Emirates Airline analysis for Marketing internship by Prof Sameer Mathur, IIM Lucknow

2.  Emirates was established
in 1985 with leased
aircrafts following Gulf
Air’s service cut down to
Dubai
 Initial funding of $ 10
million was provided by
UAE Government

4.  Largest airline by freight tonne kilometre
flown
 Longest flight (from Dubai to Auckland)
• Largest airline by scheduled revenue
passenger kilometres flown
• Largest airline by international
passengers carried

5. Why

6. The Emirates’ Recipe of
Success
Lean workforce and
smaller organization
1
Lower operating costs
due to several factors
2
Fully wide-body fleet
rather than mixed fleet
3
Excellent customer
experience
4

7. Lean workforce and smaller
organization
 Smaller team creating greater value for
organization
 Smaller organization comparable to that
of smaller workforce similar to those of
low-cost carriers
 Reduces operating costs

8. Lower operating costs due to
several factors
 Fuel hedging saves company from highly
liquid fuel prices and gives a chance to
plan accordingly
 2nd lowest cost per seat
 Single international hub

9. Fully wide-body fleet rather
than mixed fleet
 Emirates operate a fleet of only Airbus
A380s and Boeing 777 wide-body airliners
as compared to other airlines operating
mixed body airliners
 This arrangement reduces maintenance
costs to a large extent

10. Excellent customer
experience
 Emirates offers flying experience
unmatched by other carriers
 Emirates cabin crew is well trained to
cater to every need of customer
 In-flight services and other are
outsourced as far as possible to reduce
operation costs

11. CORE COMPETENCY
 Core competency of Emirates
are two things:
Its ability to cater to more then
140 destinations
Its unique and excellent customer
experience

12. Emirates caters to over 140 destinations across over 70 countries
on 6 continents.

14. Exclusive partnerships with leaders
in the industry

15. Youngest fleet in the entire industry

16. ExclusiveTerminal at Dubai
International Airport

18. “HelloTomorrow” used to connect to consumers in
various ways

19. Sponsorship across various genres

20. Summary
 Established in 1985,
funded by UAE Govt
 Serving over 140
destinations
 Fleet of over 240
aircraft
 Constant growth of
over 20% p.a.
 Excellent service at
affordable prices
 Youngest fleet in
class
 Lean workforce and
thus lower operating
costs
 Excellent advertising
across globe
 Sponsorship in
various fields

21. Disclaimer
Created by
Shivam Shekhar, IIT Roorkee
during a Marketing internship
by Prof. Sameer Mathur
IIM Lucknow