INTRODUCTION
Nowadays, we cannot imagine the world without the airline industry, because
of its fast services and huge benefits, which offers for many other
industries and societies. Also, its role is critical in term of the
creation of the new global economy. According to the U.S. department of
transport, this industry is divided into four categories:
1. International: Airlines which provide services from continent to
another.
2. National: within a country
3. Regional: within the geographical region. They focus on short hauls
flights.
4. Cargo: airlines that provides goods transportation
Today, airline industry is one of the most important industries, because it
is supporting the internationalization and globalization objectives for
many industries and businesses around the globe. This need creates big
pressure of this industry by increasing investments and driving invention
and innovation forward in order to create the competitive advantages. I
have chosen Emirates, because it is a major competitor for many global
companies.
"Emirates" is an airline company based in Dubai and founded by the United
Arab Emirates government in 1985. Its main activity is the provision of
commercial air transportation services. "Emirates" is the largest airline
in the Middle East and operating nearly 3,400 flights per week. It is the
world's fastest growing international airlines and its growth has never
fallen below 20% a year. The percentage of passengers increase is 18.4% in
2012 comparing by 2011.
As the airline industry is especially increasing and highly competitors so,
there are many market shares in the industry. Moreover, the airline
industry is affected by the environmental (e.g. political, economics and
etc.) that decreasing the number of passengers. At this point, there are
many reasons, which have an effect on the airline industry to compete among
industry; so many airline companies have developed their strategies to
become more efficient in order to lead the market arena.
Today there are large number of Airline companies growing in the market,
which are looking for stealing a market share. In this point, there are
more and more choices for the customer to be able to chose the airline at
which they want to travel with and yet still looking for the one which can
serve their need also.
PURPOSE
The purpose of the assignment is to analyze the marketing strategy of
Emirates Airlines.
LIMITATIONS
The writers had the following limitations in preparing this assignment:
a. Information is not available enough in hand and internet; and Company
does not provide enough information.
b. Lack of adequate knowledge on marketing because of not having any
previous experience.
c. Lack of time due to official and family commitments.
d. Time to complete the assignment is too short.
METHODOLOGY
This report provides some exposure to practical review of the airline
industry. It also looks into the case study business: Emirates Airline to
explore its business progress.
A macro environment analysis has been spotted to review various external
influences on business and shed lights on future trends that may affect the
industry. Analysis of Porter's five forces will help understand industry
competition and outline influences on development of markets and business.
Using this model helps the company build a strategy to keep ahead of these
influences. Further, the spotlight is on analyzing the internal
environment. In reviewing the business performance and company's strategies
in place, key resources, a SWOT is essential. This is done in an effort to
help strategic management assess how to capitalize on business strengths,
minimize the effects of weaknesses, make the most of any opportunities and
reduce the impact of any threats.
Various sources have been used to gather industrial data. Most of the data
is from secondary sources such as database searches, industry reports,
industry conference agenda, news articles, journals, the World Wide Webs
for business research, websites like IBIS, Roy-Morgan, business website and
competitors' websites. Theory from textbooks is used to back up arguments
in writing this report.
REPORT PREVIEW
The report is developed chronologically through the following order:
a. Macro Environment Analysis
b. Industry Environment Analysis
c. Strategic Groups
d. Target Market and Positioning
e. Strategic Formulation for Marketing
f. Integration of Marketing Mix
g. Other Marketing Strategies
h. SWOT Analysis
i. Conclusion
MACRO ENVIRONMENT ANALYSIS
ECONOMIC FORCES
For airline industry, demand for travel depends enormously on economic
conditions. Pride, Elliot, Rundle-Thiele, Waller, Paladino & Ferrell
contend that "current economic conditions and changes in the economy have a
broad impact on success of organizations' marketing strategies". Emirates
grew and developed its business in The United Arab Emirates which has a
strong economy. The markets where it selected to operate in are also
powerful economies of stable growth. Indisputably, stable economic growth
is a springboard to success of an airline's development due to increasing
demand in air travel by high-income people for business and leisure.
