DEVELOPING MARKETING STRATEGIES AND PLANS – EMIRATES AIRLINES

YOU FAIL TO PLAN, YOU PLAN TO FAIL

2 LEVELS

STRATEGIC Efficient competition. Exceeding beyond Arabian Gulf and Middle East

TACTICAL Product Equipment Service

STAGES OF PLANNING

Corporate Division

Business Product

Corporate and Division planning Mission Statement – Provide high quality

commercial air transportation service. Customer Oriented. Innovative.

Business Unit planning Shareholder in 5 star hotels Alliance with Dnata (air service provider) to

achieve cost-effectiveness

SWOT ANALYSISStrengths

• Customer Loyalty• High Social Media Engagement• Engagement through sponsorship of

football teams like Arsenal

Opportunities• Expansion in Africa and

America

Weakness•Cost effectiveness•Competitive pricing

THREATS•Accusations from competitors.

• Inflation of fleets

A FEW QUESTIONS

SECRET BEHIND EMIRATES’ SUCCESS?

CONNECTS TO CUSTOMER Most famous ad includes famous sit-com star

Jennifer Aniston endorsing Emirates

Cost Effectiveness and Innovative For cutting maintenance cost, Emirates replaced

their standard engines with the one made by Rolls-Royce.

HOW CAN IT OVERCOME ITS WEAKNESSES?

SOLUTION Increasing market share by expanding routes. Providing more value added services like hotel

booking, cab booking, travel guide, etc.

WHAT ARE THE ADVANTAGES OF DECREASING FUEL PRICES?

Expenditure can be lowered and cost effectiveness can be enhanced.

Investments can be made in other services, business expansion or providing loyalty programs

DISCLAIMERThis presentation is created by Dhruvil Karani, Intern under professor Sameer Mathur, IIM Lucknow