59, no. Emirates Airline is currently the largest airline company in the Middle East. the financial and operational capacity of Emirates as a legacy carrier), this marketing approach can be entered into by other legacy carriers in the markets Emirates wants to expand in (Mules 2013). Aside from this, Emirates has been establishing partnerships with airlines such as Qantas and Malaysian Airlines so that it could utilize its hubs and facilities for its expansion into new international markets (Voight 2014). If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. 176, no. Emirates can implement a similar strategy; however, instead of placing it all under a single legacy carrier model; it can use legacy flights for its international and central regional hub flights while a low-cost option will be utilized for its short distance flights within specific territories (Thomas and Kummer 2015). 1, pp. The company cannot limit itself primarily to legacy-based operations when low-cost carriers are on the rise. Emirates Airlines' Future Marketing Strategy. 50-51. Vinod, B 2015, ‘The expanding role of revenue management in the airline industry’, Journal Of Revenue & Pricing Management, vol. The second action that Emirates should undertake is to conduct a feasibility study regarding the recommended shift of operations into a mixture of legacy and low-cost airline company methods. Retrieved from https://ivypanda.com/essays/emirates-airlines-future-marketing-strategy/. However the major competitors identified here are the national airlines of other states of UAE. 2, pp. 1. Technologies LLC, a company registered in Wyoming, USA. About Emirates Airlines : Emirates founded in 1985, is a Dubai (UAE) based global airline with operations in more than 81 countries serving 155 airports and boasting a fleet of over 270 aircrafts as of the year 2020. The company was established in 1985 with two leased aircraft from a rudimentary airport. 36/37, pp. Recognized as the best airline in the world by TripAdvisor in 2017, Emirates Airlines delivers efficient and comfortable air travel services across six continents. Job losses at Dubai carrier are being given significance over and above all else . Prices can be slowly increased one it has been determined that sufficient consumer patronage has been developed (Squalli 2014). – Emirates 27, no. Not only do they keep an active social media accounts full of eye candies -video shorts of destinations, videos of their planes, correspondences to commenters, but they also incorporate influence’s to truly capture their buyer personas. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. Chen, P, & Hu, H 2013, ‘The mediating role of relational benefit between service quality and customer loyalty in airline industry’, Total Quality Management & Business Excellence, vol. Main company could deal with the regional and international hubs while the branch company could handle smaller regional flights. "Emirates" is the largest airline in the Middle East and operating nearly 3,400 flights per week. Based on rising regional and global demand for affordable short range trips. Emirates airline is a Dubai based airline wholly owned by Dubai Investment Corporation. A. For full functionality of this site it is necessary to enable JavaScript. 48, no. Emirates almost doubles its fleet every year. 2020. Brand Vision Brand Mission Values First Class Business Class Economy Class: In-flight entertainment system-ICE FOOD Exclusive travel extra for children Etihad as market challenger Positioning: Leading premium airline brand in the world Objective: Increasing growth and 14, no. Chen, H, & Solak, S 2015, ‘Lower Cost Arrivals for Airlines: Optimal Policies for Managing Runway Operations under Optimized Profile Descent’, Production & Operations Management, vol. 177, no. This will also help them in retaining their client base of UAE expatriate market. A promotional period would allow the company to determine if any issues need to be addressed or if improvements can be implemented to make the program better. 7, no. The magazine’s editorial is created in order to target an affluent and high-end … IvyPanda. There are those who might think Emirates is older: after all, it is now the world’s largest international airline. 31, no. We utilize security vendors that protect and It has always had a large market share, but there is no growth. 2 September. Emirates as a legacy carrier can leverage its larger operational capabilities to provide discounts to families. 3, p. 2. Emirates Airline is considered one of the most highly regarded Airline companies in Asia and also in the world. "Emirates Airlines' Future Marketing Strategy." Necessary cookies are absolutely essential for the website to function properly. Emirates is one of the largest legacy airlines in the world and dominates many of the markets in the Middle-East and Asia due to its hubs and partnerships with various international and regional carriers. Portfolio: Portfolio is a monthly publication exclusively dedicated to Emirates’ first & business class passengers. