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)………………………....

4.2.3. Product Development (First class private suite)………………………

4.2.4. Diversification ( Low cost carrier)……………………………………….

4.2.5. Business Strategy over Ansoff’s growth matrix………………………..

5. Evaluation……………………………………………………………………………..

6. Implementation Plan and Budget…………………………………………………...

7. Conclusion…………………………………………………………………………….

8. Annexure (Tables and Charts)………………………………………………………

9. Bibliography…………………………………………………………………………..
1) INTRODUCTION

With just purely two aircrafts, the Emirates airline was established in the
year 1985 by the ministry of Dubai. After two decades Emirates has
expanded its empire with 83 aircrafts soaring to 78 destinations in more
than 55 countries worldwide. Emirates Airlines has a one of the largest
number of cabin crews hailing from 95 different nationals.

With such strong history Emirates Airlines are still venturing further in to
the future. They have recently made orders which are worth more than 26
billion US dollars for about 45 numbers of A380 Airbus. This will make the
company to be the world's largest purchaser of Super-Jumbo Air bus.
Emirates Airline is expected to become not only one of the greatest
budding airlines but also the fifth most gainful airline in the world.

Emirates Airlines is devoted to accomplish its mission. By installing

individual entertainment system in all of its classes, having 22 audio & 18
TV channels, as well as enabling customers to not only book online, search
for flights but also to choose their seating arena consequently this airline is
identified as a pioneering and customer-oriented contributor of advanced
services because of these outstanding features. Emirates empowered over
280 international awards, one of them being the prestigious CAPA airline of
the year award 2005 by the Centre for Asia Pacific Aviation.
2) BUSINESS OVERVIEW

General Profile of the Airline Industry

Today it is definitely the airline industry which is booming to be the most

spirited and emerging industries in the world leading to not only economic
growth, international investment, but also tourism. In the last decade,
airline industry has urbanized powerfully by 7% annually for both business
as well as relaxation needs. This industry is one among the best ever
growing sectors with growth rates increasing on average of 3.2 times
greater than the GDP rates. This figure is predicted to rise by an average of
5 % a year from 2000 to 2010.

Sometimes the airline industry is affected by the political, economical and

trade factors. Taking an example of the political factors, the September
11th attack dropped the number of passengers who travel, because people
were afraid of being attacked by terrorists. The economical factor which
gets affected is due to increase in oil prices which shatters the profit of the
global airline industry.
Many airline companies initiated to modify their strategies and services not
to just dwell but also to succeed in the airline industry. They invest deeply
in the quality of services by introducing e-booking system, more
comfortable seats for passengers, low cost carriers, new interactive
entertainment systems and many other technological techniques. The ideas
behind introducing these services were to magnetize customer's faith also
to gain a competitive advantage. To survive in such a challenging market,
many companies set on agreeing with each other to reduce costs and also
share the available resources, which is otherwise called as alliance.

On the whole, the airline industry is expected to double the number of

passengers by 2010 and also to exceed 3 billion due to the trade, economic
development and tourism. Thus obeying the theory, "survival of the fittest",
successful airlines will be those that can continue to play smart by putting
into action the above ideas so as to secure a strong position in the aviation
market.
Competitors Overview and Situation analysis

The airline industry is in its prime of life, hence there is a tough competition
in the market and the rate of sales growing faster before beginning to
stabilize gradually. In this stage advertising and promoting sales makes it
obvious that the competition is getting more aggressive. Furthermore to
find best services required in gaining the attention of customers, many
competitors have increased their research and development (R&D)
budgets.

In view of this, many companies have now started on focusing to

differentiate their products and services from their competitors in order to
capture their customers' brand loyalty. For case in point, there are
companies concentrating on cutting the operating cost, the result is that
the profit margin will decrease and so the least efficient companies will
have to leave the market so that only the well-established companies
remain. There are many companies which use offensive strategies instead
of defensive strategies. They achieve this through modifying their market
product and marketing mix to survive and compete during this stage.

