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Contents
1. Introduction……………………………………………………………………………
2. Business Strategy……………………………………………………………………
2.1. General profile of the Airline Industry………………………………………….
2.2. Competitors Overview and Situation analysis………………………………...
2.3. The Competitors…………………………………………………………………
2.3.1. Air Arabia…………………………………………………………………
2.3.2. Etihad Airways…………………………………………………………….
2.3.3. RAK Airways………………………………………………………………
2.3.4. Competitive advantage of Emirates Airlines…………………………...
3. Strategic Marketing Focus…………………………………………………………...
3.1. Mission…………………………………………………………………………….
3.2. Goals and Objectives……………………………………………………………
3.3. Values……………………………………………………………………………
3.4. Core competencies………………………………………………………………
3.5. External Environment -PEST Analysis………………………………………...
3.6. Internal Environment – SWOT Analysis……………………………………….
4. Marketing Plan………………………………………………………………………..
4.1. Target Market…………………………………………………………………….
4.1.1. UAE Tourism and Business segments…………………………………
4.1.2. Expatriates in UAE………………………………………………………..
4.1.3. Transit Passengers of Dubai…………………………………………….
4.2. Intended Strategies………………………………………………………………
4.2.1. Market Penetration (Improving In-flight services)……………………
4.2.2. Market Development (Extending new routes)………… ...