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. Its main activity is the provision of commercial air transportation services. The sustainability of this approach is based on rising regional and global demand for affordable short-range trips. This can be accomplished by diversifying its fleet by purchasing smaller planes such as the twin-engine A320, which is well suited for smaller regional airports. Comprehensive Marketing Strategy By Khalid Malik Emirates Airline 2. Not only that, but it also needs to consider what other strategies it could implement in its market approach involving families to make it unique enough that other airline companies cannot easily replicate it. Introduction"Emirates" is an airline company based in Dubai and founded by the United Arab Emirates government in 1985. As it maintains a highly competitive streak the company has ordered the delivery of biggest airplanes until date. 138-145. Surely such an achievement must be grounded in history, back in the days of flying boats, the League of Nations and colonial empires. This website uses cookies to improve your experience while you navigate through the website. Low-cost airlines also have the advantage of having newer fleets which are more fuel-efficient compared to the aging fleet of Emirates (Chen and Hu 2013). As a consequence of their brand loyalty, they may form an emotional view of the airlines brand (that is, see them as a very good airline), far less price sensitive and are far less willing to consider alternative airlines. • Raising brand and product awareness is the over arching goal to increasing sales. Emirates Airline Marketing Strategy 1. Voight, J 2014, ‘Destination: America’, Adweek, vol. One potential solution is to create a subsidiary airline that operates under the low-cost carrier business model (Chen and Solak 2015). Wählen Sie Emirates airline für erstklassigen Service auf allen Flügen. There are three major categories of passengers: tourism and business, expatriates and transit passengers. The problem with utilizing this type of aircraft as the future of its fleet is that smaller regional airports in Asia and the Middle East simply cannot handle them due to their size (Kwoka, Hearle, and Alepin 2016). American Airlines - Lgbt Market. Flottau, J 2013, ‘Network Building’, Aviation Week & Space Technology, vol. Develop continuously new generations of more advanced airline and aviation services. Unfortunately, your browser is too old to work on this site. September 2, 2020. https://ivypanda.com/essays/emirates-airlines-future-marketing-strategy/. Emirates airline is one of the air carrier, which have hardly felt the economic and airline down turn. ensure the integrity of our platform while keeping your private information safe. Refuel’s comprehensive three-month digital campaign focused on creative media executions nationally, as well as strategically targeting Indian passengers in Emirates’ 10 US Gateways. UAE’s Tourism and Business segment Customers. As a result, if Emirates continues on its path of replacing most of its fleet with A380s, it will be locked out of short-distance regional flights, even in markets where it has a dominant position (see Table 1). 105, no. professional specifically for you? However, there is nothing to prevent other legacy carriers within the same region from implementing a similar strategy. Emirates needs to examine what steps these companies took to understand what would be essential for the airline company. evaluates some of the service marketing management aspects of a service industry, namely service process, service people, resource utilization and performance management, and accesses the contribution of each factor to the success of the organization. 1, pp. For example, Emirates is the most utilized carrier in India which gives it a substantial amount of brand recognition (Ball 2015). Vilkaite-Vaitone, N, & Papsiene, P 2016, ‘Influence of Customer Loyalty Program on Organizational Performance: a Case of Airline Industry’, Engineering Economics, vol. 6, no. Emirates’ digital marketing team understood this. Emirates Airlines sought to target Indians in the U.S. to market their airlines as the premier choice for frequent international flights. Similar attempts were made in the past to combine the two methods by other carriers. Mobile interstitial ads in this campaign had a CTR of 2-3% and banner ads performed better than twice the industry average. The Solution Refuel’s comprehensive three-month digital campaign focused on creative media executions nationally, as well as strategically targeting Indian passengers in Emirates’ 10 US Gateways. Based on the factors that were mentioned involving smaller regional terminals, Emirates has a choice of either giving up on short-distance regional flights or diversifying its current business model to account for the competition from low-cost airlines. "Emirates Airlines' Future Marketing Strategy." There are three major categories of passengers: tourism and business, expatriates and transit passengers. The price change percentage of Emirates Airlines over the last month is N/A%. A – Target Market Over the last few years, Emirates Airlines is one of the air carrier, which barely felt the economic and airline down turn. 3, pp. The first action that Emirates should undertake is to hold a trial period for its marketing promotion that focuses on family tickets. There is also an Open Skies Arabic edition. Raut, R, Kamble, S, & Jha, M 2014, ‘A Kaleidoscopic Study of Service Quality of Passenger Airline Industry of India’, International Journal Of Business Insights & Transformation, vol. Price Emirate uses the premium pricing strategy because it offers luxurious and high quality services that merit more money as compared to other airlines. Mules, R 2013, ‘The Long Haul:The QANTAS – Emirates Alliance’, Busidate, vol. Ahmad Jm. Need a custom Report sample written from scratch by (2020, September 2). Squalli, J 2014, ‘Airline passenger traffic openness and the performance of Emirates Airline’, Quarterly Review Of Economics & Finance, vol. 6, p. 391. we will assume that you agree to our These regional centers can act as the drop off point for short-distance regional flights which passengers could utilize as means of affordably connecting to international flights heading out of the country. Product Emirates , owns fleet of 120 wide bodied aircrafts and flies to 108 destinations in 60 countries over 6 continents. Current increase in consumer demand for low-cost carriers. By appealing to this particular market segment, Emirates positions itself as the possible “go-to” carrier for families that want to take regional or international flights (Chen, Albuquerque and Grewal 2016). Emirates would need to determine if it can handle a price war in markets that it is just expanding into or if such an approach should only be used in its home markets where it is more established. IvyPanda, 2 Sept. 2020, ivypanda.com/essays/emirates-airlines-future-marketing-strategy/. 