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EMIRATES
THE EMIRATES GROUP
The Emirates Group (Arabic: ) is a Dubai-based international aviation holding

company headquartered in Garhoud, Dubai, United Arab Emirates, near Dubai International
Airport.
The Emirates Group comprises Dnata, an aviation services company providing ground handling
services at 17 airports, and Emirates Airline, the largest airline in the Middle East.
DNATA
Dnata (styled as dnata, Arabic: ,Dubai National Air Transport Association) is one of the
largest suppliers of combined air services in the world offering aircraft ground handling, cargo,
travel, and flight catering services across five continents.
dnata was established in 1959 in Dubai, UAE, with just five employees.
ORIGINS
As the British pulled out of Dubai in the late 1950s, Sheikh Saeed bin Maktoum al Maktoum
decreed an open seas, open skies, and open trade policy, to develop the country.
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.
Emirates is a global airline, serving 154 airports in 82 countries from its hub in Dubai, United
Arab Emirates.
Emirates was created in 1985 with two wet-leased aircrafts from Pakistan International Airline
and check of $10 million.
EMIRATES DURING 11 TH OF
SEPTEMBER:
11th of September of 2001 is a world known terrorist attack in airline industry, when one
aircraft of American Airlines and one of United Airlines were hijacked and crashed on the Twin
Towers in New York City
In 2000 the industry was reported to have made $3.7 billion profit worldwide. The events of
2001 propelled it to a $12 billion lost
Opposite of other airlines, Emirates had many aircrafts on order and many plans.
, it took only six weeks to recover the business.
After the tragedy of 11th of September, global passenger traffic declined by 4% and cargo by
9%. For Emirates, the situation was opposite: with the rise of passenger traffic by 18.5% and
cargo by 19.5% .
EMIRATES FLEET
Emirates airline is known with their modern fleet, luxurious designs in premium cabin, beautiful
lounges and modern shower spas on board.
In June 2015, EK fleet counted 235 aircraft made up of 221 passengers aircraft and 14 cargo
aircraft.
EMIRATES LUXURIOUS SERVICE
On board of an Emirates flights customers can choose in flying First, Business and Economy
classes.
Inspire the Inspired
Ignite new passions
Expect Exceptional
Inflight Entertainment
Dubai Terminal 3
Lounges
Chauffeur-Drive
GENERAL PROFILE OF THE AIRLINE
INDUSTRY
Today it is definitely the airline industry which is booming to be the most spirited and
emerging industries in the world leading to not only economic growth, international
investment, but also tourism.
This industry is one among the best ever growing sectors with growth rates increasing on
average of 3.2 times greater than the GDP rates.
COMPETITION ANALYSIS
The airline industry is in its prime of life, hence there is a tough competition in the market and
the rate of sales growing faster before beginning to stabilize gradually.
In this stage advertising and promoting sales makes it obvious that the competition is getting
more aggressive.
There are many companies which use offensive strategies instead of defensive strategies.
In March 2015, three biggest US airlines Delta, American and United have been published
a report, which promises to have evidence that Emirates has received billions of dollars in
subsidies.
EMIRATES COMPETITIVE ADVANTAGE
To gain a competitive advantage amongst its competitors Emirates Airlines adopts

differentiation generic strategy by contributing the top-notch quality services.
This is done to be the best company in the market and to segregate from its competitors.
TARGET MARKET AND POSITIONING
UAEs Tourism and Business Segment Customers
Expatriates in UAE
Transit passengers
STRATEGIC FORMULATION
Marketing Plan
Marketing Penetration (Improving In-fight Service)

Marketing Development (Extending New Routes)
Product Development (Private Suite)
Related Diversification (Low-cost carrier
INTEGRATION OF MARKETING MIX
PRICE
PLACE
PROMOTION
Product
EMIRATES BRAND EQUITY
Factors increase Emirates Brand Equity

Excellent Brand Experience
Global Brand Campaign
Differentiation Strategy
Strong Relationship Building among Customers
EMIRATES BRAND VISION
Hello Tomorrow Campaign
"Be There" Challenge Campaign

BRAND AS SYMBOL
EMIRATES BRAND IMAGE
EXTERNAL MARKETING
Figure x shows the whole EK system divided by Owned (Red in color), Earned (Purple) and
Paid (Green).
Brands Emirates working with :

INTERNAL MARKETING
Who are the Emirates Cabin Crew?

Emblematic Uniform
Inspiring Training
Caring, Inspiring and Cosmopolitan
SWOT
CUSTOMERS FEEDBACK
Emirates cares about customers opinion, preferences and life style. The following information
represents Emirates customer feedback about some topics
On-board food
Customers favorite brand
Customer Trends: My Status
My Time
SUGGESTIONS
CONCLUSION
The airline sector is very dynamic and complex. It is highly influenced our consumer mind-set.
Traveling around the world will always remain as a special interest in the hearts of the people.
A strong strategy has been studied and adopted to put words into action
Emirates with its unique qualities, untiring services and promising strategy will be able to
improve in delivering the best efforts in a country like UAE having a mixture of different
cultures hence keep their motto fly high!!!

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EMIRATES

THE EMIRATES GROUP

The Emirates Group (Arabic: ) is a Dubai-based international aviation holding

To gain a competitive advantage amongst its competitors Emirates Airlines adopts

UAEs Tourism and Business Segment Customers

Marketing Penetration (Improving In-fight Service)

Factors increase Emirates Brand Equity

Hello Tomorrow Campaign

"Be There" Challenge Campaign

Brands Emirates working with :

Who are the Emirates Cabin Crew?

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