Background information about emirate airline

Table of Contents Executive Summary Background information about Emirate Airline Macro environment Micro environment Marketing communications tools of Emirate Airline Emirates Airline promotion mix Strengths 12 Weaknesses 12 Appendix 18 List of Figures and Tables 18 References 19 Executive Summary The success of Emirates Airline has led to questions about the application of communication strategies Because it's clear that in order to have a good image in the customer's mind, a good communication plan is an indispensable element of company Thanks to communications, businesses can promote products and services, helping buyers identify and use products and services Communication also creates the demand for products and services, help companies create jobs for many people and promote economic development Communication is also a tool to help consumers reflect on the quality of products and services of companies Despite the many difficulties encountered in the macro environment, Emirates has taken advantages of its resources to grow and achieve remarkable success for many years This paper will give a more detailed view of the application of the Emirates Integrated Communication Strategy (IMC), thereby providing a more objective assessment and future planning for communication It cannot be denied that the success of Emirates has made other competitors in the aviation sector have to be afraid of Certainly, research into the use and combination of Emirates communications tools will provide a more practical and comprehensive view Since then, many useful lessons related to marketing communication will be drawn for marketing students To provide such analysis and evaluation, the company's background information, micro and macro environment factors influencing the performance of the company will also be analyzed to derive opportunities and threats which Emirates encountered For clarifying these ideas, this paper is formatted under portfolio form with clear headings and sub-headings Background information about Emirate Airline Emirates Airline is the national airline of the United Arab Emirates along with Etihad Airways and is based in Dubai The company is a wholly-owned subsidiary of the Emirates Group, and its holdings are wholly owned by Dubai Investment Corporation of Government Emirates Airline is the largest one in the Middle East operating nearly 3,400 flights a week from its headquarters at Dubai International Airport to 153 destinations in 80 countries across Europe, North America, Middle East, Africa, India and Asia Pacific Cargo operations are carried out by the Emirates SkyCargo division of the Emirates Group (The Emirates Group, n.d.) Emirates Airline ranks among the top ten in the world for passenger traffic, and stands at the first position in the Middle East for sales, fleet size and passenger volume as statistics of 2007 By 2014, the airline enters top four in the industry in terms of international passenger number and the third largest passenger transit route In 2016, Emirates is announced as the World best airline by Skytrax (Lew, 2016) The company also owns four longest commercial flights in aviation history from Dubai to Los Angeles, San Francisco, Dallas/Fort Worth, and Houston In addition, visitors will also enjoy the accompanying services when purchasing Emirates Airline airfare such as: entertainment services with more than 1,200 channels and 280 films (2011 statistics) In the first-class cabin of some of the Emirates's aircraft, there is a mini-bar and a separate bathroom This is why Emirates is in the top 10 of the Word Airline Awards for seven consecutive years Moreover, Emirates is currently the largest operator of the 500-seat Airbus A380 and Boeing 777 aircraft In 2015-16, Emirates received 29 new ones, increasing their total capacity by 13%, measured in available seat kilometers (ASKMs) (The Emirates Group, 2016) Macro environment Geographic factors Dubai is the most famous city of the United Arab Emirates (UAE), located in the Southeastern Persian Gulf This is the commercial and tourism center of the world with most of the global transit flights passing through here About a third of the population is just four hours away from Dubai, while two thirds of the world's population are eight hours away and this is an advantage for the city's tourism industry (Anon., 2017) Dubai is in a very stable area, the closest seismic fault line is Zagros which is 200 km (124.27 miles) from the UAE and does not seem to have any seismic impact on Dubai Experts have also predicted that the possibility tsunamis occurring in the area is extremely low because the waters of the Persian Gulf are not deep enough to trigger a tsunami (Fisher, 2009) Although only months of beautiful weather in the year, Dubai and UAE know how to take advantage of Western visitors’ enjoying sunshine hobbies, who often suffer from cold winter snow Dubai is quite hot in the summer and does not have many traditional cultural sites like Morocco, Oman, Egypt or long coastlines as Maldives, Thailand, but Dubai knows how to attract tourists by developing an excellent infrastructure system It can be seen that the geographic condition of Dubai is quite favorable for the development of the aviation industry, especially being located in the intersection point of international flights will provide great opportunities for the whole aviation industry in general and Emirates Airline in particular Despite some difficulties in weather, Dubai still knows how to deal with Demographic factors In terms of demographic structure, Dubai has young population mainly from 25-54 years old and the majority are male Furthermore, English is their popular language and widely spoken (CIA World