Overview of Emirates Airlines

The report helps in the analysis of the different concepts related to the marketing management along with the implications of the same on Emirates Airlines based in the United Arab Emirates. The brief overview of the organization and the aspects of the marketing management concepts, marketing plan and the marketing mix will be identified that will be required for managing the different activities of the company positively. Proper application of the different models of marketing is needed to be determined which plays a significant role in supporting the marketing analysis appropriately.

Emirates is the airline which is based in Dubai, the United Arab Emirates which is wholly owned by the government of Dubai’s investment corporation of Dubai. Emirates is the largest airlines in the entire Middle East region wherein there are more than 36000 flights per week in more than 140 cities in 81 countries across the six continents (Emirates Airlines 2018). The airlines were founded in the year 25^th March 1985, and the company is headquartered in Garhoud, Dubai. The number of employees working in the organization is 64678 till the year 2017.

There are different kinds of marketing aspects such as the marketing analysis which is inclusive of the various activities of the company that has occurred in the past, the on-going and the future elements as well. Ahmad and Saber (2015), have commented that marketing management is the process of developing different strategies along with planning for the products and services through proper advertising and other promotional aspects to reach the desired customers positively.

As per Ahmad and Saber (2015), the SWOT analysis is helpful for analysing the strengths, weaknesses, opportunities and threats of the organization in comparison to the other competitors. Furthermore, PESTEL analysis helps in understanding the study of external environment such as the political, economic, social, technological, legal and the environmental aspects which play a significant role in managing the overall success of the organization appropriately. The evaluation of the global growth, distribution and trends and the size of the market are required to be identified which is the part of the marketing plan for the company.

In the present scenario, Alserhan (2017), have hypothesised that business organizations are seeking various kinds of ways to enhance their performance which will provide them with the ability to compete aggressively and aggressively in the competitive market. Chernev (2018), has commented and hypothesised that strategy is the aspect which is defined as the general guidelines for reaching the different objectives related to the specific SBU’s and target markets. There are different dimensions such as segmentation related strategies and the positioning strategies which will be useful for communication.

Marketing Management Concepts

De Bruin-Reynolds, Roberts-Lombard and de Meyer (2015), have commented and hypothesised that strategic marketing objectives are seen as the process which helps in analysing the market competitive and business factors that affects the corporation along with the business units. Eltanahy and David (2018), have hypothesised that selection of the market target strategies for the different business units will be helpful in establishing and managing marketing program to meet the market target needs. According to Foxall (2014), marketing mix helps in describing the different tools and techniques which can be used by the management of the organization that can apply to influence the sales.

Hakansson (2015),has opined that marketing mix is the factors that are being controlled and will be used by the marketing managers that can affect sales and this will create potential offers for growth and profitability in the market as well. According to Hollebeek, Conduit and Brodie (2016), the product is the crucial element in the program of marketing wherein the product strategy can affect the other approach of marketing which may satisfy the needs of the consumers. Hill (2017), has opined that there are different kinds of variation of the product which will analyze the nature and attributes characteristics in a specific manner.

Furthermore, Leonidou et al. (2017), have hypothesized that price is the other element which affects the customer satisfaction as there can be issues within organizations that there is a rivalry between the organizations wherein both of them provide similar kind of quality. However, there can be differences in the prices which can affect the overall efficiency of the firm positively or negatively. Secondly, there is the promotional aspect in which there can be the inclusion of different distribution channels such as newspaper and the social media channels which are being used by organizations which can be beneficial for the success of the organization.

Marathe (2015), has hypothesised that the fourth P is the pricing technique which is the distribution channel wherein the main concern is regarding the proper availability of the goods and services to the customers in the market. According to McDONALD (2016), this has been noticed that to implement a successful strategy of marketing; this is essential to evaluate and reflect on the exact location of the customers which will meet the preferences of the customers. Furthermore, Meraj, Fernandes and Ross (2016), have opined that choice of the method of distribution depends on the variety of the circumstances which can be creating a negative impact on the entire performance of the team.

SWOT and PESTEL Analysis

Mulligan, Keulertz and McKee (2017), have hypothesised that there are different contemporary roles which are required to be performed by the various organizational members and the top managers in the process of the strategic decision making. The implementation of the marketing strategy involves in deciding the various details on the selection of goal along with the target customers of the company. Palia, De Ryck, J. and Mak (2014), have defined that there is the proper linkage between the performance of the firm and the formulation of the strategy which will be beneficial for the overall success of the marketing perspectives which will be helpful in handling the capability issues effectively.

Proctor (2014), has opined that with the help of the SWOT analysis, the different internal and external threats and opportunities can be identified which will provide the companies with better solutions to become more efficient. On the other hand, Samad, Samad and Abdallah (2018), have commented that BCG matrix is helpful in understanding the strategic growth initiative which can be applied by companies to identify their possible strategies of growth.

Marketing Management Concept, Strategies and Processes

As per the literature review which has been conducted, this can be seen that in Emirates is competitive in comparison to the other competitors in the market.  In the literature, this has been discussed that the organizations use various types of marketing strategies which will be beneficial for differentiating themselves from the other competitors.

In case of Emirates Airlines, this has been noticed that Emirates has followed the differentiation strategy by providing advanced kinds of services such as delivering aircraft along with the latest technology which is inclusive of e-ticketing and wide seats which will be beneficial for achieving the competitiveness.

The strong brand name is the other competitive advantage which has allowed them to build loyal customers wherein the airline provides with attractive offers and become more competitiveness. In the literature review, this has been discussed that the products, price, place and promotion play a significant role in competing with the other competitors in the market. In the case of Emirates, marketing mix plays a vital role which has been useful for them to carve a brand image by providing reliable and distinctive kinds of services to their customers. Emirates has tried to include all the best services that have helped them in becoming more successful (Wang and Li 2016).  

Both SWOT and BCG Matrix are the tools which will be used by Emirates to analyse the new development of the products and services along with identification of the effective marketing plans. The marketing management is defined as the process which helps in developing different strategies along with planning for the product for reaching the desired segment of the market positively.

Product and Pricing Strategies

Product- In the case of Emirates Airlines, this has been noticed that the company has tried to serve their customers with a mixed fleet of Boeing and Airbus. The airline has decided to maintain the legacy of operating with the aeroplanes of the largest sizes, and the company tries to cater to the needs of the customers in both professional and personal manner (Torquati 2018).

They offer flying services regarding the economy, first and business class which provided the customers with premium comforts. Moreover, Emirates is the first airlines which have provided the customers with the shower on flights along with private suits. Furthermore, Emirates tries to offer the different kinds of excellent services utilizing better housekeeping along with healthcare for their customers.

Price- This is the other aspect in which Emirates tries to provide the customers with low cost tickets in comparison to the other airlines which are competing in nature. The airline has decided to include the shorter and deep routes without any layover (Torquati 2018).  Due to the direct flights, Emirates Airlines has adopted the useful kind of pricing policy for the shorter routes. Emirates uses the premium pricing policy for the premium customers who demand the luxurious along with the customized variety of flight services.

In this scenario, this can be seen that Emirates can face few issues due to the premium services as there are other competitors in the market which are providing budget kinds of services which can prove to be a threat for the company in a negative manner. This is one of the negative approaches in which the customized flights and the premium services are not being approachable for the other customers in the market. As discussed in the literature review, Emirates needs to include budget airlines services which will positively increase their profitability and productivity.

Place- Emirates tried to manage the different operations from Dubai airport, and the global network is spread through six continents, and the company has unusual kind of distinction of operating on the longest routes which will be beneficial and successful for the Emirates Airlines in an effective manner (Shahijan, Rezaei and Preece 2016).

However, in the present scenario, Emirates have introduced different short routes which are benefitting the customers. As per the literature review, the place is of enormous importance for Emirates Airlines in which the distribution strategy is inclusive of the sale of the tickets through the sales agents and tour operators. There are different periodical offers for the loyal and premium customers which are being notified to them.  

Promotion and Distribution Strategies

Promotion- This is the last aspect of the marketing mix wherein Emirates has engaged themselves in different kinds of promotional activities through advertisements on television and the social media channels. The airlines had sponsored ICC cricket world cup in 2011 and 2015 which has hugely increased their presence. There are different promotional discounts which are being generated during offseason regarding the pricing of the tickets at affordable rates (Scarborough 2016).

In accordance to the literature, this can be seen and analysed that promotional activities are one of the major aspects which have assisted the company in becoming more competitive in comparison to the other competitors such as Qatar Airways which will beneficial for the overall success of the firm. Emirates runs different innovative campaigns wherein the accommodation and tickets for the kids are free which will be successful for their overall efficiency in the firm.

From the analysis of the marketing mix, this can be identified and analysed that marketing mix has been of enormous significance for Emirates Airlines as the place and the promotional activities can help them in gaining competitive advantage in the market. On the other hand, this can be seen that pricing and the product are the other aspects which can affect the brand image of the firm in a negative manner.

 In the case of Emirates, there are different kinds of tools which will be applied for analysing the overall growth of the company in the competitive market. To examine the strengths, weaknesses, opportunities and threats which will be beneficial for the development of the strategies that will be beneficial and appropriate for the growth of the company. The SWOT analysis is helpful in analysing the different kinds of strengths and weaknesses. On the other hand, with the help of the BCG Matrix, the growth strategy will be beneficial for the overall success of the firm, and this will enhance their growth in the future.

With the help of SWOT analysis, the different strengths, weaknesses, opportunities and threats of Emirates Airlines is required to be analysed in such a manner which will be identifying the internal strengths and weaknesses along with external risks and opportunities for the company regarding competitors.

