Marketing Analysis Of Emirates Airlines

After originating in 1985, and flying its first two aircrafts from Dubai to Karachi on the 25th of October, Emirates Airlines soon began transporting more and more passengers to new destinations becoming one of the fastest growing airlines in the world with revenues skyrocketing year after year. Although it is fully owned by the government, Emirates has grown in scale and status not by being protected by the government, but through competition, which is what helps maintain its identity (The emirates story, n.d). The aim of this project is to conduct a marketing audit of Emirates Airlines by assessing its performance in the UAE market and providing recommendations. This assignment is divided into 10 main parts: the environmental context analysis,

Emirates Airlines also faces direct competition from Qatar Airways and Singapore Airlines. However, Emirates Airlines outperforms its competitors in many aspects. First, Emirates has a competitive advantage in the number of destinations it flies to. Emirates serves around 140 destinations in 78 countries over 6 continents, while Qatar Airways serves around 120 destinations, Etihad Airways serves 90 destinations, and Singapore Airlines far less than that serving only 65 destinations. Another competitive advantage Emirates has over its competitors is the features that it provides its passengers. It is in the additional details that Emirates tries to make a difference. Emirates is the only airline that provides electrically operated massages, on-flight bars with different selections of wines for premier passengers, and inflight showers for first class passengers who would like to shower, change, and rest (Krippreport, n.d.). Finally, Emirates Airlines is also the only airline that uses the Knowledge Driven Inflight Service (KIP); an app that runs on HP devices, which allows the cabin crew to deliver extraordinary experiences to passengers (Wash,

“The world is in your footsteps”, “Tomorrow brings us closer”, “Dream big in business class”, “Tomorrow rewards the curious”, “Comfort comes in many flavors” are just some of the quotes used in the campaign. The campaign is advertised in magazines like Ahlan and newspapers like Gulf News. It is also advertised on billboards featuring eye-catching people while using simple language. Scott Goodson, the marketer behind the campaign, wanted to create a campaign that would be significant to people instead of just advertising about the airline or its products. He also wanted to stress on the value of the company in order to deliver the message. Furthermore, Goodson wanted to deliver “an ambitious yet actionable phrase that can begin to change the way you think”, hence the quotes of the “Hello tomorrow” campaign (Burgess,