Factbook, 2016) It is clear that the young population will have a high demand for air travel, creating great demand for the market The widespread use of English makes aviation service easier and more convenient Therefore, demographic factors also facilitate Dubai's aviation industry to thrive Economic factors Although oilfields were discovered by the city in 1966, much of Dubai's revenue comes from trade and tourism In 2014, Dubai's GDP reached $107.1 billion, growing at 6.1%, the highest in the world The average income per capita was 17,000 USD Most of Dubai's tourism revenue comes from travelers' shopping expenditures In 2015, visitors in the UAE spent $26 billion on shopping and services in the country World Travel and Tourism Council (WTTC) figures show that the tourism sector in Dubai contributed $64 billion to the economy, or 11.2 percent of GDP and 4.4 percent higher than in 2015 The WTTC also predicts that the number will double over the next 10 years To achieve this achievement, Dubai and the UAE have made a lot of efforts In addition to being the main source of government revenue, this economy also invested in tourism with $7.46 billion in 2015 and WTTC expects that figure to increase to $14.81 billion a year in 2026 The development of the tourism industry makes aviation industry as a supportive service to grow accordingly In addition, with its abundant oil reserves, aviation industry in Dubai can cut down the costs efficiently into fuel - one of the industry's major expenditures Cultural and Political factors Dubai's cities are a highly cosmopolitan society with a diverse and vibrant culture Dubai's culture has gradually evolved towards one of luxury, opulence and lavishness, with a high regard for leisure-related extravagance (Vel, et al., 2011) that make air transportation to increase in demand Dubai is politically stable with low crime rate, but terrorism remains a threat In late 2012, however, Dubai helped thwart a terrorist cell planning an attack there (Baker, n.d.) Dubai's cultural and political situation is generally quite stable in the region Dubai government is constantly working to ensure the safety of visitors Technological factors In 2000, Dubai became an information technology city, attracting global clients of all sectors and helping Dubai businesses flourish IT centers are not taxed In 2003, foreign investors rushed to invest in because of favorable policies and great potentials On the transportation field, Dubai is moving towards the development of driverless vehicles, including both airplanes and cars (Anon., n.d.) Moreover, as a goal of the ‘smart city’ project, Wi-Fi will be available to tenants and visitors, giving them access to a wide range of innovative applications (Sambidge, 2014) These factors contribute to make Dubai become an ideal destination and support aviation industry The development of fuel and aircraft technology help Emirates to reduce the cost, ensure safety and increase their competitive advantage The company spends over USD billion on bio fuel and another big amount to purchase new Airbus A350-XWB, Boeing 747-8F (Kasi, n.d.) Micro environment The company In the future, Emirates targets to become a global leading airline The company considers HR as the key to success Right from the very beginning, Emirates has got a talented staff in aviation field So far, they have always maintained and developed this valuable asset by opening professional training centers for employees In addition, the company commits to implementing a comprehensive health care policy, recognition programs, and non-discriminatory policies with respect for cultural differences (The Emirates Group, n.d.) The public For the community, the company has good image with the achievement of many awards and great titles The company demonstrates business ethics by investing in the latest equipment with low emissions leading to less environmental pollution In addition, the company also build funds to support the poor and construct hospitals The customers The company's customers are mainly knowledgeable and high-income with strict requirements in terms of service The company always aims to provide customers with the highest standard services, ensure the security of customers on each flight Coming to Emirates, customers will receive the highest satisfaction and the best service Customers now have more choice of Airline so Emirates face the threat of lower returns because they have to reduce price or invest more on their products/ services to compete with other players The competitors Because there are so many favorable conditions for development, many Airline companies concern and enter Dubai market which increase the competition level of industry Some new regional airline firms share the market profits such as: Asia Pacific, Cathay Pacific, Qantas… Moreover, Emirates still have to compete intensely with Air France-KLM and Lufthansa in Europe and United Airline in America (Asrafi, 2014) However, Emirates encourage it to happen because this means that the overall industry standards will be higher while Emirate still believes they can soar above other players That would be a good sign to prove real ability of the Emirates (Anon., 2015) The suppliers Emirates needs to build a strong supplier system to deliver the best service to its customers Airbus and Boeing are the two aircraft suppliers for this company With the rapid development and continuous improvement of technology, the products from these two suppliers always bring satisfaction to customers Being a large buyer, Emirates still face the threat of high price of delivery delay They still depend so much on supplier because of the aircraft’s unique and differentiate features Marketing communications tools of Emirate