Strengths- The significant advantage of Emirates Airlines is the location, and this is the official airline of the Emirates Government efficiently. The airport of Dubai deals with the hundreds of flights round the clock and Emirates is generating massive revenue by operating the flights on different kinds of international routes. The other strength of the organization is that the different customers prefer Emirates Airlines due to the ground and the air facilities which help them in becoming more efficient (Sargeant and MACQUILLIN 2016).

SWOT and BCG Matrix

 Moreover, this has been noticed that Emirates Airlines operates international flights in more than 72 countries which are present in more than six continents in an appropriate manner. The promotional aspects of the Emirates Airlines are excellent as they use different television and media channels that can be used to improve their position in the market effectively.

Weaknesses- On the other hand, there are different weaknesses of Emirates Airlines as the airlines rely heavily on onward moving traffic on the international level. The Emirates airlines have faced intense kind of competition from the other rivals, and this has limited their market share and growth in the market in a negative manner (Scarborough 2016).

Moreover, in the present scenario, this has been identified that Emirates Airlines have faced and witnessed a sloth in demand in the USA after few years of growth and there are some airlines which have accused Emirates in receiving the various government subsidies. The other allegation which has been faced by them is airlines do not pay any due taxes which led to creating negative remarks on the minds of the individuals negatively.

Opportunities- Emirates Airlines can introduce the brand-new aeroplane in the fleet, and the quality of the different services can be enhanced in a positive manner which will be beneficial for the growth of the company. The Emirates Airlines needs to take the various steps which will improve the confidence of the multiple customers in the airline by providing the premium services at less cost as this can be beneficial for them to be more competitive (Scarborough 2016).

Moreover, the different joint ventures and alliances can be helpful for Emirates Airlines which will give more business to Emirates, and this can increase their presence among the various countries in a positive manner as well. The brand fleet of Emirates can be utilised to improve the confidence of the customers in such a way that will be beneficial for their success.

Threats- There are other international flights which are operating in the market, and this can prove to be a considerable threat to the company Emirates. The increase in the cost of the fuel is the other great threat as due to the same, the airline needs to increases the fare which can lead to loss of premium customers. Lastly, there are consistent changes in the government rules and regulations that can hinder the operations of Emirates negatively (Scarborough 2016).

Evaluation of Emirates’ Services

From the analysis of BCG Matrix, this can be analysed that Cash Cow of Emirates Airlines is the Economy Class which is the foundation of the airlines. The Emirates Economy is cash cow wherein they have a large number of market share. However, there is no such growth of the company in the market. Before coming into the scenario, Qatar Airways have taken the large market share, and to improve their aspects of growth in South Asian countries, Emirates needs to check their growth analysis effectively which will be beneficial for their growth and increase in the overall revenue as well.  

Furthermore, the Emirates First and Business class are considered to be the Stars as they both have high market share and this is the already growing market in comparison to the other competitors. There is a high potential of Emirates Airlines as recently the company have upgraded their flight services and introduced the latest generation of business class facilities to the premium clients (Torquati et al. 2018).

On the other hand, the Question Mark is the Emirates Holidays, and the overall investment is high in comparison to the revenue. The Emirates Company has recently launched Emirates holidays wherein the new service has low market share, and the potential is high as Emirates is putting a huge effort in positively handling their activities (Torquati et al. 2018).

From the BCG matrix analysis, this can be analysed that the best part of Emirates Airlines is the Emirates premium class sector wherein the Star is considered to have the high market share along with growth in the market.  

Conclusion and Recommendations 

Therefore, this can be concluded that marketing strategies play a significant role in managing the different operations of the organization successfully. The literature review provided a brief overview of the different kinds of approaches, models and tools which play a vital role in the organization which will be beneficial for the overall success of the organization. The marketing mix of Emirates Airlines has been vital in analysing the different products, price, place and promotional aspects which are making them competitive to improve the overall efficiency in a positive manner. The SWOT and Ansoff matrix have been considered to be successful which assisted the company in analysing their growth strategies to become more competitive in their operations.

Therefore, from the above, this can be recommended that there are different kinds of strategies which can be implemented by Emirates to become more successful and competitive in the future.

Pricing Policy

  Firstly, the extension in the routes by the airline is strongly recommended as this will be vital for the growth of Emirates in UAE tourism. There can be a global alliance with the Canada airlines market which will help them in offering a more impressive and effective strategy for competing with the low-cost airlines.  

Secondly, advancement in the information technology is the other aspect for the progress of Airlines wherein the company can make different contracts with the different E-business organizations which will increase the satisfaction of the customers in the market in an efficient manner.

Lastly, Emirates need to provide advanced level services along with control costs which will help them in reducing the prices, and this can enable them to introduce new brand subsidiary to improve their growth in the market.  

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