L'entreprise Emirates Group

Marketing Report

Students: Assessor:

Robin Losson 201227204 Irfan Khan

Christopher Bender 201328031

Nora Miralles 201327654

Zuzana Belejova 201227371

Christine J. C. Pangan 201328858

Rainierri Bonifacio

Part A

1.1 Overview

I was able to identify background information on the company Emirates Group from the actual website www.theemiratesgroup.com. I was able to determine much about how the Emirates Group conducts its national standards as well its codes of practice and privacy.

Emirates believes in a strong and stable leadership team, ambitious yet calculated decision-making and ground-breaking ideas all contribute to the creation of great companies. Of course, these have played a major part in Emirates’ development, but they believe their business ethics are the foundation on which their actual success has been built. Caring for their employees and stakeholders, as well as the environment and the communities they serve, have played a huge part in their past and will continue to shape their future.

Description of the business:

The Emirates Group is a vast organization with a multitude of business interests in the aviation, travel, tourism and leisure industries. Employing more than 62,000 people across their 50 businesses and associated firms, Emirates Group is one of the biggest employers in the region and offer specialist services spanning almost every aspect of the market. Emirates is fully owned by the Government of Dubai, but is recognized as an international airline of the UAE. The airline is run on a commercial basis and receives no financial support, financial guarantees or protection from the government, which operates an unconditional open skies policy in Dubai. Despite this, Emirates has been profitable in all but its second year of operation.

The carrier provides scheduled passenger and cargo services to more than 130 destinations in about 60 countries around the globe. Emirates operate a fleet of more than 130 Boeing and Airbus jets and about 10 cargo freighters. The airline is owned by the government of Dubai, one of seven city-states that make up the United Arab Emirates (UAE).

The Emirates Group has spread its wings into every aspect of travel and tourism to become a leading global corporation in its field. With one of the youngest fleets in the sky and more than 500 awards for excellence worldwide, Emirates airline is one of two key divisions in the group. The other is “dnata”, which provides services in ground handling, cargo, travel, IT solutions and flight catering.

Established in 1959, today, “dnata” is the world’s fourth largest combined air services provider with a global footprint extending to almost 40 countries. Propelled forward by their united strength, the two have evolved at a phenomenal rate to establish the Emirates Group as an immense organization, spanning a portfolio of more than 50 brands and employing over 62,000 people.

Aims and Objectives of the Business:

Emirates, wants to take its place among the world's leading airlines. The Emirates Group, one of the biggest employers in the region with more than 62,000 workers representing more than 160 different nationalities, is always evolving and considering new ways to strengthen its operation. The Emirates Group is comprised of more than 50 specialist businesses, which combine to make them the most comprehensive travel and tourism operation in the region. At the heart of the group are Emirates airline and “dnata”, the two core divisions whose staggering growth has led to the creation of numerous ancillary businesses to service their operating requirements.

Using the expertise derived from their core aviation business, such as flight catering, cargo, engineering and training, they extended their services and now provide support to external parties in a number of fields. In addition, they have branched out into leisure and retail, adding hotels and tourism firms to their ever-expanding portfolio.

Emirates, firmly believes their employees are their greatest asset and their contribution to the staggering pace at which they have developed cannot be underestimated. Without them it would not have been possible and they acknowledge this with a range of excellent benefits, including a generous profit share scheme, and programs designed to help them fulfill their career goals.

These principles enable them to attract employees of the highest caliber and have helped them become the largest employer in the UAE. Emirates, now has a team of more than 62,000 loyal workers. This dedication to the welfare of their employees does not distract from the fundamental economic role of their business, to reward stakeholders. While rivals have faltered under the strain of fluctuating fuel prices and the intense level of competition synonymous with their industry, Emirates have posted profits in all but one year of the company’s history.

While Emirates is focused on maximizing profit margins, as a leader in aviation innovation, they are devoted to growing their business while using fewer resources and creating less waste and pollution.

1.2 Market background and Trend Analysis:

The industry we are talking about is highly competitive. The airways transport aims to transport passenger to their destination via planes. Several companies are fighting with the market.

In 2010, 30,5 million flights were in operation. That is 83,500 per day. It is massive and expected to growth up to 50 million per year before stabilization.

*Source globometer.com

As explain in this report (SWOT and PESTLE analysis), Emirates is a very competitive company in this sector. The favorable political atmosphere as well as the privileged relationship with main supplier (petrol) helps the company to be positioned with a very competitive price while proposing a quality of service at least equivalent to its competitors. There are different factor that make an airlines competitive. We can easily understand how can a airlines company structure their pricing strategy

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