Business Communication: Emirates

Running Head: BC
0
Business
Communication:
Emirates
Report
Student name
4/20/2020

BC 1
Table of Contents
Introduction................................................................................................................................2
Company background................................................................................................................2
External analysis........................................................................................................................3
PESTEL Analysis...................................................................................................................3
Porter’s Five Force model......................................................................................................4
Internal analysis.........................................................................................................................5
Company’s corporate strategy....................................................................................................7
Issues and challenges faced by the Emirates..............................................................................7
Recommendations......................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

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Introduction
This business communication report is based on researching a well-known UAE
headquartered organization as Emirates Airline. The key purpose of this discussion is to
narrate the strategic management issues as well as challenges faced by the company of UAE.
Based on in-depth strategic management analysis of Emirates Airline, the paper will provide
future recommendations for the sustainable future of the airline company. In general,
Emirates Airline is an international airline company which typically serves more than 159
destinations all around the globe (Emirates , 2020). The main headquarter of the UAE based
airline company in Dubai, UAE. In this way, the report will firstly provide a background and
introduction of the company chosen for demonstrating business communication in a modern
context. The paper will also include external and internal analysis of the company so that
company can work on its sustainable business future. In addition, the report is going to talk
about the company’s corporate strategy while identifying the key challenges and issues faced
by the Emirates recently (Alcacer, 2014). Finally, based on the research the discussion will
include a concise summary while recommending future business strategies to Emirates
Airlines.
Company background
Emirates airline is providing travel facility in 159 destinations across the world. The
headquarter of the company is situated in Dubai. The company has started with two aircraft in
the year 1985 (Emirates , 2020). Now, Emirates has managed their business from more than
265 aircrafts. Most of the operations are well managed by the company. Every week, more
than 1500 flights have operated across the world. Emirates airline has included various
counties in their region such as Asia Pacific, Western Europe, Middle East and Africa, the
USA, and others. However, the company has created stability in different regions including
African, Asian, and oceanic reasons (Emirates , 2020). It makes huge impact on the services
of the company as well. Emirates airlines have created a good market in the Asian reason,
which is a good source of profit as well (Emirates , 2020).
In this discussion, strategic challenges and issues of the Emirates Airline will discuss based
on the internal and external factors. However, Emirates has purchased the Boing 777 is
between $260 million, which is a good amount for better services. However, A-380 has
purchased at $390 million (Emirates , 2020). The company has adopted better technologies in

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checking and other services. It makes huge impact on the passengers as well. There are some
opportunities for Emirates airlines, which are helpful in their goth and stability in Asian
regions. The company has focused on their luxury services because the passengers has
provided preference to the company. Moreover, diversification of routes can be a good
opportunity for the company as well (Bischoff, 2018).
Besides, there are some major threats for the company, which is socio-political factors that
makes a huge impact on passenger demand for travel. In addition, low cost airlines
competition is a big threat in front of the company. Moreover, international regulations make
huge impact on the business of the company as well. In addition, Brexit has affected the sales
and profit of the company as well. There are many restrictions in the USA, which makes
business more critical for the company (Squalli, 2014). In addition, US dollar has affected the
business of the company as well. It makes major affected in most of the markets. The
company has reduced their profit from 75 % because of economic changes in European
countries. Moreover, African countries have faced challenges in their economic condition,
which makes a huge impact on Emirates profitability (Alcacer, 2014). Emirates have
provided luxurious services to their passengers that make a good reputation in the market as
well.
External analysis
External analysis has used for identification of main threats and opportunities of a firm. In
this section, Porter’s Five Force analysis and PESTEL analysis will be conducted based on
the various factors of the company (Woodruff, 2019).
PESTEL Analysis
This analysis provides challenges and issues of the company. it will consider all the external
factors, which are influences the company strategic objects (O’Connell, 2011).
Political:
The firm has faced socio-political tensions in the Europe reason including Paris, London,
Nice, and others. Besides, terror attacks make critical issues in the entering of new route by
the airlines. Most of the companies have faced this issue because of political changes
(ZHANG, 2016).
Economic: