Emirates can implement a similar strategy; however, instead of placing it all under a single legacy carrier model; it can use legacy flights for its international and central regional hub flights while a low-cost option will be utilized for its short distance flights within specific territories (Thomas and Kummer 2015). You also have the option to opt-out of these cookies. This company was founded in the year 1985 (“Emirates Airline Profile”, 2012). Emirates Airlines 2596 Words | 11 Pages. When it comes to the company’s international expansion strategy, the focus on family ticket packages does have a considerable amount of potential. The second action that Emirates should undertake is to conduct a feasibility study regarding the recommended shift of operations into a mixture of legacy and low-cost airline company methods. It is based outside the Dubai International Airport. Product Emirates , owns fleet of 120 wide bodied aircrafts and flies to 108 destinations in 60 countries over 6 continents. Emirates as a legacy carrier can leverage its larger operational capabilities to provide discounts to families. Wählen Sie Emirates airline für erstklassigen Service auf allen Flügen. 59, no. Evidence of the effectiveness of this type of strategy can be seen in the operations of Qatar Airways, one of the main rivals of Emirates, which utilizes a combination of large-bodied and small-bodied aircraft for regional and international flights (Vilkaite-Vaitone and Papsiene 2016). On average, nearly 15 to 20 percent of an average airline flight consists of families. (2020, September 2). Emirates Airline Marketing Strategy 1. Its main activity is the provision of commercial air transportation services. Flottau, J 2014, ‘Counter Threat’, Aviation Week & Space Technology, vol. You are free to use it for research and reference purposes in order to write your own paper; however, you must. Based on rising regional and global demand for affordable short range trips. 177, no. Chen, Z, Albuquerque, P, & Grewal, R 2016, ‘Competition and Firm Service Reliability Decisions: A Study of the Airline Industry’, INSEAD Working Papers Collection, vol.18, no. The study of Chen and Hu (2013) clearly showed that consumer preference when it comes to regional flights is often influenced by price and not the amount of comfort that a flight has (see Table 3). These cookies do not store any personal information. The Stock Performance of Emirates Airlines is significantly lower than the stock performance of its index. Hornblass, JJ 2016, ‘For Emirates, routing is an everyday job’, Air Cargo World, vol. This type of marketing plan could be the boost Emirates needs to compete in multiple international markets that have their own entrenched airline companies; however, there is no guarantee of its success given the amount of competition the company is likely to face (see Table 1). But opting out of some of these cookies may have an effect on your browsing experience. Emirates’ digital marketing team understood this. Vinod, B 2015, ‘The expanding role of revenue management in the airline industry’, Journal Of Revenue & Pricing Management, vol. Spend roughly $700 million in ads and sponsorships Brand Recognition 3. IvyPanda. Emirates is successful because of its strong m… 39, p. 62. Differentiated targeting strategy is used by Emirates to select the potential customers to whom they want to sell their products. Flottau, J 2015, ‘Legacy Airlines See Growing Competitive Threat With The Rise Of Gulf Carriers’, Aviation Week & Space Technology, vol. Necessary cookies are absolutely essential for the website to function properly. Ball, L 2015, ‘SHINING STARS’, Air Cargo World, vol. ensure the integrity of our platform while keeping your private information safe. 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 providing the satisfy goods or service for them. Lately, the emergence of other budget and luxury airlines pose threat to Emirates.