Emirates
Parent Company
The Emirates Group
Category
International
Sector
Airlines
Tagline/ Slogan
Be good to yourself, Fly Emirates; Fly Emirates. Keep Discovering
USP
Premium Airline, Upper Middle Class, Middle Class
STP
Segment
Passengers Preferring Comfort / reliability
Target Group
Corporates / Upper Middle Class / Middle Class
Positioning
Premium Airline
SWOT
Strength
1. Strong Backing of Dubai Govt
2. Advantage of Being Present in Oil Rich Emirate
3. Strong Hub in Dubai
4. Satisfied Customer and Preferred Airline of Customers
5. Has a strong workforce of over 50,000 employees
6. With a tremendous reach covering 72 countries in 6 continents
Weakness
1. Relying Heavily on International Onward Moving Traffic
2. Intense competition means limited market share growth and high cost of maintaining bench-mark standards
Opportunity
1. Brand New Fleet. Leverage this and also improve the customer confidence in the airline
2. More international destinations which are popular amongst customers
Threats
1. Increasing Competition in Middle East Market
2. Increasing fuel costs
3. Changing Govt policies and regulations
Competition
Competitors
1.Etihad
2.Qatar Airways
3.Jet Airways
4.Air India Express