Ansoff Matrix of Emirates Airlines 

Emirates Airlines is a flag carrier UAE (United Arab Emirates) aviation company. Maurice Flanagan and the government of Dubai’s investment corporation founded the company in 1985. Ansoff matrix of Emirates Airlines; four growth matrix strategy analysis quadrants; market penetration, market development, product development, and diversification strategy of the tech company as the Ansoff matrix business example.

Marketing Penetration Strategic Campaigns of Emirates Airlines

• Sponsoring mega sporting events
• TV commercial with world’s leading celebrities
• Celebrating Women’s Day on the World’s tallest building
• Pilots on the YouTube and sharing their experiences of flying the largest aircraft
• Brand ambassadors
• Celebritiy endorsements

Top Selling Markets and Geographical Regions of Emirates Airlines

• Australia
• Africa
• Middle East
• Europe – 32% revenue
• UK brand awareness – 87%
• US brand awareness – 48%
• Latin America

Latest and Best Selling Collection of Emirates Airlines

• Blanket for children in-cabin
• Formula milk for infants in-cabin
• Organic meal in-cabin
• Discounted bassinets
• Variety of hotel booking
• 10% discounts on new flight booking
• Complementary transit visa to Dubai
• Airbus A-380 1^st class shower
• 32 inches first class screen

The Ansoff matrix of Emirates Airlines would analyze the four growth matrix strategy analysis quadrants; market penetration, market development, product development, and diversification strategy of the tech company. Here’s the Emirates Airlines Ansoff matrix company example as follows;

Ansoff Matrix of Emirates Airlines

Let’s discuss the four growth matrix strategy analysis quadrants of the Ansoff matrix of Emirates Airlines as the Ansoff matrix company example; they’re as follows;

Market Penetration Strategy of Emirates Airlines

The market penetration growth strategy quadrant in the Emirates Airlines Ansoff matrix business example as growth matrix strategy has the lowest risk. It is because here the aviation company sells its current products and services in the existing customer market. However, the aviation market is growing, and it makes the market penetration growth strategy possible.

I-Multiple Flight Booking Channels

Along with selling tickets on its web platform and booking office, Emirates Airlines employs multiple channels like 3rd party sellers, booking agents, and others. Different flight booking channels and options help the aviation company to approach more customers and penetrate the existing customer market.

II-Discounts

Emirates Airlines offers discounts on early and advance booking of flights, odd dates, and non-holiday seasons. It allows the aviation brand to attract the attention of the working class and penetrate the existing customer market.

III-Family Flight Package

Emirates Airlines offers special deals and packages on booking family flights. It allows the company to increase the sales of the total number of tickets and penetrate the existing customer market by targeting big families.

IV-Most the Most of Every Mile

“Make the most of every mile” is a loyalty program offered by Emirates Airlines. It provides various types of benefits, discounts, and gifts to the loyal customers of the company. As a result, it attracts the attention of new customers and penetrates the market; by choosing the airline they could also enjoy such benefits and rewards.

Market Development Strategy of Emirates Airlines

The market development growth strategy quadrant in the Emirates Airlines Ansoff matrix business example as the growth matrix strategy has a bit higher risk than the market penetration strategy. It is because here you expand your market and offer your existing aviation product or service portfolio in the new market. However, you don’t know the culture and response of the new market; that’s what makes it riskier.

I-Global Market

Currently, Emirates Airlines is operating its aviation business in 150 cities and 80 countries in 6 continents across the globe. The aviation company is already operating its business in the global market, but the room for growth and expansion is always there.

II-Celebrity Endorsement

Emirates Airlines hires various world’s leading celebrities as its brand ambassadors and spokesperson. They have a huge fan following and their sports help the company to increase its sales and influence. For instance, Jenifer Aniston starred in the commercials of Emirates Airlines; Penelope Cruz has been brand ambassador since 2023.

III-Sponsorships

Emirates Airlines has sponsored various mega sporting events of cricket, football, rugby, basketball, and others over the years. It helps the company to approach the new customer markets and amplify the company’s brand name.

Product Development Strategy of Emirates Airlines

The product development growth strategy quadrant in the Emirates Airlines Ansoff matrix business example as the growth matrix strategy has higher risk than the market penetration strategy. It is because here you launch a new aviation product or service in the existing customer market. You would have to run new marketing and promotional campaigns for the new aviation products and services; that’s what makes it riskier.

I-Fleet Upgrade

In order to improve the customer’s experiences, Emirates Airlines invests a significant amount of capital resources in upgrading its fleet size by ordering the latest aircraft. For instance, the aviation company ordered 15 Airbus A350-900s and others to increase the total size of the aircraft fleet size.

II-New Offers, Deals, & Packages

Emirates Airlines offers various types of packages and deals to attract the attention of new customers and retain the existing ones. The objective is to increase the sale of tickets in the off-season and holidays.

Diversification Strategy of Emirates Airlines

The diversification quadrant in the Emirates Airlines Ansoff matrix business example as growth matrix strategy is the most risk growth strategy than all three previous growth strategies. It is because here you launch a new aviation product or service in a new customer market. You won’t know how your new market will react to the new tech items;

I-Horizontal Diversification

Emirates Airlines has successfully increased the total size of its aircraft fleet, expanded its customer market, and strengthened its brand position in the global market. It was a highly risky strategy, but the aviation brand has done so successfully. The company plans to do the same in the upcoming years.

Conclusion: Emirates Airlines Ansoff Matrix Company Example |Ansoff Growth Matrix Strategy Analysis 

After an in-depth study of the Ansoff matrix of Emirates Airlines; we have realized that Emirates Airlines is the world’s leading UAE flag carrier airline. If you are learning about the Emirates Airlines Ansoff matrix company example; then you should keep in mind the abovementioned four growth matrix analysis quadrants; market penetration, product development, market development, and diversification strategy.