Fly Emirates International Business Strategies

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1.0 Background

The establishment is a very large airline in UAE with a mission of delivering best quality services and the vision is to endeavor to serve the customers with high degree of satisfaction with a view of providing clients affordable services. It is owned by the government and has expanded to various parts of the globe.

The company flies to over 140 destinations globally and has more than 200 fleets of aircraft. It has grown in the business and can compete favorably with large airline corporation globally.

2.0 Fly Emirate Business Internationalization

There is unprecedented competition in the market today. The need to have bigger and better market share in the service or the product industry was larger today as compared to ten years ago. It can be associated to the fact that firms are now than ever before in the quest to understand the customers. Marketing strategies emphasizes that the understanding of the customer is far much important than understanding the competitors. Marketing concept is the new mantra in marketing today. Firms have applied all the strategies they know for better understanding the consumers. There are many factors that affect the needs and wants of customers. Therefore, it is essential to comprehend the requirements and the dynamics of the customers in the ever-changing environments. They should not only strive to provide the customers with what they want but should also strive to make affordable. These marketing strategies deals with the fact that the businesses are not the ones which create the needs of the customers but they contribute a lot in influencing the demand by coming up with designs which are attractive, work well, affordable and available. Businesses will also strive to communicate the features of their products to the customers by way of advertising. The paper will analyze the marketing strategies and the effect it has in business operations.

3.0 Fly Emirate’s Competitive Advantage

Fly Emirate is a newly started company in the airline industry. It first adopted a business model whereby the customers could go for the preferred service and ask for a specific class based on preference. The customer care support could the check for its availability, locate it and issues a ticket. In addition, Fly Emirate operates a “call and collect” service whereby customers could ring, book a ticket if available and then reserve a seat (Walker et al., 2013).

The product of Fly Emirate brings in a combination comfort and affordability. The business-class and the economy-class are the major products presented by the company. Every product has varied features depending on the class. The product has the capability of synchronizing a broad assortment of features. It is one of the methods that the establishment use in connecting varied routes comprising of big seats, affordable catering services skilled cabin crew, and provided with lounge in terminal two in Dubai international airport (Alcocks, 2011).

Fly Emirate marketers build up delivery strategies to guarantee that the services are accessible in the appropriate price at the correct time and position. It is believed that Fly Emirate do this competently. Moreover, it has expanded in a number of nations and has stood and come out clearly. Perhaps it is because there is high awareness, and thus reputation is rising with the introduction of business class (Saxena, 2013).

According to Kotler, Keller, and Burton (2009), businesses and firms do not concentrate and do marketing activities only. There are other factors that affect the businesses they engage. There is competition from the competitors, political changes, and alteration in social and technological environments. All these components have to be considered as the firm strives to meet the needs and wants of the customers (Borch, 2008).

When contemplating on low-cost of travelling via air and most individuals picture the images of full of activity cabins, incomprehensible out-of-town air-link and the necessity to get on a packed bus in advance. It is not suitable for a middle or low-class customer who is budget oriented and sticks to the budget. However, Fly Emirate presented a business-class travel a low-cost rotation. This is one of the tactics that the establishment use in flying different routes comprising of big seats, affordable catering services skilled cabin crew, and provided with lounge in terminal two in Dubai international airport (Alcocks, 2011).

In the company, and the airline as a whole, the move is as a result of the requirements demanded by customers for a premium service, especially on routes that have beforehand never been operated. The customer under the business-class gets precedence check-in, baggage assortment and a 24-hour client service center, all for business-class prices. It is as well one of the tactics of capturing the group of clients falling under this category (Jonnes, 2013).

Fly Emirate may be able to negotiate favorable deals with both the consumers who are eager for new ventures or who do not appreciate the opportunities for all the business component part. If later entrants consequently find the components in a short supply there have no choice other than expanding at a constrained period. For example, Fly Emirate was able to absorb more than half of the entire production of services. As a result, all the competitors such as had difficulties matching the simplicity of the services. The establishment was capable of expanding the capacity thus, assuring the clients about the market sustainability (Trval Dailyme, 2013).

Fly Emirate launches products, with the objective of attaining substantial market share. The target market however is very vital in dictating the success of the products launched. The preferences of consumers do vary, with some consumers being risk averse, who would not like to try any new product, while other consumers are risk takers. According to Walker et al, (2013), the marketers therefore have to understand the needs of different consumers and behaviors which demand require an in-depth study of their external and internal environment, so as to aid in the formulation of marketing plans (Walker et al, 2013).

4.0 External Factors

4.1 Political

In globalization, as well as international business, the action instigated through governments has effects on daily business dealings locally and internationally. The actions that are employed by countries depend solely on the country’s economic state. There are controls imposed by governments as well as restrictions on products. For instance, the government of UAE has put emphasis on encouraging business and hence encouraged internationalization. Also, countries globally have created an enabling environment for businesses (Babu, 2007).

The aim is to regulate and guard the country especially on concerns of interests such as labor rights, human rights, corruption, tax, and environmental issues. Through an observation made by analysts, there is a continuous progress that is disastrous moves that may lead the industry to socio-politico-economic hardships. The issues that have aggravated the establishment are the fact that they have realized a flat demand and their creation of a varied range of beverages that have not been responded well by the buyer (Babu, 2007). The establishment has also been influenced by the policies set by the government and how the banks earn is not impressing.

