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A comparison analysis of the marketing strategy of Lufthansa and Emirates in Germany
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Resumo(s)
The objective of this paper is to perform an analysis of the marketing strategy of Lufthansa
and Emirates in Germany. Since both airlines use a similar approach to increase brand
awareness an in-depth analysis is implemented in order to identify potential differences.
Hereby, consumer insights about the perception and expectation travellers have in common
will be analyzed and assessed with quantitative data. Both airlines are well positioned in
terms of their marketing strategy, but when Emirates is strengthen its marketing campaign
with that pace, the Gulf carrier will certainly make use of its economic strength and can
become a frightening threat for the Lufthansa Group on long-haul destinations. Finally,
recommendations for future marketing activities for both airlines will be given.
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Palavras-chave
Airline industry Marketing strategy Lufthansa Emirates