Marketing Plan of Emirates Airline 
Contents
1. Introduction……………………………………………………………………………
2. Business Strategy……………………………………………………………………
2.1. General profile of the Airline Industry………………………………………….
2.2. Competitors Overview and Situation analysis………………………………...
2.3. The Competitors…………………………………………………………………
2.3.1. Air Arabia…………………………………………………………………
2.3.2. Etihad Airways…………………………………………………………….
2.3.3. RAK Airways………………………………………………………………
2.3.4. Competitive advantage of Emirates Airlines…………………………...
3. Strategic Marketing Focus…………………………………………………………...
3.1. Mission…………………………………………………………………………….
3.2. Goals and Objectives……………………………………………………………
3.3. Values……………………………………………………………………………
3.4. Core competencies………………………………………………………………
3.5. External Environment -PEST Analysis………………………………………...
3.6. Internal Environment – SWOT Analysis……………………………………….
4. Marketing Plan………………………………………………………………………..
4.1. Target Market…………………………………………………………………….
4.1.1. UAE Tourism and Business segments…………………………………
4.1.2. Expatriates in UAE………………………………………………………..
4.1.3. Transit Passengers of Dubai…………………………………………….
4.2. Intended Strategies………………………………………………………………
4.2.1. Market Penetration (Improving In-flight services)……………………
4.2.2. Market Development (Extending new routes)………………………....
4.2.3. Product Development (First class private suite)………………………
4.2.4. Diversification ( Low cost carrier)……………………………………….
4.2.5. Business Strategy over Ansoff’s growth matrix………………………..
5. Evaluation……………………………………………………………………………..
6. Implementation Plan and Budget…………………………………………………...
7. Conclusion…………………………………………………………………………….
8. Annexure (Tables and Charts)………………………………………………………
9. Bibliography…………………………………………………………………………..
1) INTRODUCTION
With just purely two aircrafts, the Emirates airline was established in the year 1985 by the ministry of Dubai. After two decades Emirates has expanded its empire with 83 aircrafts soaring to 78 destinations in more than 55 countries worldwide. Emirates Airlines
1. Introduction……………………………………………………………………………
2. Business Strategy……………………………………………………………………
2.1. General profile of the Airline Industry………………………………………….
2.2. Competitors Overview and Situation analysis………………………………...
2.3. The Competitors…………………………………………………………………
2.3.1. Air Arabia…………………………………………………………………
2.3.2. Etihad Airways…………………………………………………………….
2.3.3. RAK Airways………………………………………………………………
2.3.4. Competitive advantage of Emirates Airlines…………………………...
3. Strategic Marketing Focus…………………………………………………………...
3.1. Mission…………………………………………………………………………….
3.2. Goals and Objectives……………………………………………………………
3.3. Values……………………………………………………………………………
3.4. Core competencies………………………………………………………………
3.5. External Environment -PEST Analysis………………………………………...
3.6. Internal Environment – SWOT Analysis……………………………………….
4. Marketing Plan………………………………………………………………………..
4.1. Target Market…………………………………………………………………….
4.1.1. UAE Tourism and Business segments…………………………………
4.1.2. Expatriates in UAE………………………………………………………..
4.1.3. Transit Passengers of Dubai…………………………………………….
4.2. Intended Strategies………………………………………………………………
4.2.1. Market Penetration (Improving In-flight services)……………………
4.2.2. Market Development (Extending new routes)………………………....
4.2.3. Product Development (First class private suite)………………………
4.2.4. Diversification ( Low cost carrier)……………………………………….
4.2.5. Business Strategy over Ansoff’s growth matrix………………………..
5. Evaluation……………………………………………………………………………..
6. Implementation Plan and Budget…………………………………………………...
7. Conclusion…………………………………………………………………………….
8. Annexure (Tables and Charts)………………………………………………………
9. Bibliography…………………………………………………………………………..
1) INTRODUCTION
With just purely two aircrafts, the Emirates airline was established in the year 1985 by the ministry of Dubai. After two decades Emirates has expanded its empire with 83 aircrafts soaring to 78 destinations in more than 55 countries worldwide. Emirates Airlines
Bibliography: Anon.[n.p] About Air Arabia [online][n.p] Available from <http://www.airarabia.com/about-airarabia.html> [Accessed 8th June 2008] Anon.(2005) "Emirates airline 's $15bn plane order." BBC News