Assess the likely importance of its market positioning to the success of a business, such as Emirates. - Edexcel - A-Level Business - Question 1 - 2017 - Paper 1

Emirates’ positioning sets it apart from competitors, giving it an edge in a crowded market. This differentiation can lead to higher profit margins as customers may be willing to pay more for perceived value. Effective positioning also helps counter competitive threats from other airlines.

While ticket pricing is critical, factors such as excellent customer service, quality aircraft, and customer experience play significant roles in how Emirates is positioned. Customers often make decisions based on these aspects, which can drive loyalty and repeat business.

Emirates’ position in the luxury market makes it susceptible to economic downturns and external factors like security concerns. During such periods, customers may prioritize different aspects such as cost over luxury.

Ultimately, consumer considerations can vary widely. Business travelers often prioritize the convenience and schedule flexibility, while leisure travelers may focus more on price. This indicates that market positioning may not be the only factor influencing success.