Case Study: Read the following Case and answer all the required questions. Emirates Airlines has been consistently recognized as the world's "best" airline, in large part due to its stellar marketing. It has been known of the" experience....Don't just fly, fly better" marketing campaign. The carrier wins so many awards, it has to update its Web site monthly and its application daily to keep up to date and which it used to rely on for reservations. Famous for pampering passengers, it continually strives to c "wow effect", 3D seat, showers and much more to surpass customers' expectations. Emirates Airlines was the first to launch on-demand entertainment systems in all classes, Dolby sound systems, and a book-the-cook service that allows business- and first-class passengers to order meals before boarding. This airline appeals mainly to middle-aged, high social class and regular travelers/Passengers'. With its stellar reputation, the carrier attracts some of the best local graduates and staffs each flight with more attendants and other cabin crew. It charges for special seats $1500 plus. The passenger can add extra or customized services for extra payment. Also, it started to offer discounted prices with minimal fair services to some destinations. Later on, Emirates expanded its coverage by collaborating with other partners such as South African Airlines and Malaysian Airlines. However, as like any other company in airline industry, it faces heavy competition from Singapore airlines (SIA) specially in the Egyptian Market which have been rewarded several times before as one of the best airlines like Emirates. Like any other airlines in 2020, it faced a sharp drop on its sales due to lockdown but it started to recover in 2021. It is currently focusing on building more engagement and interest on more markets, and to offer better services in order to maximize its market share and to stand out again. This has made the management to consider the budget to be allocated based on what is needed to be achieved through the creative promotions. After you have the flight experience, you will receive an online survey to give your opinion about your trip and for airline to continue its improvement, it offers a hotline for follow-up and complains. Booking and payments are easy through using your debit or credit card and with one click, you can reserve your flight. Loyal passengers get a loyalty card by which they can collect points and get a discount on their future flights. Moreover, you can visit their branches or use the online application to book and view different offers. They place Ads on stylish magazines and social media and even they have sponsored some football teams. However, as like any other company in airline industry, Emirates needed to exist in other travel Mobile applications such as Sky scanner and Expedia. It offered them limited number of tickets but with good commission in order to recommend them to Potential Passengers. Lastly, there is a glimpse that Emirates airlines will invest in using VR in its reservation spots and Artificial intelligence in order to understand the passengers' preferences and to help in making its services experienced and felt by them before living the real thing. Hopefully, this can help in attracting more passionate travelers. Page 3 of 4 Based on the case and your own reflection, Answer the following questions: 1. "The STP is considered an important task for any Marketer.it needs an in-depth plan." (9 Marks) a. As a marketer, discuss all of the segmentation approaches used by Emirates? Then evaluate the attractiveness of the main segment? (3 Marks) b. What are the main Targeting and differentiation strategies that Emirates has adopted? Justify your choices? (3 Marks) c. As a consultant, which Positioning strategy(s) do you believe Emirates have used? Justify your answer? (3 Marks)