24, no. By clicking “Accept”, you consent to the use of ALL the cookies. Emirates Airlines believes it can do loyalty better and is evolving its offering to get more people on board. Emirates Airlines Marketing Strategy, Market Positions, Competitions. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. Marketing mix – … It needs to diversify what it is capable of surviving. COVID-19: Why target Emirates when airlines worldwide have hit turbulence? 1-46. These cookies will be stored in your browser only with your consent. Emirates airline is one of the air carrier, which have hardly felt the economic and airline down turn. The Competitors Emirates airlines are facing stiff competition with major international and national airlines on the marketshares. The potential effectiveness of the regional flight strategy is based on the brand recognition that Emirates already experiences in its Middle Eastern and Asian markets. This makes the idea of creating a low-cost subsidiary company more acceptable since the main company could deal with the main regional and international hubs via its A380s while the branch company could handle smaller regional flights using smaller A320s (Aydemir and Haytural 2016). It is based outside the Dubai International Airport. 3, p. 16. Aguinaldo, J 2015, ‘Disputing the Open Skies’, MEED: Middle East Economic Digest, vol. This type of marketing plan could be the boost Emirates needs to compete in multiple international markets that have their own entrenched airline companies; however, there is no guarantee of its success given the amount of competition the company is likely to face (see Table 1). 32-33. Chen, Z, Albuquerque, P, & Grewal, R 2016, ‘Competition and Firm Service Reliability Decisions: A Study of the Airline Industry’, INSEAD Working Papers Collection, vol.18, no. (2020) 'Emirates Airlines' Future Marketing Strategy'. September 2, 2020. https://ivypanda.com/essays/emirates-airlines-future-marketing-strategy/. Prior to this Emirates purch… TARGET MARKET AND POSITIONING In terms of performing the business, the marketer should be identifying who is the customers and understand the customer action for a product or service in order to provide satisfactory goods or service for them. Most recently, this has involved a shift towards using the lifecycle of the customer to do more targeted messaging. Emirates Airlines’ Future Marketing Strategy, Knitknit Company's Marketing Plan in New Zealand, UGG Australia's Marketing Plan for South Korea, Network Basics: Advantages and Disadvantages of Network Devices, AirAsia X: From Low-Cost to Long-Haul Model, Low-Cost vs. Thomas, M, & Kummer, C 2015, ‘M & As in the airline industry: emotions flying high’, Strategic Direction, vol. Cookies Policy, This report on Emirates Airlines’ Future Marketing Strategy was written and submitted by your fellow student. Spend roughly $700 million in ads and sponsorships Brand Recognition 3. They offer their customers the comfort zone with the latest and most efficient aircraft. The database is updated daily, so anyone can easily find a relevant essay example. The sustainability of this strategy is based on the number of families that ride together on Emirates Airlines. When it comes to the company’s international expansion strategy, the focus on family ticket packages does have a considerable amount of potential. High cost of purchasing fleet for low-cost operations. The company is the “flagship and national airline of Dubai, United Arab Emirates” (“Emirates Airline Profile”, 2012, p.1). 39, p. 62. Emirates Economy Class is the cash cow of Emirates Airline. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Air Arabia Air Arabia, a national airline of the Sharjah emirate is established in 2003 by Sharjah ruler's decree. 18, pp. IvyPanda. 21, no. Presently, Emirates has concentrated its efforts on maximizing the number of passengers it has per flight via the use of the Airbus A380. Let's see if we can help you! Emirates can also step into the low-cost carrier airline industry in various markets to compete with low-cost airlines and establish a new market. This year Emirates received 12 A380s and has placed an order for another 78 A380s. September 2, 2020. https://ivypanda.com/essays/emirates-airlines-future-marketing-strategy/. Today, many people use Emirates Airlines, particularly the Economy seats on the flight. These cookies do not store any personal information. Flottau, J 2015, ‘Legacy Airlines See Growing Competitive Threat With The Rise Of Gulf Carriers’, Aviation Week & Space Technology, vol. Dubai’s emergence as a regional busine… 402-420. While this strategy is effective, Emirates needs a way to differentiate itself from its partner airlines in such a way that people would choose Emirates over a more well-known local carrier. Emirates airlines have to examine what operational processes work, what procedures result in failure, and what business procedures would be the most effective for it in the long run. "Emirates Airlines' Future Marketing Strategy." Hornblass, JJ 2016, ‘For Emirates, routing is an everyday job’, Air Cargo World, vol. Emirates group has positioned itself based on geographic & psychographic segmentation strategies to make its offerings more promising to the targetaudience. 106, no. Book flights The Emirates App Manage your booking Before you fly Baggage information Find your visa requirements What's on your flight Your journey starts here Travelling with your family Fly Better About us Our current network and services Air and ground partners Explore Emirates destinations Join Emirates Skywards Register your company Help and contacts COVID-19 information hub FAQs Search for a flight Planning your trip Travel services Transportation Emirates … If you continue,