4.2 Economical

International economic circumstance has also turned out to be one of the aspects that impact Samsung business processes as this corporation is known worldwide. Price increases, downturn and legal tender are three significant economic aspects that Fly Emirates perceived. For instance, for a period of inflation in the United States of America, the buying power of all the populace will lessen and travel to Fly Emirates to U.S. will as well lessen. As the dollar has disoriented in meaning, to reduce the impact of price increases Fly Emirate has acquired it self-foreign money to augment proceeds in an international market. The UAE economic situation is optimistic thus creating confidence to investors. Increasing utility bills has been a concern, but people have opted to save on gas and electricity as well as embarking on demographic dynamism (Doole, & Lowe, 2008).

4.3 Social

The changing lifestyle, globalization and virtual planet are social aspects that provide an immense influence to Fly Emirate business progress. The living standards and patterns of the people are the social factors comprising of the clientele preferences, income bracket, perceptions, and life priorities concerning the brands. The prices set by the company are so affordable and therefore well aligned in accordance with the income brackets of the population. These prices must be maintained so as to bring the prices down. The introduction of affordable a variety of related products is a good step in bringing all clientele at the same spot (Muhlbacher, Leihs, & Dahringer, 2006).

4.4 Technological

At the present time technology’s market is vast, therefore signifying the contestants of Fly Emirate will as well escalate. The competition also gets harder as technology revolutionizes and novelty expands much more rapidly. Consequently, all airlines products have varied assortments. That is why Fly Emirate requires improving the products brand and image more frequently so as to outshine the contestant without difficulty. In this respect, Red bull endeavor to devote most of the resources in research and service provision (Borch, 2008).

Recommendation

Strategies that must be put in place include online marketing. The company will make sales over the internet thus reducing cost of marketing products. Online promotion is another strategy that is incorporated to increase sales. Contingency plan will be prepared to ensure business continuity if a disaster occurs. Key business areas that must be kept include customer relations, customer phone contacts and utilization department. In case of a disaster, continuous availability strategy will be applied since the data center will need to be the same with all operations undertaken at the organization and has to be away from the location of the organization. Remote journaling and electronic vaulting are yet some other strategies that will be applicable. The security personnel, the damage assessment and recovery team, service teams and IT experts are among the teams responsible for recovering electronic systems to a normal state.

One of the basic things that should be considered when taking into consideration marketing concept is marketing as a core function of business. Most companies have not given marketing the attention it so deserves. The concept of marketing should be included in the normal operations of the business. One of the great importance is the fact that the consumer’s wants should be put into consideration right from the beginning of all the plans that the firm has in store. It, therefore, follows the fact that marketing should be introduced at the start and not at the end of the production process. All major decisions that are done in the firm should include marketing considerations.

The marketing notion is based on two principles that include the fact that the consumer is taken to be the central point of all the activity of the business. The second principle is the fact that the profits are specified as the criteria that will be used for evaluating marketing activities. For a long time, volume sales have been used to evaluate the marketing activities.

Fly Emirate launches products, with the objective of attaining substantial market share. The target market however is very vital in dictating the success of the products launched. The preferences of consumers do vary, with some consumers being risk averse, who would not like to try any new product, while other consumers are risk takers. According to Walker et al, (2013), the marketers therefore have to understand the needs of different consumers and behaviors which demand require an in-depth study of their external and internal environment, so as to aid in the formulation of marketing plans.

The Consumer behavior is the decision-making strategy that the organization can use for the leaders and followers and physical activity engaged in the acquisition, evaluation, usage and the disposition of goods and services. The consumer behavior is all encompassing function, which heavily influences the marketing and the purchasing process. The purchasing process starts from the consumers’ mind, which influences the alternatives that the consumer chooses, depending on the perceived relative advantages and disadvantages.

In trying new products, Fly Emirate consumer behavior is of importance, as the decision-making process and physical activity that is involved. The behavior of the consumers is multidimensional, complex and a dynamic process which influences the entire decision-making procedure. It is therefore of importance that the organization adopts strategies that are vital towards attaining a strategic competitive advantage; therefore, the marketing channels by the organization utilizes vital towards determining the product’s success. The customer behavior determines the perceived customer value; hence business has to implement a process that entails the formulation of marketing strategy. Essentially, the marketing strategy involves market analysis, strategy formulation and decision making. The decision making is a process which entails problem recognition, information search, evaluation, selection procedure, and this finally influences the purchase decision by the consumer.

In understanding the behavior of the consumers towards new products, it is vital to conduct market analysis, which also includes analysis on the organization, the competition and the conditions. In contacting the research, this is aimed towards offering better customer value, which is the aim of the company. It is dictated to by the consumer needs, the company offerings as well as the environment. The diversified nature of the factors influencing the market, especially on the consumers’ perception and acceptance of new products, creates challenges on the producers. It is doubled-edged sword that assists both expansion-market plans for market leaders and share-growth strategies for followers to improve the company’s profit. The company will make sales over the internet thus reducing cost of marketing products.

Conclusion

Proper marketing strategies have helped many companies to reach epic positions in the competition. With time, they started taking strategic planning, and this served to position the marketing concept at the periphery of marketing functions. Now, as many companies lose competition and business, these marketing strategies have back in full swing. Businesses need to rethink the take of the customers and meet the needs. The need to have customers satisfied will never be overtaken by any other business strategy. Fly Emirate has found it necessary to take into account the marketing concept and see to it that they implement to the core.

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