Emirates recorded an increase in passenger numbers of more than 15 per cent
annually. Recent economic downturn has significant impact on the industry.
Air travel demand has fallen dramatically. Several major airlines will cut
domestic and international capacity further in 2009 due to a falloff of
about 25 – 30% over the last quarter of 2008. Bisignani argues that the
state of the airline industry today is grim. Demand has deteriorated much
more rapidly in the economic slowdown. IATA, which represents 230 airlines
including British Airways, Cathay Pacific, Emirates and United Airlines,
also raised its estimate of international airline losses in 2008 to $8.5
billion, from its previous $8 billion estimate, according to Bisignani. The
industry is in intensive care. The challenge is how to survive beyond the
current crisis.
POLITICAL FORCES
Air travel between countries is by negotiated agreements. Aviation
regulations between governments impact greatly on the success of an
airline's operations. Weismen agrees most governments have strict
regulations on foreign carriers to operate certain routes in their home
countries to protect the national or designated airline. In the case of
Emirates Airlines, however, Dubai is an unprotected market. Its open skies
policy helped Emirates to become a carrier that can compete with the
world's largest airlines. Emirates has grown in scale and stature not
through protectionism but through competition - competition with the ever-
growing number of international carriers that take advantage of Dubai's
open-skies policy. Emirates has enjoyed the benefits of global market
shares from entering international destinations such as America, New
Zealand and Australia due to recent agreements on full traffic rights from
the two governments. Aviation deregulation has boosted airlines to develop
for open route entry, exit of air carriers, competitive fares, service
frequency. Further liberalization in the industry is unstoppably
increasing. Hence, the playfield competition becomes more intense.
SOCIAL AND CULTURAL FACTORS
Social and cultural factors have influences on development strategies. Both
domestic and international markets where Emirates operates have culture
diversity. Dubai, Australia, Canada, U.S.A and U.K are multi-cultural
countries. Benefits come from a variety of consumers' trends in accordance
to their values, attitudes, education, religion and lifestyles. As a fact,
stable incomers make holidays annually. Another example shows, in U.S.A,
three quarters of high-income people take an air trip each year. It is true
in European countries where most people have a strong demand to travel on
annual holidays. Emirates has advantages operating in destinations where
the trend of air travel is socially enhanced.
TECHNOLOGICAL FORCES
Latest technology is a success driver in airline industry. The need for
technological advances to become the first mover in the industry will
create the advantage of gaining more of the lucrative business market.
Emirates is fully aware of this principle in sustained investments in
latest technology pursuing its differentiation in the 5-star standard
airline. Emirates' current order-book stands at 244 aircrafts of the newest
Boeing and Airbus, with a total value of approximately US$60 billion. It is
already the youngest and will be one of the most modern fleets in worldwide
commercial aviation. It aims to be a pioneer in technological advances,
Emirates signed in-flight mobile phone coverage agreement with Aero Mobile,
developing the use of mobile phones onboard. For many years, Emirates has
been awarded numerous awards such as the world's airline of technological
advances, Best Global Airline Website, Best in-flight Entertainment, Best
IT developer in in-flight entertainment etc.
SUSTAINABILITY
Rosenthal states that high fuel prices and increasing shortage of natural
resources are facing manufacturers to make smaller, more eco-friendly
vehicles. Further, the environment has been degraded by global warming and
climate change and the airline industry has been a factor to a faster-
growing source of greenhouse gas emissions. For years, airlines have
countered pressure from environmentalists with denials and public relations
about their green credentials. In recent years, airlines are working hard
to develop bio-fuel for their jets. It is high time that airlines need to
enter an environmental partnership with aircraft builders for eco-friendly
aircrafts, quieter takeoffs and landings, substantially reducing
environmental impacts.
INDUSTRY ENVIRONMENT ANALYSIS
PORTER'S FIVE FORCES
This will give a snapshot of the industry competition level.
