The presentation was created as a part of marketing Internship under professor Sameer mathur. This case study on Emirates Airlines, covers the tip to tip analysis of the airlines evolution from a small government launched compnay into a global airline behemoth. In th elater half it protrudes into the company's current marketing strategies and suggests changes while answering questions regarding company's strategy- both long term as well as short term.

2. 59 DNATA established by DUBAI government, with just 5staff to
provide ground handling services at the new Dubai International
Airport.

3. 60 Sheikh Rashid bin Saeed Al Maktoum opens the Airport and
implements the new- “open skies Policy”.

4. 85
• Sheikh Mohammed introduces Mr. Flanagan to Sheikh Ahmed Bin
Saeed Al Maktoum, the future emirates chairman.
• Pakistan International Airlines agrees to wet-lease Emirates two
aircrafts.
• October 25, Flight EK600 departs Dubai International for Karachi.

5. 91
• Emirates Finally get a slot in the world’s busiest International Hub-
London Heathrow.
• By 6th Anniversary, 25,000 passengers/ week are flown to 23
destinations across the world.

6. 99 Emirates enters the hotel property market with the opening of the
Al-Maha Desert Resort & Spa.

8. 256
1200
130
70
40
OPERATOR OF BOEING 777 &
AIRBUS 380

10. STATEMENT

11. STATEMENT

12. STATEMENT

14. Boeing, Airbus
Govt. of Dubai
Dubai International
Airport
Airlanka
Qantas
CodeShare Agreements
Ground handling
Baggage Handling
Aircraft maintenance
Passenger Services
Branding
Offers
Low Cost
Destinations
Skywards
Business Rewards
First Class
Business Class
Economy Class
Individual Businesses
Online
Airports
Travel Agents
Fuel
Taxes
Airport User Charges
Depreciations
Staff/ Labor
Operations
Passengers
Excess Baggage
Cargo
Destination & leisure

15. SWOT

17. • In order to have a strategic control over its long term
investments in aircraft acquisitions, Emirates should
become shareholder in AIRBUS & BOEING. This will help
it have a leverage against competition, which also run
planes from these companies.
• Emirates should start taking into cognizance the price of
offerings in a way which is not too much right of
competition.
From its founding in 1985 to present, Emirates has emerged
a global brand in Airline business. While competition finds it
difficult in coping up with the behemoth, challenges vis-à-vis
developing right marketing strategies for a continually
evolving market remain.

18. Q. How has Emirates been able to build a strong brand in the
competitive airline industry worldwide ?
1. It is the largest airline in the Middle East, operating over 3,300 flights per week from its hub
at Dubai International Airport, to more than 148 cities in 78 countries across six continents.
Also the seventh largest airline in the world in terms of revenue, and the largest airline in the
Middle East in terms of revenue, fleet size, and passengers carried.
2. Lean Human resource,
3. Dubai government support,
4. High employee satisfaction,
5. High customer loyalty,
6. Wide area of business activity (80 countries),
7. Innovation with the time were the prime factors in building itself as a brand in aviation industry
worldwide.
Ans.

19. Q. What are some of the apparent weaknesses with the company’s
strategic direction? How can the airline address them?
The Apparent weaknesses of companies strategic direction are :
1. Overlooking of faults in marketing strategies.
2. Overconfidence about position in the aviation industry
3. Absence of any major international alliance.
4. Target only the Elite class of customer.
Ans.
Solutions to above observed issues:
1. Improving in flight service meanwhile taking cognizance of completion offerings.
2. Extending new routes.
3. Product development- private suites.
4. Incorporating budget airlines.
5. By repositioning and aggressively evolving novel strategies as per the target market response.
6. Roll out packages for non premium class travelers.

20. Q. With the decline of fuel prices globally, airline companies
continue to reap the benefits. What impact will this have on
Emirates’ business strategy in the future?
Ans. Decline in fuel price globally shall affect Emirates business strategy in the following way-
1. Emirates can roll out affordable offerings for non premium customers.
2. When the oil price is falling, options would be in favour of emirates as it is cheaper to hedge
forwards and get protection if prices go up, but if one pays a premium for options, they also retain
the potential to benefit from lower oil prices more immediately.
3. Risked slower growth in the coming years as heavy investments in new planes and premium-class
services begin to erode profit margins.