For instances to modifying the marketing mix, the Kuwait airways

implemented the strategy by launching a low cost carriers with the
intention of increasing its customer base and loyalty and also increasing
sales of.
The Competitors

Emirates airlines are facing stiff competition with major international and
national airlines on the market shares. However the major competitors
identified here are the national airlines of other states of UAE.

Air Arabia

Air Arabia, a national airline of the Sharjah emirate is established in 2003 by

Sharjah ruler's decree. It is based in Sharjah airport and has got quick access
to Dubai and fast check-in facility. Air Arabia is the only low-fare airline in
UAE and the first airline to introduce the low budget airline in Middle East
and Northern Africa since 2004.

After success stories of American and European low-cost airlines Air Arabia
modeled low fares on customized local preferences. They focused on their
business mission by offering most convenient and frequent online booking
as well as less expensive air fares in the market with better service and
safety standards.
Air Arabia's worthy scheme "Pay less. Fly more", enables customers to
make smart travel choice; those who can't afford and were hesitant to
travel in the past, to start flying and those who traveled more frequently,
benefiting both and vacation travels.

Etihad Airways

Etihad Airways first captured the skies in November 2003, with only four
member team organization. Now it stretched out to a family of over 2500
employees spread across region. Etihad airline has also reputed as the
national airline of the UAE (Abu Dhabi) by a royal decree of Sheikh Khalifa
bin Zayed Al Nahyan (President of UAE) with investment of AED 500 million.
Compared to 2006, Etihad conceded more than 4.6 million passengers in
2007. It has also been designated as the World's leading New Airline two
years in a row, in 2004 and 2005.

RAK Airways

The fourth national airline of the UAE is RAK Airways which was established
under an Emiri Decree by Ruler of Ras Al Khaimah in February 2006

The core intention of RAK Airways is to give support to the economic

development of Ras Al Khaima. The development includes economic free
zones to magnetize business as well as residential, leisure and tourism
projects. This Airways function on charter as well as scheduled services so
as to assemble the demand of the various markets that the airline will
serve. In a cost successful manner they provide value for money to
customers
Emirate's competitive advantage

To gain a competitive advantage amongst its competitors Emirates Airlines

adopts differentiation generic strategy by contributing the top notch quality
services. This is done to be the best company in the market and to
segregate from its competitors. For illustration, the first airline that offered
TV screen for all classes was Emirates airways.

Another instance, along with other airline company like Qatar Airways,
Emirates airlines provided training courses by using the most modern
machines, called plane simulator. This was a feather to the hat of Emirates
airlines. The aim of such change is to be on top of the industry thus increase
the awareness nationally and internationally which in turn increase the
demand and the profit.
3) STRATEGIC MARKETING FOCUS

In this section we shall take a peek into mission, goals, core competencies
and external and internal environments in regard to the Emirates airlines.

3. A - Mission

"Offering consistently high-quality value-for-money service and to be the

best airline on all of its routes".

Emirates airline is determined to accomplish its mission by positioning itself

as a long-term sustainable business providing value to its customers,
employees and investors.
3. B - Goals

Discussing the goals, they are states as below:

Focusing on maximizing the overall Group’s return on capital.

To be diverse and hence balance to the Group’s earning streams

Take full advantage of the group’s competencies in market.

Objectives

Tangible objectives pertaining to the goals are :

Retain and improve frequent business class traveler’s market share.

Increase market share 40% to 55% by end of 2009

Tap low cost carriers market to achieve company’s return on

investment.

Promote Dubai’s Tourism activities and introduce Dubai to the world.

3C- Values

Emirates Airlines has valuable human resources as well as a bunch of well

qualified staff. The vice-chairman of the airline itself has more than 50
years of experience in the aviation industry. The airline also provides
outstanding training to its staff and is devoted on improving their skills not
considering the costs. In addition, Emirates Airlines is the international
carrier of Dubai which is a politically stable area and has a strategic location
especially for transit passengers.

