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Objectives:

Tangible objectives pertaining to the goals are :1.Retain and improve frequent business class travelers market share. 2. Increase market share 40% to 55% by end of 2009

3.Tap low cost carriers market to achieve companys return on investment.

4. Promote Dubais Tourism activities and introduce Dubai to the world.Positioning Statement: The Finest in the SkyHistory&Introduction: During the mid-1980s,Gulf Airbegan to cut back its services to Dubai as it was concerned it was providing regional feeder flights for other carriers. As a result Emirates was conceived in March 1985 with backing fromDubai's royal family and was required to operate independent of government subsidies.Apart from US$10million in start-up capitalByleasing two of its airplanes - Airbus 300 and Boeing 737 - as well as providing technical and administrative assistance to the new carrier. Also Emirates leased a newBoeing 737300and anAirbus 300B4-200both fromPakistan International Airlines.The airline's first flight, flight EK600, was DubaiKarachion 25 October 1985United Arab Emirates and operates over 1,990 passenger flights per week, from its hub at Dubai International Airport, to 157 destinations in 55countries across 6 continentsThe airline ranks amongst thetop 10 carriers worldwidein terms ofrevenueandpassenger kilometresEmirates has won numerous awards and is an industrybellwetherfor aircraft purchases, purchasing over 130 aircraft in 2007 alone.Structure and employment:Emirates employed a total of 38,797 staff at the end of the fiscal year on 31 March 2011.Of which 10,785 were cabin crew, 2,237 were flight deck crew, 1,904 were in engineering, and 9,084 were listed as other

Services:1.Cabin:(i) First Class(ii) Business Class(iii) Economy class2. Cargo:Emirates SkyCargo is the air freight division of Emirates. It began operations in October 1985, the same year Emirates was formed. Since then it has been the main cargo division of Emirates, and the anchor cargo airline at Dubai International Airport.Emirates SkyCargo operates thirteen dedicated cargo aircraft, with ten on order.3. Ground services:Passengers may check-in between two to 48 hours prior to flight departure. This may be done over the counter or at the lounge within the airport. Self-service kiosks are also available at Dubai International Airport,as well as at certain stations of theDubai Metro.Enviromental Scanning:Internal Enviroment:2. External Enviroment:Swot Analysis:Strengths:Has the advantage of sizedecision to focus on diversified marketEntering the cargo shippingWeaknesses:Does not cater a lot of places in USDoes not cater to middle class & budget travelerNot all of diversification and approach have been successfulOpportunities:To develop continuously new generations of more advanced airline and aviation services.Budget travelersInnovationThreats:Rival companies are major threats Rising fuel costsLow cost carriers - Air Arabia, Jazeera Airways.PEST Analysis (i) Political: Political situations that affect the airline industry will be mainly wars and terrorism.(ii) Economical:One of the factors following the success of any airlines is to have the most sophisticated airports which are facilitated with cutting edge technologies to meet customers requirements(iii) Social:The population of the world is shooting at high rates. Thus the social factors also increases.(iv) Technological:New technologies affect this industry in negative and positive manner. Integration of Marketing Mix: Price:

Emirates Airline is using the premium pricing strategy, which is to offer a higher price than what other airlines in the market offer2. Place:

Emirates Airline has about eleven travel shop branches in the UAE and about 122 branches outside the UAE all around the world that provides superior servicesEmirates Airline has also an online website presented in about nine languages in order to reach all its target segments from different nationalities.Promotion:For advertising, it has to advertise in newspapers that mostly attract this segment like Gulf news and in cheap magazines such as Ahlan. Billboards are good tool for advertising, they are attractive and people everywhere could see them. Product:

Emirates is always the first to offer the high-quality, latest technologies and services to their customers.Gives travellers the ability to send and receive emails and SMS messages from any class and the first airline to implement TVs in all classesPeople:

Management of Emirates Airlines are able to promotes the sharing of a common goal among their employee,hence, make the organization and its team work efficient together. As they work together, they are able to focus on the needs of the entire organization which is to sustain their competitive advantage.Process:

Emirates Airlines services includes the following key operating departments such as the First and Business Class Lounges, Special Services like assisting disabled passengers and unaccompanied minors, Customer Relations, Baggage Services, Check-in and Boarding, and the Millennium Airport Hotel (Emirates Wing).Physical Evidence:

Emirates fly planes release carbon dioxide through fuel burning. However, while flying planes, Emirates wants to make a different by focusing on how to be an ecologically-efficient organization. They use fewer resources and creating less waste and pollution. TARGETING ANALYSIS16 POSITIONING17 Targeting :Emirates caters to high ranking executives and businessmen belonging to the age group of 30-60 who are looking for luxury and comfort in travel. It serves all customers regardless of nationality

Top Competitors for Emirates:1.Deutsche Lufthansa AG2.Air France-KLM S.A.3.Etihad Airways P.J.S.C.Segmentation :Emirates segments its market into two major categories, the profitable (business travelers) and the unprofitable one. These can be further divided on the basis of the average length of trip, the frequency of trips and the brand loyal customers

Business class passengers are the most profitable to Emirates and are willing to pay for their luxurious services as price is relatively inelastic for them. Emirates offers these travelers great Wifi services and more room to work and hence they prefer nonstop trips

Emirates loses out where the economy class travelers are concerned as they are very price elastic and prefer to choose low cost carriers.

Marketing Plan:Marketing Penetration (Improving In-fight Service)1) Retain and boost market share of Emirate airlines product and services.2) Protect market dominance of Emirates airlines existing markets.3) Driving out competitors by restructuring mature market.4) Enhance usage of existing passengers.Marketing Development (Extending New Routes)The objective of Emirates airline is building up Dubai into a popular aviation centre that will finally serve as an important universal long haul hub. It provides an alternative to the traditional European airline hubs as Heathrow Airport (London), Charles De Gaulle (Paris) and Schiphol (Amsterdam).Product Development (Private Suite)Introducing new services into existing markets implies product development is strategy which involves the development of skill and requires business to expand customized services that can apply to current markets.Emirates airline has more services for business travelers that is reason why Emirates airline introduce high quality first class private lounges to attract business traveler,s.The premium class private suit would be fully outfitted with personal storage, coat cabinet and desk and individual mini bar. Long seat reclines to become fully horizontal couch and TV wide screenRelated Diversification (Low-cost carrier)The low cost airline offers lower prices than traditional airline by fascinate promotion. The low cost has flexibility fare that is one reason why some people is switching cost to them.Emirates Airlines be supposed to slightly spread from current marketing objectives to obtain the low cost airline market share and to retain its customer base of UAE expatriate marketThis can be done launching new subsidiary to cater budget airline market. The key routes should be high demand and large number of expatriates home country like Egypt, India and Pakistan.

B.C.G Matrix of Emirates AirLines