The International Marketing Strategy Assignment Marketing Essay

1034 words (4 pages) Essay

1st Jan 1970 Marketing Reference this

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The incoming low cost airlines in the global and domestic field have had adverse effects on other airlines which face a tremendous competition thus reducing their profit margins. The airline sector has become more assertive recently. To expand the market share and using successful marketing strategies and a feasible Marketing scheme are some key trials faced by an airline company.

The main purpose of Emirates is to establish itself in those areas which are already under the control of its competitors. Regular checks on basis of its everyday routine should be made so that they are not behind their rivals. New entry plans are to be laid to connect with the old networks and establish new destinations in Africa.

The ever increasing competition with the Singapore airlines due to their strong alliances has resulted in Emirates losing a share in the market and thus is not able to access the African market completely. But still Emirates have tried to maintain a hold in some parts like Tunisia, Nairobi because of their continuous new technologies and excellence in customer service satisfaction. Local airlines, Qantas, United Airlines & Singapore airlines in alliances have proved to be strong rivals for Emirates in Africa.

The major challenges which have resulted Emirates to lose their market chare has majorly been the variable cabin facilities which are different for different aircrafts. As mentioned earlier, Zimbabwe and Algeria are increasingly becoming as favourite tourist destination. So introduction of direct flights can help the cause.

PLC shows that companies should be aware that every product has a shelf life and should concentrate on developing new innovations so it can enhance a long term nonstop growth. The following table represents some factors firms should consider while evaluating a product.

Since Luanda & Durban are at the start of the cycle the sale would be a bit less and adding to it would be the losses which are suffered due to the advertising and enlargement costs. The main focus would be to make the customers aware of the new products introduced along with its benefits. As we move further Mauritius and Seychelles are placed in the growth stage. The mature stage includes Northern Africa, European nations, US, UK and Australia. The presence of low cost airlines has resulted in a decline in Singapore.

To perform a market auditing requires a tiresome task. Once the auditing is done sufficient amount of data after is obtained by evaluating outer and inner factors. The method used to inspect the marketing plan crucially & manipulate a firm’s marketing activity is called SWOT analysis.

This analysis evaluates Emirate’s strong points to its opportunities and thus by initiating the tactics it can be made sure that it would lead to its improvement and hence can gain a market share and make profits. The rising African market through quality products will add to the load factor, and will increase the yield. E-Commerce will play an important role in promoting as well as distributing which in turn will eliminate the dependence on agent selling and lobbying. An important aspect of marketing in a foreign country id that, a failure in an international market can prove more costly as compared to the domestic market, the only reason being-internal factors can be controlled but external factors are more difficult to control.

Strategic thrust gives an idea of which products to be introduced in which market. Emirates would be marketing preferences of Europe, Middle-East & Far-East connections to & fro Africa providing best package which would include high quality standards, excellent cabin amenities and aggressive selling to be better than their competitors. Corporate customers should be attracted which will be provided desirable business class concessions which will compete with the frequent flier programmes of the alliances.

The representation of the map above shows the positioning f Emirates. When we compare the price with quality it is very much clear that Emirates appears to be in the greater price and quality range which is as similar as the Singapore and Cathay pacific airline. As compared to Emirates its competitors are providing the same quality but at a reasonable price which is less than Emirates. So it would be only after Emirates could catch up with them it can gain a share in the market.

Africa has become a favourable market because far recently its tourism has greatly increased and many businesses have developed due to foreign investment. Major airline industries are trying to increase their profits by making wise decisions in terms of marketing plans as well as cut their costs in terms of other factors. Customer service facilities are also equally important. Further we will understand the factors which are related to the marketing mix. The major factors are enlisted below which also includes the 7P’s.

We believe that Emirates Airlines is an exceptional service which depended on various different factors. Emirates is almost everywhere and it has a reputation of providing not good but the best airline services. It was Africa that was the continent in which Emirates could not get a considerable market share. But, the analysis which is done in this assignment is sure to work and effective marketing planning and implementation is the strategy. The festivity of Arabic culture and heritage is the basis of inspiration for the assignment and the theme. Every company strives its best to be on top of the market, and achieve their target, so some marketing concepts and philosophies are put together to make this marketing mix or strategy to work effectively. Benchmarking in the international market especially in the African sector is a very important factor. Auditing on monthly basis to be familiar with the latest trends as well as the external and internal factors would be performed. So, if u plan or feel that u need to explore Africa be sure that u travel through Emirates, because serving and providing high customer satisfaction is the main aim of our company.

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