3. D - Core Competencies

Various key factors should be implemented to sustain airline companies’

achievement.

Differentiation

By providing advanced services airline companies tend to differentiate each

other. For instance, the best way to invite customers and to distinguish the
company from competitors is by providing the aircraft with the latest
technology, such as wide seats, e-ticketing, etc.
Strong brand name

By obtaining a strong brand name it is easy to build a base of loyal

customers. This guarantees that customers will stick with the strong brand
name company and hence ignore any attractive offers coming from other
competitors. There are airline companies utilizing some techniques such as
offering a flyer mile to win a free ticket if the points were completed to
retain their customers,

Alliances

As discussed earlier we are aware of alliance. By linking networks, alliance

will allow different companies to share their resources so as to build a wide
base of customers, expand services and increase number of routes.
Moreover, the outcome of this is in sharing experience and decreasing the
operation costs.

Relations with supplier

To construct a strong relation with suppliers the Airline companies must

emphasis by setting long-term contracts. Such relations will be beneficial
since this will keep them in the safe side even if there was any change in
the pricing strategy in the future as there is a contract between them.
3.D - External Environment

PEST Analysis for Emirates

Political Political situations that affect the airline industry will be mainly
wars and terrorism. For instance, due to the terrorist activities in different
areas of the globe, namely in USA, Palestine, Iraq etc made these areas
unpleasant for not just tourists but businessmen to travel.

Economical

One of the factors following the success of any airlines is to have the
most sophisticated airports which are facilitated with cutting edge
technologies to meet customer’s requirements. UAE has major plans on
investing to develop such international airports in Abu Dhabi and Dubai.
The benefits are to enhance the economical growth, reduction on oil
revenues, to increase the number of tourists plus thereby driving profits to
airline firms.

Social

The population of the world is shooting at high rates. Thus the social
factors also increase. For instance, the population is expanding in UAE, this
there is because UAE is a multicultural country. As the expatriates number
in UAE increase, the profit obtained by the airline company also increase.
Technological

New technologies affect this industry in negative and positive manner. For
example, the teleconferencing reduced the necessity for face to face
business meetings. This reduced the number of businessmen traveling and
hence the purchase of business tickets.

3.E - Internal Environment

SWOT analysis for Emirates

Strengths

Member of Arab alliance ( Arab Air)

First Airline Company to offer Internet booking with various features

and options.

Self-Check in facility for customers in Dubai and partner airports.

Long-haul flights Dubai to New York

Worlds largest purchaser of Airbus by 2012 , booking 45 Airbus air

crafts.

Increasing employees devotion to work by providing training ,

rewards and performance analysis.

Official sponsor of FIFA World Cup 2006.

Skywards Miles FFP shared with many airlines including Sri Lankan
airways
Weakness

Huge investment to purchase air planes and implementing latest

technologies there is high amount of operational cost.

Emirates airlines fares are higher than traditional airlines.

No global alliance membership for Emirates Airlines

No permission to operate in Abu Dhabi , capital of UAE

Opportunity

UAE ‘s higher per cap income

Government is disposing money to develop regional airports.

High forecasted growth rate for UAE tourists

Growth on population and internet usages lighten World and Dubai

makes room for opportunity.

Dubai Air shows helps to promote regional aviation industry.

Threat

Might face losses of around 5 billion due to soaring oil prices

Aviation security expenses and insurance will also increase

operational expenses of airlines industry.

Low cost carriers are another threat for traditional airline operators.
 Information security vulnerabilities poses danger to electronic ticket
system

Natural disaster and acute diseases affect tourism

In a nut shell, Emirates Airlines has strengths like new technology, such as
e-ticketing and self check-in services. An evident weakness is the elevated
prices of Emirates due to its huge investments in ordering aircrafts.
Although it has opportunities like investments in Abu Dhabi airport there
are many threats are concerning it, such as increase of oil prices, low cost
airlines and the spread of killer diseases.

