This action might not be possible to undo. Are you sure you want to continue?
It was established by Dubai government. Emirates flew its first flights out of Dubai on 25th October 1985. The airline commenced its commercial operations with two leased aircraft which were Boeing 737 and Airbus 300 B4. This assignment of marketing plan is divided into seven main parts – namely, mission statement, environment analysis, marketing objectives, marketing strategy, tactical integrated marketing plan, budget and appropriate control & evaluation. The mission section gives the reader an overview of Emirates airline in light of its mission. Environment analysis section, give analysis of PESTLE, SWOT, company analysis, customer analysis, and main competitors’ analysis. Here the reader will all be able to find out the internal and external analysis of Emirates airline. Marketing objectives section, shed lights on the performance of Emirates to achieve its objectives. Marketing strategy section, give a light of positioning strategy of Emirates airline. Tactical integrated marketing plan section shed lights on both the 7P’s of the marketing mix. Budget section; give the reader the expectation for next year of Emirates airline goals. Appropriate control and evaluation section, give the measurement that Emirates airline’ marketing plans are successful by measuring the performance.
1. Mission statement and objectives Emirates airline’ mission is to deliver the highest standards of service quality to support business in the air transportation industry and to achieve complete customer satisfaction through innovation and refinement of service levels.
Emirates airline want to be the best in every venture Emirates undertake, to meet their customers’ expectations profitably, contribution of the success of Dubai incorporated, and to make the city the new global aviation center for the 21st century.
Emirates airline aim is the quality, not quantity, and since taking those steps onto improving its aviation industry. Nowadays Emirates has influence into travel and tourism industry in the global because Emirates commitment to the highest standards of quality in every aspect of its business.
Emirates airline’s objective is positioning Emirates airline as a global airline and the carrier of choice to the Gulf countries, the Middle East and beyond.
2. Environmental [Internal & External] analysis
PESTLE Analysis Emirates airline is owned by Dubai’s government which this will help it to follow the regulations of government. Emirates has signed the agreements with countries in Asian Pacific also other countries about facilitate trade. These agreements have opened up Emirates to the world.
Emirates airline located at a very suitable region. The potential investments in Dubai of the tourism industry and the business world will encourage more people to visit it. Dubai is one of the most rapidly growing cities in the world. Emirates develop the online ticket purchase to make it conveniences for customers. it is in middle of Eastern and Western regions. This technology called Flextracks. most of the people have high level of education which they are able to led or enter the industry sector. Emirates managed to save 628 tons of fuel and 57 hours in trip time. Emirates airline growth has never been lower than 20 per cent annually. It has been very rapid at its economy with substantial growing rate which affect its overall income. and the airline has recorded annually profit in every year since its third year in operation. Which the airline is take benefit of resources from both sides. The technology gives many facilities. Emirates airline has recently using the latest airbus 380 aircraft is friendly with environment and Emirates will operate 58 of them. This kind of aircraft able to consume less fuel. Emirates 3 . UAE is Arab. modern. Economic - - - Sociological - - Technological - - - Legal - The Government of Dubai own Emirates airline. Emirates airline invest at trip planning system which it allowed to plan carefully for trips that aim to achieve of saving time and fuel led to reduce the emissions. and Muslim country. That led Emirates to take part of responsibilities of solution for emissions.- The conscious about environment pollution of Emirates government and staff. The Asian continent has a good economy and Emirates has advantage from this.
the company has outshined its major rival companies to become a model firm.follow the rules and regulation which set by legislation of government. is Dubai’s very suitable location. (About Emirates) Environmental - - 2. With huge profits from several consecutive years. Emirates airline began with the Dubai Desert Conservation Reserve (DDCR). The department also serves as a point of contact for international and national aviation authorities and looks after aero-political rights of Dubai. Opportunities - - Emirates have ability to develop continuously new generations of more advanced airline and aviation services for long-term competitiveness. This kind of aircraft able to consume less of fuel and emissions. Department of International Government Affairs. SWOT Analysis Strengths Emirates Airline is able to have strategic position in the global market. of an International Air Transport System. and a huge opportunity for future growth. The UAE’s government has been a successful in negotiating 4 - - - . by establishing links with other states and provides a necessary platform for the successful implementation. Emirates Airline streamlined their business to take advantage of market share and size. preparing the ground work for conducting negotiations for Air Service Agreements. Emirates airline was start up with US$10 million from Dubai government in 1985. Emirates developed this reserve that is now the largest environmental park country. Airbus 380 aircraft is friendly with environment. The important contributing factor to Emirates’ success.2.
