Emirates Marketing Strategy – Marketing Strategy of Emirates: Based in Dubai, the International airline firm Emirates Group has been entirely owned by the Government of Dubai and has numerous subsidiaries, including Emirates Airlines, Dnata, Emirates Skycargo, Changi International Airport services, Emirates Flight Catering and numerous others that are in the diverse range of business.
Emirates At A Glance – Marketing Strategy of Emirates
Company : Emirates Airline
CEO: Ahmed bin Saeed Al Maktoum
Founder: Maurice Flanagan
Year founded: 25 March 1985
Headquarters: Emirates Group Headquarters, Dubai International Airport, Garhoud, Dubai, United Arab Emirates
Annual Revenue: US$ 16.7 billion
Profit | Net income: US$ 5.5 billion
Products & Services: Passenger flights (Emirates), Air cargo (Emirates SkyCargo), Aviation Services (Dnata), Airline Catering (Emirates Flight Catering)
Emirates Fun Facts: Emirates is Certified as a 4-Star Airline for the quality of its airport and onboard product and staff service. Product rating includes seats, amenities, food & beverages, IFE, cleanliness etc, and service rating is for both cabin staff and ground staff.
Marketing Strategy of Emirates
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Segmentation, Targeting, Positioning – Emirates Marketing Strategy
Emirates Group has built its position by utilizing geographical and psychological strategizes for segmentation to make its products more appealing to the targeted market.
The differentiated targeted method is employed by Emirates to choose the prospective customers to whom they wish to market the product.
Emirates is positioned as the most loved in the field of airline services, and thus employs values-based position strategies.
Emirates Mission Statement
Commit to safeguarding all customers, staff, and assets against acts of unlawful interference through continuous reviews, training, and education. Implement internationally established industry standards and practices, to ensure a safe and secure environment while facilitating business growth.
Emirates Vision Statement
Maintain international recognition as one of the leading aviation and security services businesses in the world, and set a benchmark within the industry.
Competitive Advantage – Emirates Marketing Strategy
Fully owned by the Government of Dubai:
The Emirates group of companies is entirely controlled by the Dubai government, but is run commercially, and is therefore highly competitive in any segment or business they operate in.
Group companies that support each other:
Group companies are in similar industries (Meta market). market) helps Emirates by supporting one another financially as well as through shared resources.
Emirates has 61000+ employees in its rollout from which more than 48000 are employed by Emirates Airlines. Emirates airline employs 15000+ cabin crew members of 140 nationalities who speak 50+ languages. The caliber of the employees plays an important part in the service industry. Emirates boasts one of the most elegant and stylish workforces in the industry of airlines.
BCG Matrix – Emirates Marketing Strategy
BCG Matrix aids in understanding the competitive status of the company as well as its image in the marketplace or industry that they are in.
Emirates airlines Dnata, Emirates Skycargo, Changi International Airport Services, and Emirates Flight catering are stars in the BCG matrix, while the other business units of Emirates are considered to be a red flag on the BCG matrix.
Distribution Strategy – Emirates Marketing Strategy
Most of the operations are managed by Meta-market firms of the Emirates which helps its airline company to grow and fly to over 150 destinations across the globe.
Brand equity – Emirates Marketing Strategy
One of the most dazzling airlines in the world Emirates has succeeded in winning over its rivals with its sleek marketing advertising campaign “Hello Tomorrow” launched in 2012 to target consumers and make the brand more appealing to cosmopolitan and technologically-savvy contemporary aspirations. A variety of promotional initiatives are being launched by Emirates airlines like the frequent flyer programs and other initiatives to draw customers.
Competitive Analysis – Emirates Marketing Strategy
With more than 20 years of industry experience, Emirates has come a long way toward becoming a leader in the field. It is competing with companies such as Singapore Airlines, Air Asia, Etihad Airways, Qatar Airlines, and many more. With the rising cost of fuel, the government regulations, and competitors from other players across the Middle East where Emirates has the advantage.
Market Analysis – Emirates Marketing Strategy
The market for airlines is highly very competitive. Market factors, including consumer and investor confidence, fluctuations in oil prices, social-political instability, and pressure on margins as a result of competitive pressures are an issue for companies in this sector.
Customer Analysis – Emirates Marketing Strategy
Clients of Emirates are individuals who belong to the upper-middle and higher-income social classes and like traveling to other countries to work or for pleasure. The majority of customers are within the age range of 25-55.
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