4- MARKETING PLAN

4.A - Target Market

Over the last few years, Emirates Airlines is one of the air carrier, which
barely felt the economic and airline down turn. Emirates Airlines is one of
the airlines, which hardly felt the economic and aviation down-turn of the
last few years. Emirates airlines market segment is divided into three major
categories of customers
4.A.1 - UAE's Tourism and Business segment Customers

Dubai's emergence as a regional business and tourism hub has provided

emirates airlines plenty of room for growth and has fuelled regional air
passenger traffic. The recent freehold ownership law has been a major
reason for the attraction of tourists and business communities. Dubai aims
to attract 15 million visitors by the year of 2010, the ruler of Dubai has
emphasized about this on his strategic plan for the emirate of Dubai.

The growth of the region especially GCC's is now started stimulating

tourism and business sector and providing room for local airlines to further
grow. According to World Travel and Tourism Council (WTTC) Middle East
accounted for around 2.4 % global travel and tourism activity in 2006,
forecasting a growth of 5.9 % for the coming years. Emirates should plan to
take advantage of this boom for increasing their passenger traffic.
4.A.2 - Expatriates in UAE

UAE world's 5th largest Crude Oil exporter and Dubai world's fastest
growing city has created huge demand of skilled and unskilled workforce to
feed its booming economy and emerging labor market, the highly paid
labor market is a major attraction for the various work force around the
world. The overall expatriate population of the country equals 80% of its
total population; the national emirate population is 20% of the total
population. United Arab Emirates has got large amount diverse populations
in the Middle East. As per the 2006 censes the total population of UAE is
4.2 million consisting of the national emirate(20%) , other Arab and Iranian
(23%) , South Asian (50%) and other (8%) constituting Westerners and east
Asians. The diversity of this population enables emirates to plan their route
all around the world; emirates have reached mutual agreement with almost
all the national authorities around the world to operate in. Dubai operates
in an "open sky" policy, which allows any carrier to compete with Emirates
airlines.
4. A.3 - Transit passengers

Dubai is the operational hub for Emirates airlines, the best positioned
connection point between Europe and Asia/Australia has supported the
growth of emirates airlines. Emirates airlines has been using this
"connection point" in favor of promoting their business especially transit
passengers, the well established and marketed wide range network enables
Emirates Airlines to prosper in this particular segment. Emirates airlines
presently operates 87 cities in 59 nations around the world (still growing).
Additionally to accommodate the growth in the sector Dubai airport
authorities are invested $4.1 billion in the expansion of Dubai Airport, The
"Fly Emirates "caption is well known to the world and attracting customers
from around the world.

4. B - Intended Strategies

Airline industry achieved in the mature stage and there is a tough

competition between various operators. According to the analysis of
external and internal factors each airlines uses offensive strategies to
secure their position on market.

Emirates adopts below marketing strategies to operate business efficiently.

4. B.1 - Market Penetration (Improving In-Flight Services)

Business focuses on selling existing products to existing markets drives

growth strategy for Market Penetration.

1) Retain and boost market share of Emirate airlines product and

services

2) Protect market dominance of Emirates airlines existing markets.

3) Driving out competitors by restructuring mature market.

4) Enhance usage of existing passengers

Enabling passengers to make voice and data call over aircraft’s telecom
system

Tele-communication is vital element in everyone daily life, So

communicating with others while on airplane would be very good value
added service can provide by Emirates Airlines. This can be done by adding
some infrastructural changes on aircraft to communicate and partnership
with telecom provider who can assist deploy. Currently Emirates uses high
expensive tele-communication method to make voice calls and internet,
instead can deploy new system to make voice and data calls from traveler
mobile phone via trusted telecom providers.
Passenger’s mobile phone should be beam signal to the ground satellite
system and from Immarsat which is already installed on most of the
Emirates airplanes.