- Qatar Airways’ catch-up strategy with Emirates seems to rely largely on undercutting its competitor while offering similar product quality. which are very likely to further increase demand for air travel to and from the UAE. - - Qatar Airways fleet comprises 91 aircraft with 182 on firm order. most notably of Qatar Airways and Etihad Airways.- The ability to continuously renew and improve their service in the airline and aviation. - Etihad’s fleet comprises 50 aircraft with 103 aircraft on order. - Etihad’s expansion might prevent Emirates from obtaining much needed traffic rights to countries that do not pursue an 5 . that might pose the most serious future threat to Emirates. The competitors have the very aggressive growth plans of some other Gulf-based carriers. Analysts have accused the company of focusing too much on their high-end acquisitions and diversification in spite of the risky effects of such decisions. Threats - Weaknesses - Diversification and approach haven’t been fully successful and this can be considered as one of the weaknesses of the company. free-trade agreements with all major economies from the USA to the emerging markets of Asia (though not with a reluctant EU).
454 million 2009-2010 (Annual report). First class offer for the customers’ highest levels of luxury. Business class provides to customers highest levels of service. Also. Customer analysis Emirates have three segments of classes onboard which it is first class. to provide a better flight. business class and economy class. Also offering convenience style for the customers.3. like doing some work. 6 . the ability to take size from market share from the aviation industry. Size of customer market The customers (passengers) increased by 20. 2. sleep on flat bed or enjoy the comfortable onboard.8% shows satisfaction of customers too by using Emirates. more comfort and better service.8% of reach 27. using network. The customer will not feel tired or bored with a huge package of entertainment system also customers will arrive to their destination revived and refreshed with take a shower Spas in the onboard.open-skies policy. Economy class is set to give the customers more space. This figure of increasing of 20. quality and comfort available onboard which it is most advanced class cabins in the air.
(Please refer to diagram in the appendix) Type of customer The most of customers using Emirates airline for tourism to spend their holidays and the other for businesses as Dubai is tourism centre and modern cosmopolitan city with high standards of healthcare. (Please refer to diagram in the appendix) 2. and speedier passage through the airport which led the customer like to use Emirates for their travel. Emirates provide a high quality of services and facilities to reach satisfaction to their customers. Dubai world trade centre and attractiveness things so that make advantage for Emirates. The presence of one or more competitors can reduce the prices of services as the competitors attempt to gain a larger market share. Competition also requires companies to become more efficient in order to reduce costs. festivals. Also. The main competitors of Emirates are Singapore airline and British airways. Such as international events. 7 . Competitors analysis Many competitors in the aviation industry compete of entity in the industry which is a rival against Emirates airline. Emirates provide for group travel high standards of services such as rapid check in. In addition.4. education and leisure pursuits.
Emirates have grown in scale and stature through the competition from the aviation industry.5. and strong financial performance. First one is long-haul which competes on routes. Singapore airlines has consistently been one of the most profitable airlines globally. Strengths: British airways have gained loyalty and trust from customers. Weaknesses: British airways continue to have extremely high debts. Singapore airlines weaknesses are weak turnover ratios. Emirate’s competitive advantage 8 .5. and had the reputation of a trendsetter and industry challenger. Emirates leased two aircraft which were Boeing 737 and Airbus 300 B4.Singapore airline is the strongest brand from Asia and it’s long-serving. Company analysis 2. service and overall quality. Emirates Airline is owned by Dubai's government. Second one is short-haul flights compete on low price. Emirates airlines now travel to 106 destinations across 6 continents. and unbalanced business portfolio. British airways operate in two different markets.1 History Emirates have been in the business for the past twenty five years. Singapore airlines strengths are youngest fleet of aircrafts. Emirates flew its first flights out of Dubai on 25th October 1985. 2. making Emirates one of the largest airlines by research firm Skytrax. almost iconic.
