At the macro-environment level, operations and the strategic development of Emirates are most influenced by political, economic, and technological forces. It has been found that the along with the advancement of technology the marketing strategy of Emirates need to be changed. Report on Analysis and recommendation of, Introduction Emirates airline is one of the leading global airlines and it is one of the key division of the group. Winer, R. (2000). Strategic management is consisted of five important constituents: vision, objectives, strategy, implementation and rectification. Generic Startegies. Strategic marketing is a systematic approach that focuses on the designing strategies for the organization in order to ensure successful achievement of the organizational objectives (Viljoen and Dann, 2003). Lecturer: Dr.Chaminda Hettiarachchi (United, 2014) These resources are some of the main reasons why the U.S. and U.A.E joined forces. Disclaimer: The reference papers provided by MyAssignmentHelp.com serve as model papers for students In case of Emirates group, the management may use SWOT analysis for getting a preliminary overview of the internal situation through identification of the major strengths and weaknesses of the company along with the external situation through identifications of the opportunities as well as threats. Oxford: Oxford University Press. (2012). Therefore, the strategic models need to be applied as well as the results will be used for designing, implementation as well as monitoring of the strategies. The corporate strategy of Emirates Group has extensively focused on the growth and profitability. Cash cows are specialties units that have high market share in a low-development market. (2004). Right from the start, Emirates did things differently. The marketing mix mainly consists of 4P’s Product, Price, Place and Promotion. A diversification strategy involves moving into distinctive markets or adding diverse products to its blend. Consequently, it has been found that the relationship marketing will effectively retain large number of customers in Emirates. In the event that the right choice is made and the products & services chosen attains to a high market share, it turns into a star. (2005). By concentrating on the service marketing mix, Emirates can reap and adopt different strategies. For successful business integration of Emirates, effective marketing strategy is essential for influencing the purchasing decision of the target market (Kotler, 2000). Airline marketing and management. The leading airline brand has been focusing on the offering high quality service to its customer in order to achieve high level customer satisfaction as well as customer loyalty. Strategic marketing is one of the most critical business functions of Emirates Group. Cost-Effective Service Excellence: Lessons from Singapore Airlines. Mason, OH: Thomson /South-Western. The relationship marketing of Emirates has significantly emphasized on the up grading the customer service for achievement of the business growth objective of the organization. 1 Assignment Help Company Since 2007. Valid for The six sources of power are reward, coercive, referent, legitimate, expert and informational power. It was established in 1980. It is the part of the Emirates Group and headquartered in Dubai, the United Arab Emirates. Failing to adhere to this concept may become a huge failure or disaster for the Emirates. Strategic marketing management. Stars have high market share in high-development markets. These strategies are expected to deliver the desired outcome and hence, needed to be monitored (Jeffs, 2008). Introduction My Assignment Help. New York: Best Business Books, an imprint of The Haworth Press. Marketing management. Additionally, the pricing and promotional strategy, terms of delivery, logistics management etc (Park, Qu and Lee, 2011). Submission Date: 15th July 2015 Capon, C. (2008). Understanding strategic management. The principles of strategic management focus on considering different parts of an organization as whole. If the traditional transactional marketing approach is adopted by Emirates, it may attract significant number of customers but fail to retain them. New York, NY: Collins. you can The first step of strategic marketing is to analyze the mission statement of the organization for analyzing the purpose of existence of the company. This would help the organization to generate more revenue from this market (Loudon, Stevens and Wrenn, 2005). Ungson, G. and Wong, Y. Kotler, P. (2000). Marketing strategy of an organization has major role to play in ensuring success of the firm through achievement of corporate objectives. Hunger, J. and Wheelen, T. (2000). From the annual report of the firm it has been found that the company has been able to continue its growth over the years. The major responsibility of the strategic management is to develop effective marketing plan that will be helpful in