Emirates Airline

                Emirates Airline is based in Dubai, United Arab Emirates. It is a subordinate of the Emirates Group that completely possess by the Dubai's government Investment Corporation. The Emirate Airline is amongst one of the victorious airlines in the globe. This is the largest Middle East airline from that had played a fundamental role in determining the Emirate state from; oil affluent Emirate to an international destination for tourism. In this easy, there is an analysis of Emirates airline services, business and the factors have an impact on the business of Emirate Airline (Altaf, 2017).

            It Emirates Airline is operating above 3,600 flights every week from its center at Dubai International Airport, above 140 cities in 81 states in 6 different continents. The activities of Cargo are carrying out through Emirates Sky Cargo. The Emirates Airline is world's 4^th largest airline in listed profits flown passenger-kilometers, in conditions of global passengers carried, and it is second-largest because of freight tone flown kilometers. The Emirates Airline had reserved on approximately doubling its business every 3 years, increasing with a standard development rate of 25% yearly. At present not just it is serving hundred destinations crosswise 60 states but had also won countless awards and honor (HARRISON, 2018).

                The Emirates Airline offers the air transport services for passengers traveling and cargo. The Emirates Airline makes use of airplane to provide these services and might form corporation or association with some of the airlines for agreements of code share. In general, Emirates Airline is documented with an air in service certificate concern by any aviation body of governmental. The Emirates Airline provides the customers with international travelling services over different continents.  The Emirates airline offers the comfortable and quality travelling for their passengers internationally (MOUAWAD, 2011).

            The core services of the Emirates airline related to the air transport services and cargo. The customers are more attracted towards the services of Emirates airline because the company is very much concern with their core services and always provide exceptional flying experience to the customers. Some of the supplementary services of Emirates airline are the food, Wi-Fi, comfortable settings, caring staff etc. these supplementary services of Emirates airline are likely to add value to the core services of the company (Clark, 2017).

            The services that the Emirates Airline is providing to the customers are both tangible and non tangible. As far as the core services of the companies which concern with the travelling and air transfer services are intangible. On the other side the supplementary services of the Emirate Airline for example the food and any other equipment customers get during the travel are tangible (Ajayakumar, Devasia, Robin, & Bba, 2016).

            The Emirates Airline has been using many of the promotional activities for attracting more customers. The company starts on a promotional movement for services that are competitive and its motto is very appropriate “Fly Emirates. Keep Discovering”. The company vision is to maintain its place of international leaders in industry; they have taken considered danger without slowing down outstanding services (Centreforaviation.com, 2017). The Emirate Airlines offer special reduction on airfares at off seasons to acquire more passengers. They also have adopted both customary and contemporary strategies of marketing to catch the attention of different customers sections. In order to accomplish a miscellaneous customers segment commercial have been positioned in newspapers, radios, magazines, television, billboards and their online website is in over 9 different languages. Emirates Airline has also support a range of programs and events like ICC cricket world cup in 2011 and 2015. They are the authorized subsidize of football club Arsenal (Bhasin, Marketing Strategy of Emirates – Emirates Marketing Strategy, 2018).

            The Emirate Airlines launched a unique but limited kid’s package as an element of the promotional activities. Under this plan, parents were allowed to take a trip with under 16 aged two children. The food, tickets and lodging of the kids were completely free when both of their parents are also with them. This promotional activity of the company known as “The Kids Go Free” prove very successful in drawing the attention of customers from different places of world to Dubai. Emirate Airlines also have adopted both customary and contemporary strategies of marketing to catch the attention of different customers sections. The Emirate airlines also got special rights and collaboration from other companies of tourism, and many families started using the airline at usual gaps (Bhasin, Marketing mix of Emirates airlines – Emirates marketing mix, 2017).

            As far as the marketing segmentation of Emirates Airline is concern there is no limit of age and gender. The Emirate airlines more likely to focus on the people with medium to high salary range (Rahman, 2017). The Emirates Airline provides their customers with luxury in reasonable budget.  For instance the customers with about 4000 to 10000 AED are the most potential customers for airline. The geographical location of the customer is not very particular because the Emirate airlines operate in different countries for example Africa, Asia Pacific, Middle East and also some western countries (O'Reilly, 2012).

