...MARKETING MANAGEMENT GROUP ASSIGNMENT 1 CASE STUDY MARKETING EXCELLENCE EMIRATES Merketing Management 15th Edition Page : 81 CASE STUDY: EMIRATES 1. How has Emirates been able to build a strong brand in the competitive airlines industry worldwide? The success of Emirates can be attributed through a combination of marketing mix which emphasize on excellent customer service, product and equipment. In addition, Emirates is known for its commitment to the highest standards of quality in every aspect of their business, providing premium service be it in first, business or economy class. We will look into a few P’s of the marketing mix that Emirates currently employ to become one of the most profitable airlines today. Product The airline has a younger fleet compare to the industry which portrays them as stable yet competitive airline in the world. Emirates also form an excellent business relationship from established aircraft makers Boeing and Airbus and currently the biggest Airbus A380 and Boeing 777 aircraft operator in the world. This has enable Emirates to be in good terms with those two manufacturers, which also give them an advantage in terms of priority delivery when purchasing new aircrafts from them. Emirates offer more destinations for its customers, 142 cities in 80 countries around the world thus giving them an edge over their competitors. They also serve four of the 10 longest, non-stop commercial...
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...General Information’s About The Airline Emirates is an airline founded in the Emirate of Dubai, United Arab Emirates. Based at Dubai International Airport it is the largest airline in the Middle East, operating over 2,400 flights per week, from its hub at Terminal 3, to 111 cities in 62 countries across six continents. The company also operates three of the world's ten longest non-stop commercial flights from Dubai to Los Angeles, San Francisco and Houston. Emirates is a subsidiary of The Emirates Group, which has over 50,000 employees, and is wholly owned by the government of Dubai directly under the Investment Corporation of Dubai. Cargo activities are undertaken by the Emirates Group's Emirates SkyCargo division. During the mid-1980s, Gulf Air began to cut back its services to Dubai. As a result Emirates was conceived in March 1985 with backing from Dubai's royal family, whose Dubai Royal Air Wing provided two of the airline's first aircraft. It was required to operate independent of government subsidies, apart from $10 million in start-up capital. The airline became headed by Ahmed bin Saeed Al Maktoum, the airline's present chairman. In the years following its founding, the airline expanded both its fleet and its destinations. In October 2008, Emirates moved all operations at Dubai International Airport to Terminal 3, a new terminal exclusively dedicated to Emirates to sustain its rapid expansion and growth plans. Emirates operates a mixed fleet of Airbus and Boeing...
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...Officer………………………………………………………………………………………………………………………………………………………………………………………………………………………………..3 The Emirates story………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..4 Emirates Current Fleet……………………………………………………………………………………………………………………………………………………………………………………………………………………………….…..5 A380……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..7-18 A380 summary……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..7-8 Emirates orders A380……………………………………………………………………………………………………………………………………………………………………………………………………………………………………9 Emirates A380 Spec………………………………………………………………………………………………………………………………………………………………………………………………………………………………….…10 Airports Preparations…………………………………………………………………………………………………………………………………………………………………………………………………………………………………11-13 A380 Delays……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..14-17 Conclusion……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………18 References………..………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….19 | | Sheikh Ahmed Bin Saeed Al-Maktoum Chairman and Chief Executive Officer, Dnata Mr. Sheikh Ahmed bin Saeed Al-Maktoum serves as the Chairman and Chief Executive Officer of Dnata. Mr. bin Saeed Al-Maktoum serves as the...
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...9 -7 1 4 -4 3 2 JANUARY 29, 2014 JUAN ALCÁCER JOHN CLAYTON Emirates Airline: Connecting the Unconnected Introduction Late afternoon was fading to dusk as Tim Clark, President of Emirates Airline, gazed out at the large crowds mingling outside at the 2013 Dubai Airshow. Front and center at the event was the official program launch of the Boeing 777X, a massive new hit thanks to Emirates’ record order of 150 new planes. Valued at $76 billion at list prices, this was the largest airplane deal ever inked. Letting his thoughts drift, he noted, he imagined with pride these planes joining the collection of widebodied Emirates planes assembled on the tarmac of Dubai International Airport, ready to ferry passengers from Europe, Asia, Africa, the Americas and the Gulf to their respective destinations. This is the face of the global economy, he thought to himself, as he marveled at his company’s success. Emirates was indeed a global success story. In just twenty-five years the airline had grown to become the third-largest airline globally by capacity and the largest by number of international passengers.1 (See Exhibit 1). Twenty-three new routes were added in 2012 and 2013,2 and capacity growth was expected to increase by 18.4% in 2013 thanks to deliveries of new aircraft, including the new A380s deployed to over 20 destinations.3 Emirates anticipated that its meteoric growth would continue and was building its fleet accordingly: with 41 A380s integrated into its fleet thus far...
