmirates
:
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:

rketing Penetration (Improving In-fight Service)

etain and boost market share of Emirate airlines product and ser

rotect market dominance of Emirates airlines existing markets.

Driving out competitors by restructuring mature market.

) Enhance usage of existing passengers.

arketing 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).

Product Development (Private Suite)

ing new services into existing markets implies product developm

which involves the development of skill and requires business t
zed 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

elated Diversification (Low-cost carrier)

w cost airline offers lower prices than traditional airline by fascin

tion. The low cost has flexibility fare that is one reason why som
ching 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

n be done launching new subsidiary to cater budget airline mark

y routes should be high demand and large number of expatriate
y like Egypt, India and Pakistan.

B.C.G Matrix of Emirates AirLines