                All of the services that Emirate Airline is providing in target market are very reasonable for the middle to high class people, and at the same time services have set a standard to provide the quality services. The Emirate airlines have more potential for the business in America and Europe; because the number of countries in these continents is consist of high class population. The Emirates also supports standard cost carrier, high class in America and Europe growth can offer an enormous potential in the market for Emirates Airline to grow. So the two main target markets for the Emirate airlines are America and Europe (Stoker, 2015).

            The market segmentation is a division of market in smaller components as according to the distinct needs, characteristics, and behaviors. The market targeting is a procedure that evaluates the attractiveness of segment to enter. There are some demographic feasters that are based on variables such as occupation, race, religion, generation, and nationality. The popular bases of customer group segmentation are demographic factors (Ajayakumar, Devasia, Robin, & Bba, 2016). The Emirates airline has segments for the age limitations that is dependent on the age of children, infants, and adults. The other condition of segmentation is a difference regarding the geographical areas. The geographic segmentation of Emirates airlines is according to country including Middle East, Europe, and the Americas E & A and Australasia AUS. The target market segmentation of Emirates has more potential in Europe and America. Emirates Airline provides support to the average cost carrier, huge market potential, and growth of high class (Ajayakumar, Devasia, Robin, & Bba, 2016).

            Emirate airline is providing top level services and have direct impact on the financials of company. In terms of the performance evaluation for the business, the marketers identify actions of the customer for the service and the production process. The emirate airline works as an air carrier and has hardly gone through airline downturn or economic issues. The passengers of airline Emirates are of three categories including transit passengers, tourism and business, and expatriates (Ajayakumar, Devasia, Robin, & Bba, 2016). The business segment customers are considered for the UAE tourism and Dubai is emerging as a tourism hub with plenty of room for the fueled regions for the airline services and freehold ownership. The tourism segment is increasing and activity of Middle East tourists increased from 2.4% to 5.9% for tourism. Emirates airline is planning to boom the business and to take advantage by increased passenger traffic. The expatriates in the UAE increased emerging market segment and a major constituent of the labor market. In the population of Emirates, the expatriates constitute 80% of the total population and 20% of the population is national emirate population. The diversity in the population of Emirates enables the Emirate airline to plan the routes of services for all around the world. The objective of Emirate airline is to develop a widespread aviation center as an alternative to the traditional European airlines. The competitive airline services are Heathrow Airport, Schiphol, and Charles De Gaulle (Ajayakumar, Devasia, Robin, & Bba, 2016).

            The two main drivers of external change in Emirate airlines are the governmental and technological factors. The political factors for example the wars, government policies and terrorism are the key drivers of change in the Emirate airlines. The government unsteadiness exaggerated businesses among airlines in the Middle East and world by having complexity to connect any global coalition with any leaders in the airlines industry for example American Airlines. The other external factors of change is technology, as it is known that  Emirate airlines is doing business in many countries and in increasing competition the use of  latest technology is the need of Emirate airlines (rodrigo, 2012).

            The new technology affected Emirate airlines negatively as well as positively. For instance, the teleconferencing technology decreases the requirement for in person meetings of business which have an effect on business travelers and on business tickets sales (Haseeb, 2017). On the other hand, system makes the easier reservation and accumulates many operating cost for example reduction in the use of printed tickets. The technological factors have a lot of potential for the company because of changing trends in the countries. From the booking of the Tickets to the use of internet during journey, everything is changing the demand of customers in the market. So the government and technology are the main drivers Emirate airlines external change (gulfnews.com, 2018).

            Keeping in mind the government and technology factors of external change the services provision of the also likely to change. The Emirates Airline has been privileged company during the 2000s and ahead. The government prospect has been advantage because the countries in area have been making more contracts that assist better dealings among these countries particularly in relation of the aviation sector. The Emirates Airline also has sign agreement between European continent and US. These agreements has help Emirates Airline to be open towards the world and have offered convenient Emirates Airline markets. All companies of aviation must be ready to have agreement with cost of fuel and Emirates has no immunity. There is an expansion in usage of internet internationally. In the United Arab Emirates, internets records are also grow from 251,000 to 600,000 accounts in the year 2001 and 2006 respectively (Themanagmentguru.blogspot.com, 2010).