meeting the goals. The corporate strategy of Emirates has suggested that it will focus on broadening the customer base for enhancing the revenue. The BCG grid is best utilized, then, as a starting point yet surely not as the last determination for asset designation choices as it was maybe initially expected for Emirates business position (Iatrou and Oretti, 2007). Product: Emirates has always been focusing on offering the latest technologies and best quality services to the customers. This situating will focus the game changer a firm can have, specifically minimal effort or separation against focused degree at the wide or restricted business sector (See below figure). Knowledge-driven in-Flight Service (KIS) helps in running the flight which is run during the flight for maintaining the profitable lasting association with the clients through delivery of satisfaction. This concept pays less attention to the sales transaction and prioritizes the customer’s satisfaction so that customer loyalty can be achieved (Kothandaraman and Wilson, 2000). Through this the management can focus on the needs of the employees and also the customers. Technology has an important influence on the development of marketing strategy especially in case of place and promotional strategy. ... Revonic has been the preferred digital agency partner for various Emirates Group Brands since 2015. Every time you find something useful, you can save that using the bookmark tool. This helps the travellers the ability to receive and send mails and also SMS messages from different class. Firdaus, A. and Kanyan, A. Consequently, the competition in the international market has been intensifying. methodology for postgraduate Additionally, it has been identified that the company has been emphasizing on maintain the global reputation for excellence in the industry. The procedures involved in the strategic marketing management can be discussed by studying the procedures in case of the Emirates Airline, key division of the Emirate group. Park, Y., Qu, H. and Lee, H. (2011). Cravens, D. and Piercy, N. (1994). By Therefore, the objectives are set which needs to be achieved by the company. CASE STUDY: EMIRATES 1. The corporate strategy has a significant correlation with the strategic marketing strategy of the firm. Emirates NBD are viewed as the biggest banking group in the Middle East as in relations of assets and it was made on the 16th of October 2007 when the shares of Emirates NBD were authoritatively recorded on the Dubai Financial Market (DFM). Additionally, the online booking has provided greater convenience to the customers (Jung, 2014). (Safi, 2011) Currently, Emirates is threating to steal the "global transport' airline market from North American carriers such as Air France, and KLM. Calculate your semester grades and cumulative GPa with our GPA Calculator. Loudon, D., Stevens, R. and Wrenn, B. If you are unable to calculate word count online, ask our customer executives. Emirates Airlines is a leading airline that is based in Dubai. Hitt, M., Ireland, R. and Hoskisson, R. (2005). Oxford: Oxford University Press. Hence, it is important to change the pricing strategy for addressing number customers. Caffe Nero has a philosophy; it is very simple, which included four elements, Food, Service, Coffee and Atmosphere, especially Coffee and Atmosphere, a good coffee can give, Emirates Airline- Connecting the unconnected Below are recent news articles carefully selected by the authors to help in preparing your case analysis. Upper Saddle River, N.J.: Prentice Hall. Jaipur: Paradise Publishers. The marketing strategy of the company needs to be changed along with the present economic condition of United Kingdom. In 2013- 2014, it was estimated that the capacity of the airline has enhanced by 32% and the profit margin has been increased to 3.9% from 3.1% in the previous year. The product and pricing strategy of Emirates will be assisted by the utilization of the Porter’s generic strategies tool. House. Emirates are planning to continue its growth through international business integration. It has become important to consider the international player and their presence in the international market for designing the marketing strategies (Hitt, Ireland and Hoskisson, 2005). Using reliable plagiarism detection software, Turnitin.com.We only provide customized 100 percent original papers. The company is headquartered in Dubai, the United Arab Emirates at the remarkable ENOC Complex. • Emirates Group’s workforce totals 11,000. Abstract. The set of strategies are implemented in different levels of the organization. Porter’s Generic Strategy, Porter’s Five Forces Model, Boston Consulting Group Matrix, SWOT Analysis etc are the common tools used by various organizations in order to develop effective strategy for marketing to achieve the corporate goals. Rashid Al-Maktoum, chairman of the Emirates Group, established the Emirates airline with an