Mini case study related to Developing marketing strategies and plans - Emirates.

1. HELLO TOMORROW!

3. -Airline based in Dubai,
United Arab Emirates.
-Emirates is a subsidiary of
The Emirates Group
-Owned by the government of
Dubai's Investment
Corporation of Dubai

4. The birth of Emirates came
about from a dispute between
Dubai's rulers and owners of
Gulf Air,a regional airlines.

5. “We exist to
deliver world's
best-inflight
experience.”
“To reach top
by excelling at
what we do”

6. Global Routes Network
1/3rd of the
planet is just
8 hours away
from Dubai.

8. Emirates today covers
120 destinations which
include,
70 countries, 6
continents with 170
aircrafts.

9. POSITIONING
Emirates is not looked upon as an
Arab airline operating
internationally but rather as a
global company based out of the
middle East.

10. STRENGTHS
❏ Internationally spread across all destinations
❏ Highly recognised brand value
❏ Geographical positioning
❏ High importance towards culture.
❏ Strong support from UAE and Dubai
government's .

11. WEAKNESS
❏ Does not cater to many places in USA
❏ Does not cater to middle class or budget
travellers
❏ Wrong impression created through cost cutting
strategies

12. OPPORTUNITIES
❏ Targeting budget travellers
❏ Expansion in the USA market
❏ Innovation for making low-cost carriers
❏ Entry into International local markets

13. THREATS
❏ Low cost carriers like Air arabia giving tough competition
❏ Overlooking and Implications of the cost cutting strategy
❏ Impact from the global economic crisis
❏ Political unrest in the middle east

14. “No matter how many millions we invest in the
latest equipment, the biggest asset we have will
always be our staff.”
-Chairman of the Emirates group

15. Emirates
puts
customer
first.

16. Marketing Strategies:
-Sponsorships for sport events
-Cost cutting strategies for market penetration
-Promotional offers to customers like holiday packages,hotel services and
car rental services etc.
-Different and interesting ad-campaigns,billboards and internet ads.

17. Emirates Red Crescent is a volunteer
humanitarian organization that supports
official authorities in times of peace and
war

19. -Introduction
-Growth
-SWOT Analysis
-Marketing
strategies
-Disclaimer

20. THANK YOU for flying with us,
we hope you had a happy and
safe flight!

21. DISCLAIMER:
Created by Shreya Arisenapally during an marketing
internship under Prof. Sameer Mathur,IIM Lucknow.