Emirates SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 26176
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SWOT Analysis of Emirates with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

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

Strengths

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

Weaknesses

1. Relying Heavily on International Onward Moving Traffic

2. Intense competition means limited market share growth and high cost of maintaining bench-mark standards

Opportunities

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 Airways
2.Qatar Airways
3.Jet Airways
4.Air India Express


The table above concludes the Emirates SWOT analysis along with its marketing strategy and brand parameters.

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