Business Management Strategy for Boogle Air

In this research project  we will discuss about business management strategy and bleow are the summaries point:- This paper presents a business management strategy for Boogle Air, a new airline company in Ras Al Khaimah, UAE. Business Management Strategy is an advanced plan of actions for managing a business to achieve strategic objectives and goals. The paper will analyze GDP data and competitors in the market, and use PESTLE analysis to identify factors that could influence the business. Boogle Air will offer luxurious and economy services in three classes: economy, business, and first class, with entertainment and comfort features. The vision of the company is to be established as the most developing low-cost airline in the UAE market. Boogle Air aims to offer an unforgettable experience to the customers and plans to run flights in different countries. Boogle Air's objective is to cover a new customer segment and attain considerable growth in the UAE market. Boogle Air's core competencies include operating national and international flights, serving middle and low-class customers, and having good connectivity across the world. Ras Al Khaimah is a fast-developing tourism market, with a 14% increase in international visitors in the first half of 2018, making it an ideal location for Boogle Air.  

Business Management Strategy

BUSINESS MANAGEMENT STRATEGY 1
Table of Contents
Introduction................................................................................................................................3
Overview of Business............................................................................................................3
Vision of Boogle Air..........................................................................................................4
Mission of Boogle Air........................................................................................................4
Objectives of Boogle Air...................................................................................................4
Core Competencies............................................................................................................4
Environmental Analysis.........................................................................................................5
Market Analysis.................................................................................................................5
PESTLE Analysis...............................................................................................................5
Porter’s Five Force Model.................................................................................................7
Existing Competition and Market Share............................................................................8
Conclusion..................................................................................................................................9
Analysis of Organization Capabilities...................................................................................9
SWOT ANALYSIS............................................................................................................9
Value chain analysis.........................................................................................................10
Other Tools and techniques..............................................................................................12
Conclusion and recommendation.............................................................................................13
Strategy formulation.............................................................................................................14
Strategic and functional objectives..................................................................................14
Strategy Implementation......................................................................................................15
Action plan.......................................................................................................................15
KPI...................................................................................................................................15
Resource allocation..........................................................................................................16
Strategy Implementation and monitoring.............................................................................17
Financial Analysis................................................................................................................18
ROCE...............................................................................................................................18
Strategic Control System..................................................................................................18
Net Cash Flow..................................................................................................................19
Pay Back Period...............................................................................................................19
Discounted Payback Period..............................................................................................19
Break-Even Analysis........................................................................................................19

BUSINESS MANAGEMENT STRATEGY 2
Summary Conclusion...............................................................................................................19
References................................................................................................................................21

BUSINESS MANAGEMENT STRATEGY 3
Introduction
The intent of this paper is to present a business management strategy for a new business idea
that is Boogle Air, which will be introduced in the Ras Al Khaimah as the airline company,
away from Dubai in order to target new segment. Business Management Strategy is an
organized advanced plan of actions intended towards planning and executing the procedure of
the business management process in a proficient manner in order to attain strategic objectives
and goals of the company. It is focused on establishing the business direction of the company
and stating strategies and management plans to follow this direction (Cokins, 2017). The
business management strategy is said to be a tool of prosperous business strategic planning
that supports in making high-level business decisions in relation to establishing long-term
goals and assigning resources for the execution of the policies and attainment of these goals
(Hafford-Letchfield, 2011). The paper will highlight different information related to the
development and execution of the new business ideas like the information related to the GDP
data in order to analyze the available profit margin for the company. Besides this, it will
analyze the available competitors in the market to frame the policies and strategies of the
business. With the support of PESTLE analysis, the report will analyze the available forces
that could influence the performance of the business.
Overview of Business
Boogle Air is a new business idea that will be established in Ras Al Khaimah of UAE. UAE
is considered as one of the Middle East’s largest economy with GDP of around $403.2 billion
in 2014. Besides this, the country has a diversified economy which offer different types of
advantages to the existing as well as new business ventures. Boogle Air will offer a different
type of luxurious as well as economy services in its three classes (economy, business, and
first class). The seats in the business class and first class could be converted into the

