Marketing Evaluation of Emirates Group Executive Summary The Emirates Group is a well-established company in the tourism and aviation business providing quality services to link the global markets. This report assesses the marketing strategies of the Emirates Group via the completion of effective external and internal analyses. In the analysis of strategic position, the paper utilizes the Porter’s Five Forces to determine the organization’s competitive forces and the STP to determine the organization’s internal forces. Some of the main strategic fit forces include Actors’ forces; Key competitor forces; Customer forces; and Sustainability forces. Tactical recommendations also include intensification of the digital marketing strategies, development of the sustainability activities, and the improvement of the customer retention activities. Table of Co...