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...highlighted as this paper outlines the business strategy that has propelled the carrier to international stardom. Also articulated from the research is the ambitious expansion that has European rivals worried and in some cases like Canada, the government stepping in to protect local carriers. The paper concludes by examining the viability of the carrier maintaining the growth and profitability curve and the expected rebound from regional carriers who seem to be currently languishing in losses as Emirates takes over their skies. Competitive Dynamics in Emirates Airlines Quest for Global Expansion The year was 1985; the place is Dubai, a sleepy gulf trade center and a small part of the seven Emirates that make up the United Arab Emirates. With two leased aircrafts from Pakistan airlines, Emirates was born out of Dubai's airport desperate situation of being shunned by regional...
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...Table of content Content | Pages | 1.0 Introduction | | 2.0 Content 2.1 Tangible 2.2 Service reliability 2.3 Responsiveness 2.4 Assurance 2.5 Empathy | | 3.0 Conclusion | | 4.0 Reference | | 1.0 Introduction There are many definition of the quality. One of the definitions of quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs of the customers or the buyers. In simpler words, one can say that a product or service has good quality when it complies with the requirements specified by the client. Different people have different perspective and way to evaluate about the quality of the product. Besides product quality there is also service quality Service quality also has different definition and also more difficult to define then product quality. It is because, services have more diverse quality attribute then product and customer involvement is also high. To define service quality, it all started from customers, as quality is all that it implies for consumer and their perception about the service quality provided. In fact, service quality is achieved if customer expectations are satisfied, or exceeded. Service quality is undoubtedly a significant element of service product design process, as it influences the volume of demand for a given service product...
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...biggest airline companies in the world, and it keeps growing. What made Emirates such profitable and standing out in this competitive industry is its foresight. Unlike other airlines who are perusing immediate interests by offering lower price or join into organizations, Emirates pay more attention to the future plan and long-term payoff. Instead of decreasing the services to maximize revenue, Emirates emphasis on premium services by building largest duty-free retails and ordering advanced new planes to enhance in-fight experience. Also, Emirates keeps developing and manage routes in uncovered region to open the new market, while innovated new technologies and new plane trying to increase flight hours and reduce fuel cost. Therefore, Emirates avoided confrontation with existing head airlines as well as increased their competitive advantage. Furthermore, Emirates knows the pith of resource management, they built their brand equity by sponsoring sports teams to increase the marketing, meanwhile, Emirates offer the best fitted and satisfied benefits for their crews. In this way, Emirates not only increase their awareness among the world but also increase their reputation and brand image. Dubai plays an irreplaceable role in Emirates’ success. Since it locates at the global transit routes, has relatively good weather and with the support of the government, Dubai became the hub of the most routes. The Emirates’ Dubai-based hub-and-spoke model needs a strong hub airport and access to...
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...Brand Audit for Emirates By Team Pineapple Pilots Members: 1 Table of Content Table of Content ..................................................................................................................................... 2 Table of Figures ...................................................................................................................................... 2 1. Brand Inventory ........................................................................................................................ 3 1.1. 1.2. Target Market ................................................................................................................... 3 1.3. Brand Identity Inventory .................................................................................................. 5 1.4. Brand Marketing Inventory.............................................................................................. 5 1.5. Competition ....................................................................................................................... 7 1.6. 2. History and Facts about Emirates.................................................................................. 3 Brand Performance.......................................................................................................... 8 Brand Meaning Audit ............................................................................................................. 10 ...