Threat of New Entrants: A highly profitable market boosts increased
level of competition. In this effort, new firms will enter to take some
market shares away. The Asia Pacific region is an example of a dynamic
market where inbound tourism enjoys increasing growth of 7.9% and outbound
with 25% by 2010. All airlines, operating in the region before the current
financial crisis, were having high profits: Qantas' profit after tax: $618
million in 2007; Cathay Pacific of HK$7,023 million in 2007. Consequently,
Emirates, together with other players, have thrived to exploit new regional
markets for high profitability as demand is growing.
Rivalry Among Established Companies: Emirates competes with Air France-
KLM and Lufthansa, the two largest carriers in Europe; with Cathay Pacific
in Asia Pacific region; and with United Airlines in the Americas. These
well-established network carriers operate within the same destinations such
as NZ, UK, Hong Kong and America. The competition is aggressive as the
global industry is witnessing boosting growth of low-cost airlines.
Bargaining Power of Buyers: Competition between companies is intense.
Emirates may face a threat now and in future when customers nowadays have
an ability to make demands on their products, in term of lower prices,
higher service or product quality. Therefore, Emirates is unlikely to
exhibit high rates of turnover over time due to price reducing, and
investing more in product innovation.
Bargaining Power of Suppliers: Boeing and Airbus are the two
dominant aircraft producers for the world's airlines. Orders by all
airlines for the latest aircrafts are placed to either of them. As a large
buyer, Emirates still has to face the threat of paying higher prices or
even delivery delays. Moreover, Emirates depends so much on these suppliers
as required products are differentiated while the suppliers have high
expertise.
Substitute Products: Most airlines offer products of similar
features: low price, good quality and excellent service. In the region, for
example, other direct substitute products to Emirates are Qantas, Cathay
Pacific, and Singapore Airlines. Therefore, Emirates will experience
challenges when most players become competitive enough to launch new
products globally. An example is Virgin Blue, which launched V-Australia
for Trans-Pacific services in 2008. Customers benefit from a wider choice
for their products of cheaper price but higher quality.
STRATEGIC GROUPS
There are obviously strategic groups existing in the industry in similar
markets. Examples are named: Cathay Pacific, Qantas, Air France-KLM and
Lufthansa. These major players offer similar products in terms of luxury
passenger package, young flyers, in-flight entertainment etc. This
signifies that Emirates is aggressively competing with others.
TARGET MARKET AND POSITIONING
In terms of performing the business, the marketer should be identifying who
is the customers and understand the customer action for a product or
service in order to provide satisfactory goods or service for them.
Emirates airline is one of the air carrier, which have hardly felt the
economic and airline down turn. There are three major categories of
passengers: tourism and business, expatriates and transit passengers.
STRATEGIC FORMULATION FOR MARKETING
In order to identify Emirates airline strategic options, ANSOFF directional
matrix can be used as a starting point to identify the options that are
available. According to Aaker and Mcloughlin, there are four possible
alternative growth strategies that can be developed. It consists of market
penetration, market development, product development, and diversification.
MARKETING PENETRATION (IMPROVING IN-FIGHT SERVICE)
Business focuses on selling existing products to existing markets drives
growth strategy for Market Penetration.
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.
Improving In-Flight Service
Success criteria of deploying a system to allow passenger to use their
mobile phones for communication, it is increasing market penetration. It
can be measured in terms of voice and data usage and expansion of market
penetration. There is not corrective action plan if it fails to respond.
Loyalty Program
"Emirates" uses a similar loyalty program that most airline companies have
nowadays: miles. Two types of membership can be identified: Emirates
Skywards and Business Rewards. This loyalty program presented hereafter was
implementing in order to satisfy the customer by first of all allowing him
to save money, but also in order to gather personal information concerning
those clients. Moreover, because a high number of miles are needed in order
to benefit from them, those loyalty programs created a lock-in system where
the customer should remain with the same airline in order to benefit from
them sooner.
Emirates Skywards
Cumulate Miles every times you travel
Spend those miles on different destinations, depending on the number of
miles you acquired
Have access to a miles dashboard, allowing to quickly seeing the miles
you have, and the advantages you can get out of them.
