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SUSTAINABLE MARKETING- critical analyze an organization - Essay Example

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SUSTAINABLE MARKETING- critical analyze an organization

As far as the triple bottom line is concerned, the airline has made a number of steps towards achieving these three requirements. According to its official website (Emirates), it has a foundation called the Emirates Airline Foundation. This foundation has the task of providing funding in a number of crucial projects within the developing world. This has thus helped to improve the livelihoods of the people living within these countries. The airline has also committed itself to follow the four pillar strategy set by the International Air Transport Association (IATA). These are aimed at ensuring that the levels of carbon emissions come down. The airline has done this through a number of strategies such as the adoption of technology that is advanced. It has also committed itself to use of efficient aircrafts that reduce the amounts of emissions, as well as, the noise in the environment. This has helped the company maintain an emission level that is 30% lower than the average airline emissions. The company has also employed a strategy of recycling and waste reduction, staff education, lower energy use and greater communication. Equally, it has the ‘environmental champions’ program, which empowers staff to be environmentally conscious at home, at work and any other place they visit (Emirates). As far as profitability is concerned, the company’s website states that it has sought to ensure this is maintained through its policy of being an ecologically efficient organization. This means that the company will try to reduce pollution and use fewer resources. This will enable it to conserve the already dwindling natural resources. As far as a customer relation is concerned, the airline has ensured that comfort throughout the travel is assured. This is ensured through a number of strategies such as the cuisine served in the plane, the seats as well as the polite staff on the plane (Emirates). An affirmation of the airlines efforts can be seen in the number of awards it has been granted. In 2010, the company won the 2010 World Travel and Tourism Council’s (WTTC) conservation award for its Emirates Hotels and Resorts. It also got the 2010 Skytrax Airline award for its airline in-flight entertainment. The steps that the company has taken have made it the second most profitable airline globally (Graham et al., 2008). In light with this, the company has been successful in maintaining itself commercially through its competitive advantage strategies. The company has, however, issued a profit warning of a 76% drop in its profit in the 2012-2013 financial years, mainly due to the cost of fuel (Emirates). 2 Stakeholder Analysis There are a number of stakeholders who relate to the Emirates airlines. These are the customers, the competition, the company itself and the community around it. Analysis of these stake holders is deliberated on in the following section in a bid to understand the company better. 3 Customer Analysis The company has three categories of customer accommodation. These are first class, business class and economy class. These three forms of accommodations represent three different types of individuals. The first class customer is the one who is willing to pay a large sum ...Show more


Sustainable Marketing (Name) (Institution) (Course) (Tutor) (Date) Table of Contents 1Introduction 3 2Stakeholder Analysis 4 3Customer Analysis 4 4Competitor Analysis 5 5Company Analysis 6 6Community Analysis 7 7Brand Positioning Analysis 7 8Bibliography: 10 1 Introduction Emirates Airline is a long-haul airline which is ranked second to Singapore Airlines in terms of profitability…
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SUSTAINABLE MARKETING- critical analyze an organization essay example
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