a case study of Emirates

MISSIONPROVIDE HIGH QUALITY COMMERCIAL AIR

TRANSPORT SERVICE

ALL WIDE BODY

AIRBUS&BOEING

FLEET

AND THE WINNER IS……..

JOURNEY FROM A SMALL SUBSIDARY TO

A WORLDWIDE BRAND

INNOVATIONDRIVEN

STRATEGIC ALLIANCE

GLOBALLYRECOGNISED

SUPERIOR CUSTOMERSERVICE

BRANDING1990s 200

4

CELEBRITY BRANDING

TECHBRANDING

BRANDINGBYAPPEARANCE REFORM

3 WAY PROFIT SPLIT

PROFIT

MASSIVELY

ACQUIRED

&

INFLATED

FLEET

How has Emirates been able to build a strong brand in the competitive industry worldwide?

Brand new latest fleet

Multinational flight and ground staff

Customer specific premium service

What are some of the apparent weaknesses with the company’s strategic direction? How can the airline address them?

WEAKNESS:• Ignoring

regional competition

• Massive fleet size expansion

CORRECTIONS:• Taking local

and new flight operators into consideration.

• Becoming a share holder in Airbus & Boeing

With the decline of fuel prices globally, airline companies continue to reap the benefits. What impact will this have on Emirates’ business strategy in the future?

• Reduction in ticket prices due to reduction in operation costs.

• Further reduction in seat prices due to oil rates crisis.

SUMMARY

MissionAbout EmiratesCorporate ManagementBusiness ModelBrandingFaults

Created by Ravi Prakash Singh, NIT Patna

During a marketing internship byProf. Sameer Mathur, IIM Lucknow