Attain a membership level relevant to the number of miles you were able
to cumulate. Levels available are Blue, Silver, Gold and Platinum that
last 14 months. An example of benefits you can get with the gold
membership are lounge access and priority check. Assessments upgrades
membership levels occur after 12 or 13 months, giving an extra month to
earn miles and reach a higher level.
AMEX/VISA Cards
Both cards allow you to earn miles whiles spending. Money spent using those
cards does not have to relate to "Emirates"; it can be spent on anything.
It is as simple as this: 1 mile for every € spent anywhere, then 2 miles
for ever € spent EMIRATES Airlines.
Technologies Used
"Emirates" has been doing a really good job on the technology side. As you
will see below, they have been using every media available. From social
media to apps and online ads, the user feels closer to the brand.
Customer Relationship Management: Knowledge-driven In-flight Service (KIS)
Emirates used a specific CRM database, which runs during the flight in
order to maintain the profitable lasting relationship with their customers
by delivering satisfaction. In 2004, Emirates provided 1,000 pursers with
HP tablets as part of 'Knowledge driven In-flight Service' (KIS). It allows
the airline's cabin crew to see which previous trips a passenger has taken
with the carrier and based on this, know their food, wine and seating
preferences, or any issues a customer had during their travels. Moreover,
the gathered data supports Emirates in the segmentation and targeting,
because it gives very specific information about customers.
This system allows Emirates to provide more focused and personalized
services. Pursers use KIS to brief the cabin crew before every flight and
check passenger's special needs, as well as see who is enrolled in
Emirates' frequent flyer program Skywards. This enables the crew to invest
more in those loyal customers and to provide a more personalized service.
Cabin crew can also use the KIS system to perform in-flight upgrades to
Business or First Class, as well as post customer feedback that's emailed
to headquarters upon landing. That is one of the most important sources of
information that pioneers the competitive intelligence process and allows
EMIRATES to improve its services and keep their customers loyal and
satisfied.
MARKETING DEVELOPMENT (EXTENDING NEW ROUTES)
Due to the number of services is increasing into new markets where company
seeks to sell their product to new areas; so, the launching existing
services to new area or new market segments is a possible way to achieve
this strategy.
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). The airline heavily promotes Dubai as a destination, offering
reduced hotel rates as well as insight to event like the Dubai shopping
Festival that hope to attract more travelers to the city. In order to
improve the number of tourism, Emirates airline add new route and
destination especially in UAE tourism.
Due to the airline managed road shows and press convention to announce its
entry to new city, these event allow travel agents, tour operators and
local airline personnel in contact and gain information about Emirates' new
routes, holiday packages and other promotion that can give a advantage for
the airline.
After performing a new route to the country's economic hub – Shanghai – the
airline offers passengers a chance to visit the epicenter of China's
political and cultural activities. Because of China's richest city in terms
of historical value and has a heritage that dates back over 3000 years and
houses marvels as the Forbidden City, the Great Wall of China and the Ming
Tombs.
The success of Dubai as an intercontinental hub, it has been facilitated by
airline such as Emirates. The centre point of Dubai has become extremely
important; because of it hardly two points on the globe where it is not
logical or possible to use Dubai and connecting point and it usually a good
direct route.
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.
As Dubai is a hub for international business travelers, this is time to
improve new product to provide for top-level business executives. The CEO'
imagine of multi-national company makes lengthy overseas journey to attend
a board meeting that could have a main impact on the company financials.
The fact, company would like CEO to be on top for the rested, refreshed and
relaxed so, the cost of CEO's air travel is doesn't seem so expensive when
comparing to service for them.
Emirates airline has more services for business travelers that is reason
why Emirates airline introduce high quality first class private lounges to
attract business travelers. 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
screen. Exceptional level of personal services including a gourmet and
wines provided by specially trained multi-lingual cabin crews are the other
value addition for this product.
