This research paper reviews TM4013 service and experience marketing for Emirate airlines. Emirates Group has positions itself based on geographic and psychographic segmentation strategies to make its offerings more promising to the target audience. Differentiation is the key to Emirates airline market segmentation. They use value-based positioning strategies with the goal of attaining customer loyalty. Although the company is state-owned, it attributes its success to its effectiveness in fighting competition and maintaining a competitive edge. This is why the Emirates airline target market is the different types of customers. Thus, they conduct aggressive advertisements to appeal to more customers by using different slogans.
TM4013 service and experience marketing for emirate airlines
EMIRATES AIRLINE MARKETING STRATEGY ANALYSIS
Emirates airline market segmentation aims at satisfying the needs and tastes of different target customers. The organization divides the customers into groups according to their needs and wants. This way, they develop marketing strategies that satisfy every group according to the service standards. Also, Emirates airline target market includes value-seeking fliers, customers who are not very price-sensitive, upper-middle, and upper-class fliers seeking comfort and flying experience. The strategy comes by analyzing different customers’ opinions, lifestyles, attitudes, and behavior. Therefore, marketing, for Emirate airlines, must involve a lot of diversified efforts to appeal to the above customer wants. The airline also uses a preference strategy to ensure high-quality service standards, for example, by giving business travellers more importance than leisure travellers.
emirates airline marketing strategy analysis
TM4013 SERVICE AND EXPERIENCE MARKETING AD PORTER’S FIVE FORCES MODEL FOR EMIRATES AIRLINE
Marketing for Emirate airlines incorporates Porter’s five forces model to analyze its competition in the aviation industry. Existing competition comes from the increased bargaining power of suppliers and customers, and the threat of new entrants and substitute products and services. When it comes to suppliers, there is less power over the Emirates airline target market. Its suppliers include aircraft manufacturers eg, Boeing, and fuel suppliers who influence oil prices. Individually, customers have less power over the airline due to differences in consumer preferences and spending habits. This is why the Emirates airline market segmentation strategy is so effective. Lastly, threats of new entrants and substitute airlines can affect the company’s profitability by attracting some of its customers.
Porter’s five forces model for emirates airline
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