MARKETING MANAGEMENT
GROUP ASSIGNMENT 1
CASE STUDY
MARKETING EXCELLENCE
EMIRATES
Merketing Management
15th Edition
Page : 81
CASE STUDY: EMIRATES
1. How has Emirates been able to build a strong brand in the competitive airlines industry worldwide?
The success of Emirates can be attributed through a combination of marketing mix which emphasize on excellent customer service, product and equipment. In addition, Emirates is known for its commitment to the highest standards of quality in every aspect of their business, providing premium service be it in first, business or economy class. We will look into a few P’s of the marketing mix that Emirates currently employ to become one of the most profitable
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People
Emirates also create a global competitive advantage when they recruit 52,000 people from 162 different countries which make them seen as global company that operates in Dubai. This move helps them to show that they are the company with multinationals values and operated worldwide instead of focusing on routes in the Middle East. In addition, Emirates also employs multi-national crew to cater with the expansion of new destinations and demands of its passengers which covers more than 142 destinations in 80 countries.
Promotion
Product placement can be useful when marketing a product. Emirates has been aggressively promoting their brand name by sponsoring internationally recognized sports event the Formula 1, the US Open series, the Ryder Cup, World Cup Rugby and cricket. Emirates also sponsor numerous football teams such as Real Madrid, Arsenal, AC Milan and Paris Saint-Germaine (Source: Emirates Website)
Emirates also provide online services, with websites that enable customers to plan, book and purchase air tickets online. Customers also have the option of checking-in through the website, choosing their preferred seat and even their in-flight meal.
Place
Emirates operate in
The company is relatively young. It was founded in 1985 and is one of the youngest companies of this sort in the world (The Emirates story, n.d). Moreover, is should be said that at the beginning its main aim was to guarantees delivery of tourists to the region. However, being sponsored by the government of the UAE the company started its blistering development. New planes were bought and new directions organized. Emirates Airlines has never stopped in its development and that is why nowadays it is one of the greatest international carriers, and the seventh largest airline in the world in terms of revenue (The Emirates story, n.d). The company does not have rivals in the Middle East and its current tempos of development allow to suggest that in several years it can become the best airline company in the world, leaving behind such giants as Lufthansa or American Airlines. The company mainly uses planes made by Boeing and Airbus. Nowadays there are 176 planes which can deliver people to any place in the world. With this in mind it is possible to say that Emirates Airlines is a huge international corporation which has its offices all over the
Southwest employs a qualified and extremely skilled management team. This airline has the financial stability and solid understanding of the aviation business. Not only are its customers a vital cog of the organization 's success but also its employees. Each employee is familiar
obstacles, but also took advantage of opportunities for growth. In particular, the area of new technology has allowed the company to integrate and reorganize very effectively. In this way, customer brand loyalty has been fostered anew by adding value and by differentiating Boeing itself from its competition (particularly Airbus), as we shall see further on in the essay below.
Operates over than 2400 passenger fights per week from Dubai international airport to a05 cities in 62 countries across sic continents and has over than 50,000 employees. Cargo activities are undertaken by the Emirates Group's Emirates Sky Cargo division.
• Opportunistic strategies: Strategic behaviour of Emirates can be best described as proactive and opportunistic. Market segment gaps are sought and filled at a faster pace. Price differentiation is its forte. Emirates converted greater proportion of their seats to premium classes, increased scope of luxury amenities, added new planes to its fleet that offered latest amenities, first airlines to introduce individual first class suites – shower spas, full service walk up bar
In 1926, a young aviator named Charles A. Lindbergh took a single bag of mail from Chicago to St. Louis. Later that same day, Charles and two other pilots came back from St. Louis to Chicago with three plane loads of mail. This was the start of their contract to do airmail. In 1929, the consolidation of a bunch of smaller airmail pilots started and by 1930 they were known as American Airways, Inc. In 1934, American Airways Inc. became American Airlines, Inc. In 2013, the merger between U.S Airways and American Airlines Inc. became American Airlines Group.
This report provides a brief introduction of the employment conditions in the Singapore Airlines. It begins with an overview of the company’s profile. The report proceeds to elaborate on the pros and cons of working as a flight attendant. Data were shown to access and analyze the turnover rate and salary range of the different ranking flight stewardess.
AADC, Al Ahlia Development Corporation is construction organization that makes decicions on building houses as well as apartments. In our case study, Al Ahlia Development Company will be building four different types of houses and they are as follows:
There are 7 board of directors in the airline. Etihad Airways is governed by a board of directors.As of 2016,the chairman of the board is known as Mohammad Mubarak Bin Fadil Al Mazroui (Etihad,n.d). The Board consists of seven independent non-executive members.It also has two sub-committees, which is known as Audit Committee and the Executive committee.These two committes have each their own charter and chairman.Currentky,there are no women who are appointed as the board members. The board members are as follows: H.E. Mohamed Khalifa Al Mubarak ,H.E. Hamad Abdulla Al Shamsi,H.E. Ahmed Ali Al Sayegh, H.E. Mohamed Hareb Sultan Al Yousef ,H.E. Ahmed Ali Matar Al Romaithi and H.E. Khalifa Sultan Al Suwaidi (Etihad,n.d.) As the airline is wholly
The analysis of AirAsia’s financial performance in the last 4 years (Based on AirAsia Annual Report from 2010 to 2013) and its attributes to assist present and future investors on whether to buy, hold or sell their investment in AirAsia Berhad (2011-2014).
November 20, 2013 was a historic day for the Indian aviation industry after Jet Airways (India) Limited (“Jet” or “Target”) and Etihad Airways PJSC (“Etihad”) concluded about much talked issue of about US$ 379 million investment by Etihad to acquire a 24% stake in Jet (“Deal”).
tion accounting for the 90 % of the energy consumption in the Kingdom, one of
As part of marketing in business, strategy is a leading light because it is a plan of action designed and followed by businesses to become successful. Three companies in the same industry can offer similar products in a completely different ways. Branding is everything and understanding what customers want determines a company’s brand position. Airline companies are great examples of numerous companies offering the same product. Major differences in brand and quality management come when comparing three airline companies that offer the same product such as Spirit Airlines, Jet Blue and American Airlines. Although their product is the same, the processes to marketing their product are completely different.
The United Arab Emirates (U.A.E) is a federation of seven Emirates that was formed on December 2 1971. It is located between the Arabian Gulf and the Gulf of Oman and it is bordered by Saudi Arabia and Oman. The country has a total population of 3,740,000 as of 2004. Approximately 85% of those resideing the in UAE are not native to the country. Arabic is the official language,
Etihad Airways is considered as one of the youngest airlines in the world, yet it managed to seize a leading place within the aviation industry. Etihad Airways received the 2008 Marketing Award of the “Airline Strategy Awards”, one of the most recognized awards in the industry, just five years after starting commercial operations, followed by many international awards. This early success can be attributed to the marketing strategy employed by Etihad, which resulted in creating a strong brand associated with a high quality service. Etihad’s marketing strategy focused on creating new innovative services in every touch point with the customers. This report will focus on Etihad’s marketing strategy, which enabled the airlines