Swot Analysis Of Emirates Airlines

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Executive Summary Emirates Airline, one of the globes leading airliners situated in Dubai, a city within the Middle East region has shown throughout its years of operations how the company has grown and become successful in the aviation industry. Much of this success is to its competitive strategy which has been pivotal to the company’s ability to compete against top airliners such as Air France and Lufthansa. Cost and Differentiation has been the main driving force for their competitive strategy which has enabled them to become efficient, capture market share and possess a large customer loyalty base due to their low costs in production and unique award winning services. To get an in-depth look on how Emirates have been successful and how their strategic presence in the market have made them one of the strongest airlines, a SWOT analysis has been carried out to find out the company’s internal capabilities when it comes to their strength, weakness, opportunities and threats. This analysis gives a clear insight to how the company have been faring and what could affect them in the future. It is also important to know the competitiveness of the market emirates are in and how strong are their strategic position in it. Porters 5 forces has helped show the significance of the threat posed from substitutes and new entrants, how bargaining power of buyers and suppliers affect the airline and how intense is the competition within the industry. PESTLE analysis is provided in order to conclude an external analysis when directing a strategic analysis and provides an overview of different macro environmental factors that Emirates takes into consideration. It is a powerful tool to understand the business position and their direction for oper... ... middle of paper ... ...well as trendy stores and malls such as Emax, Lamcy etc. that attract more people.'[AirMiles, 2014] Lastly, Emirates is currently the most valued brand in air travel, nevertheless it is mostly a step behind its competitors. In terms of brand positioning it is placed as a challenger instead of a market leader. With respect to flying to different destinations, providing comfort and entertainment in flights as well as ordering fleets of new aircrafts, Emirates has always followed its competitors be it Turkish Airlines, Qantas or Singapore Airlines. Overall, Emirates has many advantages with regard to geographical location, funds from the government and natural, human and capital resources at its disposal. They also have a strong marketing campaign and use aggressive advertising which should be aimed at becoming the best and the market leader in the airline industry.

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