Marketing Entry Strategy of Emirate Airline Company Free-Samples

Questions: 1.Analyze the Market entry into the new International Market.2.Analyze the market entry modes and one recommended Mode of entry.3.What are the Application of Effective Marketing mix Strategies for successful outcomes.4.What are the Implementation Strategies in the new Marketplace addressed. Answers: Introduction Emirates is a multinational corporation headquartered in Dubai, United Arab Emirates. Emirates operate in more than 154 cities in 81 countries across six continents throughout the world. Emirates operation dates back to 1985 when it was conceived to assist linking Dubai's royal family, with Pakistan International Airlines. Emirates is a subsidiary of the Emirates Group that is under the United Arab Emirates investment. Emirates Airline seeks to extend its product markets to some other countries that it has not reached such as Republic of Panama within the Latin American market (Emirates 2010, pp 2837). Emirates plans to create a hub in Panama specifically in Panama City since the country easily connect different cities across Latin America and Asia. Emirates airline has been working to enter the Latin American market with more focus on Panama. Panama being the linking node that link central and South America the Panama City is strategically placed to attract more travelers using airline (Cullen, Praveen John 2011, pp. 234). Panama centrally connects most cities in the Latin America region and entry of emirates into this market means strategic changes of market. Panama has beautiful mountain scene that attract tourist throughout the year indicating that is it a good country for trade and destination. The rich wildlife in Panama make it ultimate destination for tourist from Europe and Asia. Climatic conditions in Panama are also tropical with little variation that is fit for aviation industry. The political, economic and security environment within Panama is highly influence by the United States government thus its ideal for business. The main objective of this report is to provide international marketing strategy for Emirates Airline in Panama Republic. 1.Situational analysis of market entry into Panama market Situation analysis consists of collection of methods that analyses Emirates Airline internal and external environment that make Emirates Airline capable of performing in Panama. There are different theories that provide the situation analysis of company that intends to enter a new market. Some of the analyses are SWOT analysis, Porters five forces and 5Cs analysis. To understand the business environment that exists in the Latin America market specifically in Panama, it is important use 5Cs analysis. The 5Cs comprise of company, competitors, customers, collaborators and climate (Steenburgh Avery 2010, pp 76). Emirates company Emirates is a multinational company that is grounded in the goal of reaching to by excelling in what the company does. On the other hand the overall objective of emirates is to give customer safe, secure and luxurious fly experience to any destination. Firstly, according to the goal of Emirates, the company has excel over the past few years carrying over 21.2 million passengers and 1.3 million tons of cargo. This gives the company global position able to cope up with the dynamics of market in Latin America (Sambidge 2015, pp 8). Secondly, within the last Emirates flights account for over 40% of all passengers across the bounders of Dubai the capital of United Arabian Emirates (UAE). The performance of Emirate therefore has remain high through the year and through all its destination cover (Bamber Gittell, Kochan Nordenflytch 2009, pp 9). SWOT analysis about Emirates shows that since 2005 Emirates has achieved a lot with its new transport services that operated to New York nonstop. T his nonstop travel was not offered by any airline putting it ahead in the international market. Finally, emirates was voted fifth best airline globally in 2009 by research firm Skytrax. Major Emirates competitors There are many competitors in the Latin American market. Some of the major competitors are LATAM, Avianca, Azul Linhas, Aerolineas, VivaColombia, Copa and TAME among many others. Firstly, the most important services offered by Emirates is non-stop flight from Asia to Latin America as oppose to many of the airlines that are part of the avionic industry in Latin America. It is important to notice that Copa Airline is not that big competitor in the market yet its the panama based airline that is most likely to compete with Emirate in the Panama City. The competition creates a technical aero-political structure that is difficult to put in place though the Emirates has proves its global position to be the best in avionic industry. The main hub for Emirates will be Tocumen International Airport where its close competitors are also already established. The Emirates Airline intends to use its promotion and reward mechanisms to compete with its major competitors (Hitt 2009, pp 23-43). Customers Panama is strategically located between allowing passengers from both Central America and South America forming Latin America. Demographically, Panama is both business and economic hub of the Latin American market. This implies that Panama not only contribute indigenous customers but also regional customers. Regionally the Latin America customers are from as far as United States to Brazil country. Moreover, Panama natural scenery such as mountains and wildlife attracts tourist from many regional countries. This makes the country to be strategically good for Emirate Airline and other business (Kotler 2000, p. 9). Collaborators Within the Latin American market there many companies that will work with Emirate Airline to deliver services to customers traveling across the world from Panama hub. Some of the agencies that are ready to collaborate with Emirate Airline are other Airlines using Tocumen International Airport. Competitors such as Copa Airline, Delta Airlines that play an important role in marketing channel. Other collaborators are government of Panama, 13 countries that the Emirate Airline route will follow. There are some other local businesses that will supply office stationeries to the hub in Panama (Bartett 2009, pp 75). Climate Climatic conditions for business compost of business environmental factors that determines success of Emirate Airline business in Latin America. Some of the climatic conditions are political, economic, technological and social factors. Avionic-political environment has been the ant hill for the company since Emirate Airline had to seek permission from 13 different countries along the panama market. Technological environment on the other hand include media companies that will help in advertising Emirates Airline products. Moreover, the company will use its website and social media pages to reach out customers that are spread across Central and South America (Solis 2011, pp. 201202). 