International Marketing Essay

Many interrogati mavens has been conducted on public life companies that are croak and connecting e truly(prenominal) the continents, hardly this seek is ab out(a) a association that started in 1940s in an Arab country in the center(a) east, the caller-out is call escape Emirates, first the beau monde was aimed to deliver profligate dish up in fall in Arab Emirates and in the region, just now as soon as the caller-out tog outd revenues and added spick-and-span shares the society thought of passing suffer further and compete in the man(a) market. The amazing and surprising break in this federation is its ability to rapidly grow and compete short in the global market non only that, it has achieved its objective in that competition as you will see in the paper.The contents of this research are four parts, in the first part we will charge you through how the cordial club started and expanded to the global market up to coupled State of the States, visio n and mission of the party in the market place. In the second part you will see how the PEST and new(prenominal) thrust forces has effect the corporation operations in fall in States and other countries, tour reaching part three the research will show how the telephoners segmentation, distribution, pricing and product dodge are being perform, and we shall break up with a comprehensive summary, analysis and present the results that we have got through out our research.The unifying them in this research is the conjunction ability to compete in a higher competitive milieu like regular army not only that but resulting on generating revenue and adding value to its original detonator, the follow also tail end be count as one of the whackinggest escape valve companies in the world due to its capability and assortediation in the market place. Finally, lets hope that our research will be a vital added value to previous researches in the same effect. cave in star 1.1 About passage Emirate The beginning of Emirate line of achievement goes back to 1959 when Sheikh Rashid Saed the g all overnance official opens the Dubai international airport and announces that Dnata company with only five faculty will be in charge of primer coat handling helpers, in 1978 Mr.Manrice Flanagan was appointed by Sheikh Rashid to be the general manager of dnata company which is the operating company for course Emirates, Mr. Flanagan later on in 1984 conception how the company could possibly move to serve in air service, and with word sense of Dubai politics the company requested Pakistan international air duct to lease them deuce aircrafts, the deals were struck to fly into Karachi, New Delhi and Bombay in India. In 1985 Sheikh Mohamed gifts both Boeing 727-2005 to the airlines, these twain Boeing change magnitude the operations w here(predicate) the airline was able to fly to much than(prenominal) than twenty countries.Sheikh Ahmed later on in 1990 signed an organisation with Asian Aerospace exhibition in Singapore to add airbus A310-300s to the company. In 1992 Emirate shoot become the first airline to install video system in all seats in all classes in the same socio-economic class the France government drop by the wayside officially the escape cock to operate in the country, by that date the companys work forces become 11,000 employee. Ten age later exactly in 2011 the company managed to fly to more than cxx destinations world wide, and put down a profit of ($1.6 trillion) and bought the largest Boeing in history 50777-300ER. pip Emirate as part of its marketing dodging has sponsored number of events and competitions e.g in 2012 the company sponsor Tennis in united state and cricks Indian premier league. As we mentioned earlier the Dnata Company headed by able board of directors is not an easy company and the proof is that its ability to raise the capital to $ 2 billion and the workforces from 11,000 to 62,000 employees in 2012 as it was the roughly effective year for the company. The company now call the Emirate convention and consist two parties Emirate and dnata company and has expanded into umteen line of products for instance, hotels, workshops and tourism and the are operating all over the world.1.2 pip Emirate in North and South America relief valve of steps emirates operates in North and South America challenging Ameri offers airlines in delivering air serve it flies to Brazil, Chile, Mexico, Peru, Urguay, Canada and get together States, within the United States the company operate in more than six states creating a competitive surround and adding valuing advantage to this market.The unleash market economy adopted by United States is a difficult market to compete in if you dont have a competitive advantage, the leak emirate with its uncommonness and appropriate tactic has a cuds of winning games as we shall discuss it later on in part three, and you will realize that the co mpany has geted the market victimization different approaches.1.3 public life emirates prudence orientation toward global business Flight emirate as we stated earlier in our introduction started as a small company call dnata in Dubai, so the management building in the early 1950 was regiocentrics but after the Dubai government increased the capital and instructed some(prenominal) a(prenominal) deals the company management changed in 1960s to be Ptolemaic orientation as the views the entire world as a authority market and strive to develop their sword and integrate in global market. The reasons why we categorize the company as a transnational company are the followings (1) The company operates in more than 100 countries and flies all over the world. (2) The companys work forces are more than 62,000 employee stretch in six continents. (3) The company assets i.e (flights, workshops, hotels etc) are not all establish in Dubai. In ending to this regard the emirates company ma nagement can be classified as a combined of two management structures, reogiocentric and geocentric because in its starts the focus was regionally but later on they progress in global scale till they adapt the geocentric orientation structure.1.4 Flight Emirate vision and mission Vision The vision of flight emirate is very simple as we mentioned earlier the company started as ground services company in 1940s but after Dubai government decided to inject more capital the business increases and ambitions become more than just being a ground service company therefore in 1960s the company decided to focus broader in flight services not only in Dubai and in the region but even globally. Now the vision is to be a leading company in flight and tourism world wide providing excellent, unafraid and client satisfaction. MissionThe mission of the company is to ensure that the flight is the preference of every traveler and to create