But the reality is that the concept of creating new airline customer value propositions remains in its infancy; airlines and other travel companies are still navigating the intricacies of determining how to deliver more differentiated passenger experiences. This success is widely attributed to Emirates… - Emirates Search In an industry suffering from high and rising fuel costs, economic recession and fierce price competition, this is indeed an achievement. Social and Demographic Factors UAE is increasingly becoming a multicultural region Emarite’s diverse workforce 3. Emirates Airline is one of the largest companies in the Middle East. Product differentiation and quality of products are important to buyers within the industry, and Emirates Airlines can attract a large number of customers by focusing on these. Global airlines increasingly pursue the notion of de-commoditising their products in order to create a strategic level of differentiation. One example of this unusual species is Emirate Airlines – known as “Emirates”. Include any more information that will help us locate the issue and fix it faster for you. It is based outside the Dubai International Airport. One example of this unusual species is Emirate Airlines – known as “Emirates”. TASK 2 Critically evaluating the competitive strategy utilized by Emirates airline Competitive strategies utilized by Emirates are like cost leadership, product differentiation and focused strategy which helps to take competitive advantage in airline industry. The paper provides an insight into the structural and competitive considerations that have allowed Emirates to become one of the world's largest and most successful airlines. Since then Emirates has seen only profits except for the second year of operation… Political, Emirates have positioned as most favoured when it comes to airline services and therefore uses value-based positioningstrategies. Emirates Airlines is one of the most profitable and rapidly developing airlines in the world. Strategic Direction Find any of these words, separated by spaces, Exclude each of these words, separated by spaces, Search for these terms only in the title of an article, Most effective as: LastName, First Name or Lastname, FN, Search for articles published in journals where these words are in the journal name, /lp/emerald-publishing/the-remarkable-record-of-emirate-airlines-product-differentiation-and-cg43V617lM, The remarkable record of Emirate Airlines Product differentiation and cost control deliver exceptional performance. You can change your cookie settings through your browser. In an industry suffering from high and rising fuel costs, economic recession and fierce price competition, this is indeed an achievement. The paper draws attention to the airline's focus on high‐quality product differentiation, other factors affecting its competitive success and the reactions of rival airlines. According to the VRIO Analysis of Emirates Airlines, its local food products are a valuable resource as these are highly differentiated. The purpose of this paper is to describe the development and evaluate the competitive strategy of Emirate Airlines. Within its first year of operations emirates flew 26000 passengers and carried 10000 tons of freight. Value Chain Activities 3. The Internet, Books and journals are also an important in term of apply and deve… - Emirates. Emirates Airline Company undertakes the operation of the four known longest flights across the globe and has “the largest order of A380 aircrafts” (“Emirates Airline Profile”, 2012). Copy and paste the desired citation format or use the link below to download a file formatted for EndNote. This is because of the use of the secondary, it’s also give the reader to gather information a wider range from the different sources which can justify and analyze in order to achieve the tasks. It is the part of the Emirates Group and headquartered in Dubai, the United Arab Emirates. Threat of New Entrants Airline industry has high entry barriers, primarily associated with the huge […] It started due to cut backs in destinations from Gulf Air and has evolved as one of the best service providers worldwide. The airline company develops according to norms and tendencies … Visit emeraldpublishing.com/platformupdate to discover the latest news and updates, Answers to the most commonly asked questions here. to introduce new products.” Emirates is renowned for market trends pioneering new ... differentiation. The first differentiation point for Lush is quality – not only in terms of ingredients, but also when it comes to the production of the final product. You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account. 10-12. https://doi.org/10.1108/02580541211203727, Copyright © 2012, Emerald Group Publishing Limited. What, then, are the factors that contribute to the remarkable performance of Emirate Airlines? You can see your Bookmarks on your DeepDyve Library. Emirates group has positioned itself based on geographic & psychographic segmentation strategies to make its offerings more promising to the targetaudience. According to Hartman (2009), at Fly Emirates, service value is consistently improved through persistent innovations and inventions. Or, for that matter, that win awards for their customer service? We'll do our best to fix them. Differentiation refers to the changes that a firm makes to its products or services that are meant to distinguish them from other competitors in the market. Marketing mix – … The paper draws attention to the airline's focus on high‐quality product differentiation, other factors affecting its competitive success and the reactions of rival airlines. Any new product in market go through a sequences of stages from introduction to maturity ,growth to decline and this sequence of all stages is called product life cycle. Emirates Airline Differentiation Strategy Glen Molkenthin Structure Structure 1. Emirates Airlines can obtain the differentiation advantage by analysing different value chain activities. How many state‐owned enterprises do you know that grow their business every year and consistently make a profit? Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly. Search and discover articles on DeepDyve, PubMed, and Google Scholar, Organize articles with folders and bookmarks, Collaborate on and share articles and folders. Bookmark this article. The porter’s five forces model would help in gaining an understanding about the airline industry and Emirates’ position in the market. This makes the perceived value for these by customers high. Emirates Airlines can focus on innovation and differentiation to attract more buyers. 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. These are also valued more than the competition by customers due to the differentiation in these products. Design/methodology/approach – The paper outlines Emirates' history and discusses the factors that have contributed to its remarkable record of profitable growth. In addition, the use of the secondary data will also give an efficiency in term of saving time to conduct this research from the available sources e.g. Hence emirates looses business. The company’s headquarter is in the city of Dubai and it employs over 28,000 people from all over the world (Graeme 36). Emirates airline is a Dubai based airline wholly owned by Dubai Investment Corporation. Read and print from thousands of top scholarly journals. Thanks for helping us catch any problems with articles on DeepDyve. Reset filters. You may be able to access teaching notes by logging in via Shibboleth, Open Athens or with your Emerald account. Start a 14-Day Trial for You and Your Team. © 2021 DeepDyve, Inc. All rights reserved. Emirates is the largest airlines in the Middle East operating over 3,600 flights per week. Show more Show less. Choose Emirates airline to enjoy our world-class service on all flights. For instance, a company can procure the unique and valuable inputs that are not easily available to competitors. Purpose – The purpose of this paper is to describe the development and evaluate the competitive strategy of Emirate Airlines. This dissertation provides the first comprehensive examination of the differentiated fare product structure on the market today in terms of passenger demand, airline revenue, and societal welfare. To rent this content from Deepdyve, please click the button. Originality/value – The paper provides an insight into the structural and competitive considerations that have allowed Emirates to become one of the world's largest and most successful airlines. They have recently made orders which are worth more than 26 billion US dollars for abou… Analysis of the Differentiation Strategy Applied by Emirates Airline Product differentiation is an essential aspect of an organization when it comes to overcoming competition in the market. Some have accused Emirates of unfair competition; the airline naturally denies this, arguing that its success results from superior competitive strategy. Findings – How many state‐owned enterprises do you know that grow their business every year and consistently make a profit? To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one. Economic Environment Increased the amount of disposable income in every household UAE has population (3.5 billion) Emirate’s growth in the economy 2. This airline is considered as the global leader who started its operations with only two aircraft. It’s your single place to instantly that matters to you. Social implications The paper highlights the multicultural nature of Emirates' workforce and its … In addition to the gained competitive advantage through differentiation, Emirates Airlines have achieved the same strength by focusing on new market segments. 1. What, then, are the factors that contribute to the remarkable performance of Emirate Airlines? Choose Emirates airline to enjoy our world-class service on all flights. Check all that apply - Please note that only the first page is available if you have not selected a reading option after clicking "Read Article". Such auxiliary services are intended to improve the services of Emirates Airlines through product differentiation. The Product Life Cycle refers to the sequence of stages a product goes through. Emirates is fully aware of this principle in sustained investments in latest technology pursuing its differentiation in the 5- star standard airline. The paper outlines Emirates' history and discusses the factors that have contributed to its remarkable record of profitable growth. You can join in the discussion by joining the community or logging in here.You can also find out more about Emerald Engage. With just purely two aircrafts, the Emirates airline was established in the year 1985 by the ministry of Dubai. Important: US restrictions for passengers travelling through or from Guinea and Democratic Republic of Congo. The company is the “flagship and national airline of Dubai, United Arab Emirates” (“Emirates Airline Profile”, 2012, p.1). (2012), "The remarkable record of Emirate Airlines: Product differentiation and cost control deliver exceptional performance", Strategic Direction, Vol. Emirates Airline is currently the largest airline company in the Middle East. Airlines offer combinations of price level and purchase restrictions, or fare products, designed to best maximize revenues on their flights. Select data courtesy of the U.S. National Library of Medicine. Life Cycle of Airline Industry. Require these words, in this exact order. The product and service innovations we have … Established by Royal decree in July 2003 and is operates from its main hub Abu Dhabi. 17 Etihad: Etihad airline is the main airline of the United Arab Emirates. Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Emirates airlines. The company can find different ways to develop differentiation leadership, such as- by focusing on the reliability, durability, benefits and distinctive features of products, by developing strong brand recognition and by increasing expenditure on marketing efforts like celebrity endorsements and sponsorships etc. Emirates flight search helps you find best priced flight tickets for your next trip. In this research, the author trends to use a secondary data sources to seek and conduct this research. – Emerald Publishing, Keywords: Competitive advantage; Airline industry; Product differentiation; Service quality; Financial performance; Dubai. Their very first air route was from Dubai to Karachi followed by Delhi and Bombay. Emirates Airlines has an extremely attractive business model, which has paved the way for them becoming the fastest-growing international airline. Emirates’ current order-book stands at 244 aircrafts of the newest Boeing and Airbus, with a total value of approximately US$60 billion. Unlimited access to over18 million full-text articles. DeepDyve's default query mode: search by keyword or DOI. With such strong history Emirates Airlines are still venturing further in to the future. Emirates Airlines is now a subsidiary of its parent company "Emirates Group" which consists of the Dubai National Air Transport Association (DNATA), catering services, aircraft maintenance, a hotel and entertainment group, and other small enterprises. Positioning their prices above the competition works to ensure the company’s investment “in product and service excellence.” (“The Emirates Annual,” 2018). All DeepDyve websites use cookies to improve your online experience. https://doi.org/10.1108/02580541211203727. The company is well renowned within the industry for excellent service around the globe. Some have accused Emirates of unfair competition; the airline naturally denies this, arguing that its success results from superior competitive strategy. Social implications – The paper highlights the multicultural nature of Emirates' workforce and its reliance on expatriates to run the business. 3, pp. If you think you should have access to this content, click the button to contact our support team. They were placed on your computer when you launched this website. All Lush products are 100% vegetarian , and about 85% are also vegan, often containing fruits and vegetables such as grapefruit juice, fresh papaya, vanilla beans, avocado butter, and aloe vera. Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals. Social implications – The paper highlights the multicultural nature of Emirates' workforce and its reliance on expatriates to run the business. How do they do it? Select data courtesy of the U.S. National Library of Medicine. Or, for that matter, that win awards for their customer service? To subscribe to email alerts, please log in first, or sign up for a DeepDyve account if you don’t already have one. The journey of Emirates started in March 1985 when The Dubai government provided it with two aircrafts and a capital of 10 million $. discover and read the research General Information 2. Do not surround your terms in double-quotes ("") in this field. The paper highlights the multicultural nature of Emirates' workforce and its reliance on expatriates to run the business. © 2021 DeepDyve, Inc. All rights reserved. In the pr… All the latest content is available, no embargo periods. The marketing mix of Emirates airlines shows why the airline is one of the beloved across the world. Relative price performance of substitutes:- Huge price differences due to services offered, but in luxury segments Emirates leads the market. The Emirates Airline foundation is committed in providing aid to various countries during difficult times. 15,000 peer-reviewed journals. Submitting a report will send us an email through our customer support system. Enjoy affordable access to Differentiated targeting strategy is used by Emirates to select the potential customers to whom they want to sell their products. over 18 million articles from more than Practical implications – The paper draws attention to the airline's focus on high‐quality product differentiation, other factors affecting its competitive success and the reactions of rival airlines. To get new article updates from a journal on your personalized homepage, please log in first, or sign up for a DeepDyve account if you don’t already have one. Emirates Airlines can either reconfigure the whole value chain or change individual entities to set the differentiation basis. 8 interesting airline product and service innovations for 2015 so far. Emirates is successful because of its strong marketing strategies which is why Emirates is the only airline to face a very less economic downturn in the last fe… How do they do it? People: Emirates airlines have a … Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place. Practical implications – The paper draws attention to the airline's focus on high‐quality product differentiation, other factors affecting its competitive success and the reactions of rival airlines. Emirates Airlines has a one of the largest number of cabin crews hailing from 95 different nationals. Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more. 20 August 2015 | At airlinetrends.com we continuously monitor the global aviation industry for product and service innovations launched by airlines in response to cultural, technological, and economic changes that influence airline customers’ needs and expectations. The remarkable record of Emirate Airlines Product differentiation and cost control deliver... http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png, http://www.deepdyve.com/lp/emerald-publishing/the-remarkable-record-of-emirate-airlines-product-differentiation-and-cg43V617lM. Conclusion 4. This company was founded in the year 1985 (“Emirates Airline Profile”, 2012). After two decades Emirates has expanded its empire with 83 aircrafts soaring to 78 destinations in more than 55 countries worldwide. 28 No. Sources General Information Part of the government owned Emirates Group dnata (Dubai National Air Transport Association) Started in 1985 They offer their customers the comfort zone with the latest and most efficient aircraft. Emirates Airline is a leading business in the global airline industry, managing its operations in more than 80 regions. It has a strong product and promotional setup.Emirates airlines manages all its operations from the Dubai airport and operates an estimated 3,500 flights on a weekly basis.Its products …
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