1. Emirates Airline is UAE based organization I worked. Emirates is well known for its excellent services and luxury offerings. Consumer expectations are growing for luxury products and service (Passport, February 2014). This trend is clearly reflected in the Emirates as airline is continuously improving its services in order to match changing demands of customers towards luxury services. Emirates provides all possible services to make passengers experience delight full. For example, company offers luxury facilities such as lounges, chauffeur driven car form pick up location and to final destination, fine dining facility, and in-flight entertainment options. The number of customers availing these services is rising. Emirates also noticed a change in on-board customers demand for advance communication technology. Therefore, company launched services such Wi-Fi, mobile, and in-built telephone in the seats. Customers are now can use the internet, and mobiles while flying. They can also monitor live progress of their flight. All these services are designed to serve customers who look for luxury services.
2. The five trends are referring to changing consumer behavior in UAE market. Emirates airline is operating from several locations across the globe and company have a diversified portfolio of customers (Passport, February 2014). These trends inform company about how to align their services with the changing trends in consumer behavior. According to first trend consumers, now look for luxury offerings. Emirates should design exclusive package for the passengers that include a range of services starting from pick up of customer from his origin point; speedy check-in and immigrants process; lounge service; fine dining on the flight; speedy check-out and other custom formalities; and drive to the final destination. Second trend suggest that customers prefer the taste of home. Emirates can offer customize food options to the passengers where customer select type of food they want at flight, at some extra cost. Emirates can also offer customized services for the patients who are flying to UAE for medical treatment. Emirates should add on value added services and promote them by using effective promotional strategy. Company should also promote online ticket booking and request for various value added services offered by the airline.
3. This course helped in understanding different concepts, theories and models of marketing & innovation. It is important for a marketing manager to have great knowledge and understanding about different marketing strategies and role played by innovation in success of any business. Effective marketing strategy and innovation help company to build strong brand equity in the market. Costumers appreciate the efforts made by companies to develop innovative products and services, even if they have to pay an extra amount for these services. Innovation helps companies to differentiate its offerings from its competitors.
Emirates can also gain benefit of innovation by identifying and introducing new services in its portfolio. Customer-based brand equity help company now only with existing products, but also when company introduce new offering or product extension. Customer trusts the brand name and purchase product/ service. Rising competition considered as a major threat for all companies operating at market place. Therefore, the organization should select marketing strategy that is capable of fulfilling present needs of customers, and also to identify future needs.
This course helped in understanding how companies can design effective marketing strategy by offering customized solutions in cost effective manner. Differentiation is the key to success especially when market flooded with the huge number of products. The course helped in understanding international market environment, how companies can effectively respond to it. The course developed marketing skills that are helpful to understand corporate settings and developing effective marketing strategy for the organization. Emirates airline is a global player and market leader in the aviation industry, but company is required to respond to changing industrial trends and rising competition from international players. This course provides a great insight on competitive global marketplace and how manager can effectively respond to competition.
Passport. (February 2014). Consumer Lifestyles in the United Arab Emirates. Euromonitor International.