Airline In addition to delivering a good products and reaching the target customers, businesses must also communicate to their customers well The information must span multiple stages by different forms and through many communicators Marketing communications are defined as “the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell” (Kotler & Keller, 2014) The marketing communications system of a business is depicted in Figure Businesses communicate to their different intermediaries, consumers, and public groups These intermediaries communicate information to their various clients and public groups Consumers communicate word of mouth with each other and the public At the same time, each group provides feedback to other groups Figure 1: Marketing Communication System (Kotler & Keller, 2014) The concept of Integrated Marketing Communications (IMC) refers to the strategy that “…companies co-ordinate their marketing communications tools to deliver a clear, consistent, credible and competitive message about the organisation and its products The objective is to position products and originations clearly and distinctively in the marketplace” (Jobber, 2004) The basic tools used to achieve an organization's media goal are called promotional-mix, which is Advertising, Public relations, Personal selling, Sales promotion, Direct marketing and Word-ofmouth Each tool has a different role in the IMC (Integrated Marketing Communications) process and they are also implemented in different forms, each with specific advantages and disadvantages Figure 2: Integrate Marketing Communications tools (Jobber, 2004) Advertising is the use of media to convey information about the quality or merits of a product to a consumer To this, businesses have to spend a certain amount of money Public relations and publicity include various programs designed to enhance and / or protect the image of a business or certain products or services Personal selling is the form of direct communication with prospects for the purpose of selling Sales promotion is short-term campaign in the form of incentives to encourage trial or purchase of a product or service Direct marketing is the use of correspondence, telephones, and other indirect communication tools to inform existing customers and potential customers, or ask them to respond in return Word-of-mouth (WOM Marketing) is the use of "rumors", events, special news, through a variety of "stories", many different words from one person to another, contributing to the spread of images, messages, products from business to consumers Word-of-mouth marketing can be encouraged by companies (Investopedia, n.d.) Emirates Airline promotion mix Emirates develop their promotion mix focusing on some tools as below: Advertising: The company, with its 30-year history, is working to expand its presence in key global markets, overtaking US carriers, prompting them to reconsider service offerings, marketing strategy and business plan Business class transportation is the "fishing rod" of most of the Airline are on the rise Passengers traveling by air departed from the United States in the second quarter 2014 increased 7.1 percent, estimated at $ 72.8 billion (GBTA, 2017) With this speed, 2014 sales will reach $ 292.4 billion Currently, the US market accounts for only 7% of Emirates's operating areas, but it intends to make the US one of the top three The focus of this plan is on ingenious marketing efforts, not just on the business but on the average citizen In order for the Emirates brand to become closer to customers of all classes, in 2012 Emirates has cooperated with StrawberryFrog to launch an advertising campaign called "Hello Tomorrow" with the theme “Tomorrow Never Stop Exploring”, which depict an image of multicultural company targeting customers in all over the world This campaign is launched to position Emirates brand image from a travel brand to global lifestyle brand The target customers are from some areas: Europe, America, Asia, Middle East and Africa They are young and middle-aged male and female with the income range over $20,000 per year and mainly belongs to corporate, business or student classes They have busy life and socially active, technology savvy and fashion trends lifestyle with preferences of comfort and reliability With the purpose of making viral for this campaign, Emirates utilizes several types of advertising such as: TV commercial, print ads, digital advertising (iconic billboard, mobile marketing) or some support media (aerial advertising, mobile billboard, outdoor furniture, etc.) (Anon., n.d.) The "Hello Tomorrow" clip has no appearance of any aircraft Only a minute but the clip has partly reflected the story of the encounter of people from many different cultures Scott Goodson, CEO of StrawberryFrog explains that according to the company's customer research, air travelers are interested in getting to know each other and not just about food and seat Investment in Emirates ads in the US is only equal to a fraction of that of their competitors (US Airline) In 2013, while the Emirates spent $2.4 million on television advertising, US Airline invested $24.8 million Due to financial pressures, the marketing strategies of US Airline tend to be pragmatic As for the Emirates, ad campaigns almost not mention such factors as seat size, or champagne types served Maurice Flanagan, Founder and new-retired Vice president of Emirates executive board shared that they find themselves as cultural ambassadors who connect cultures together and bring about meaningful experiences which helps to shape the modern world Moreover, in order to transfer their messages, Emirates focus on inflight marketing including TV ads and magazines They publish two inflight magazines: Open Skies and