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...The Emirates Story Just over twenty years ago, Emirates was born as the official international airline of the United Arab Emirates On 25th October 1985, Emirates flew its first routes out of Dubai with just two aircraft—a leased Boeing 737 and Airbus 300 B4. Then as now, the goal was quality, not quantity, and in the years since taking those first small steps onto the regional travel scene, Emirates has evolved into a globally influential travel and tourism conglomerate known the world over for commitment to the highest standards of quality in every aspect of the business. Though wholly owned by the Government of Dubai, Emirates has grown in scale and stature not through protectionism but through competition—competition with the ever-growing number of international carriers that take advantage of Dubai’s open-skies policy. Not only does it support that policy, but also see it as vital to maintaining their identity and competitiveness. After making its initial start-up investment, the Government of Dubai saw fit to treat Emirates as a wholly independent business entity. Growth has never been lower than 20 per cent annually, and the airline has recorded an annual profit in every year since its third in operation. Continuing the explosive growth, while continually striving to provide the best service in the industry is the secret of Emirates’ success. The airline’s business includes: An award winning international cargo division A full-fledged destination management...
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...Analysis on the Financial Statements Of Emirates Airlines for the Year 2010-2011 Emirates Airline is an airline based in the Emirate of Dubai. It is a part of the Emirates Group along with Dnata. Dnata is the largest travel management services company based in the U.A.E. This analysis is restricted to Emirates Airlines only. Emirates Airline is an international carrier based in Dubai International Airport. Emirates started its first operations in March 1985 with the backing of Dubai’s Royal family. It is headed by Sheikh Ahmed bin Saeed Al Maktoum the CEO and Chairman.Its subsidiaries include Arabian Adventures, Congress solutions who provide administrative services, Emirates Holidays and Emirates Tours. Except the second year the Aircraft has recorded a profit every year, even through the turbulent 2008-2009 fiscal. Emirates SkyCargo is the air freight division of the airline, they have been ion operation since October 1985, since then they have been the main freight provider in the Middle East. The financial year of Emirates Group is from 1s April to 31st March. All figures are in AED. The exchange rate of Dirham to USD dollar is fixed at 3.67. The audit has been done by Price Water House Coopers. The Auditor has given an Unqualified Report. As per their report, Emirates has consolidated their financial statements as of 31st march, 2011. It is fair in all material respects. The financial performance and its cash flows for this year ended in accordance with international...
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...Operational plans of Emirates Airlines are the strategic plans that facilitate short term ways for achieving operational goals during the period of fiscal year. Operational plans in any organization are the basis for operations and justifications of budget in the strategic plans. Emirates Airlines aimed for future prospective in order to meet consumers' expectation and also contribute to the success of organization and to make the city as new aviation hub in the worldwide (Flight Operations). Description of Emirates Airline's Operation: The operational department handles several components at the operational ground within the Emirates Airlines. On the other hand, it is primarily emphasized on the safe, legal and efficient operations of airlines that include training and scheduling programs of Flight Deck Crew in order to meet regulatory requirements that can perform quality operations in the efficient, safe and customer friendly manner. Specifically, trained staff in the department plays vital role ion the recruitment of new flight deck crew. The technical unit of the organization is effectively surveying new routes, their performance and other required operational data to flight crew in order to ensure safe ground operation and air to the consumers (Flight Operations). The operations of flight department are comprised of the following divisions: We can help you to write your essay! Professional essay writers Our writers can help get your essay back on track, take a look...
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...Supply Chain Partners Emirates SkyCargo EMIRATES SKYCARGO NEW EMIRATES GROUP HEADQUARTERS A-WING, 8TH FLOOR, OPP TERMINAL 3. P.O.BOX 686 DUBAI - UNITED ARAB EMIRATES. TEL : +9714 2184218 FAX : +9714 2864123 SKYCARGO.COM CONTACT NAME: PRAKASH NAIR - MANAGER NETWORK CARGO SALES DEVELOPMENT. EMAIL ADDRESS : SKYCARGODXB@EMIRATES.COM Emirates’ strong fl eet of 150 aircraft is one of the youngest in the skies. Emirates SkyCargo’s fleet includes seven freighters (three Boeing 747-400Fs, two 747-400ERFs and two 777Fs) and now serves over a 100 destinations in 63 countries on six continents. In the 200 9-10 fi nancial year, Emirates SkyCargo carried 1.6 million tonnes of cargo, an improvement of 12.2 percent over the year’s previous 1.4 million tonnes. Cargo revenue, at AE D 6.3 billion (U S$ 1.7 billion), including mail and courier , contributed 17.2 percent of the airline’s total transport revenue. In June 2009 Emirates SkyCargo took delivery of its second Boeing 777F. Scheduled freighters now operate to 20 destinations. Over the next few years, the airline will welcome 203 aircraft to its fl eet, including two B oeing 777Fs and five Boeing 747-8Fs (with options for a further four 777Fs and fi ve 747-8Fs). T he total value of aircraft now on its order books is US $67 billion. In 2010, the carrier has already won a clutc h of awards: ‘Cargo Airline of the Y ear’, ‘Best Cargo Airline to the Middle East’ (22nd year running) and ‘Best All Cargo Airline’ (3rd year running) at the prestigious...
