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Emirates airlines marketing strategies

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by

Zehan Raja

on 21 March 2014

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Transcript of Emirates airlines marketing strategies


Idea 2
SWOT analysis
Is a matrix structured planning to highlight the company's strengths, weaknesses, opportunities and threats, here is a featured of emirates airlines analysis.
Marketing mix
Is a business tool used in marketing by marketers, is crucial when determining a products or brands offer and is often associated with the four P's which are Price, Product, Place and Promotion.
Emirates airlines marketing strategies
Segmentation and targeting
Market segmentation is dividing a broad target market into subsets of consumers who have common needs and priorities.
Strenghts
Strong market position
Weaknesses
High debt burden
oppurtunities
Expansion of operational network
Price
Is using the premium pricing strategy, which is to offer higher prices then competitors , is able to hold it due to its ability to provide means of luxurious travels
Place
Has about eleven travel shops within the UAE and about 122 branches outside the UAE, all around the world which offer superior services
Product
Has been able to be the first when it comes to the race of providing technology first to customers, is the first airline to offer on board telecommunication and also known to provide the best security and safety to its passengers
Intro
Was founded by H H Sheikh Mohommad bin Rashin Al Makhtoum the ruler of Dubai in 1985, current CEO is Tim Clark.
....
Emirates airlines currently have a fleet of 219 with further orders of another 150 planes who fly to almost 139 destinations , with 3,400 flights per week
Emirates Airline offers many services, but it targets customers on the basis of purchasing power, it has segments for travelers based on how much they are willing to pay. its between corporate level and middle class
Segments
Their planes include 3 categories on most international flights, the categories are 1) First class, with prices up to CDN 16,000 fluctuating with destination, 2) Business class with prices around CDN 10,000 and lastly 3) Economy class with prices up to 4,000 and also fluctuating with time and destination
Based on Jim Harvey's speech structures
Threats
Intense competition from other low cost carriers
Promotion
the airline uses newspapers, magazines and billboards to advertise to its target customers, they also offer low pricing for destinations that are closest from home country and lastly they have a program called skywards which is a point system package they provide to their frequent flyers
Target customers
Full transcript