Portfolio The duallanguage Open Skies publication is twice voted the world's best by readers of Executive Travel with content about travel, technology, health and business Portfolio is the exclusive business magazine for First Class and Business Class passengers In additions, TV advertising on Emirates’s aircraft effectively reach millions of people (The Emirates Group, 2017) Advertisements have also been placed in magazines, newspapers, billboards, radios, television and their website to reach wide range of customers (Bhasin, 2016) Public relations: In fact, the focus in Emirates marketing strategies is sponsorship of sports tournaments including: Football, Rugby, Tennis, Motorsports, Horse Racing…and some other arts and culture events As a major FIFA World Cup partner, Emirates invests $100 million over four years Recently, the company released the clip with the appearance of football superstars Cristiano Ronaldo and Pele in the cocktail bar, right on the airline's flight Charity and environment protection activity are other concerns of Emirates they build the Emirates Airline Foundation to improve the life quality of children in aspects of education, food, health and housing They try to “maintain a young, technologically-advance fleet” which benefits them in terms of noise and engine emissions, limit their energy and water consumption, invest in recycling programs and help to raise people awareness on wildlife protection (The Emirates Group, 2016) Furthermore, they realize the importance of staff image The uniforms for the Emirates staff are elegant and special, with a vest and a skirt in same color, the emphasis is on the unique hat Boutros - Marketing and Branding vice manager said that their staff are the key brand ambassadors who convey professional, hospitable images of company (Voight, 2014) Sale promotions: The famous sale promotions program of Emirates is Skywards Miles – a kind of loyalty member card where Emirates offer’s “the more you fly, the more you get” Registering as the Emirates Skywards member, customers can earn currency - Skywards Miles when using Emirates or their partners’ services including Airline partners, banks, car hire agencies, hotels, and lifestyle and retail companies (The Emirates Group, 2017) Emirates also launched a special and successful promotional campaign for kids called “The Kids Go Free” Under the program, the parents were allowed to travel with two under sixteen aged children with free tickets, meal and accommodation (Bhasin, 2016) Direct marketing: Emirates Group develop the Market Research which aim to collect customer’s and other stakeholder’s correspondence about their service to help manager analyze and make right decision to meet customer and business need (The Emirates Group, 2017) On the other hand, Emirates build a professional website which is not simply the platform to supply information and convey their message of “Hello Tomorrow” campaign but also an address that customers can give feedback or make complaint The customers’ database is collected, then Emirates can send them offers on discount of airfare or other programs Word-of-mouth: Together with the rapid development of social media, word-of-mouth is an effective tool to promote company’s image with very low cost Customer can leave their feedback, complaints or compliments on many airline review websites such as: airlinequality.com, airlineratings.com, tripadvisor.com, consumeraffairs.com, etc Strengths In general, it can be seen that Emirates IMC campaigns have made remarkable effects Evidence shows that they have succeeded in locating the image as an airplane brand with excellent service quality and a great influence on the airline industry Emirates knows how to flexibly use various communication tools to communicate their message to publics and they also can determine what is the most effective tool to bring good image to their exact target audiences Therefore, the cost of the Emirates promotion is not great but the effects are amazing Investing in major sports tournaments is a wise move in adopting communication tools International sports tournaments often attract a large number of watchers from different countries who wish to travel by air Emirates Airline logo images regularly appear in international tournaments advertising publications that make customers feel familiar and more likely to use Emirates services than others Weaknesses In “Hello Tomorrow” campaign, the most successful parts are advertising and promotions, meanwhile other tools have not been effectively taken advantages Compared to its competitors, Emirates's investment in promotion campaigns is still limited Many high-impact, low-cost and high-volume communication tools such as social media are underemphasized Emirates media campaigns are still sparse and not very innovative More investment and development of media campaigns is needed because they cannot ignore competition from other players Future marketing communication strategy for Emirates Airline Marketing strategy is basically implemented around elements, often referred to as 4Ps for easy to remember, but no matter how perfect those steps cannot be fixed throughout the strategy development process Strategies need to change to fit the needs of customers of each period and the surrounding competitors Figure 3: Marketing mix elements (Dezaya, 2016) In the target market, in addition to providing appropriate products, services, competitive prices, and convenient distribution to customers, enterprises must also formulate promotion mix Promotion-mix strategy includes the combination of many factors such as advertising, public relations, advertising, promotions, personal sales, telephone sales International trade fair, Trade mission, international