Marketing & Strategy on Emirates Airline

This is an analysis of the Airline Industry in Europe. The paper will cover the current market situation, including financials and market volume. Following this will be a Five Forces analysis on the factors that affect industry competition. The paper will conclude with key insights into the profitability of the industry and a SWOT analysis of one of the industry’s best performers and what rivals and possible future entrants can learn from their success.

While it is difficult, to some extent, to evaluate the success of a merger that is only just now entering its final implementation phases, it is known that the objective of that merger was to use the larger route network to attract more business, and that the combined airline would also extract cost savings as the result of increased operational efficiency. The airline had struggled in 2009, with its sales declining, but it recovered in 2010 and 2011. Sales last year were $33.678 billion, up from $21.068 billion the year before. In the past two years, the company has turned a profit, going from $253 million in net income in FY2010 to $840 million in net income in FY2011. Some of this improvement may stem from the impact of the merger. However, the airline industry is highly cyclical, and the past two years have represented economic improvement. Likewise, the losses the company faced in FY2008 and FY2009 were as much the result of the economic downturn as they were internal business factors.

‘superjumbo’ jet, isn't new to the United States” (Mutzabaugh, 2014, para. 3). Airbus currently has more than 2,600 aircraft flying the sky—airlines being the majority (e.g., United, Delta, US Airways, Jet Blue, Frontier, etc.). The figure below lists the airline aircraft that Airbus currently manufactures.

The airline business is an industry that is competitive and unique, focussing on consumer choice and the responsiveness of airlines to changes in the external business environment. For any airline, this environment can be very complex as it is ‘hard for them to fully understand and impossible for them to fully control’ (The Times, n.d. p1). Virgin Atlantic is an international airline that is based in the UK. It was started by the entrepreneur Richard Branson in 1982 and now flies to 30 destinations around the world (Virgin Atlantic Airways Ltd, 2011). By looking at

There are many external factors that influence on emirates airline, which play an important term is airline those factors, are political, economic, social, technological, and legal factors. We will discuss each of them below through PEST analysis it is a useful tool that help to understand the industry situation as a whole.

using their own core competencies to turn the airline around. By applying their own strategies,

The airline industry is greatly influenced by the the travel and tourism trends across the globe. The World Travel and Tourism Board states that the the level of tourism is likely to grow even as the years progress. The growth in the level of tourism is expected to grow at a level of 4.5 per cent annually. This is expected to continue upto 2017. Thus the organization should fully prepare it self and take over the tourism market.

Airbus operates in this industry by building airplanes with seating capacities ranging from 100 to 350 seats. Over the past few years, Airbus has been extremely successful developing airplanes in this size range, increasing its industry market share to approximately 33%. However, quantifying Airbus ' past financial success is difficult because prior to its 1999 1.6 billion euro IPO, Airbus was a private partnership. As a result, very little past financial information is available.

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

To grow a profitable airline, where people love to fly and where people love to

Facts about Emirates Airline: 1st founded in 1985, and started its operation on 25-10-1985, 2nd Largest Airline in Middle East, 3rd It operates 3300 flights per week with 66725 Employees, 4th in 2017 Emirates mark esteem grows 17% to achieve US$7.7 billion, 5th Emirates aim to have over 320 aircraft by 2018.

British Airways happens to be the ninth largest airline in the world, in terms of the number of passengers it carries. At the international level, it operates to more destinations than any other airline and therefore is considered as an airline possessing the strongest network in the international market. At present, it is operating to 167 different destinations in 87 different countries around the globe (British Airways Plc and British Caledonian Group plc, 2002).

Neelman, understanding the next steps in growing the organization, brought together a highly skilled management team to run the company. Neelman providing the necessary strong leadership, along with the talented management team formulated clear operative goals and directions based on his vision. Decisions that were made emphasized the need to provide a better passenger experience such as choosing New York JFK as the home base of the airlines. Customer interaction (external environment) and employee satisfaction (internal) were the important factors in formulating the mission. The Mission statement included Safety, Caring and Integrity that can be attributed to the customers and the mission statement also included fun and passion that can be attributed to the employee satisfaction.

From the perspective of investor relations, the new tasks of the new confidence in the BA can only be beneficial. In addition, its signal is BA's business from last September, the recent studies about the efficiency of world tourism program of the future is not a one-off, but a new millennium as part of a larger plan. (Morrell, 1999)

first it should be underlined, that in the airline industry, there are two types of buyers (Hartley, 2013). The first type is the individual buyers, who buy tickets for personal or business reasons, related to their own individual well beings. This type of buyers is extremely diverse and there is barely someone who had never bought a ticket, especially in the developed countries. A plane ticked could be purchased directly from the airline company’s ticket offices or from the second group of buyers, e.g. travel agencies and online portals. This buyer group works as a middle man between airlines and flyers. They work with many airline companies to give consumers the best possible flight. Between these two groups there is definitely a large amount of buyers compared to the number of firms. There is low cost shifting between companies because many people choose flights based on where they are going and costs at the time. This is a loyalty to the companies, but not enough high switching costs. Each client needs a lot of important information. They need