BUSINESS MANAGEMENT STRATEGY 4
comfortable bed. For kids all the classes will be comprised of different entertainment toys
and games. Besides this, the economy class will be comprised of comfortable seats, quality
food, and entertainment facilities (television).
Vision of Boogle Air
The vision of the company is to be established as the most developing low cost airline in the
UAE market.
Mission of Boogle Air
The mission of Boogle Air is to offer an unforgettable experience to the customers through its
best and quality services with a feeling of safety and comfort. The business has planned to
run its flights in different countries such as Singapore, India, Australia, across UAE, Austria,
Denmark, U.S, etc.
Objectives of Boogle Air
Boogle Air is aimed towards attaining a considerable growth in the UAE market with its
innovative and comfortable services to attract maximum number of customers.
The objective of the airline is to cover a new customer segment due to which the business has
planned to run its flights from RAK City. This will also support the UAE in increasing the
awareness of people regarding the development of the city and different adventurous places.
Core Competencies
 Boogle Air will operate both National and International Flights
 Low-cost carrier for the customers belongs to the middle class and low-class segment
 Good connectivity across the world

BUSINESS MANAGEMENT STRATEGY 5
Environmental Analysis
Market Analysis
The Ras Al Khaimah is one of the seventh emirates that make the United Arab Emirates,
which is also abbreviated, as RAK City. As of 2015, the total population of Ras Al Khaimah
was near around 3.45 Lakhs (Ras Al Khaimah, 2016). Ras Al Khaimah is said to be the fast
developing tourism markets of the United Arab Emirates. According to the reports, the
number of international visitors of RAK City has been raised by 14% in the first half of 2018
(The National, 2019). This record has broken the estimation of 4% of the World Tourism
Organization for the broader Middle East region. Considering this data, the idea of Boogle
Air has been identified in order to cover the most developing tourism market.
PESTLE Analysis
Political Factor
The UAE definitely has some different political forces that influence its position in the world.
All the seven emirates including Ras Al Khaimah have separate governmental structure,
which permits flexible management across the nation. Besides this, the nation has positive
trade relations with numerous nations around the globe (PESTLE Analysis, 2016). From the
analysis, it could be said that Boogle Air will not experience many of political barrier while
establishing its operations in the RAK City; however, in order to operate smoothly, it has to
comply with all the rules and regulations of the emirate.
Economic Factor
The United Arab Emirates has high GDP per capita with low unemployment rate. Besides
this, the country has high Foreign Direct Investment that supports UAE in developing and
growing on the international level. This data reflects that the customers in the nation has good
disposable income and can spend on traveling across the world. The Boogle Air will offer

BUSINESS MANAGEMENT STRATEGY 6
high-quality services at low prices, which will support in giving strong competition to the
high cost airlines and establishing itself as one of the successful airlines in the market.
However, the introduction of VAT that is Value Added Tax in the Saudi Arabia and UAE
market has had an adverse influence on their economies with increasing inflation. The
purchasing manager indices of UAE also revealed a fall. In December the nation has been at
the record level, but fell gradually, down to around 54.8 in March, it is being considered as its
second-lowest reading in a year (Gulf Business, 2019).
Social Factor
The residents of the country have a good standard of living, which reflects that they spend a
lot of traveling, comfort, and luxurious services. Besides this, the globalization is increasing
the diversity of population in the UAE, which increases the possibility of conflicts for the
company (PESTLE Analysis, 2016). However, in order to avoid conflicts company must
market its services such that it does not affect anyone's sentiments and emotions.
Technological Factor
In today’s era, technological factor is very prominent than ever. With the UAE' wealth and
increasing middle-aged population, technology is not an issue, however in order to operate
smoothly in the nation businesses must consider some of the aspects:
Comparatively, the young population is very tech-savvy, which let business in the nation to
take advantage of the technology while manufacturing their products (PESTLE Analysis,
2016). Boogle Air will be focused towards using advanced technology in its operations such
as seats that could be converted into a bed, television for the entertainment of the passengers,
etc. Besides this, the airline will offer the facility of WI-FI for its business class passengers.

