Marketing Strategy

1. YOU FAIL TO PLAN, YOU
PLAN TO FAIL

2. 2 LEVELS

3. STRATEGIC
 Efficient competition.
 Exceeding beyond Arabian Gulf and Middle East

4. TACTICAL
 Product
 Equipment
 Service

5. STAGES OF PLANNING
Corporate Division
Business Product

6. Corporate and Division planning
 Mission Statement – Provide high quality
commercial air transportation service.
 Customer Oriented.
 Innovative.

7. Business Unit planning
 Shareholder in 5 star hotels
 Alliance with Dnata (air service provider) to
achieve cost-effectiveness

8. SWOT ANALYSIS
Strengths
• Customer Loyalty
• High Social Media Engagement
• Engagement through sponsorship of
football teams like Arsenal

9. Opportunities
• Expansion in Africa and
America

10. Weakness
• Cost effectiveness
• Competitive pricing

11. THREATS
• Accusations from
competitors.
• Inflation of fleets

12. A FEW QUESTIONS

13. SECRET BEHIND EMIRATES’
SUCCESS?

14. CONNECTS TO CUSTOMER
 Most famous ad includes famous sit-com star
Jennifer Aniston endorsing Emirates

15. Cost Effectiveness and Innovative
 For cutting maintenance cost, Emirates replaced
their standard engines with the one made by
Rolls-Royce.

16. HOW CAN IT OVERCOME ITS
WEAKNESSES?

17. SOLUTION
 Increasing market share by expanding routes.
 Providing more value added services like hotel
booking, cab booking, travel guide, etc.

18. WHAT ARE THE ADVANTAGES
OF DECREASING FUEL PRICES?

19.  Expenditure can be lowered and cost
effectiveness can be enhanced.
 Investments can be made in other services,
business expansion or providing loyalty programs

21. DISCLAIMER
This presentation is created by Dhruvil Karani, Intern
under professor Sameer Mathur, IIM Lucknow