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Strategy

Abu Dhabi Women¡¦s College
E-Business Management

Strategic Management at Emirates Airlines



Submitted for: Iman Finaish



1 Abstract

This conducted report discusses a strategic study about the global airline industry, particularly Emirates Airlines. The first part of the report provides a brief overview about Emirates Airlines Company followed by a situation analysis that includes the internal and external analysis. The last section will be concluded with the current situation along with suggesting major issues that Emirates Airlines should address.


2 Table of Content

3 INTRODUCTION 4
4 EXTERNAL ENVIRONMENT 5
4.1 INDUSTRY ANALYSIS 5
4.1.1 Airline industry General Profile 5
4.1.2 Life Cycle 6
4.1.3 Porter¡¦s 5 Forces 7
4.1.4 Key Competitors 9
4.1.5 Key Success Factors 10
4.1.6 PEST Analysis 11
4.1.7 Summary of External Environment 13
5 INTERNAL ENVIRONMENT 14
5.1 SWOT ANALYSIS 14
5.2 SUMMARY OF INTERNAL ENVIRONMENT 16
6 CONCLUSION AND RECOMMENDATION 17
7 REFERENCES 20

3 Introduction

¡§Emirates Airlines goals for the immediate future and long term are, to be the best in every venture it undertakes; to meet its customers' expectations profitably, to contribute to the success of Dubai Inc., and to make the city the new global aviation hub for the 21st century.¡¨

Emirates Chairman, Sheikh Ahmed Al Maktoom

In 1985 Emirates Airlines was established by Dubai Government with just two aircrafts. Today Emirates has 83 aircrafts files to 78 destinations in 55 countries worldwide. It has a large number of cabin crews from 95 nationalities. It recently made an aircraft orders worth more than $ 26 billion for 45 Airbus A380, which makes the company the world¡¦s largest purchaser of Airbus¡¦s super-jumbo. (About Emirates)

Emirates Airlines recently becomes one of the fastest growing airlines and the...