In addition. The aim of such changes is to be the leader in industry by increasing the brand name awareness regionally and internationally which will increase the demand and the profit as well. In addition.455 AED million. Emirates was the first airline that offered TV screen for all classes inside the air plane. Emirates provide for another airline companies such as Qatar Airways with training courses by using the most modern machines. For instance.5. Emirates airline has continue development of expansion for its airport that terminal three 9 . 2. Emirates was the sixthlargest airline in the world in terms of international passengers carried. Also Emirates was first company in the Middle East to launch the e-ticketing. called plane simulator to be the only company in the Middle East that offers such service. Emirates gained a competitive advantage by focusing in new segments in the market.565 AED million ( US$ 964 million) from sales of 43.Emirates adopts differentiation generic strategy to gain a competitive advantage amongst its competitors by offering the highest quality of services in order to be the best company in the market and differentiates from its competitors. For example.2 Market performance Market performance of Emirates airline is growing up as Emirates provide in annual report which Emirates made a net profit of 3.
of which Emirates Airlines will have 58 in total when all orders are received.8 AED million and airline aim to reach its goal of sales by 52. depend on oil prices. The market share of Emirates airline Emirates airline objective of market share is aiming to increase market share to 70 % based on Dubai market. it will have the annual capacity for 43 million passengers. The expansion in Emirates fleet will led to extend on its brand name and link to the established 10 .opened in October of 2008 at Dubai International Airport and becoming the largest building in the world by floor space. Once fully operational in 2011. (Please refer to diagram in the appendix) 3.10 %. over 370 acres. The terminal three development will be exclusively for the A380-800 Airbus aircraft.538 AED million to 4. and 21 Boeing 777s plus 50 optional on the type. 5 Boeing 747s.250 AED million. Market objectives Emirates airline faced many challenges as other airlines. Emirates airline want to increase the number of aircrafts 146 more on order of Emirates airline fleet expansion.500 AED million of increasing 20% which that will increase in the profit too from 3. 50 Airbus A380s. it is fortunate to be operating in the Middle East where there is still positive growth in travel by airlines. 70 Airbus A350 XWBs. to be flown to several destinations across the globe. The sales goal of Emirates airline Emirates airline achieved sales this year of 43.455. Emirates airline plan to reduce the expenditure Emirates airline plan to cut cost by 5 .
value and innovation. In addition. Also. Marketing strategy Positioning strategy Emirates airline's first class have many of attributes positioning. All of these attributes inside one airplane also especially for first class passengers which that attributes will occupies in consumers’ minds. 4. emirates airline' first class has offer a mini bar to unlimited service for passengers. extend on Emirates image of service quality. The new 4P’s and recommendations: Product The Emirates airline's first class is unique cabin in the air which the passenger will find a high quality of service and luxury.meaningful positioning. The price charged for services is 11 . Emirates airline promote to create positive awareness and generate greater demand for the airline. The recommendation is to provide a small cinema in the airplane especially for long-haul journey that the passengers will feel more comfortable. The recommendation is using penetration pricing strategy. Price The price of Emirates airline is setting of premium pricing strategy. the shower in bath room that the passengers able to take shower in the first class. The positioning brand are created in the customers mind that Emirates put more effort to reach a good positioning. The attributes of the first class is comfortable seat which it can be convert to be fully flat bed. Moreover.
