An insight into the performance of Emirates over the years. Also, talk about the development of marketing strategies and plans. It was created by Krupakhar, IIITDM Kancheepuram under the guidance of Prof. Sameer Mathur during a marketing internship.

1. https://www.emirates.com/in/english

2. “HIGH-QUALITY COMMERCIAL AIR
TRANSPORTATION SERVICE”
https://www.emirates.com/in/english/experience/our-lounges/dubai-lounges.aspx
Emirates lounge atTerminal-3 Dubai Airport.

3. HISTORY
STARTED BYTHE UAE GOVERNMENT IN 1985
STARTED FLYINGTO
SOUTH ASIAN COUNTRIES
1985-1990
STARTED FLYINGTO
EUROPIAN COUNTRIES
1990-2000
STARTED FLYINGTO
NORTH AMERICAN
& ASIA-PACIFIC COUNTRIES
2000-2010
STEPPED INTOTHE
HOTEL INDUSTRY
SPONSORINGTHE
WORLD’S PRESTIGIOUS
SPORTSTOURNAMENTS
SOLID FOUNDATION FROM
THE DNATATEAM.
LARGEST BUYER OF
BOEING 747 AND
AIRBUS A380

4. DNATA
HQ - Dubai Founded in 1959
One of the largest suppliers of combined air services in
the world.
https://www.dnata.com/en

5. Started with 2 flights in 1985
255 flights are operated by
Emirates at present
First flight to Karachi
Airbus A380 hub, Dubai.
THE FLEET

6. Global Destination Map
Fly to over 155 destinations in more than 80 countries

7. PARTNERSHIPS
AIRLINES - Air Mauritius, Alaska Airlines, flyDubai, Jet Airways,Virgin
America, Qantas, Malaysia Airlines.
BANKS - American Express, Standard Chartered Bank India.
HOTELS - booking.com , Atlantis The Palm, Dubai , Hilton Hotels &
ResortsLe Méridien.
RETAIL & LIFESTYLE - The Wall Street Journal , Dubai Duty Free Ski
Dubai.

8. PERFORMANCE
First class
Business class
Economy class
https://www.emirates.com/in/english/experience/our-fleet/

9. SPONSORSHIP
The Dubai world cup

10. STP
Segment - Passengers Preferring Comfort / reliability
for air travel
Target market - Corporates and Upper Class
Positioning - Emirates airlines is a premium way of
travelling across the globe.

11. AWARDS
400 distinguished
industry awards
Best airlines for 5 consecutive years.
Brand value - 7.7 Billion USD in 2016.

12. “HELLOTOMORROW”
CAMPAIGN
Idea - give people less to worry about and more to feel optimistic about.
Curation of culture and looking for the unmet need, emotional & pleasurable
and also beneficial to travellers.

13. AirbusVs Boeing
New A380 order gives Airbus
the competitive advantage
https://www.emirates.com/in/english/experience/our-fleet/boeing-777/

14. Boeing is having a good year to date
revenue record.
AirbusVs Boeing
https://www.emirates.com/in/english/experience/our-fleet/

15. COMPETITION IN
THE MIDDLE EAST
GULF AIR
ETIHAD
AIR ARABIA

16. COMPETITION IN THE MIDDLE EAST
https://www.indexmundi.com/commodities/?commodity=jet-fuel&months=120

17. STRATEGIC PLANNING
PROCESS
BUSINESS MISSION
SWOT ANALYSIS
GOAL
FORMULATION
STRATEGY
FORMULATION
PROGRAM
FORMULATION
IMPLEMENTATION
FEEDBACK &
CONTROL

18. SWOT ANALYSIS
STRENGTH
OPPURTUNITY
WEAKNESS
THREAT

19. STRATEGIC FORMULATION
DIFFERENTIATION
COST
LEADERSHIP
COST
FOCUS
DIFFERENTIATION
FOCUS
Emirates strategic plan

20. SUMMARY
HISTORY
EMIRATES OVERVIEW
ISSUES AT EMIRATES
STRATEGIC PLANNING PROCESS
COMPETITION INTHE MIDDLE EAST
THANK YOU!

21. DISCLAIMER
This presentation was created by
G. Krupakhar, IIITDM Kancheepuram,
during a marketing internship program
under the guidance of
Prof. Sameer mathur, IIM Lucknow.