Answers of Case Study
A Case Study on EMIRATES: AN AIRLINE COMPANY
Q#1: How has Emirates been able to build a strong brand in the competitive airline
industry worldwide?
Ans.
Emirates is one of the giant Airline company utilized maximum combination of marketing
mix and best selection of HR. It includes:
1. Excellent Customer Service
2. Elite Product and Equipment
3. Expansion in destinations
4. Good in terms with Airbus and Boeing favored huge acquisitions of long-haul
airplanes which support them in massive purchases have made Emirates the largest
Airbus (A380) and Boeing (777) aircraft operator in the world, reflecting the global
aspirations of the company.
5. Cost-effectively carry out cargo and ground handling, catering services, information
technology, and other travel amenities, Dnata supports Emirates’ global ambitions.
It not only looked upon the Arab airline or stamped as an arabian airline but rather as a
global company based out of the middle east. This global positioning of the company has
reflected Emirates a serious threat in global market.
Q#2. What are some of the apparent weaknesses with the company’s strategic
direction? How can the airline address them?
Ans.
Environmental scanning (Internal and External) by any company help to evaluate internal
weaknesses and external threats by the competitors. Leaving competitors untapped is one the
weakness of Emirates.
1. Etihad Airways, an arm of the Abu Dhabi government, is offering products that
appeal to travelers seeking premium services at competitive prices.
2. Gulf Air, which is partly owned by the Abu Dhabi government, has also taken
advantage of the open skies policy to gain free access to the Dubai airport.
3. Emirates has also been massively acquiring aircrafts and inflating the size of its fleets.
While this represents vast investments, the implications are far-reaching.
4. To be able to have long-term advantages, the company should become a shareholder
in the Airbus or Boeing companies which ma deviate their concentration towards
consumer needs and wants.
Even though Emirates has strongly built their brand in airlines industry and strategically
positioning themselves, they are lack in taking into considerations of their competitors in
determining their future directions. As they portray themselves as a global company they have
got a rivalries threat in their regional market from companies like Etihad Airways and Gulf Air
which both partly own by Abu Dhabi government. Going for expansions of their fleets solely
will not ensure the company growth in future. Having a young fleet of aircraft can be beneficial
in the first few years of operation. However, as the aircraft ages, the cost of maintaining them
will also increase and put a burden in their operational cost.
The Apparent weaknesses of companies strategic direction are :
1. They Overlook the faults in their marketing strategies.
2. They are overconfident about their position in the aviation industry
3.
Q#3.
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?
The company’s human resources are already lean and it is cost effective on other cost
components and this means its ticket prices are very competitive already.
It does not seem that Emirates will change its business strategy because this has led to
continuous profits for 26 years.
the company’s;
1.Value propositionImpactful costumes so that the consumers have the best experiences.
Affordable price point that fits with consumer’s income. Price of the costumes ranges
between 20 – 40 British pounds.
Quality – The costumers has to be of good quality.
2.Target consumersConsumers within the age of 18 – 26 years old.3.Getting to know the
customer
Assessing the landscape in terms of understanding the category (costume industry),
consumers and competitors.
Consumer research – to find out the most affordable prices according to the consumers
disposable incomes, what consumers want in a costume.
4. CompetitorsInitially there was no competition but due to its market share competition was
created.
Rubie’s costume company with revenue of about $500million a year.
Replicators of the company’s design like 16 year old kids, because of the affordability of
making the costumes but with low quality.5.Staying ahead of competitors
Out-innovating the competition by introducing more and better costumes, new designs and
new technologies.Partnership with different big brands like Marvel, Disney as a way to
license the products using their design.Introduce patented digital-dudz technology that
allows consumers to augment technology with their costumes for a better experience.
