Pest Emirate

8/20/2019 Pest Emirate

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2/22

Fly Emirates

•Goal:

“To reach on top by excelling at what we do.”

•Mission Statement:

"We exist to deliver the world's best in-flight experience."

•Vission Statement:

“To make civil aviation safe leading and s!stainable.”


3/22

•Objectives:

Tangible obectives pertaining to the goals are # $. %etain and improve fre&!ent b!siness class travelers• market share.

(. )ncrease market share *+, to , by end of (++

/. Tap low cost carriers market to achieve companys

ret!rn on investment.

*. 0romote 1!bais To!rism activities and introd!ce

1!bai to the world.

Positioning Statement:

“The Finest in the Sky”


4/22

History&Introduction:

•1!ring the mid-$2+s 3!lf 4ir began to c!t back its

services to 1!bai as it was concerned it was providingregional feeder flights for other carriers. 4s a res!lt

5mirates was conceived in 6arch $2 with backing

from 1!bai's royal family and was re&!ired to operate

independent of government s!bsidies.

•4part from 789$+ million in start-!p capital

•:yleasing two of its airplanes - 4irb!s /++ and:oeing ;/; - as well as providing technical and

administrative assistance to the new carrier. 4lso

5mirates leased a new :oeing ;/;


5/22

. The airline's first flight flight 5=>++ was 1!bai continents

The airline ranks amongst the top $+ carriers

worldwide in terms of reven!e and passenger

kilometres

5mirates has won n!mero!s awards and is an

ind!stry bellwether for aircraft p!rchases p!rchasing

over $/+ aircraft in (++; alone.


6/22

•Structure and employment:

5mirates employed a total of /2;; staff at the end ofthe fiscal year on /$ 6arch (+$$.

?f which $+;2 were cabin crew ((/; were flight

deck crew $+* were in engineering and +2* were

listed as other


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8/22

•Services:

1!abin:

(i" #irst !lass

$ii" %usiness !lass

$iii" conomy class

' !argo:

•Emirates SkyCargo is the air freight division of Emirates. It began

operations in October 1985 the same year Emirates !as formed. Since

then it has been the main cargo division of Emirates and the anchor cargo

air"ine at #$bai Internationa" %irport.

•Emirates SkyCargo operates thirteen dedicated cargo aircraft !ith ten on

order.


9/22

( Ground services:

&assengers may check'in bet!een t!o to (8 ho$rs prior to f"ight depart$re.

)his may be done over the co$nter or at the "o$nge !ithin the airport. Se"f'service kiosks are a"so avai"ab"e at #$bai Internationa" %irport as !e"" as at

certain stations of the #$bai *etro.

•nviromental Scanning:

1 Internal nviroment:

2. External Enviroment:


10/22

S)ot *nalysis:

•Strengt+s:

•Has the advantage of size

decision to focus on diversied market

•ntering t+e cargo s+ipping

•,ea-nesses:

•Does not cater a lot of places in US

oes not cater to middle class & budget traveler

t all of diversication and approach have been successful


11/22

Opportunities:

elop continuously ne generations of more advanced airline aion services!

•"udget travelers

•#nnovation

•Threats:•Rival companies are major threats

•Rising fuel costs

Low cost carriers - Air Arabia, azeera Airwa!s.


12/22

$%ST nalysis

olitical:itical situations that a*ect the airline industry ill be mainly

terrorism!

'ii( %conomical:One of the factors folloing the success of any airlinesis to have the most sophisticated airports hich arefacilitated ith cutting edge technologies to meetcustomer+s re,uirements

'iii( Social:

The population of the orld is shooting at high rates!Thus the social factors also increases!


13/22

'iv( Technological: Ne technologies a*ect this industry in negative andpositive manner!

#ntegration of-arketing -i.:

/! $rice:

•%mirates irline is using the premium pricingstrategy0 hich is to o*er a higher price than hatother airlines in the market o*er

1! $lace:

• %mirates irline has about eleven travel shopbranches in the U% and about /11 branches outsidethe U% all around the orld that provides superior

services


14/22

•%mirates irline has also an online ebsite presented inabout nine languages in order to reach all its targetsegments from di*erent nationalities!

! $romotion:3or advertising0 it has to advertise in nespapersthat mostly attract this segment like 4ulf nes andin cheap maga5ines such as hlan! "illboards are

good tool for advertising0 they are attractive andpeople everyhere could see them.

6! $roduct:

•%mirates is alays the rst to o*er the high7,uality0 latest technologies and services to theircustomers!

•4ives travellers the ability to send and receive emails andS-S messages from any class and the rst airline toimplement T8s in all classes


15/22

9!$eople:

ent of %mirates irlines are able to promotes the sharing of a cng their employee0hence0 make the organi5ation and its team

ogether! s they ork together0 they are able to focus on the n organi5ation hich is to sustain their competitive advantage!

;!$rocess:•%mirates irlines services includes the folloing key

operating departments such as the 3irst and "usiness


16/22

"AR#$"% A&AL'(%(

%-#>T%S #>=#N%S


17/22

)*(%"%*&%


18/22

Targeting :%mirates caters to high ranking e.ecutives andbusinessmen belonging to the age group of 2C7;C ho are

looking for lu.ury and comfort in travel! #t serves allcustomers regardless of nationality

op


19/22

Segmentation :•%mirates segments its market into to maor categories0 theprotable 'business travelers( and the unprotable one! Thesecan be further divided on the basis of the average length oftrip0 the fre,uency of trips and the brand loyal customers

•"usiness class passengers are the most protable to%mirates and are illing to pay for their lu.urious servicesas price is relatively inelastic for them! %mirates o*ers

these travelers great @i services and more room to orkand hence they prefer nonstop trips•%mirates loses out here the economy class travelersare concerned as they are very price elastic and preferto choose lo cost carriers!

- k i $l


20/22

-arketing $lan:

rketing $enetration '#mproving #n7ght Service(

tain and boost market share of %mirate airlines product and seotect market dominance of %mirates airlines e.isting markets!

riving out competitors by restructuring mature market!

( %nhance usage of e.isting passengers.

rketing Development '%.tending Ne >outes(

•The obective of %mirates airline is building up Dubaiinto a popular aviation centre that ill nally serve as

an important universal long haul hub!

•#t provides an alternative to the traditional%uropean airline hubs as ?eathro irport '=ondon(0


21/22

roduct Development '$rivate Suite(

ing ne services into e.isting markets implies product develophich involves the development of skill and re,uires businessed services that can apply to current markets!

•%mirates airline has more services for business travelersthat is reason hy %mirates airline introduce high,uality rst class private lounges to attract businesstraveler0s!• "he premium class private suit would be full! out+tted with personalstorage, coat cabinet and des and individual mini bar. Long seatreclines to become full! horizontal couch and " wide screen

lated Diversication '=o7cost carrier(

cost airline o*ers loer prices than traditional airline by fasciion! The lo cost has Be.ibility fare that is one reason hy sohing cost to them!

•%mirates irlines be supposed to slightly spread from currentmarketing obectives to obtain the lo cost airline market share

and to retain its customer base of U% e.patriate market


22/22

be done launching ne subsidiary to cater budget airline mar routes should be high demand and large number of e.patriat

like %gypt0 #ndia and $akistan.

"!

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Pest Emirate