Marketing Strategies for Emirates Airlines and British Airways

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Objectives of the Report

The focus of the report is on the various strategies adopted by the two airlines viz. Emirates & British Airways in the various markets they operate and provide their service and are looking for growth opportunities across globe.

o Intercepting various strategies adopted by the airlines with regards to marketing in different countries

o Regional differences and Cultural factors

o SWOT analysis for each airlines

o Porters Five Forces acting upon each airline


Emirates is a Dubai, United Arab Emirates, based airline and is one of the subsidiaries of the Emirates Group which is owned by the Government of Dubai’s Investment Corporation.

It’s a comparatively younger fleet in the airline industry and is Middle East’s largest airline and growing at high rate both in its fleet and market sectors around the globe with its hub based in Dubai International Airport. Emirates is ranked among the top 10 airlines of the world in terms of passenger kilometers.

Emirates airlines has a mixed fleet of Airbus and Boeing for its operations and aircrafts used are all-wide-bodied ones.

Emirates has built itself as a brand and is continuing towards excellence in its service and operations with rapid growth and consistency in profitability.

Emirates has won itself lot of recognition in form of awards including being awarded the “Airline of the Year” in 2012 with 8th rank by Air Transport. Skytrax rates Emirates flying as Four star experience.

The marketing strategies of Emirates have to be very competitive as it operates from its Dubai hub over 3000 flights every week in its network spanning 130 destinations in 70 countries spread over the six continents.

Branding of Emirates:

In 2004 Emir...

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1. Threat of New Entrants:

Threat of highly competitive environment

2. Bargaining Power of Buyers :

The customer loyalty is observed to be decreasing in the case of BA. There are better offers for customers on some routes and airlines especially in case of short haul flights within Europe.

3. Bargaining Power of Suppliers:

Oligopoly of aircraft and aircraft engine suppliers. There is restriction on companies leasing aircrafts.

4. Threat of Substitutes:

High speed trains to various parts of Europe e.g. France, Germany etc. Well developed roadways network for traveling using motor vehicles.

5. Competitive Rivalry:

British Airways caters to both long and short haul flights and it has very slight differentiation in pricing and offers compared to its competitors. The short haul market is more uneven with small players.

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