Similar service, “On Air” is being developed by Airbus SAS and air transport
IT service provider SITA. Early of this year British carrier BMi and TAP-Air
signed on to offer OnAir’s voice and text messaging services for European
flights.

4.B.2 - Market development: (Extending New Routes)

Deploying current services into new markets where company seeks to sell
its products into new areas. Possible way to achieve this strategy by
launching existing services into new geographical area or new market
segments.

Emirates Airline’s objective is to build up Dubai into a widespread aviation

center that will finally serve as an important universal long haul hub. It
provides an alternative to the traditional European airline hubs like
Heathrow Airport (London), Charles De Gaulle (Paris) and Schiphol
(Amsterdam). The airline heavily promotes Dubai as a destination, offering
reduced hotel rates as well as insight into events like the Dubai Shopping
Festival, hoping to attract more visitors to the city.
Adding new routes and destinations are suggested , especially there is
growth in UAE tourism. Major regions are not operated by Emirates Airlines
and have to extend some of the destination world-wide (especially
attractive areas)

As always, the airline conducted road shows and press conferences to

announce its entry into a new city. These events allow travel agents, tour
operators and local airline personnel in contact and gain information about
Emirates’ new routes, holiday packages and other benefits.

After establishing a route to the country’s economic hub – Shanghai – the

airline offers passengers a chance to visit the epicenter of China’s political
and cultural activities. It is China’s richest city in terms of historical value
and has a heritage that dates back over 3000 years and houses marvels as
the Forbidden City, the Great Wall of China and the Ming Tombs

The success of Dubai as an intercontinental hub has been facilitated by

airlines such as Emirates. The geocentric nature of Dubai has become
incredibly important. Now there are hardly two points on the globe where
it is not logical or possible to use Dubai and connect any two cities, and
usually it is a pretty direct route.
4.B.3 - Product Development (Private Suite)

Introducing new services into existing markets implies product

development. This strategy involves the development of fresh
competencies and requires business to expand customized services which
can apply to current markets.

Since Dubai is a hub for all international business travelers this is high time
to introduce new product to cater top level business executives. Imagine
the CEO of multi-national company makes lengthy overseas journey to
attend a board meeting that could have a major impact on the company
financials. Of course, company wants CEO to be top of his game, rested,
refreshed, relaxed and ready.

The cost of CEO’s air travel is doesn’t seem so expensive after all.

That’s why Emirate Airlines introduce high quality first class private lounges
to attract business travelers. This premium class private suite would be fully
outfitted with personal storage, coat cabinet, desk and individual mini bar.

Long seat reclines to become fully horizontal couch and the 21” wide
screen entertainment over 500 channels. Exceptional level of personal
services including a la-carte gourmet cousins and wide-ranging wines
provided by specially trained multi-lingual cabin crews are the other value
addition for this product.
4. B.4 - Diversification: (Low-cost carrier)

Diversification is a strategy, where business sells new services into new

market segments. Diversification is more risky strategy due to limited
experience on particular new market areas.

After the success stories of European low cost carriers, Middle East
operators also started eyeing to explore new marketing concepts of "Frills-
free" fly. The global low cost carrier sector is growing at more than three
times the average industry global rate, with just under 50 million seats on
342,000 LCC services offered worldwide in January 2007, up 17% and 15%
year-on-year, respectively.

Low cost carriers are airlines that offer lower fares than traditional network
airlines by eliminating certain complementary passenger amenities
generally offered by traditional airlines. The key opportunity for low cost
carrier lies in passenger fare elasticity, low air transport penetration rates
and substation of traditional modes of low-cost transport such as trains and
buses.