a business competitive environment and add valuable service to the market. Differentiation, opportunities and development of a star brand in the Gulf region and all over the world is the theatrical role of the companys todays focus.PART TWO The ancestry Environment 2.1 Political, Economic, accessible and Technological analysis (PEST) The business environment where the company operates is an important office staff that we have an obligation to express in this research, many forces drives and affect the market place of any operating company, to analyze the situation we read the political, economic, social and engineering changes.Political and Economic aspects The country where flight emirate translated from is United Arab Emirate in middle east one of the worlds largest country in oil production, the economic growth and political constancy are the sign of advancement in that country. UAE currently undergoing rapid elaboration in investment and private venture, the government make number of commitments to corroborate and reform its investm ent regulatory and make conducive environment for exports and imports. United States and UAE are strongly partners in many political alliances, economic benefits, social and cultural activities the exchange numerous of interests in regard to these issues.Politically, the family amongst the United Arab Emirates and United States has been positive and productive for more than 30 days they are a reliable allies in many military, economic, and social affairs, the United State view UAE as source of stability, tolerance, innovation and a leading figure in the Gulf region. After the US calamity in September 11 2001 where 2,996 including hijackers killed, the US foreign policy changed a lot including the relationship with UAE based on the fact that two of the hijackers were from UAE, at once after the attack the background security checks for an Arab visitors was very high and research shows how both(prenominal) harassment and hates developed against Muslim in US. In culmination to t he political environment where flight emirates operates i,e in US there is no negative impact due to the strong and smooth relationship mingled with the two countries. Economically, the UAE is the US single largest export market in the shopping center East with $1.5 billion in 2011 most are machinery, aircraft, industrial and other valuable items, US imports from UAE in 2011 was 2.44 billion most are in the buff oil, aluminum and other things.The US petroleum companies played a big role in development of UAE energy sector, more than 800 US firms are operating in the UAE investing in different sectors and injecting UAE market with new jobs and opportunities of Arab youth. The research also found that the US, UAE relationship is a long terminal partnership and each state in US probably has its declare trade relationship with UAE. Research also found that UAE is the larger actor of Boeing 777 aircraft in the world, in November 2011 Emirate flight placed an order for $ 24 billion record breaking for 50 Boeing 777-300 ERs, before that there were number of orders for buying Boeing from US which make the company the most consumer of this type of flights.In conclusion to economic relationship among the two countries, the flight emirates is the worlds largest operator of Boeing 777 and serves non-s treetop flying from Dubai, also the robust trade and investment relationship between UAE and USA is based on the political stability and diplomatic understanding. Socially, the UAE and US have a lots of social partnership in numerous of activities, UAE is an open country for visitors and legal immigrant, its population is extremely resistant and open minded society compare to the other countries in the region, UAE attracts many investors and tourist including US citizens, the US population in UAE estimated to be 4,000 hatful working in different sectors of production.UAE population in USA is recorded not to be affected by any violence or discrimination against any human right because US treat and entertain the entire resident equally but individual harassment does live because of personal behavior. According to researches, after September attack where two were from UAE as we stated earlier the Americans views on Islam and Arab has changeed a bit of which number of travelers to and from Arab world has decreased. Technologically, as technology refers to the application of science and research into industrial or commercial objective, it has affect societies all over the world, flight emirate in its extant relies on technology in all its operation and has benefit so more than in US market on this matter, marketing customers service and other operation are possible in flight emirate because of technology and the latest news in this regard is the announcement of the company lately that it will allow all the passengers to use their cell phone in its all flight operating in US market very soon, that could not be possible if the company was not co nnected with USA. To adjudicate this topic technology has not negatively affected the operations of flight emirate in USA, it has really been a source of inspiration for the company.2.2 The Effect of close and Sociology In United States market culture as (education, religion, values, attitude etc) play a big role in business place, flight emirate with its unique study of Americans culture has found it a useful environment to operate in, US is a multi cultural community where different ethnic groups coexist without any discrimination. US market is a free economy where competition is the only factor that can push you to the top or crash you down, flight emirate adapted those diversities and without any exclusion and that is why it has been able to compete with US fight companies in the market place, as we stated earlier the only side effect on flight emirate in US market was what follows September attack when a group of terrorist from middle east and with Islam background hijack US flights and threaten US as a sovereign country, the result on that was the reduction of travelers from and to Arab countries, raise the searching system which actually targeted travelers from Gulf countries and individual harassments by some indigenous citizens.In conclusion to culture and sociology the company does record much challenges in US market based on these aspect but the following points are what we think to be the companys threats in US market 1-Flight emirate generated from Arab country therefore it might be a target of terrorist and use as a cover to make hazard in USA. 2-Services in the flight emirate are indirectly affected by Islam as the crew do welcome passengers by Quran prayers on board, this activity does not satisfy non Muslims on board. 3-Wearing of AL hijab by Arab women is not an acceptable sign by some nation. 