Deeveloping a Comprehensive Marketing Plan for Emirates Airlines Term Paper

Deeveloping a Comprehensive Marketing Plan for Emirates Airlines - Term Paper Example A marketing-mix to support the alternative strategy for the airline has been provided. Implementation of marketing plan and its importance during emergency have well been described in the report. Table of Content Emirates Airline 6 Emirates Current Marketing Strategy 6 SWOT Analysis 7 Strength 7 Weakness 8 Opportunity 8 Threat 8 Competitive Environment Assessment 9 Porter’s Five Forces Model 9 1.Threat of segment rivalry 9 2.Threat of new entrant 10 3.Threat of substitutes 10 4.Bargaining power of Suppliers 10 5.Bargaining power of consumers 11 Marketing Issues and Alternative Strategy 11 Rationale for the alternative choice 12 Marketing-mix Strategy to support the alternative 13 a)Product: 14 b)Price: 14 c)Promotion 15 d)Place: 15 Marketing Plan 16 Reference 18 Bibliography 20 Emirates Airline Emirates Airline was founded in the year 1985. It started its first flight from Dubai which is also the Headquarter for the Airline Company. The main objective and goal of the Airline h as been delivering service with world class quality and it has succeeded doing so in its journey of more than 25 years. Emirates Airline has emerged as a global Airline with its presence across 6 continents and above 60 countries and 120 destinations. The Airline has over  170 aircrafts in its fleet. Emirates have carried more than 30 million passengers and over 1 million tons of cargo (as per 2010-11) (Emirates, 2012). Emirates Current Marketing Strategy Emirates Airline current marketing strategy is largely based on its positioning itself as a global player with high quality service. Starting as a small airline company Emirates today has become the global leader and is reckoned as the best airline company in the world. Emirates have become innovative, customer-oriented and a modern airline company which provides world class service. Emirates Airlines strategy is based on leadership attribute that makes it a true global player serving the consumers across different continents. Em irates focus have always been customers and their travel experience have made Emirates the winner. The airline has made the travel more affordable and comfortable. The importance of customers is well understood by Emirates and this very reason the company strives hard to provide them value for their travel experience. Sponsorship has played a pivotal role as part of the company’s marketing strategy to establish itself as a global player. Every time Emirates explores new route it promotes itself through various media. Emirates Airline opts for sponsorship events which draws worldwide attraction. Emirates sponsorship features events in football, rugby, cricket, horse racing, etc. The biggest highlight of Emirates sponsorship deal includes the Arsenal Football Club, FIFA World Cup, Rugby World Cup, etc. SWOT Analysis Strength Emirates Airlines offer booking facilities over internet with numerous choice and other value added services. Emirates have been the first airline to offer such facilities to its customers. Apart from this it also offers facilities like self-check at the airports. Emirates are also amongst the airlines which offer long-haul flights to destinations such as Houston, San Francisco, Dallas and Los Angeles. Emirates Airline is amongst the airlines having youngest fleet of aircrafts. Weakness Emirates Airline is known for its luxury which is the reason for middle class families not being a part of the company. High invest in purchasing new aircrafts has increased the