RELATED DIVERSIFICATION (LOW-COST CARRIER)
The last strategic option allows Emirates airline to exploit its
competitive advantages in airline service qualities. Diversification is a
strategy, where business sells new services to new market segment. It is
more precarious strategy because of limited experience on particular new
market areas.
After the European low cost carriers are a successful, Middle East operator
also started expression to explore new marketing concepts of "Frills-free"
fly. The low cost airline is increasing at more times in the average
industry.
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.
Air Arabia dominates exclusively to this low cost carrier service in UAE.
Therefore, Emirates Airlines must decide how to respond this threat posed
to the large expatriate market in UAE. Among the options considered there
is scope to introduce low-cost subsidiary of Emirates Airlines.
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 market. This can be done launching new
subsidiary to cater budget airline market. The key routes should be high
demand and large number of expatriate's home country like Egypt, India and
Pakistan.
In terms of Emirates Airline system, new budget airline helps to introduce
new Al-Makthoum International Airport in Jebel Ail that is located on Dubai
border. This will provide residents of Dubai and Northern emirates enhanced
travel option to neighboring destinations. Emirates Airlines is placing
lease order of for 200 aircrafts. The carrier is expected to use Airbus
A320 or a Boeing 737 on lease basis for the first few years prior to
acquiring ownership status.
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 offer. Emirates Airline
is using this strategy because it serves luxurious excellent and high
quality services to their customers that merit more money than other
airlines who offer regular standard services. Besides, it uses this
strategy because it targets people from medium to high-income level who are
willing to pay more in order to receive better services. However, in recent
years it is planning to introduce some low-cost carrier.
PLACE
Today, 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 services. Besides, plus the physical distribution shops, Emirates
Airline has also an online website presented in about nine languages in
order to reach all its target segments from different nationalities.
Through the website, customers can book their flights, check the latest
offers and book an accommodation in a hotel during his travel.
PROMOTION
The new airline has to use the same methods of promoting as Emirates
airline but in a way that fits its budget. 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. Advertisements
have to be written in simple language and easy to understand. For sale
promotion, it is recommended to offer privilege card for its customers the
same idea of Skywards the more miles the customer travel the more benefits
they got such as free ticket at Emirates airline. This offer will increase
its brand loyalty.
Product
Emirates is always the first to offer the high-quality, latest technologies
and services to their customers. It is the first airline to show the BBC
world news updates in flight, the first to give travelers the ability to
send and receive emails and SMS messages from any class and the first
airline to implement TVs in all classes. It is known of its high standard
safety and security flights since it is implementing many security programs
and safety systems. In addition, the company has gained a wide esteem that
including email services for all its passengers. It also allows live text
news for customers in their aircrafts. Besides that, Emirates was also
first of the middle-east Airline company introduce a Digital Widescreen
System in 2005. This was the service that has not been provided by other
Airline Companies of the world.
OTHER MARKETING STRATEGIES
CALL CENTERS
Like most call centers, "Emirates" can be reached by phone for any of the
following purposes:
Booking
Complain
Baggage claims
Reservation with partners
General questions…
SOCIAL MEDIA
As mentioned earlier, EMIRATES is present on every social media existing.
Whether they are highly active or not, they are registered in the following
social media:
Facebook
Google +
LinkedIn
Twitter
Instagram
YouTube
Pin Interest
GOOGLE ADWORDS / ADSENSES
After researching for "Emirates" CRM presence on the net, I quickly noticed
the increasing number of Ads I was seeing on my Internet browser. Moreover,
I could also notice their adwords banner on top on my Google research.
Meaning that not only they use internet as a commercial platform in order
to again have the user feel closer to the brand, but also it allow Emirates
to monitor who has been clicking on their ad, from where, when, and how
many times. This information is essential to "Emirates" allowing them to
focus on the right client, with the right needs.
PHONE APPS
IPhone and android apps can be found as well. Those apps can be used for
buying tickets, online check-in, or monitoring its membership. Through
those apps, Emirates is within reach of your pocket.
