Marketing Case Study Emirates Airline Group

Universidad De La Sabana

International Marketing

2021-2

Juan Esteban Medina Londoño

Professor Stephan Ronald Langdon

Marketing Case Study

Emirates Airline Group

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Table of contents

Introduction        3

Theory and history        4

Emirates first class        4

Storytelling        5

Impact of external influences        5

Global and national culture        5

        6

Current Positioning by Emirates Airlines        6

Positioning Strategies        7

Quality        7

Introduction

This document contains a marketing case study of the Emirates Airline Group, which started its first routes from Dubai in 1985 by the Dubai government with just two aircraft and was supported by the founder of Germania (German airline). Emirates Group is also known to be one of only five aviation industries operating in terms of wide-body aircraft. Emirates has often made important announcements, alluding to the outlook for the future of its current and next-generation fleet.

We will address topics that we carried out in the first and second term that are:

• First class
• External influence
• Global and national culture
• Reference groups
• Positioning by product
• Positioning strategies

Considering these topics already mentioned we will analyze and carry out some strategies that will be given later on in the document, will identify all the positioning pros and cons and with that information we will be able to get the strategies and solutions for all the problematics.

Also, as this document can arrive to any person it is important to us to introduce emirates with some historical information as an historical setting of the history and release of Emirates airline, with no more to say I hope that the reader can enjoy reading this interesting marketing case.

Theory and history

Emirates Airlines, along with Singapore Airlines, Etihad Airways, Emirates Airlines, Qantas Airways, British Airways and Cathay Pacific, is one of the top six airlines in the world that has received a 5-star rating from Skytrax. Emirates offers more than 700 weekly flights to more than 100 destinations in 60 countries around the world, with constant expansion, flights departing from Dubai to six continents with international service standards. In 2009, Emirates Airlines handled almost 40 percent of all flight movements to and from Dubai International Airport, and we want to increase this market share to 70 percent by 2010 without compromising on quality or reputation.

In the early 1990s, Emirates was one of the fastest growing airlines in the world; Revenues grew by around $ 100 million each year, reaching almost $ 500 million in 1993. The airline carried 1.6 million passengers and 68,000 tons of cargo in the same year.

 With the start of the Gulf War, Emirates grew its business as the war kept other airlines out of the region; it was the only airline that flew in the last ten days of the war. After the conflicts, a total of 92 airlines flew to international markets and Emirates faced intense competition at its base of operations. It carried around three million passengers a year to Dubai International Airport in the mid-1990s. Emirates continued to expand into the late 1990s. The growing cargo business contributed 16 percent to the airline's total revenue, now we are going to talk about the reason why Emirates airlines is unique, the first-class service.

Emirates first class

International Emirates Airlines First Class has its own safe harbor in spacious personal suites, each with an electrically operated sliding door, an individual minibar, variable ambient lighting, as well as its own closet, mirror and dressing table. All seats have an integrated massage system with adjustable speed and force. Our Emirates A380 and B777 crew will transform your seats into a fully flat bed with mattress so you can arrive at your destination comfortably and rejuvenated.

Each suite on the A380 and B777 has a 23-inch television screen that allows customers to view over 1,200 channels of audio and video on demand from our award-winning digital ice widescreen entertainment system, including Hollywood and Bollywood movies. as well as other Arab movies. and live channels. The dividing wall between the adjoining suites in the middle row can also be lowered so that guests can share the experience with their travel companion.

Emirates has launched a very high-quality inflight shower spa that, for the first time in aviation history, has an invigorating shower at 43,000 feet for our first-class customers. That brings all clients renewed and strengthened to reach their destinations.

 Service aboard Emirates First Class cabins includes a social area consisting of a full bar with a bartender, a nearby group seating area with two sofas and stools, a full cook on board the aircraft and food always. A turndown service involves turning the seat into a completely flat bed and having a hostess make the bed when the passenger is ready to sleep. Emirates offers its customers a whole new dimension of luxury air travel with exceptional service.

Storytelling

Impact of external influences

In this age of rivalry, pleasing the consumer is very important to marketers. Consumers' wants and preferences are constantly changing as factors such as their demographics and lifestyle change. These changes can create huge business opportunities for astute marketers and create threats for marketers who don't get used to them. Consumers acquire, devour, consume, and dispose of the products and services created by organizations. They went through a series of cognitive and behavioral processes while making their purchasing and spending decisions. Knowing how they make a decision about one brand to replace another and what factors influence their decision making is so crucial for marketers to not only meet the existing needs of their consumers, but also prepare for their needs. future. This information is also important in making a wide variety of business decisions related to product development, packaging, pricing, sales, promotions, communications, and more.

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