Marketing Management Essay Example | Topics and Well Written Essays - 2000 words - 2

Marketing Management - Essay Example From there onwards, the paper shows an analysis of the company’s micro-environment and macro-environment. There are many elements in the company’s internal and external environment and it is essential for the managers to understand every detail of these environments. In today’s world, it is not only the internal environment of the company that is important but also the external forces that act upon the company and influence the way it works. Therefore, Emirates Airline must understand its environment and deal with it effectively. Furthermore, a SWOT analysis of the company is done to get a holistic view of the company in order to better understand it. And finally, recommendations are made, after extensive research on the company and its environment, as to what changes the company must adopt in order to avoid failure and continue prospering in today’s challenging environment. There are many benefits of doing customer analysis for Emirates Airlines. Firstly, it is important to note that Emirates Airlines operates in more than 50 countries throughout the world (Nasser, et al, 2005). This means that it encounters with a wide array of cultures in its customer base. It would be impossible for the company to manage its operations if it did not understand these cultures and did not cater to them individually. There are many changes happening in today’s world. The customers are much more informed due to technological advancements and the widespread of internet. There is increasingly fierce competition in the airline industry and the customer perceptions and preferences are changing due to the global recession and awareness. All these factors conclude to changes in the demands of the customers. By doing a thorough analysis of the customers changing needs, Emirates Airlines can tailor its marketing mix, distribution channels and offerings