Fly Emirates and Fly Dubai Research Assignment (Essay Sample)

FLY EMIRATES AND FLY DUBAI
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OutlineMain market segmentation methods1Methods used by Fly Emirates and Fly Dubai2Demographic Method3Geographical Method4Identification and analysis of B2S to B2C market targets……..……………………………5Positioning of the airlines…………………….…………………………………………..…….6Benefits of the partnership………………………………………………………………..……7References……………………………………………………………………………………..8
Main Market Segmentation Methods
Market segmentation refers to the process of dividing market share into smaller groups with unique needs and characteristics that need different marketing tools (UK Essays 2013). There are many methods of marketing segmentation but only two apply in the airline industry: demographic method and geographic method.
Methods Used by Fly Emirates and Fly Dubai
Demographic Method
Demographic method is the most common mode of market segmentation and mainly involves division of the market according to age, race, religion and gender.
Although there is no age limit for customers of both Emirates Airlines and Dubai Fly, age segmentation is very reliable in grouping customers into different categories to help better service provision (UK Essays 2013). Both airlines categorize their customers into three age groups: the infants, children and adults. The infants’ age range is between 0 and 1 years and their tickets are usually discounted from their parents’ fares. The airlines further allow parents to carry their infants on their laps or in bassinets. For infants aged less than one week, travelling is only allowed in cases of emergency and should be carried in incubators.
Children between the ages of 6-36 months are allowed to travel in-car seats under the condition that the parents should restrain them during landing and takeoff. Tickets for adults cover customers from the age of 12 years and older.
Geographic Method
Emirates Airlines and Fly Dubai fly across various geographical regions but pay key attention to the different requirements of all customers. The number of people visiting UAE is about 15 million annually. Most of these visitors to the UAE are Africans, Pacific Asians and people from the Middle East. Majority of the visitor are usually entrepreneurs and business people looking for business opportunities while the minority are tourists on holidays and shopping sprees.
Identification and Analysis of B2B and B2C Market Targets
B2B refers to business to business and it is product oriented and aims at maximizing transaction revenues. On the other hand, B2C stands for business to consumer and focuses mainly on creating good business rapport between businesses (Hardwick 2016).
Online application programme interface (API) is Emirates airlines and Dubai Fly’s main marketing tool targeting travel retailers and hospitality firms. The API allows direct connection to the partnership reservation system thus facilitating more efficient ticket pricing and even shopping. The program also provides services such as visa application and issuing as well as chauffeur services (Hardwick 2016).
Apart from that, the API system is compatible to the new distribution capability (NDC) thus meeting the requirements of International Air Transport Association (IATA) (Hardwick 2016). According to Emirates senior vice president, the new improvement is a huge boost to the popular mobile compatible services and it promotes the brand of the partnership globally while at the same time improving connectivity with travel agencies (AVB Staff 2016).
The partnership is working towards providing Fly Dubai customers with access to all six continent destinations through Emirates flights. Emirates airline customers will enjoy Fly Dubai’s regional connectivity. The partnership will moreover invest in an ultra-modern airport that will facilitate spectacular traveling experiences to customers. The airlines will also ensure optimum flight scheduling providing new destinations and a variety of choices to tourists and business people. The partnership will be fully implemented starting in October 2017.
Positioning of the Airlines
According to analysts, the partnership between Emirates and Fly Dubai will strength the position of the airlines (Diaa 2017). The deal will help both airlines to improve their operations and provide ...