WORKPLACE QUALITY LEVEL
The management of "Emirates" is highly qualified, for example the president
has 42 years work experience in the airline sector. They Emirates employees
are from different region, religion and cultures and all create a very
productive team.
EMIRATES REPUTATION ON THE SERVICES LEVEL
"Emirates" offers high quality services in an increasingly way, because
customers' expectations are the only certainty for any business, it is
normally go up.
FINANCIAL PERFORMANCE
"Emirates" airline is always growing by no less than 20% a year, the profit
margin increased from 2010 to 2011 from 12.7% to 19.4%.
SOCIAL RESPONSIBILITY LEVEL
Emirates respect the standards and policies in dealing with societies and
environment;
every year, it issues an environment report, highlights Emirates' position
as a leader in the airline industry for fuel efficiency and CO2 emissions
due to its young, technologically-advanced fleet. In order to improve its
reputation, "Emirates" has committed to sponsorship around the world since
20 years. For example: the partnership with FIFA. Trip Advisor is one of
the most respected travel website, which provides travelers' rating for
airline companies. "Emirates" is rated "very good" but Air France is rated
"average", this shows that Emirates has better reputation comparing to its
competitor Air France.
SWOT ANALYSIS
A SWOT analysis provides a clear basis for examining Emirates business
performance and prospects. It helps management review its strategic
direction in response to changing contexts. The thorough analysis of
external and internal environments discloses significant implications. The
company is able to review its strengths, weaknesses in the contextual
environments. Strategic management are those who are able to identify
future trends for the business and respond to changes, particularly in the
current economic downturn.
"Strength "Weaknesses "
" " "
"Advanced technology and "Lack of local skilled labor, "
"continuous innovation. "almost relied on expats. "
"Developed infrastructure: "Finance heavily relied on oil "
"exclusive terminal, local "export, possibly resulting in "
"airport, ground services, "financial deficit when oil price"
"lounges. "drops. "
"Large and young fleet. "Cost-intensive business due to "
"Stable finance capability. "highly diversified value chain. "
"Competence of strategic "Local economy dependence: home "
"management, know how. "government subsidies. "
"Skilled staff of diverse " "
"cultures. " "
"Brand loyalty and good will. " "
"Absolute cost advantages: low " "
"home-based labor cost, fuel " "
"subsidies, free local taxes. " "
"Economies of scale. " "
"Scope of business, in terms of " "
"established value chain. " "
"Strong Hub in Dubai and " "
"strategic location. " "
"Opportunities "Threats "
" " "
"Higher global market expansion "Low-cost revolution: more "
"and entry due to increasing "intense competition. "
"deregulation and liberalization."Unstoppable deregulation and "
"Gaining market benefit of large "liberalization. "
"size and network spread when "Consolidation and concentration "
"being of consolidation. "within alliances. "
"Reducing competition on duo "Fuel price fluctuation. "
"politics routes. "Uncertain recovery of world "
"Possible entry into low cost "economic crisis. "
"market penetration due to "Environmental constraints: "
"absolute cost advantages and "climate change, global warming, "
"economies of scale. "shortage of resources, air "
" "pollution. "
CONCLUSION
In aviation business flight safety is paramount. Being the largest airlines
in the world Emirates is the most successful fleet in maintaining the
flight safety. Since induction it did not encounter any major air accidents
and even there was no loss of life or injury. Loss of one aircraft can even
take the one year profit of an airline. More so, the negative impact on the
marketing aspect has shut down many airlines with the crash of one aircraft
only. Emirates Airlines' most efficient management is operating the fleet
in such a successful manner that it has become an exemplary airline in the
aviation industry.
From analyzing external and internal environments, it is worth that
Emirates management identifies its capabilities and competitive advantages
and access how competitive it is in the field. From such an analysis, there
are implications requiring Emirates to respond to change in changing
contexts such as political, technological and particularly current economic
downturn. Management is well aware of any upcoming issues and develops new
strategies accordingly in order to remain the aviation leader in the world.
APPENDIX 1
FLEET OF EMIRATES
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