Emirates was formed in 1985 by the UAE government and initially operated with just two aircraft. It has since grown to become one of the largest international airlines, carrying over 44.5 million passengers in 2012 with the largest fleet of Boeing 737s and A380s. Emirates aims to offer consistently high quality air travel at competitive prices while promoting tourism in Dubai. It faces threats from high competition but seeks opportunities through expansion, loyalty programs, and a focus on customers, operations efficiency, and corporate social responsibility.

1. EMIRATES

2. About Emirates
Formed in 1985 by the UAE government
Initial operations started with just
2 aircrafts

3. Subsidy of the emirates group which employees
over 50000 employees
Carried over 44.5 million passengers in 2012

4. Numbers speaks volumnes
Largest fleet of Boeing 737s an a380s
Over 400 awards for service excellence

6. Mission
Offering consistently high quality value of money
service and to be the best airline on all its roles

7. Brand positioning
Slogans used over time
Keep
discovering
To over six
continents
Hello
tomorrow

8. Positioning
Aspirations of becoming the world’s largest carriers
Spark a “global movement”
New target audience: well travelled and embrace the
opportunity to try the unfamiliar

9. Promotional offers
Complimentary night at Armani hotel Milan
Emirates Live
Complete Tour package

10. Promotional offers
Book online pay down the line
Africa as captivating as the journey
Buy, Fly ,Win-a tribute to grace

11. Product
Air Travel with 3 classes of service
First Class
Mini Bar
2m full size beds
23” IFE

12. Business class
180* seats
Complete privacy
Economy class
31’ wide seats

13. SWOT Analysis
Strengths
-Wide reach
-Safety record
-Flight
efficiency
Weakness
-Not a
member of
any alliance
Opportunities
-less fuel cost
Threats
-Competition
-Oppositions

14. Corporate Social responsibility
• Dubai Desert conservation scheme
• Recycling and waste management
• Most eco-efficient fleet in thte world

15. Emirates Airlines Foundation
CHES Home
The Big Pen House
Seva Student home for girls
Dhaka Project

16. Goals
Promote Dubai Tourism
To tap LCC market to achieve the company’s ROI
Improve business class traveller’s market share

17. Skywards program
Skywards Blue
• Travel rewards
• Pre assigned seating
• Dedicated service centers

18. Skywards program
Skywards Silver
• Priority Check-in
• Excess baggage allowance
• Exclusive lounge access

19. Sponsorships
• World’s richest horse racing events
• Showcase iof emirates first class seats in the us Open

20. Summary
• Stands for high quality commercial air transportation
• Looked upon as an innovative organization in terms of technology
• Major threats are due to high competition
• In term of Corporate social responsibility emirates is looked upon as a
global company based in the middle east

21. Disclaimer
•Made by Amitesh Kumar during a markrting
internship under Dr Sameer Mathur (IIM
lucknow)