2.Analysis of the market entry modes and one recommended mode of entry Emirates is an international corporation that has its base in Dubai, Emirates Airline operation in Latin America require a modest entry mode. Entry of Emirates in the Latin America market targeting Panama City requires analysis of different market entry modes. There are two type of entry modes, equity or non-equity. Firstly, non-equity market entry mode consists of export and contractual agreement. Exporting mode consist of starting business in foreign country without investment facilities in foreign country. Contractual agreement makes extension in foreign market without commitment. Secondly, equity mode is the foreign entry mode that is divided into two, wholly owned subsidiary or joint venture (Bartett 2009, pp 75). Recommended market entry mode The best international or foreign market entry mode for Emirate Airline is equity mode. Wholly owned subsidiary is the recommended entry mode for Emirate Airline in the Panama. The subsidiary hub of emirates will be situated in Tocumen International Airport. Emirates base will be under direction from the Emirates headquarters in Dubai. The parent Emirates in Dubai headquarters has already set staffs in Panama City to in collaboration other stakeholders such Copa Airline and Tocumen International Airport management. In this mode of entry a team of management sent from the headquarters or recruited from the indigenous people will run the hub with direction from Emirate Airline headquarters (Flight International 2006, pp34). 3.Application of effective marketing mix strategies Emirates as corporation that markets its services in panama city applies the marketing mix as its marketing strategies. The marketing mix traditionally consists of the 4Ps, product, promotion, price and place. These 4Ps are interconnected together to assist the company reach its marketing objectives of excelling in international market. Product Emirates products are consisting of in flight services and on ground services that are. In flight services are grouped into various classes such as first class, business class and economy class. Firstly, first class services are in flight services characterized with expensive or luxurious environment for passengers. Some of the room accessories include adjusting your own seat and multiple entertainment devices. Secondly, business class to attract customers Emirates has award winning services including phone, SMS or email services connected to the customer seat. Staffs are trained to endeavor in serving customers in the best way possible. Thirdly, economic class is another with much space to allow more customers with comfortable rooms. Some of services that are available in business class such as SMS, email and phones accessories are available in economic class (Constantinides 2006, pp 407-438). In addition to products there are also some other advantageous services called membership levels. These rewards assist the company to assess its membership are skywards and business rewards that earned when using Emirates. Firstly, skywards membership is grouped into three categories blue, silver and gold. The starting level of reward is blue, continuous use of emirates earn silver then gold. These rewards give the customer privileges and benefits reserved to frequent travelers. Secondly, business rewards are open to legal citizen of countries that are destination for Emirates. The reward is mostly for organization that has participants with the emirate corporation. At the entry into Panama City passengers will also be allowed to participate in the rewards to help retain customers (Rodrguez, Rabanal Rubio 2017, pp 178196). Place Place is the second component of the marketing mix that is applied in the emirate company. The place here represents the distribution channel for the emirates services and is mainly done within its websites. The main distribution point is emirate.com websites where customer can book their flight to any destination across its more than 80 countries. This implies that travelers from Panama will have to access the website for emirates to book their flight to the destination they want. Another feature of distribution is seat booking that goes in hand with flight book that is done at the companys website and call centers. This feature allows the passengers to select seats that they want (Kotler 2012, p.25). Promotion Emirates promote its services through the help of special offer section that contain different types of offers. For instance, one of the notable offers available is kids go free Dubai that gives accommodation, flight, meals and entry to Dubai free for two children under age of 16. This promotion will also be available for children from Latin America who travel though panama city route to Dubai. When a customer visits the website for Emirates, customer is prompted with list of promotion from the promotion section. This section gives variety of promotions and the terms or conditions for one to get offer. Moreover, eligibility for the offer is also outlined in the offer section (Peng 2009, pp 5). Price Emirate Airline ticket is obtained upon booking at the company website. There are numerous competitors that charge relatively high price than Emirate Airline. Some of the competitors are Qatar Airways and Etihad Airways offers high price as compared to Emirate Airline. Prices for different services available at Emirate Airline are outlined on its websites mostly emirates.com or subsidiary for destination countries. Upon accessing Emirate Airline website, various destinations through various routes are clearly placed including the proposed cost of route to Panama City (McDonald, Burton Dowling 2002, pp 67). 4.Implementation strategies in the new marketplace Implementation is a critical stage of introducing Emirates services into panama market. There are many theories that have been proposed that help in implementation of the marketing strategy in new market place. According to Anderson (2005, pp 34),the most common implementation components are go to market strategy, product launch, channel conflict management, return to market and comparison of strategic marketing. Go to market implementation stage is where the Emirate Airline will start implementing its annual marketing plan in Panama. Within the go to market strategy that Emirate Airline will use manageable marketing mix strategy that is accompanied with media publicity. Going to market strategy allow Emirate Airline introduce products into the Latin American market. Product launch is the second component that entails going to Panama and mobiles staff to launch the services to customers. During launch of products in Panama City marketing goals are aligned to the market and company strategic. Thirdly, channel conflict management comprises of introducing Emirate Airline services into the Latin America to allow decision made by stakeholders. At this level of implementation also bring together channel partners such as Copa Airline who are competitors but also are moderates of the channels. The decision involves determination of the accomplishment of marketing plan. Return of market strategy is th e next strategy that also assists in the management to analyze the level of implementation. The marketing executive uses the fiscal success data to evaluate the success of implementation (John Katherine 2008, pp 827838). Conclusion In conclusion, Emirate Airline Company has marketing entry strategy that it will use to enter the Latin American market with the hub at Panama market. The three most important stages are situation analysis of the market, market entry mode, the most recommended mode of entry and the marketing strategy implementation stage. 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