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Unit 5IP MKTG205: Emirates Airlines (Essay Sample)


Select a global company of your choice in the service industry. Using your selected global company as the subject matter, research the principles of marketing that impact this organization, and prepare an APA paper with the following:
•Describe the main line of business of the company. 
•Name 4 of the countries in which the company operates. 
•Explain in detail the implementation of the 4 Ps marketing mix concept by the company, including the following: Competition 
Target market 
Product strategy 
Distribution strategy 
Communication strategy 
Pricing strategy 
•Describe any differences observed in the implementation of this concept from one country to another
The paper should be written in third person, which means that pronouns like “I”, “we”, and “you” are not appropriate. The use of direct quotes is strongly discouraged.


Unit 5IP MKTG205: Emirates Airlines
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Unit 5IP MKTG205: Emirates Airlines
Emirates Airlines
Emirates airlines is a company that operates in the aviation industry and it offers commercial air transportation services. Founded in 1985 in the Unites Arab Emirates, Emirates Airlines operate more than 3,400 flights every week. The company is also considered as one of the fastest expanding airlines in the world, with is the annual growth rate of more than 20%. In the 2012/2014 financial year, the airline carried over 2 million tons of cargo and 40 million passengers (Voight, 2014). The main objective of the company is to offer world-class services that will attract millions of travelers. This document critically analyzes the marketing principles that impact on Emirates Airlines.
Four Countries It Operates In
Emirates Airlines connects to over 120 destinations distributed across 70 countries in 6 continents. This has been fundamental in establishing Dubai International Airport as its aviation hub. It is the only international airline that offers non-stop transport services from its hub to all the six continents. The airline intricately connects to various destinations in South and Southeast Asian regions, which connect Dubai to other international destinations. The countries that have the highest number airports that are frequented by Emirates include the U.S. and India with 10, the UK and Pakistan with 6, and Australia with 5 (, 2015). This has been made possible due to the fact that the company has employed over 50,000 employees and has a turnover of close to $18.4 billion. The airline has over 200 aircrafts serving these cities and its expansion strategy has been characterized with making large orders, such as the 42 aircrafts ordered in single purchase.
Emirates' main competitors include Etihad Airlines, Singapore Airlines, British Airways, Lufthansa, and Air France. These are some of the airlines which are known to offer superior and comparable services in terms of flight experience. British Airways, which is a primary competitor, made a loss of 292 million pounds in two consecutive years. However, it reversed this when it increased its operating profit by 370 million pounds while its revenues rose by 8.4%. The marketing efforts of the Emirates are slick, not only targeting business travelers, but also the daily customers and this is clearly addressed in the company's grand plans (Zhang, 2015). Etihad Airways is a significant competitor since it is the national carrier of the UAE. Etihad has over 50 aircrafts and has entered into a joint agreement with more than 20 airlines, which include Malaysian Airlines, Jet Airlines, American Airlines, and others. Both Emirates and Etihad airlines have a similar market value, but Emirates stand out due to its brand image that has expanded over the last 30 years.
4P's Marketing Mix
Among air travel services, the airline offers intangible services to customers, which consists holiday packages, car rentals, and other ho...
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