agencies and dealers are available in many places to sell Emirates airline’s ticket. 12 . The recommendation is doing a permanent TV channel of emirates airline which can promote all time and using all kind of promotions. separated by wide aisles. with: • 12 roomy sleeper seat. When this strategy had achieved its maturity of time. attentive but unobtrusive service is always at hand. Unrivalled space and comfort. Promotion The Emirates airline is using many elements of marketing promotion which it is all temporary trade promotions. and those selected to attend to Emirates first class passengers provide unequalled service. luxury and refinement. Place The Emirates airline’s office. Emirates first class offers a unique world of style. With up to four crew members dedicated exclusively to first class cabin. The recommendation is Emirates airline should offer its tickets in the all national banks branches in each Emirates airline's destinations because every people in the world is dealing with bank. where every aspect of Emirates service has been meticulously planned for its passengers’ comfort and enjoyment.set artificially low in order to gain market share. are set in a 2-2-2 configuration in the most emirates airplane. • Electronically controlled leg rest and lumbar support-new seats also have many other touch-screen electronic controls. Emirates cabin crew among the best in the world. the price will increase. Tactical integrated marketing plan Product (service) Emirates airline provide a unique services and especial for first class cabin.
agents. and sponsorship. Emirates airline use most useful elements of the promotions mix such as public relations. Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches the final buyer. and phone in seat. exhibitions. SMS. Such high prices are charge for high quality and luxuries. direct mail. First class communication and entertainment • Personal video system with large screen. Also. Promotion Emirates airline's promotion budget has grown by AED 156 million to reach just over AED 1 billion. there are special parts of 13 . Place Emirates airline are using intensive strategy by multi of distribution channel to reach customers and to make it more convenience. The promotions play a special part in the Emirates airline strategy that Emirates airline make it as a link to increase customers awareness. This strategy is using to a substantial competitive advantage exists. It can be short as being direct from Emirates airline to the consumer from using Emirates web site (online booking) or may include several inter-connected with many types of intermediaries such as distributors. retailers.• Privacy hood and individual reading lamps built into each seat on some aircrafts. sales promotion. • • Price Emirates airline use the strategy of premium pricing which use a high price where there is a uniqueness about the service providing by Emirates airline. advertising. landing and en route scenery. E-mail. Live views from external camera of take offs.
Emirates airline has obtain a form of competitive advantage. powerboat racing. loyalty and commitment Emirates to ongoing development and success. No long waiting for boarding point because Emirates airline is offering special counter for them. tennis. There are many options and facilities providing from Emirates to make buying a ticket convenient. yacht racing. Emirates airline are sponsoring in many fields such as Football. Australian Rules football.promoting the first class. first class passengers board to the airplane first follow by rest people in different level. Also. aptitude. in 1987. online booking. their baggage will be delivered by Emirates’ staff and they are able to access to lounges at all other airports. in an environment that encourages teamwork. 14 . Emirates airline is recruiting the right people of high caliber and train existing staff appropriately in the delivery of their service to enable them to continuously improve the business. Emirates’ staffs have the appropriate interpersonal skills. Emirates airline sees it one of the best way to increase the level of customer’s awareness. it could be from agencies traveler. or any types of intermediaries which it is suitable and fast for customers or travelers to get a ticket. In addition. beginning with the first powerboat race held in Dubai. Process Emirates airline processes begin from the moment that customer wants buy the ticket. Emirates has been committed to sponsorship more than twenty years in both the UAE and around the world. and service knowledge to enable them to serve first class passengers that consumers are paying for. Emirates airline will welcome those customers which they will use first class. horse racing. Emirates’ staff will handle every single thing to make sure that the passengers are comforted and happy. Also. Then. golf. and shopping festivals. cricket. People One of the essential ingredients of Emirates airline is the use of appropriate staff and people. Consumers make judgments and deliver perceptions of the service based on Emirates' employees how interact with.
