The Emirates Airline's Business Model in the Aviation Industry - Research Paper Example

The mission of Emirates Airlines is to build and maintain market leadership through innovation. Emirates' Sky Cargo business contributes 20 per cent of the company's total revenue. Emirates Airlines is currently connected to all continents serving 103 destinations covering 65 countries (The Emirates Group, 2011). More new destinations are being added every year to expand further. It has now earned a global reputation in aviation. Ever since 2000, Emirates has been focusing more on long distance flights and the non-stop flight is a discerning feature of Emirates Airlines serving to destinations as far as US, Australia, Argentina (Wolfganghthome 2012).

Customer satisfaction has been a major motto of Emirates Airlines. The airline serves all kinds of travellers by providing for three different classes namely economy, business and first class customers. The prices are appropriately charged to attract all classes of customers. While charging the price, it takes into account even the timings of the flight. Frequent travellers get hefty discounts on their tickets for their loyalty towards the airline (Howard, 2009). In a survey carried out by Skyscanner.

net for the quality of food served in 19 different international airlines, the Emirates Airlines topped amongst all (Skyscanner, 2011). Thus, the airline offers the right product mix with excellent cuisine at the most appropriate price. The airlines’ spending on marketing and promotional activities has been to the tune of £150m a year. Currently, the company spends 50 per cent of its marketing budget on sponsorship alone and that has created huge popularity of the company in the international arena.