The paper 'In-Depth Managerial Analysis of Emirates Airline Organization" is a good example of a management case study. Emirates Airline is a Dubai-based Emirates Group subsidiary, the ownership of which lies with Investment Corporation of Dubai- a Government of Dubai body. Since the airline operates around 3,400 flights every week, it makes it Middle East’ s largest airline as it operates flights to 74 countries covering 150 cities and 6 continents. In terms of passenger kilometers, it was one of the top 10 carriers throughout the world and by adding more fleet it came to 4th position by the end of 2012.
Notable of its non-stop flights to well-known destinations are Houston, San Francisco, and Dallas from Dubai. Its mission statement reads like this: "We exist to deliver the world’ s best in-flight experience", while it lives up to the expectations of its customers in giving them sustainable, leading, and safe civil aviation experience (TheekSource. com, nd). Planning methodologies Emirates Airlines has created brand equity of its own, primarily because of its premium pricing strategy and the enviable in-flight experience. But in recent years since the dynamics of the airline industry have been changing on account of new aviation players hitting the market and wanting to take a pie from existing businesses, the airline has recently come under slight pressure to create new planning methodologies to counter the competitive pressures.
That is despite the fact that as a major airline of the world, it has rarely felt economic downturns which are common with other airlines. But most of this airline's planning methodologies have been driven by three segments of passengers which form the chunk of its business.
These are tourism and business, transit passengers and expatriates. The airline gains a lot from its home territory's tourism and business potential. Dubai is considered as a hub for both and since it is ever-increasing, so is Emirates Airline's passenger base. It is estimated that anything above 15 million visitors will make way for Dubai in the coming year which, by any conservative estimates, forms a strong segment of business for Emirates. Strategy Emirates Airline aspires to be the world’ s biggest carrier and has been working relentlessly in this direction through what it calls "globalists", a name was given to its global marketing strategy.
To make this strategy popular enough to deliver it is taking full advantage of technology, particularly multimedia marketing campaigns. The strapline for this is "Hello Tomorrow" and the intention is to project the airline as one that enables meaningful experiences and global connectivity (O'Reilly, 2012). The campaign has been launched with a vision of image-maker for the airline to one that of a global lifestyle brand from the existing one of the travel brand. The focus of this campaign is particularly centered on the younger audience, an attempt that is considered as an extension of the one it started way back in 2009 by targeting kids.
The airline expects this strategy to transform into a movement, driven by its workforce which is 45,000-strong. This strategy is also being taken positively because it involves a number of initiatives that are directed towards showcasing airline's corporate social interest. With the current unshaken image that the airline has and the vision, it holds for the future, "globalists" are being taken seriously as its preferred marketing strategy of the moment.
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1Airlines.blogspot.in. (2009). Emirates Employee Benefits. Available http://1airlines.blogspot.in/2008/12/emirates-employee-benefits.html. Accessed December 12, 2013.