investment of $10 million, a trifling sum by the standards of international airlines. Faculty of management & Finance Promotion: For advertising, Emirates can advertise their services and products in newspaper that can mostly attract the segment and also in cheap magazines. Therefore, it significantly influences the techniques for market analysis, selection of marketing strategies, methods of implementation of strategies as well as monitoring. Upper Saddle River, N.J.: Prentice Hall. Upper Saddle River, N.J.: Prentice Hall. Business Strategy Series, 13(1), pp.31-40. For being a successful organization, the Group needs to focus on the tactics and strategy that work well in harmony for providing best possible level of return surrounded with efficiency. 2.2 Discuss the links between strategic positioning and marketing tactics. M3 Assess strategies and methods used to minimize the harm to children, young people and their families where abuse is confirmed. Our best price guarantee ensures that the features we offer cannot be matched by any of the competitors. Often the strategic marketing coincides with the corporate strategy for meeting the organizational objectives through marketing activities. To guarantee the effective long-term performance, Emirat… (2008). Moreover, Emirates has focused on exploring the Australian market through making significant investments. The BCG Matrix (Boston Consulting Group) as shown below is one of such options that would help to create as strategic view of their business that can be utilized in various decision making aids. Marketing management. Frenchs Forest, N.S.W. I will review and let you know if there will be further changes. When it is found that the market rivalry is high, Emirates has to focus on adoption of competitive pricing strategy and offering differentiated service. This will help the organization to grow by 40%. It will also help in supporting the growth objective of the company. MGMT 4690, Professor Stewart Warren, K. (2008). 1. Activity Ratio 0.81576 0.79791 0.75060 0.79443 0.77879 0.68071 0.76351 1.00465 0.99249 1.04774 2010-2011 2011-2012 2012-2013 2013-2014 2014-2015 Total Asset Turnover Emirates Singapore Airline 44. Available from: https://myassignmenthelp.com/free-samples/strategic-marketing-management-a-study-on-emirates-group. Boston: Houghton Mifflin. At MyAssignmenthelp.com we provide custom essay help in UAE. Viljoen, J. and Dann, S. (2003). It is evident that Emirates is one of the leading airlines of the world. Our writers make sure that all orders are submitted, prior to the deadline. In a sector known for thin margins, maintaining an edge isn’t an option—it’s a … The company has to pay significant is based in United Arab Emirates. My Assignment Help. The group is planning to add up around 10 more destinations in the coming decades and have planned to add 8.5million seats in the African market. Australasian Marketing Journal (AMJ), 14(2), p.51. Company Overview | Our Company | The Emirates Group. We will write a custom Report on Emirates Case Study specifically for you for only $16.05 $11/page. Basic marketing management. Iatrou, K. and Oretti, M. (2007). It was established by Dubai government. University of Colombo On the basis of the corporate strategy of the company, it can identify the best strategy among cost leadership, differentiation, cost focus and focused differentiation (Chernev, 2012). In difficult times, Emirates need to decline the price for making it affordable for the present market situation. It has helped in keeping a track of their customer preferences for personalized services. Strategic management dynamics. London: McGraw-Hill. The vision of an organization helps in indicating potential of the company and the states which are desired to achieve in future. Emirates airline had started their operations with flights to Mumbai and Karachi and then followed by Delhi in September. Great services never let down. (Kotler, 2000) For example, increasing dependence on web technology must be capitalized for communicating with the target audience. (2016). Strategic Management – BUS 799-G01 Case Study # 5 1 Keith Newsome [email protected] 724.272.5846 Strategic Management BUS799 – Case Study 20: The Emirates Group A. Emirates Group owns and operates Emirates, the Middle East’s largest airline and recent winner of the 2020 Airline of the Year (Aviation Business Awards).In a normal year, it boasts 300 aircraft, carrying 56 million passengers. access to Hence, Emirates need to reformulate their marketing strategy for achieving sustainable growth in the international market (Mellahi, Frynas and Finlay, 2005). Emirates Petroleum Products Company (EPPCO), LLC is a subsidiary of Emirates National Oil Company (ENOC). Strategic marketing management. - Pam, 3rd Year Art Visual Studies Additionally, Emirates Airline plans to become the best company in customer service. It has been found that Emirates collect relevant information as well as analyze it for supporting the growth plan of the company (Capon, 2008). Hence, in order to achieve this objective the pricing strategy must be changed. haystack. Additionally, the company must focus on adoption of competitive pricing in order to achieve sustainable growth in the increasingly competitive market. 