trade fairs and International trade exhibitions Depending on the business conditions and environment of the business to choose the factors that combine in Promotion mix In order to apply IMC for Emirates Airline, the first step is to understand the marketing strategy for transportation service Its target customers group is mainly medium to high income class who wish to enjoy the comfortable and memorable experiences on flights The outstanding quality of service makes Emirates outstanding with other competitors It leads to their mission as “We exist to deliver the world’s best in-flight experience” and vision statement “to make civil aviation safe, leading and sustainable” The later step is to set the communication objectives and choose suitable tools to effectively transfer messages The “Hello Tomorrow” is right direction of Emirates because it contributes to send the right messages that Emirates want to say to their customers When writing the phrase “Hello Tomorrow”, Scott Goodson – Founder of StrawberryFrog wanted to give people less to worry about and more to feel optimistic about That’s means the campaign is designed with big concern on emotional, pleasurable and beneficial factors of travelers (Goodson, 2016) Emirates should study to create more groundbreaking and differentiated communication campaigns, taking full advantages of promotion tools that can attract large numbers of users today such as social media sites (Facebook, Myspace, Twitter, etc.) Advertising: The adverts should be widely displayed via different channels in all countries which are target markets of Emirates These should be designed and transferred in the way that can match the unique culture, beauty and image of each country as Emirate aims to promote themselves as global cultural brand For example, to launch the “Hello Tomorrow” campaign in India, they should use the images, stories and other cultural materials of this nation which is familiar with Indians Advertising through mobile applications is becoming more and more popular nowadays and is being used by a large number of firms because of the rapid growth in smartphone users in recent years Emirates can utilize the appropriate applications related to travel and tourism services to bring advertising messages to appear there In addition, Emirates needs to pay attention to the evaluation of advertising parameters such as: Reach (the number of viewers, listeners, read advertisements on a medium in the target market For television and radio this parameter indicates the number of people viewing or listening to the ad); Frequency (number of times an ad appears on a medium For print media, this parameter has two aspects: number of releases and number of reads (because a newspaper has many readers); Influence (advertising agencies must also determine the level of impact that advertising must have when reaching the customers, for example, TV advertising is more effective on the radio ) Sale promotions: Businesses who use promotions are tools to generate faster and stronger buybacks Sales promotion can be used to get the product noticed and to increase sales that are declining Sales promotion is effective in the short term, but it is not effective when building longterm brand preference The promotion is divided into two main activities: promotion for consumers and trade promotion Consumer-oriented promotion targets the ultimate consumers, used as a form of coupons, product donations, discount coupons, lotteries, display at the point of sale These forms encourage consumers to buy a big amount immediately Trade-oriented promotions in reverse, targeted at marketing intermediaries such as retailers and distributors Emirates should think about reducing air fare on vacation holidays because the demand on these days is very high People will search for different brands and make comparison More sale promotion programs should be developed to reach broader target customers Discount for couple on Valentine days or students on vacation days can be considered If Emirates’ service quality is good together with appeal promotion policies, potential customers will have good impression on the brands over others Promotion will be more effective when combined with advertising tools to spread the information to the public more widely, help many people know the incentive program, lead to action of purchasing company’s products / services Moreover, the discount for airfare agents can be an effective measurement to promote sales and broaden brand name Personal selling: This is an effective method to attract customers and increase customers’ loyalty Personal selling brings the attention of every customer and convey much information Between sellers and buyers there is a flexible interaction tailored to the specific requirements of the customer and can lead to shopping behavior These are things that the advertising cannot Salespeople can also convince and solve customer inquiries In addition, personal selling can establish and develop sales relationships Emirates should promote personal selling by paying attention to their partners include tour operators, travel agents, airfare agents and offering them some benefits, making sure that they understand deeply Emirates’ information and direction Direct marketing: Most companies rely primarily on advertising, promotion and personal selling They use advertising, public relations to create awareness, interest and favors, promotion to stimulate buying and personal selling to reach the sale Direct marketing is to lead to direct sales without intermediaries Today, due to the development of communications, businesses can use a variety of ways to deal directly with customers Manufacturers, retailers, service companies, catalog companies, and non-profit