Marketing Management Collaborative Group

Assignment
Group Members:
Syeda Erum Fatima (29204)

Nashrah Kashif (29024)

Rajender Kumar (29410)

Nudra Ashfaq (29226)

Taimoor ahmed (29429)

Answer 1:
Emirates' strong brand in the competitive airline industry is due to a marketing mix that
focuses heavily on outstanding customer service, product, and equipment. In addition,
Emirates is known for ensuring the highest standards of quality in all aspects of its
operations, offering first-class, business-class, and economy-class service. Few of the ‘Ps in
the ' marketing mix of Emirates has help the airline to become one of the most profitable
airlines in the world. This means in terms of its product and services (The aircraft, the
services they provide (delightful experience) and the places where they operate (nonstop
commercial flights, providing travellers to as many destinations in many countries)
In relation to the industry, the airline has a younger fleet, portraying them as a successful and
competitive airline in the world. Emirates also have a close business partnership with existing
aircraft manufacturers Boeing and Airbus, and are the world's largest operator of Airbus
A380 and Boeing 777 aircraft. This has helped Emirates to maintain good ties with those two
manufacturers, giving them an advantage in terms of priority delivery when buying new
planes from them. Emirates provide travellers with more destinations, with 142 cities in 80
countries around the world, giving them an advantage over their rivals. They also operate
four of the world's top ten nonstop commercial flights. All these successful efforts has helped
Emriates to build a powerful brand image in the airline industry. Other reasons for having a
strong presence is that its high employee satisfaction, customer loyalty and its outstanding
timely innovation (emirates has invested in a "tailored arrivals" scheme to compete with other
airlines). Being named Prestigious Airlines of the Year for a number of years has also aided
them in developing a powerful reputation and projecting a high-quality image in the airline
industry. Combing all these efforts has made Emirates a strong brand in the airline industry.
Efforts includes providing excellent services and highest quality of in all aspects of
operations, maintaining good relationship with aircraft manufactures, being able to respond to
timely innovation and provide travellers with luxury experience of flying in air with different
destinations of world that are ready to book in any week days. (Non-stop flights)

Answer 2:
Emirates is a major threat to the market. Their rivals are struggling to compete with the
Emirates, largely because of its significant cost. Emirates looks at the most obvious flaws in
its market strategies. For example, Etihad Airways, an arm of the Government of Abu Dhabi,
provides attractive products for travellers seeking premium services at low prices. Gulf Air,
owned by the Abu Dhabi Government, has also implemented open air policy to secure free
access to Dubai airport. Emirates should offer better benefits to its customers and its
competitors keep their position high.
The obvious weaknesses of the company's strategic direction are:
1. They ignore the flaws in their marketing strategies.
2. They are overconfident of their position in the aviation industry
3. They are not part of any alliance.
4. They do not look for the good and the bad of their competitors.
5. Ignore the competition: they ignore their competitors such as Gulf Air Company GSC, Air
France, Lufthansa AG, British Airways, and Qatar Airways Group.
6. Identify only the Elite customer category.

Solutions to the problems solved above:

1. Upgrading aircraft service to the best possible level.
2. Extending new routes.
3. Product development-independent suits.
4. Low carrier (budget flights)
5. By participating in competitions and developing their strategies as market demands.
6. Work for middle and lower-class people too

Answer 3:
Due to declining in fuel prices around the world, the airline company will be focused on cost
conscious customers by declining fuel prices. Because customers who are very cost conscious
will be attracted by lowering ticket prices.
Many airlines’ companies hedge risks of price fluctuations on operating costs, they verge a
percentage of fuel quantity for future needs 1 to 2 years in advance by making contracts of jet
fuel or crude oil from oil future markets or banks. When oil prices go down, options are
better to utilize at that point. Because it is quite cheaper to hedge forwards and get price
protections if prices go up, but if you go for premiums for options you may also retain the
potential from lower oil prices earlier and immediate.
Profit margins can be eroded out or slowed by risked slower growth in the coming years as
high investments in offering premium class services and offering new planes.
The human resources of company are already lean and it is most cost effective than other cost
components and this surely mean that its prices of tickets are very competitive already.
Although, it does not seem that Emirates will change its business strategy as this strategy has
led them to earn nonstop profits for 26 years.
In addition, Emirates is one of the well-known airlines company, so they should now look
into different market segments like targeting business professionals or target lower class
segment which they have a very strong ground knowledge. For example, they can work on
retaining current flight ticket prices and attach compliment such as ticket at discounted rates
to their affiliated hotels. Instead of competing in ticket prices of airline which is mainly
determined by
oil prices whether go u or down, they could offer various stop over packages at
the major destinations which includes airport transfer and accommodation at their hotels.
This could bring new competition in the market by targeting a new market segment and this
is not direct competition with other airline companies.