Create a 2-dimensional perceptual map to show how Emirate Airline compares to competitor brands. Choose the dimensions that YOU think are the most relevant. Chapter 10 of your textbook includes examples of perceptual maps on page 305. Your perceptual map should be 1 page. I want to see a completed perceptual map with at least Emirates and three competitors. Choose dimensions other than PRICE and QUALITY which tend to be obvious and boring compared to other attributes. Based on your perceptual map, submit 1 page of recommendations for Emirates at the time of this case. For the written portion, use double-spacing with 1″ margins and 12-pt Times New Roman font.
Emirates Airline: Connecting the Unconnected In an industry where profitable firms are scarce, Emirates has delivered solid growth and solid financial performance for years. Why? What is behind Emirates’ success? What is the role of Dubai in Emirates’ success? What are the strengths and weaknesses of Emirates’ Dubai-based hub-and-spoke model?
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