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Emirates Airline

2019-05-22 来源: 51due教员组 类别: 更多范文

下面为大家整理一篇优秀的assignment代写范文- Emirates Airline,供大家参考学习,这篇论文讨论了阿联酋航空公司。阿联酋航空公司作为世界上最成熟的航空公司之一,赢得了全世界的声誉和认可。阿联酋航空公司作为一家高端消费者细分市场的航空公司,通过运用创新的设施和多元化的品牌宣传,采取了许多措施来树立其优异的产品和卓越的服务形象。

Emirates Airline,阿联酋航空公司,assignment代写,paper代写,北美作业代写

1. Introduction

As one of the most established airline companies in the world, Emirates Airline has won worldwide reputation and recognition. The assignment is to conduct brand segmentation and positioning analysis of Emirate Airline, to reveal its secret of being so popular and successful in the intensely competitive airline industry. Firstly, the segmentation analysis of Emirates Airline brand is conducted. Specific actions taken by Emirates Airline in the process of marketing are discussed, and prominent targeting market of Emirates Airline is described and identified. Secondly, the brand positioning strategy is discussed. Specific strategy applied in each brand segmentation is presented. At last, conclusions are made about the brand segmentation and positioning strategy.

2. Segmentation analysis

2.1 General segmentation of airline industry

According to Borenstein and Rose (2015), market in the airline industry can be divided in to three segmentations—luxury first class, business class and economy class. The market is segmented with reference to its traveller’s service demand, price sensitivity and the purpose of traveling. As for luxury first class, the priority for consumers is the luxury service provided by airline, including tasty food, comfortable seat and interesting entertainment facilities. As for business class, the prior demand for them is the accessibility to business-related facilities, like the accessibility to use and charge their cellphones and laptops and the availability of board wifi. As for economy class, the most caring thing is the price of traveling, because economy class always has high level of price sensitivity.

2.2 The target segmentation of Emirates Airline

According to Squalli (2014),the goal of Emirates Airline is to become  the most popular airline company in western world. To achieve its goal of business, Emirates positioned itself as an innovative and high quality brand, with targeted segmentation of high-class businessmen and politicians. Emirates Airline concentrated its capacity in the field of luxury on-air service, which is also the prior demand of its targeted consumers.

2.3 Actions taken by Emirates Airline in its targeted market

According to its clear market segmentation, Emirates Airline took a series of actions to achieve its goal of being superb, including flight selecting, service quality control and flight course design.

As for premier first class, Emirates Airline carried out bunches of actions to satisfy their needs. Firstly, Emirates Airline was the first airline company that equipped its seat with individual video system, which made it possible for consumers to have an enjoyable journey on the plane. Up to new, the entertainment system on Emirates Airline is of large variety, including 100 TV channel and 350 radio channel, and more than 40 video games. Secondly, in order to increase consumers’ comfortable level when resting on the plane, Emirates Airline upgraded its seat system by making it more like a bed instead of a seat.

As for business class consumers, Emirates Airline applied many actions to satisfy their business demand. For example, Emirates Airline was the first airline company that provided online telephone and tax system. Besides, Emirates Airline was also the first airline company that provided live BBC news. Moreover, in order to satisfy consumers’ demand of using Applie system, Emirates Airline began its cooperation with Apple.Inc in 2006, making it possible for consumers to use their own iPod and enjoy their favorite music and TV when traveling on the air on Emirates Airline.

3. Positioning analysis

The brand positioning of Emirates Airline is high-level consumer. According to Akakk and Alden (2010), a proper brand positioning is quite important for the success of a brand. A proper brand positioning not only comes from a proper design of product, but also comes from a series of positioning actions that makes consumers agree and remember their positioning.

As for product, Emirates Airline only used the most innovative and advanced plane type, like A 380. Because of its persistence to apply the safest plane, Emirates Airline has established itself an image of safe and good quality.

As for its image building, Emirate Airline took many actions to build its high-class image in the heart of its targeted consumers. For example, Emirates Airline always conducted the strategy of high-class sports events sponsorship, including golf, yacht and horse racing.

4. Conclusion

In conclusion, the success of Emirates Airline brand can be attributed to two main aspects—its outstanding product and service quality and its precise brand building strategy. As an airline company with market segmentation in high-class consumers, Emirate Airline took many actions to establish and build its image of its great product and outstanding service, like the application of innovative facilities and multiple of brand campaign.

5. Reference

Akaka, M.A., & Alden, D.L. (2010). Global brand positioning and perceptions. International Journal of Advertising, 29(1), 37-56.

Borenstein, S.,& Rose, L. (2015). Competition and Price Dispersion in the US Airline Industry. Journal of Political Economy, 102(4), 653-683.

Squalli, J. (2014). Airline passenger traffic openness and the performance of Emirates Airline. Quarterly Review of Economics & Finance, 54(1), 138-145.

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