Promotion Strategies for Emirates Airlines (Essay Sample)

Promotion Strategies for Emirates Airlines
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Table of ContentsChapter 1: Introduction3Introduction3Objectives of the Research4Importance of the Research5Plan of the Research5Chapter 2: Literature Review7Review of the Literature7Chapter 3: Theoretical & Discussion11Theoretical & Discussions11Resource-based theory in Organizational Competitiveness11Porter’s Five Forces Model12Winning Market and Communication Strategy13Marketing Knowledge Management Strategy14Chapter 4: Conclusion16Conclusion16Chapter 5: References18
Promotion Strategies for Emirates Airlines
Chapter 1: Introduction
1 Introduction
Emirates airline was established on 25th October, 1985 and flew its two aircrafts – a leased Boeing 737 and an Airbus of 300 B4. In its promotional strategies, Emirates airline got backing from Dubai’s Royal family and to successfully facilitate the needs of their customers. Emirates achieved profitability within the first nine months since its inception and carried out 260,000 passengers and 10,000 tons of freight. During the first decade of their business operations, Emirates airlines got tremendous growth with an average growth of 30% per year. Promotional strategies of Emirates airlines and advent of Gulf war increased business for them and their management introduced In-Flight mobile phone services to their customers in 2008 and become the first international carrier to provide this travelling facility to their travellers. In February 2011, Air Transport World gave Emirates airline the title of best performing airline of the region for 2011. In the financial year 2011/2012, the Emirates Airline provided their services by carrying 34 million passengers and 1.8 million tonnes of cargo. With the passage of time, Emirates Airline became one of the most prestigious airlines in the aviation industry (Rehmat 2013).
In promotion strategy of Emirates Airline, they adopted highly integrated marketing communication strategies, including public relations, trade promotions, sales promotions and in-short displays, sponsorships and advertisement strategies. Emirates Airlines adopted best promotion strategies with an objective to increase their revenues and profitability. To achieve this objective, they engaged in best promotional strategies to inform, persuade, and remind customers in the target market about its services. In advertisements, Emirates Airlines adopted multimedia advertisements released to get the attention of their customers. Some of their slogans or taglines that were promoted include ‘Fly Emirates, Keep Discovering’ and ‘Fly Emirates to cover the destinations of 100 countries’. They also adopted TV Advertisements with in-flight entertainment and won Best In-flight Entertainment in consecutive years of 2005/2006/2007 and 2008. In public relations, Emirates Airline made active participation in their public policy debates that impacted international aviation industry (Rodrigo 2012). In Emirates operations, they also developed strong aviation industry relationships between Dubai and Europe. They fully supported international air transport association (IATA), 2008 Istanbul conference and statement of principles on liberalization to undertake studies on potential economic impact of greater commercial freedom in different national markets.
1 Objectives of the Research
In the main objectives of the research paper is to examine the impact of promotion strategy of an organization in the aviation industry considering their revenues and profitability. It also identifies the following points regarding the promotional strategies of Emirates Airline to evaluate how their promotion strategies can be helpful in achieving their business objectives considering the following points:
* How the promotional strategies of Emirates Airline have contributed towards their business growth
* How successfully they adopted different promotions strategies like public relations, trade promotions, sales promotions, in-short displays, sponsorships and advertisement strategies
* The paper observes how successfully Emirates Airline achieved business growth with revenues increase and profitability in the aviation industry
2 Importance of Research
The research paper is highly important considering the promotion strategies of Emirates Airline and indicates no company in the aviation industry can succeed without adopting successful promotion strategies. The management of Emirates Airline in the aviation industry is well aware about the importance of promotional business strategies to achieve their business objectives and to get confidence of their loyal customers. Marketing promotions help companies to utilize their skills and knowledge of employees and stakeholders to ensure creative approaches to sales and customer services. In promotional strategies, marketing plan keeps the main importance and it should be seriously developed to make the company successful in their respective industry. Most of the marketing plans are based on current or expected marketing and promotion strategies of the organization operating and competing in the aviation industry. It is considered to be highly important in developing the promotional strategy to help identify their target markets and to set out measureable goals. It is highly important for the success of the organization to effectively implement their marketing plan aiming for growth and positive change in the bottom line (Bradley 2015).
3 Plan of Research
The plan of the research paper is to introduce Emirates Airlines, introduce their marketing and promotion strategies and identified the main objectives of observing how different types of promotional strategies can be helpful to achieve business objectives of the organization. The paper mainly observes the literature published on the promotional strategies of the organizations competing in the aviation industry. The paper further discusses different theories of marketing and promotional strategies of the organization operating and competing in the aviation industry. Finally, it gives the concluding remarks regarding the importance of promotion strategy for an organization like Emirates Airlines in the aviation industry.
Chapter 2: Literature Review
2 Review of the Literature
The researchers Mohd, Idris and Momani (2013) identified the impact of marketing strategy including promotion strategy of the organization on the competitiveness, comprehensiveness and organizational performance. In highly competitive markets, organizations are working in intense work environment and compete with each other by developing their effective marketing and promotional strategies. In global business environment, fundamental changes are happening and companies are much more focused to adapt effective business promotion strategies to increase their revenues, get customer satisfaction and enhance the competitiveness of their products and services offered to their customers. The authors investigated the impact of marketing strategy and promotion strategy competitiveness and how it could impact on the organizational performance of the organizations working and competing in highly competitive market environments. The researchers also identified environmental dynamics that could impact the marketing and promotional strategies of the organizations and measured organizational competitiveness through two dimensions, including intensity of changes and frequency of changes. They measured marketing strategy by five items, tested the hypothesis and collected results. The results they observed indicate that marketing promotions strategy of the organization is considered to be highly important in determining continuous organizational growth. The results also showed that frequency of change can make superior impact on the performance of the organization than intensity of change. In order to successfully achieve superior organizational change, the management of the organization should deal with different cases of environmental dynamism to ensure the enhancement of organizational performance for their companies. In the research work, researchers mainly focused on examining marketing promotional strategies of the organizations that are competing in global business environment. It is relevant to the current study, which evaluates the promotion strategies of Emirates Airlines in the airline industry. In their marketing promotional strategies, the management of Emirates airlines can also keep the points mentioned in this research in their considerations to make positive impact on their customers and to enhance their business growth with the successful development and implementation of marketing and promotion strategies.
Williams O, Babatunde and Jaleel (2012) examined the impact of sales promotion on organizational effectiveness in Nigerian manufacturing industry which is relevant to the requirements of current research paper. It evaluates sales promotion strategies that could be adopted in the promotional strategies of Emirates Airlines in the airline industry. The researchers identified promotional strategies that could enhance the competitiveness of the company operating in the airline industry. The study is focused on the generation of higher sales, increased profitability and greater market share of the organizations operating in highly competitive environments. Similarly, the management of Emirates airline can adopt effective promotional strategies to generate their revenues through increased sales among their competitors, increase their profitability with greater market share through public relations, trade promotions, sales promotions, and sponsorship and advertisement strategies. The researchers also focused on their adoption of sales promotional tools and techniques and how an organization can adopt effective sales promoti...