Marketing Plan of Emirates Airline

5185 Words Aug 26th, 2008 21 Pages
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
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Many airline companies initiated to modify their strategies and services not to just dwell but also to succeed in the airline industry. They invest deeply in the quality of services by introducing e-booking system, more comfortable seats for passengers, low cost carriers, new interactive entertainment systems and many other technological techniques. The ideas behind introducing these services were to magnetize customer 's faith also to gain a competitive advantage. To survive in such a challenging market, many companies set on agreeing with each other to reduce costs and also share the available resources, which is otherwise called as alliance.

On the whole, the airline industry is expected to double the number of passengers by 2010 and also to exceed 3 billion due to the trade, economic development and tourism. Thus obeying the theory, "survival of the fittest", successful airlines will be those that can continue to play smart by putting into action the above ideas so as to secure a strong position in the aviation market.

Competitors Overview and Situation analysis

The airline industry is in its prime of life, hence there is a tough competition in the market and the rate of sales growing faster before beginning to stabilize gradually. In this stage advertising and promoting sales makes it obvious that the competition is getting more aggressive. Furthermore to find best services required in gaining the attention of

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