Emirates Draft

Emirates Airline

Emirates originated from Dubai and it is completely entirely by United Arab Emirates government. It is also the subsidiary of the Emirates Group. It was founded in 1985 and operations began that year.

The Emirates company have ventured into different industries such as the providing freight forwarding and logistics industry, aviation services such as catering and air cargo industry, retail, food and beverage industry, risk management and security industry, tour operations and events management industry as well as the sports industry with includes their sports and events stadium

Emirates products and services include hotel and resorts such as the Al Maha Desert Resort & Spa, Le Meridien Al Aqah Beach Resort, Emirates One & Only Wolgan Valley Dubai Marriott Harbour Hotel & Suites, Premier Inn. Costa Coffee a beverage franchise, Emirates High an online store where customers can shop for products ranging from emirates merchandise to electronics and jewellery. Emirates also work with Australia to provide Qantas airlines.

Emirates airlines key customers are business and leisure travellers they are further segmented into psychographics and socio-economic corporate clients, upper middle class travellers and middle class travellers

Emirates airline main competitors are other airline companies such as Etihad Airlines, Qatar Airways they originate from the middle east just like emirates airlines and specialises in serving the same customer base which are corporate clients, upper middle class and middle class flyers.

Strengths

Supported strongly by the Abu Dhabi government 

UAE is rich in oil

They have more than 5,000 flight trips to different countries per week

Sponsored multiple events which have increase brand visibility

Weakness

• The airline industry is highly competitive industry
• Emirates is highly dependent on overseas flights
• Must keep up its service standards

Opportunities

•  Increase the fleet of airplanes
• Improve services
• Venture into different industries

Threats

•  Changes in government rules and regulations and policies can affect the business
•  Other airline companies operate from the middle east which increases competition
•  Price fluctuations of oil prices can affect ticket prices

Past and current sponsorship involvements with sports which include football clubs such as Real Madrid F.C, Olympiacos FC, Paris Saint-Germain, AC Milian, S.L Benfica, Arsenal FC and Asian Football Confederation (AFC). 

Tennis and the US open, Rugby World Cup 2015 and 2019, the USA Rugby team and HSBC Sevens World Series events.

Horseracing carnivals and races such as the Melbourne Cup Carnival and Dubai World Cup. Golf tournaments such as the BMW International Open, Hong Kong Open, The Irish Open, DP World Tour Championship, Emirates Australian Open, Lyoness Open, Australian PGA Championship, Maybank Malaysian Open, Boeing Classic and WGC-HSBC Championship

Cricket tournament ICC and clubs such as the Durham Country Cricket Club and the Lancashire Country Cricket Club.

They also sponsor arts and cultural festivals which includes the Dubai International Film Festival, Australian Symphonies, Emirates Airline Festival of Literature, San Francisco Symphony and Emirates Airline Jazz Festival.

Objectives of sponsorship is to create more brand awareness to people from multiple parts of the world. Sponsoring sporting events creates great exposure because it is watched by many fans and supporters of that sport. It also motivates people to fly to the destination of the sporting event by flying with emirates as they have sponsored for their favourite sporting team. It acts is a psychological motivator to customers wanting to travel like their sports ideal. For example, football jerseys are sold in many parts of the world. An arsenal jersey has the Emirates logo printed on it so if an arsenal fan purchase the jersey and wears it around other people can see it as well thus, the fan becomes a brand ambassador

Events such as the FIFA World Cup is world renowned and have largest viewership thus it will create a great exposure. Fans from different parts of the world will travel to the country where the world cup is held and the fans will be motivated to fly with emirates. Thus, creating exposure and brand awareness for Emirates.