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Essay / Research Paper Abstract
This 9 page paper examines the fast growing Emirates Airlines, part of the Emirates group, using the 4 P’s marketing mix framework looking at product, pricing, placement and promotion to consider how and why the firm has been so successful at differentiating itself from the competition. The bibliography cites 8 sources. TE4Pemirate.rtf
Page Count:
9 pages (~225 words per page)
File: TS14_TE4Pemirate.rtf
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Unformatted sample text from the term paper:
such as the airline industry, where there are high overheads and low margins, it is essential that firms are able to develop and maintain competitive advantages, when looking at Emirates
Airline, a part of the widely diversified Emirates Group, the firm started in 1985 with only teo leased aircraft, today the airline flies more than 100 destinations across 60
countries with a fleet of 137 aircraft, including a new Airbus 380, the large super-sized double-decker aircraft, and has about 40% of the total market of the flight movements in
Dubai International Airport (Emirates, 2010). This success has been achieved by gaining a high level of differentiation. Thompson (2007) argues that a single source of differentiation is a weakness which
is likely to be emulated, by using the 4 Ps marketing mix as a framework the way that the airline has development more than a single source differentiation which has
placed the airline into a position where it has been able to grow and develop a loyal customer base. The first P is product, which is good opportunity to
examine the portfolio of products and services that are offered by the airline. The product aspect of the product mix looks at various characteristics such as the range and variety,
the quality of the product, the features such as the use of brand names as well as associations. The services offered are widely divergent, there are short haul and
long haul flights offered. The base of operations is the Dubai International Airport, but the airline operates across the globe, with a range of services travelling to major airports, but
a service that also offers variety as it does not only fly to a single airport in major destination, instead there are regional choices offered that may help to reduce
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