Emirates Introduction

Emirates Airline is considered a major airline in the Middle East. It operates approximately 2,200 flights weekly across Dubai and the United Arab Emirates (Doganis, 2002). Its headquarters are conveniently located in Dubai where most of it flights are coordinated. Emirates Airline is also known to operate one of the longest flights in the world. Emirates Airline is part of the Emirates Group. The airline is owned by the Dubai government, one of the countries within the United Arab Emirates group. The Emirates Airline was established in 1985 following the collapse of the Gulf Air.
The firm faces several hurdles in the airline market including the entry of new airlines which threaten to slice its market share into several facets. Emirates Airline has operated its airlines in the Asian region for the past 23 years, earning a good reputation and winning many flight and airline awards. The Emirates Airline commands up to 39% of the market share (Doganis, 2002).
Emirates Airline has been largely successful due to its competitive pricing strategies that it uses successfully against its competitors. The company has maintained a world class flight operation as well as introduced cheaper long haul flights that are highly profitable. The airline has experienced the largest growth in the Asian airlines market.
The company 's long haul flight services have threatened to dominate Singapore Airlines due to the adverse nature of Singapore Airlines to introduce flights into the 'risk ' prone areas of the Middle East. Long haul flights have proven not only to be fuel efficient but also time saving for the passengers who have found more efficiency as they can be able to do other activities after their flights (Kleymann & Seristo, 2004).

(see appendix 1)

- Marketing Penetration (Improving In-fight Service)

Business focuses on selling existing products to existing markets drives growth strategy for Market Penetration.

1) Retain and boost market share of Emirate