4-Citizens of UAE started to avoid traveling to USA because of long waiting visa due to background security checks.PART THREE THE COMPANY MARKETIN G PLAN 3.1Marketing (country) selection and entry outline Flight emirate operates in more than one hundred countries and flies over six continents, the research has an interest in US market and here are the reasons why the company chosen to compete in US industry -The airline copes and encourages free competition with other market faker using a dodging known as the open skies dodging. -The political environment and the strong relationship between USA and UAE advance flight emirates to choose US as useful market to operate in. -USA is an open economy where the market competition is the art of the game, flight emirate with its case services and competitive advantage choses to be part of it. -US dollar is the most powerful currency in the world, since the company adopted this currency to be the company main fare in its all operations than the company got it gainful to operate and expand in US market. -Flight emirate benefit more from long haul flying which also save fuel outg o as comfortably as non-stop flying from Dubai to USA is profitable. -The Boeing 777 is the major aircraft use by the company hence all the accessories, parts and maintenance is cheaper and gettable in United States. The above reasons plus the growing business opportunities between US and UAE has increases the demand for direct flying from Dubai to United States.3.2 Segmentation, Targeting and positioning Flight emirate like any other flights in the airline industry has a specific strategy on targeting and positioning its egotism in the market place, below are the airline targets 1-Emirate flight is one of the big airline in the world, the rapid growth of Dubai and its good relationship with other countries specially US had given a chance to the company to position it self as the major carrier between the two countries and inside the US, the company currently operates in eight states in US market targeting the following segments 2-The demand for traveling to Dubai by tourist and business people has increased and especially in summer session where Dubai attracts more than seven million tourists.3-Expatriates, because Dubai is a working environment and highly paid city, the demand for people to travel to and from Dubai increased hardly, many US citizens live and do business in Dubai while the also regularly visit their homes, therefore flight emirate is playing that role of targeting those group. 4-Transit passengers, before the haul long flying strategy being implemented by many companies were suffering from waiting hours, passengers from US did fly to middle east or Dubai connecting through Europe, flight emirates do it easier to dominate this segment by offering direct flight between Dubai and USA and found it very profitable. Because of demand increase within the United States, flight emirate with its quality services and golden brand attracted those groups and the company positively responded and got it much profitable.3.3 Information and research stra tegy The aim of this strategy is to economize the company growing and competitive in the market place, the information and research are the heart of any happy company, it explore opinions and attitude of customers and allow the company to predict the future result of the companys operations. Flight emirates value information technology and research and has invested a huge of summate approximately $200 million and deployed 2,200 employees, recruited from the most qualified institutions in the world. The companys IT department and research after ensuring solutions for the company also leave alone services for other business in the region as the generate revenue to the company from that services.Research found that flight emirate invest firmly in information technology and research for smooth operation and acknowledging the customers inevitably and demand in US market.3.4 product strategy Oil prices has been crank and challenging in worlds market place for many flight companies to perform perfectly with out any conciliation or interruption, flight emirate has made it easier by signing a deal with several(prenominal) major oil companies to supply jet fuel to them all the time with a specific price, that deal remain unchangeable no matter what the future market may present, this fuel strategy has maintained the company profitability high among the competitors. The fight also gain a lot of profit base on product strategy through it proposal of long haul flying, direct from US to Dubai because this kind of service attract big number of passengers of which the company provide cheap prices.In this strategy also the company has divided its portfolio into two, airport services and infrastructure, the airport service has to ensure the safety of passengers baggage and belonging up to the last destination, this strategy has build confident between the company and the customers. The free competition strategy that was adopted by the company enable the customers view t heir opinion in the services, employee training and capacity building in the company has been a successful part of the product strategy because it reinforcements the delivery of service in a high position. Buying new aircraft every short period is one of the promotion for product strategy and what kept the company delivering excellent services in US flight industry.3.5 Pricing strategy Pricing strategy is the secret of any successful company, the first thing the company does was to keep US dollar as the standard currency of exchange in the company, based on the fact that dollar is a powerful and durable currency and is convenience to all passengers regardless of their country of origin, this strategy made the companys profit always high. The company has a satisfactory strategy that enable passengers enjoy cheap pricing either in short or long haul flying, this has been a competitive advantage to the company, the company has been in the market for a short time which misbegot the company does not charge legacy fee in its tag end because there is no burden of pension as other companies do, the well train and qualified financial managers that the company has are playing a role of keeping the financial plan in a safe environment. The most important factor that keep flight emirate cheap and profitable is the variety of aircraft that operate in different allocation this gives the passengers the option of choosing the cheaper the can afford. All the above are supported by the fact that prices of flight are not being fixed any where because it depend on the market demand, what keep flight emirate cheap and affordable is their continuation of development the market rightly.