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...Overview of Organization and My Role in it The Emirates Airlines is the organization that will be the topic of discussion in my final project. “Emirates Airlines is the Emirates Group’s rapidly expanding and award winning international Airline. Emirates started in Dubai and flew out with only two aircrafts in 1985 on 25th October which involved just a leased Boeing 737 and an airbus 300 B4. Today the Airline has orders worth over US$ 68 billion for 200 more of the latest aircraft, with plans to operate in many more destinations in the months and years ahead. Emirates global network now sees it flying to over 110 destinations across 6 continents, operating a modern fleet of over 150 wide-bodied aircraft. Emirates airlines accounts to about 40% of the total movements of flights and aiming for at least 70% total flights coming in and going out of Dubai International Airport.” (http://www.emirates247.com/look-back-2010-onto-2011/the-most-popular-stories-of-2010) I am an accountant for Emirates Airlines and in charge of creating a project aiming to increase the company’s market share and gain more profit without sacrificing the company’s quality of services and reputation. I just recently began my employment in the company and now facing the big challenge of creating this project and attaining the goal of making it huge in international market and increasing our sales without compromising our excellent customer service. To be able to achieve this goal, I definitely need to focus in...
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...Operations Management – Reflection Paper The Emirates Flight Catering, is the world’s largest airline catering and provides catering and ancillary services to airlines that are operating at this busy regional hub. Astonishingly, the company provided 42.5 million meals in 2011. Currently, the daily average catering uplift is 118,000 meals to 340 flights. Dubai International Airport is a perfect example on how a company should manage its operations. The plane must be cleaned less than an hour after unloading its passengers. The best about their operation is how catering carts are brought moved from largest kitchen in the world to the planes which show efficient and effective operations. The video shows the steps on how the emirates flight catering clean the plates and cook the food. The first step is to use the custom build high load truck which is designed to reach the door of the (height of plane), the employees will clean the airplane and it must be ready within 25minutes. Then the food will be put into the fully laden carts which are stowed in stainless steel lacks which is all controlled in a central monitoring system. The carts are moved either for storage, repair or reuse. All is done at the press of a button. The second step is the industrial washing machines will clean all the dirty dishes. Then the dishes will be prepared in hand by qualified chefs and the will be cooked in an industrial scale. The food is taken by a rolling conveyance through blast chillers they...
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...Application of Game Theory In Biman Bangladesh Airlines Application of Game Theory In Biman Bangladesh Airlines Submitted to, XXX Lecturer Department of YYY University of ZZZ Submitted by, Group “Oracles” 17th Batch B section Date of Submission: 19th March, 2012 Dated: 19th April, 201 XXX Lecturer Department of YYY University of ZZZ Subject: Solicitation for acceptance of the Report on “Application of Game theory in Biman Bangladesh Airlines”. Dear Sir, We are very much pleased to submit the report on “Application of Game theory in Biman Bangladesh Airlines” which provides us the opportunity of practicing our theoretical knowledge. Though it is our first such type of report but all the works presented here is done with utmost sincerely and honesty. We have tried our best to make this report holistic and informative enough. Besides this, there may be shortcomings. We would be grateful if you consider those from excusable point. Thanking you Sincerely yours The group “Oracles” Batch-17th Section: B ACKNOWLEDGEMENT For the completion of this we cannot deserve all praise. First of all we like to thank the Almighty Allah who gives us the opportunity to prepare this project successfully. We do believe that it is his blessings on us that we have completed this report in spite of some initial obstacles. We are very thankful to our course instructor XXX. Under his caring guidance we found the completion...
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