organizations are using direct marketing Direct marketing brings many benefits to consumers E-mail orderists think e-mail purchases are fun, convenient, and free of harassment It helps to save time They can choose at home through catalogs Industrial customers also have many advantages They can understand many products and services without spending time meeting salespeople The goal of direct marketing is to get the potential customers to buy right away The success of a campaign is reflected in the response rate Emirates should focus more on direct marketing to approach customers because its convenience For example, they can send direct emails to the students on the days before Easter said that they will offer discount tickets for all students who place a seat on their flights combining with information on social media like Facebook (the sites with large number of users as students) or online websites The Emirates website is also designed with online booking function, making it easy for customers to access, search for flight information and book airfares Word-of-mouth: Word-of-mouth is the least expensive tool of marketing, because it is completely free Businesses can produce products or provide good services, but they not know how to make customers make compliments After the industrial revolution of the early nineteenth century, the science of marketing was born and became an indispensable tool of the business The marketing science of the 70s of the twentieth century has become a complete theoretical system in which word of mouth has been utilized as a tool that is both "modern" and "ancient" This form developed into an intentionally verbal marketing method called "Word of Mouth" (WOM) By the late 1990s, the Internet revolution had reached a certain level of success, the spread of information had been more favorable than ever by the explosion of social networking, and each individual could have his own "newspaper" by the tools Blog, Facebook, Twitter At this time, word of mouth marketing has become effective With favorable media support, word of mouth marketing 3.0 requires more professional and technical information management Compared to methods 1.0 (traditional WOM) and 2.0 (intentional WOM), word of mouth 3.0 shows a clear advantage in terms of strong propagation speed, short time to spread, broad spread scale, verification due to archival, highly organized feature Positive influence word-of-mouth plays an important role to the purchasing intention of customers, especially in term of intangible products like air service Therefore, Emirates needs to concentrate to develop a wide range of channels for people to discuss and enable good comments to spread widely Public relations: Many companies use sponsorship as a tool to promote brand awareness among customers This is a highlight of Emirates's communications strategy Emirates should continue to promote sponsorship of major tournaments However, the results obtained should be observed for a long time Emirates needs to incorporate a thorough ad into sponsorship programs For example, when sponsoring a football tournament, the benefits offered for Emirates can be the image appearance on the promotional clips of that league, or in other media publications such as magazines, banners, posters, etc A successful integrated marketing communications (IMC) program requires businesses to properly combine techniques and promotion tools, clearly define roles and extensions of these factors in coordination and general use In order to achieve this, the person in charge of corporate communications must understand the role of marketing communications in a marketing plan The role of integrated marketing communications (IMC) is as follow Firstly, it is a tool to perform communication functions and meet customer needs Secondly, it collaborates with other marketing tools - mix to reach your marketing goals Last but not least, it is a competitive tool in business: increasing product and information value, building product awareness, enhancing brand reputation, maintaining trust and good public attitude about the company Kotler wrote in "Marketing Management" (2014) that modern marketing must not only seek to develop a better product, more attractive prices, but also to communicate most effectively with its target audience The company must know how to integrate communication tools to present to potential and current clients, because separated communications are unlikely to succeed Therefore, the combination of the above listed tools are very necessary which decide the success of Emirates’ communication strategy Appendix “Hello Tomorrow” clips: https://www.youtube.com/watch?v=xG-NGPbtOOk https://www.youtube.com/watch?v=4RY0fWKFm6s Emirates’ financial highlights List of Figures and Tables Figure 1: Marketing Communication System (Kotler & Keller, 2014) Figure 2: Marketing mix elements (Dezaya, 2016) Figure 3: Marketing mix elements (Dezaya, 2016) References Anon., 2015 [Online] Available at: https://www.ukessays.com/essays/marketing/environmental analysis-of-the-strategies-used-by-emirates-marketing-essay.php [Accessed April 2017] Anon., 2017 Visit Dubai: 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Background information about Emirate Airline Emirates Airline is the national airline of the United Arab Emirates along with Etihad Airways and is based... Asia Pacific Cargo operations are carried out by the Emirates SkyCargo division of the Emirates Group (The Emirates Group, n.d.) Emirates Airline ranks among the top ten in the world for passenger... 2017] The Emirates Group, 2017 Home: Our Company [Online] Available at: https://www.emirates.com/ english /about/ inflight_advertising.aspx [Accessed 02 April 2017] The Emirates Group, n.d About us