301 certified writers online. The business communication channels are evolving and it has a significant impact on the relationship marketing of the Emirates Airlines. On the other hand, preliminary judgement indicated the maximum possible amount that can be accepted by the auditor for misstatement and that will not have any significant impact on the decision making procedure of the users of the fina... Answer: On the basis of the positioning statement of Emirates, the marketing tactics empathizes on providing superior service in comparison to its competitors. Positioning is an important marketing activity that will help in identification of the market opportunity of problem and therefore development of a solution on the basis of extensive market research, market segmentation along with supporting evidences (Kotler, 2000). All these international activities will be affected due to the global emerging themes. Porter’s generic competition model will be important as it will assist in identification of the appropriate strategy that will help in competitive advantage in the dynamic as well as competitive market. (2000). Strategic Marketing Management: A Study On Emirates Group [Internet]. Development of the marketing strategy ensures that the strategic goals set by the organization are met effectively (Jeyarathnam, 2008). However, Emirates need to keep in mind that the service or the product they are planning to provide should understand the worth that the customers are ready to provide. It has been anticipated that the demand will grow across the globe. The strategic position of Emirates has significant influence on various marketing tactics. JMT, 01(03), pp.68-76. Various strategic management tools are used by the management of the organization for analyzing the situation. Additionally, the identified weakness of the firm such as low presence in the airline market of United States and employee relations are needed to be revised (Anderson and Vincze, 2004). The revenue of the company has increased by 13.4% and the operating profit is improved by 50.1%. The long terms objective of Emirates Airlines is to carry about 70 million passengers to greater than 180 destinations by utilization of an advanced fleet of more than 300 aircraft. The strategies help the organization to underpin its success. It has been using social media for undertaking promotional activities. To : The President of Emirates Airlines The local authority is due to put him in care temporarily whilst investigations, of three learning methods in the teaching of strategic management; the case method, simulation and action learning, in the form of a consultancy project. It is a major strength for the organization (Winer, 2000). Stars are frequently the focuses of expansive consumptions for publicizing and innovative work to enhance the products & services and to empower it to build a prevailing position in the business. Emirates Group 2014 Case Study on the other hand, is a perfect match for all my written needs. Available from: https://myassignmenthelp.com/free-samples/strategic-marketing-management-a-study-on-emirates-group[Accessed 12 March 2021]. Emirates United Arab Emirates, (2014). Anderson, C. and Vincze, J. Additionally, it has been reported that the company is experiencing significant growth in Australian market. Having utilized the Boston Consulting Group framework above, it ought to likewise be noted that the BCG network experiences constrained variables on which to support asset allotment choices among the organization making up the corporate portfolio. of Dubai and it was supported by the creator of Germania (German Airline). Managing relationship marketing in the food service industry.Mrkting Intelligence & Plan, 32(3), pp.293-310. University of Denver, Daniels College of Business Emirates Group 2014 Case Study, essay on animals for class 5, my new life essay, cover letter for student nurse intern Our writers can provide you professional writing assistance on any subject at any level. Strategic management activities include development, communication as well as implementation of the strategic plan. To send you invoices, and other billing info, To provide you with information of offers and other benefits. Emirates Airlines is one of the most profitable and rapidly developing airlines in the world. New marketing definition: a future agenda for low cost carrier airlines in Indonesia. while integrating the business activities of Emirates in an international market, the marketing strategy is based on the results of the porter’s five forces analysis.
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