Ticket that Emirates provide depend on the order of the customer. Emirates offer passenger world-class lounge facilities in the airport at every destination which passengers will experience Emirates’ luxurious service. Emirates airline web site. phone and e-mail R&D of buy or lease Engineering & of new aircrafts purchase department Doing advertisements Marketing department to introduce the benefits that customers can get of flying in Emirates 15 . Entertainment. For first class customer will find different treatment such as privet counter to serve them. the customer have choices such as piece of paper (ticket) or only ticket number. Emirates airline has award-winning best in flight entertainment system with more than 1.200 channels on demand. Uniforms of crew set to be recognized by the passengers. The furniture and design are like lounge and airport. Seating configuration widely with reclines up to a fully fat bed. Cleanliness inside is mast in the airplane. Physical evidence on the ground of Emirates airline are considering under booking offices about how fast the customer will get the booking. keep pace with technological advances so Emirates airline site provides the latest methods for Customers to making it easy and convenient for the acquisition of the ticket and to ensure the safe of payment method. In-Flight: Emirates have latest aircraft such as Airbus A380. Physical evidence Physical evidences are very important and through it Emirates airline will prove how the passengers are important and different for choosing Emirates by providing to them unique services. One year of integrated marketing plan (Action plan) Months January February Descriptions Department responsible Design & engineering department IT department Completion expectation 1 until 29 January 2011 1 until 15 February 2011 1 until 30 March 2011 1 until 7 April 2011 March April R&D of designing all cabins Improve the media system in the first class cabin such as SMS.
675 16 .May June July August September October November December Update airport system and entertainment system in flight Training 50 crew to improve their performance Advertisements campaign to promote how easy to visa pass to enter Dubai if using Emirates airline Checking out of facilities pricing Maintenance for 30 aircrafts Evaluating the sales performance Secure the process of e-buying Set new promotions strategies for 2012 IT department Human resource department Marketing department 1 until 20 May 2011 1 until 25 June 2011 1 until 29 July 2011 Marketing department Engineering department Financial department IT department Telecom department 1until 27 August 2011 1 until 30 September 2011 1 until 20 October 2011 1 until 29 November 2011 1 until 15 December 2011 5.000 49.547 6.477 (39.000) 4.250 61.700 (40.999 Current year 2010 AED m 42.890) 3.565 55. Budget Emirates airline set budgeting for year 2011 of expecting to increase the sales Expecting for year 2011 AED m Revenue Operating cost Profit Cash flow Expenditure 45.
The advertisements are suitable to reach many customer and contribute of awareness among the people that will led to increase Emirates airline sales May Control by profitability control. Appropriate control & evaluation Evaluation and control is an essential part of the management process. performance diagnosis and corrective action.900 27. Months January Control & evaluation Control by efficiency control to evaluate and improve spending efficiency by evaluate how the passengers are satisfy from number of traveler February Control by efficiency control to evaluate how improve earning profit of providing more facilities and see the changing between years in the profit March Control by annual-plan control to increase Emirates airline capacity to effect market share by aim to increase of 70% based on Dubai market share April Control by profitability control. Examine by control processes of goal setting.Passengers carried Number ‘000 32. whether the planned results are being achieved.454 6. Help Emirates’ management and marketing control to evaluate and improve the spending efficiency and impact of marketing expenditures. It tells Emirates owners important information. It is steps that Emirates airline takes to ensure that its marketing plans are successful by measuring the performance. Bring the latest and high 17 . performance measurement.
July Control by profitability control. this advertisements campaign will help the leverage of finance August Control by efficiency control. June Control by annual-plan control to increase Emirates airline staffs skill which that will increase satisfactions of customers and sales. evaluate how improve pricing strategy to more profits September Control by annual-plan control to increase Emirates airline control of achieve result of performance October Control by efficiency control of achieve result of sale force if the Emirates set right strategies or not November Control by efficiency control of secure the process of ebuying.quality of media to satisfy customers of ticket price via what will find. more secure will led to more sales December Control by annual-plan control to increase Emirates airline’ buying force and set new strategies Appendix These diagrams are show of Emirates airline’s passengers carried in ‘000 from year 2005 to year 2010 and geographical revenue in % of type of customers. 18 .
000 0 Passengerscarried in '000 14.6%Wast Asia and Indian Ocean 11.000 5.454 (2009-10) Geog raphical revenue in % 27.3%Europe 12.000 10.000 15. Middle East and Iran 11.498 (2005-06) 17.9%East Asia and Australasia 27.4%Americas Emirates Financial and Operational Performance 19 .000 20.229 (2007-08) 22.000 25.544 (2006-07) 21.2%Africa 9.30.731 (2008-09) 27.6%Gulf.