Air Arabia dominates exclusively to this low cost carrier service in UAE,
Emirates Airlines must decide how to respond this threat posed to the large
expatriate market in UAE. Among the options considered there is scope to
introduce low-cost subsidiary of Emirates Airlines.
Emirates Airlines be supposed to diversify slightly from current marketing
objectives to acquire low cost air travel market share and to retain its
customer base of UAE expatriate market. This can be done launching new
subsidiary to cater budget airline market. Key routes should be according
to the high demand and large number of expatriate's home country like
Egypt, India and Pakistan.

Under the arm of Emirate Airlines, new budget airline subsidiary has to
introduce to new Al-Makthoum Inter-national Airport being constructed in
Jebel Ali, located on Dubai border. This will provide residents of Dubai and
Northern emirates enhanced travel option to neighboring destinations.
Emirates Airlines is placing lease order of for 200 aircraft and to be
operational by 2009. The carrier is expected to use Airbus A320 or a Boeing
737 on lease basis for the first few years prior to acquiring ownership
status.

Similar practices already succeeded the case of Kuwait airways and they
implements the strategy of modifying marketing mix by beginning a low-
cost carrier called "Al-Jazeera" in order to enhance its passenger base and
loyalty and boost in sales.

Business strategy over Ansoff’s growth matrix

Ansoff’s product/market growth matrix provides for a business tends to

grow depend on whether it sells new or current services in new or current
markets. New products and new markets could relate to current products
and current markets or may possibly distant and discrete.

The result from the Ansoff’s product/market matrix is chain of

recommended growth strategies that set the road of business strategy.
 Figure: - Ansoff’s growth matrix

5 – EVALUATION

After marketing plan is implemented, it should be evaluated. Evaluation

entails gauging the extent to which marketing objectives have been
achieved during the specified time period. Below table demonstrate
effectiveness of marketing strategies and counter-measure to
improve/replace current plan.

Improving In-Flight Services

Success criteria of deploying a system to allow passenger to use their

mobile phones to use voice and data communication is to increase market
penetration. It can be measured in terms of voice and data usage and
growth of market penetration. There is not corrective action plan if it fails
to respond.
Extending new routes

New destinations are implemented to achieve market development. Flight

occupancy is the best way to measure result of this strategy. It needs to re-
discover new destination if the flight occupancy level is lower than
expected.

First Class Private Suites

It’s a new product of Emirates Airlines and can be measured the success of
the product launch. Quantitative measurement of this product would be
number of booking or occupancy. If it fails to respond, corrective plan is to
reduce the price of ticket but again this is not price sensitive product and
cannot be achieved by price reduction.

Budget Airlines

Success criteria would be capturing new customer base for the airline .Since
its separate operating entity we can gauge financial results of operating
profit would be good measure to evaluate the success of budget airline
subsidiary.

Effectiveness should be identified through external marketing auditor or

agencies. A market audit helps management allocate marketing resources
efficiently. Market audit should be comprehensive, systematic, periodic
evaluation of the objectives strategies, structure and performance of the
marketing organization.
6 – IMPLEMENTATION PLANS & BUDGET

Strategy # 1 (Market Penetration)

Strategic Program Deployment a system to passenger to make voice and

data call from their mobile phones

Implementation Tasks

Technical Study

Feasibility Study

Partnering strategic alliance with telecom service providers.

Installation of system on aircrafts

Marketing concepts to the audience

Responsible

Chief Technology Officer

Vice President – Finance

General Manager – Marketing

Time Scale

New service launch would be 1st January 2009

Cost Factors

Approximate Budget 150,000 for each aircraft

Marketing Budget 150,000

Strategy # 2 (Market Development)

Strategic Program Operating new routes and destinations

Implementation Tasks

Researching market gap to operate new routes

Feasibility Study

Partnering hotels and tourist institutions at new destinations

Partnering strategic alliance with local airports to operate

Marketing new routes to the target market

Responsible

Vice President – Finance

Vice Present - Operations

General Manager – Marketing

Time Scale

Four new routes are added every quarter starting from January 2009

Cost Factors

Additional capital investment for new aircrafts USD 200 million

Marketing budget for each route 0.5 million

Strategy # 3 (Product Development)

