MARKETING CASE STUDY AND TEACHING CASE QUESTIONS

Marketing Case Study and teaching case questions

Case Study: Emirates Airline1

Origin of the Company1

Emirates Airline - Building a Global Network4

Business Management5

Structure and Employment5

Questions8

Teaching Notes9

Teaching Objectives11

Target marketing11

1. Market segmentation11

2. Selecting target market segments12

3. Positioning of a Product on the Market14

Marketing Mix16

Branding20

Advertisement23

The Advertising Industry23

Types of Advertisement23

Outdoor Advertising24

Interior Advertising25

Role of Advertisement in Modern Society25

Regulation in Advertisement25

Legislative Restrictions26

Pros and Cons26

Against27

Niche Marketing28

Types of Market Niches29

Teaching Methodology32

Brainstorming32

Case Studies32

Collaboration and Presentation33

Field Work33

References34

Marketing Case Study and teaching case questions

Case Study: Emirates Airline

Emirates (IATA: EK - ICAO: UAE - Callsign: Emirates) is the airline largest Middle East, operating 3,000 flights a week. Its headquarters is located in Dubai International Airport in Terminal 3 where you can take flights to 133 cities in 77 countries across 6 continents. In addition, Emirates is the operator of 4 of the 10 largest commercial flights without scales the world, from Dubai to Los Angeles, San Francisco, Dallas and Houston. Is the airline is a subsidiary of The Emirates Group, with nearly 68,000 employees and fully owned by the government of Dubai and “Investment Corporation of Dubai.” Regarding Cargo activities, are made by Emirates SkyCargo, a division of Emirates Group. The operation of the Dubai Airport 24 hours a day and its location in the centre of the global travel help drive the growth of the airline in the past 20 years has averaged 25% annual growth in passenger traffic.

Origin of the Company

The Airbus A310 is the first aircraft leasing Emirates not here a model operating for Emirates SkyCargo. In the mid-1980s, Gulf Air began to cut back its services to Dubai as it was providing regional connecting flights to other operators. As a result, Emirates was formed in March 1985 with the support of the royal family of Dubai, requiring government subsidies for independent operation, as well as $ 10 million as initial capital. Among the stakeholders who helped in the formation of the airline, highlights Pakistan International Airlines , who provided him (in form of lease with purchase commitment) Emirates two aircraft - Airbus 300 and Boeing 737 - and a new Boeing 737-700 and one Airbus 300B4-200 on lease, as well as technical and administrative support. The Royal Family and Dubai Royal Air Wing also provided two used aircraft Boeing 727-200 Adv. Emirates. Thanks to all this, the October 25, 1985 and the number EK600, the first airline flight was performed, conducting a flight from Dubai to Karachi.

Maurice Flanagan, who previously worked for British Airways, Gulf Air, and BOAC and at the time was overseeing Dnata, was appointed CEO of the new airline. To acknowledge his services for aviation, in 2000, Flanagan was made CBE (“Commander of the Most Excellent Order of the British Empire”) in the “Queen's Birthday Honour List”, before being honoured with a knighthood. He was recruited to the airline by Sheikh Ahmed bin Saeed Al Maktoum (Chairman of the company at that time) and the current president of Emirates Tim ...