4 Net Profit(+)/Loss() (AED m) (+) 2.020.999 (+) 3.000 31 March 2006 31 March 2007 31 March 2008 31 March 2009 31 March 2010 o Annual report attached in the back 7.9 27. Reference Books: Philip Kotler and Gary Amrmstrong (2008) Principles of marketing.8 Expenditure (AED m) 20.6 43.676 (+) 3.6 Turnover (AED m) 23.2 22.474.675.455.Year Ended Passengers Flown (thousand) 14.839.121.5 17.9 29.6 26.730.3 1.424 (+) 981.489.155.497. 12editition Philip Kotler and Kevin Lane Keller (2009) Marketing management.266.408.4 39.538.196.5 1.416 (+) 5.5 Cargo carried (thousand) 1.580.6 40.544.454.050.0118.096.3 43.9 1.1 1.890.143.1 21. 13edition 20 .229.9 35.282.7 43.
aspx [Accessed 17 November 2010] Scribd. [Online]. [Online].html [Accessed 05 December 2010] Government of Dubai.ae/DefaultContent. Available from:http://www.com/doc/32216217/Emirates-Airlines [Accessed 06 December 2010] Eisenkopf. Dubai civil aviation authority.gov. How Sustainable is Emirates’ Business Model?. [Online] Available from: http://www. [No date] annual report.[Accessed 18 November 2010] Scribd. Job description of a company. [No date] Cabin features.aspx?PID=2 [Accessed 06 December 2010] Misbah.emirates. Issue 38. Andreas Knorr & Alexander. e-zine edition. [Online] available from: http://www. Hamna & Ayesha.pdf [Accessed 06 December 2010] Flying with Emirates.dcaa.com/doc/37165183/British-Airways [Accessed 07 December 2010] 21 . [Online]. [Online]. [No date]. Available from: http://www. Availabe from: http://www. Available from: http://www.com/doc/14477098/External-IndustrialEnvironment-Analysis-for-Singapore-airline.emirates. [No date]. [No date].Online: Emirates.articlesbase.scribd. The Emirates story. Dr.theemiratesgroup. [Online]. Germany: Prof. Organisational Strategy-Emirates airline. [26. Available from: http://www.com/english/facts-figures/annual-report. (2007).aspx [Accessed 05 December 2010] Articlesbase.05].aerlines.aspx [Accessed 07 December 2010] Emirates. 2010].com/flights-articles/organisational-strategyemirates-airline-1908526.scribd. External industry environment analysis for Singapore airline. [Online] Available from: http://www. Analysis of British airways marketing environment.com/english/flying/cabin_features/cabin_features. [Posted: Feb 25.scribd. [Online].com/english/about/the_emirates_story. Available from: http://www. Reaul Huda [No date].nl/issue_38/38_Knorr_Eisenkopf_Emirates_Business_Model.
doc [Accessed 15 November 2010] Breaking travel news.emirates247.ehow.breakingtravelnews.com/about_6467544_history-emirates-airlines.reuters. 2008] Emirates ad spend increases to Dh1 billion. current growth.ecommerce.html [Accessed 07 December 2010] Abu Dhabi Women’s College E-Business Management. [May 12. Emirates.ac.220940 [Accessed 09 December 2010] Reuters. The success story.Ehow. [Online] Available from: http://www. [No date].com/news/article/btn20040511153632313/ [Accessed 09 December 2010] Emirates 247. UPDATE 3-Emirates sees 20 pct rise in 2010-11 group profit. [Online] available from: http://www.277/media/emirates-ad-spend-increases-todh1-billion-2008-06-17-1. [June 17.hct.[Online] Available from:http://www.ae/MYPROJECTS/Emiratesairline. 2010]. [Online] Available from: http://www. [No date] Emirates history. [No date] Strategic Management at Emirates Airlines.com/article/idUSLDE64B0FG20100512 [Accessed 19 December 2010] 22 .[Online] available from: epath4elife.com/2.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.