Strategic Program Introducing new First Class Private Suite

Implementation Tasks

Technical Study

Feasibility Study

Installation and modification of aircraft’s onboard faclilities

Marketing concepts to the audience

Responsible

Chief Aircraft officer

Vice President – Operations

Vice President – Finance

General Manager – Marketing

Time Scale
New service launch would be 1st January 2009

Cost Factors

Approximate Budget 300,000 for each aircraft

Marketing Budget 150,000

Strategy # 4 (Diversification)

Strategic Program Low cost carrier subsidiary

Implementation Tasks

Market Study

Feasibility Study

Leasing and buying used aircraft for operations

Deploying new set of human resources for this subsidiary

Developing Marketing force for the new target customers

Marketing concepts to the audience

Responsible

President

Chief Executive Officer

Time Scale

Mid of 2009

Cost Factors

Approximate Budget USD 500 million

Conclusion

Traveling around the world will always remain as a special interest in the
hearts of the people. Hence they are and will be in search for the best for
themselves. This will increase the need for better safety as well. Hence it
becomes the responsibility for the airline company to deliver their best in
terms of services & security to their customers.

Emirates airlines have always been on top of the airlines list in the UAE. We
know UAE is a country with different ethnic groups, and Emirates is the
only airline in the country which suits these various cultures. But today as
the number of the airline company is increasing there is immense pressure
on Emirates airlines to keep up their fame and glory.

A strong strategy has been studied and adopted to put words into action.
Therefore Emirates with its unique qualities, untiring services and
promising strategy will be able to improve in delivering the best efforts in a
country like UAE having a mixture of different cultures hence keep their
motto fly high!
8 – ANNEXURE

Annexure (1) Operating Statistics of Emirates Airlines

Annexure (2) Emirates Revenue

Bibliography

Anon.(2005)"Emirates expands self check-in service." Ameinfo. 17 Oct.

2005. The ultimate Middle East business resource. 21 Dec. 2005 Available
from [Accessed 8th June 2008]

Anon.(20050 "Emirates e-ticketing network grows rapidly". Ameinfo. 27

Oct. 2004. AME Info FZ LLC. 20 Dec. 2005 [Accessed 8th June 2008]

Shakir Hussain (2008) ‘Economic Success of Dubai as hub is going to grow’

[online][n.p] Available from [Accessed 8th June 2008]

Anon.[n.d] Ansoff’s Product/Market matrix [Online][n.p] Available from

[Accessed 8th June2008]

Richard Backer(2008) Review : Emirates First Class [online][n.p] Available

from [Accessed 8th June 2008]

Christina Valhouli (2004) The very best in First Class service[online][n.p]

Available from < http://www.msnbc.msn.com/id/6460432/> [Accessed 8th
June2008]
PARSIPPANY (2006) RAK Airways Selects aiRES™ Passenger Services System
For Reservation And Departure Control Functions - Innovative Technology
Will Provide Greater Business Flexibility to New Airline

[online][n.p] Available from [Accessed 8th June 2008]

Anon.[n.d] RAK Airways takes off on inaugural flight to Dhaka[online][n.p]

Available from [Accessed 8th June 2008

Anon.[n.p] The Emirates Story [online][n.p] Available from [Accessed 8th

June 2008]

Anon.[n.p] About Air Arabia [online][n.p] Available from [Accessed 8th

June 2008]

Anon.(2005) "Emirates airline's $15bn plane order." BBC News. 14 Dec.

2005

Available from [Accessed 8th June 2008]

Anon[n.d] Middle East Low Cost No Frills Airlines[online][n.p] Available

from

[Accessed 8th June 2008]

Anon.[n.d] “Aviation makes up 15-20% of GDP in UAE” [online][n.p]

Available from [Accessed 8th June 2008]