            Summing up the discussion it can be said that the Emirates Airline offer the customers with international travelling services over different continents.  It is important to mention here that core and supplementary services are crucial for Emirates Airlines. Core services are the ones, which customers look for paying money, and supplementary services are revolved around the cor services to so that core services are more satisfactory and appealing. The core service is the primary service provided by the company, whereas supplementary services are considered facilitating services to enhance the experience of core service. The services of the Emirates airline are also including food, Wi-Fi, comfortable settings, caring staff etc. These services of Emirates airline are likely to add value to core services of company. The Emirate Airlines offer special lessening on airfares at off seasons to obtain more passengers. The Emirate Airlines launched a limited kid’s package as an element of the promotional activities. The Emirate airlines more likely to focus on the people with medium to high salary range (Popova, 2017).

        The customer geographical location is not very particular because Emirate airlines operate in different countries. The government instability inflated businesses among airlines in the Middle East and world by having complexity to connect any global partnership with any leaders in the airlines industry. The technological factors have a lot of potential for the company because of changing trends in the countries. These agreements has help Emirates Airline to be open towards the world and have offered convenient Emirates Airline markets.

References of Emirates Airline

Ajayakumar, S., Devasia, F., Robin, T., & Bba. (2016). Proposal of Marketing Strategies for Emirates Airlines.

Altaf, S. (2017, October 25). Emirates turns 32: A brief history of UAE's favourite airline . Retrieved from https://www.khaleejtimes.com/business/aviation/emirates-turns-32-a-brief-history-of-uaes-favourite-airline

Bhasin, H. (2017, December 27). Marketing mix of Emirates airlines – Emirates marketing mix. Retrieved from https://www.marketing91.com/marketing-mix-of-emirates-airlines/

Bhasin, H. (2018, March 6). Marketing Strategy of Emirates – Emirates Marketing Strategy. Retrieved from https://www.marketing91.com/marketing-strategy-emirates/

Centreforaviation.com. (2017, Aprll 21). Emirates has multiple reasons for cutting back on US capacity. Retrieved from https://centreforaviation.com/analysis/reports/emirates-has-multiple-reasons-for-cutting-back-on-us-capacity-340326

Clark, C. (2017, April 2017). Here's what it's like to fly first class on Emirates — the best airline in the world . Retrieved from http://uk.businessinsider.com/what-its-like-to-fly-first-class-on-emirates-2017-4

gulfnews.com. (2018, October 17). Emirates to enhance brand image. Retrieved from https://gulfnews.com/business/sectors/media/emirates-to-enhance-brand-image-1.667051

HARRISON, K. T. (2018, October 16). Why Emirates Airline Is a Luxury Travel Legend . Retrieved from https://www.tripsavvy.com/why-emirates-airline-is-a-luxury-travel-legend-2250813

Haseeb. (2017, February 2017). Pestle Analysis of Emirates Airlines. Retrieved from http://marketingdawn.com/pestle-analysis-of-emirates-airlines/

MOUAWAD, J. (2011, February 12). Emirates’ Ambitions Worry European Rivals. Retrieved from https://www.nytimes.com/2011/02/13/business/13emirates.html

O'Reilly, L. (2012, March 27). Emirates introduces new brand positioning. Retrieved from https://www.marketingweek.com/2012/03/27/emirates-introduces-new-brand-positioning/

Popova, N. (2017, February 9). External Factors – Headwinds for Emirates Airlines. Retrieved from https://blog.euromonitor.com/2017/02/external-factors-headwinds-for-emirates-airlines.html

Rahman, M. (2017). Marketing mix of Emirates airline. Retrieved from https://www.howandwhat.net/marketing-mix-emirates-airline-emirates-airline-marketing-mix/

rodrigo. (2012, November 16). Marketing Strategy Analysis for Emirates airline. Retrieved from https://writepass.com/journal/2012/11/emirates-airline/

Stoker, S. (2015, July 13). Bite-Size eLearning with the Segmenting Principle . Retrieved from https://elearningbrothers.com/blog/bite-size-elearning-segmenting-principle/

Themanagmentguru.blogspot.com. (2010, March 8). Emirates Airlines: Brief Introduction. Retrieved from http://themanagmentguru.blogspot.com/2011/03/emirates-airlines-brief-introduction.html