BUSINESS MANAGEMENT STRATEGY 7
Legal Factor
In UAE, the government has framed a Federal Law No.6 of 1973, which is comprised of a
general principle related to outside guests to the United Arab Emirates. According to this
principle, every guest needs to have a visa in order to enter the country. Immigration
authorities present at the Emirate International airport can provide visa for ninety-six hours if
the visitor has a legal passport and a ticket for the next travel destination (Gulf Migration,
2018).
Environmental Factor
UAE has a hot, dry climate that can result in numerous diverse things. For instance, output or
efficiency can be lower, and farming becomes tough. Besides this, UAE is established near to
some of the coastal regions, which provide an advantage to business to trade through the sea.
Porter’s Five Force Model
Threat of New Entrant
The industry of airline requires high capital investment to enter in the sector. This reflects
that the exit and entry barriers are very high in the industry. As to take entry in the airline
industry, it is very important to have high infusion of capital due to which not every business
can take entry into the industry (Management Study Guide, 2019). This reflects that the threat
of new entrant is low for the existing business. However, for the new entrant such as Boogle
Air, it will tough and need to experience high barriers while entering the industry such as
competition and high capital investment.
Threat of Substitute Products
The industry of airline does not experience the threat of substitute products as in the
emerging world customers do not prefer to travel by bus or train. This reflects that flying is
the normal phenomenon for the customers and therefore, the alternates in terms of the bus

BUSINESS MANAGEMENT STRATEGY 8
and train are least in its impact (Pratap, 2017). Hence, the threat of substitute products is low
in the Airline industry.
Bargaining Power of Buyers
With the increasing awareness regarding online ticketing and the system of distribution, fliers
do not need to be at the mercy of the mediators as well on the airlines for their ticketing needs
(Management Study Guide, 2019). Besides the entry of low-cost airlines, the increasing price
wars have majorly benefited the fliers. This reflects that the consumers bargaining power is
high in the aviation industry.
Supplier Bargaining Power
The supplier power in the industry is high because the external environment influences all the
three main inputs that airways have like labor, aircraft, and fuel (Pratap, 2017).
Competition among existing players
The industry of airline is very competitive due to the numerous reasons like entry of low-cost
airlines, strict rules of the industry, etc. (Pratap, 2017). This reflects that Boogle Air will
experience high competition from the existing players in the market.
Existing Competition and Market Share
The Boogle Air will be established in the RAK City of UAE as the low-cost airline in order
to give strong competition to the existing players such as Air Arabia, Etihad Airline, etc.
Air Arabia – Air Arabia is the low-cost airlines of Emirate with headquarters in the UAE.
The airline runs planned services to around 151 destinations in North Africa, the Middle East,
and the Indian Subcontinent (Air Arabia, 2017). In 2018, Air Arabia has reported strong
financial outcomes being the largest and first low-cost airlines. It was reported around AED

BUSINESS MANAGEMENT STRATEGY 9
230 million in the first half of 2018, which is 12% less in comparison to the AED 260 million
for the 2017 first half period (Air Arabia, 2018).
Etihad Airways – Etihad Airways is listed as the second largest airways of United Arab
Emirates with headquarter in Abu Dhabi. The airways run around 1000 flights every week to
over 120 cargo and passenger destinations in Europe, Australia, the Middle East, and
America. In 2017, Etihad earned 6.2 million of revenue from the global passengers, in
comparison to the revenue of the financial year 2016 that is 18.5 million (Statista, 2017).
Emirates Airline – Emirates is the Dubai airlines, which is a subsidiary of the Emirate group
completely owned by Dubai's Government. It is considered as the Middle East largest airline
with operations of 36, 00 flights every week for the Dubai International Airport hub. In the
financial year 2017-18, the Emirates Airline moves just over 58.5 million passengers
(Statista, 2018).
Conclusion
The above section has highlighted the environmental analysis of the United Arab Emirates
for the business strategy development of Boogle Air. From the above analysis, it has been
identified that Boogle Air needs to experience economic downturn due to the introduction of
VAT in the UAE market. Besides this, being a new entrant it will experience intense
competition from existing players such as Emirates Airlines, Air Arabia, and Etihad Airlines.
Analysis of Organization Capabilities
SWOT ANALYSIS
SWOT Analysis is a tool used by the businesses to evaluate its internal weaknesses and
strengths along with its external threats and possible opportunities (Kurtulmuşoğlu, Can and
Tolon, 2016).

BUSINESS MANAGEMENT STRATEGY 10
For analysing the strengths and weakness of the company for grabbing the opportunities and
confronting the threats, SWOT analysis is used.
Strengths
 Boogle Air is a low cost airline that will attract maximum number of customers of the
domestic as well as international market
 The business will use advance technology in order to offer quality services to the
customers such as seat that could be converted into beds, WI-FI, and entertainment
equipment
Weaknesses
 Being a new entrant Boogle Air does not have a good brand image in the airline
industry
 Lack of knowledge and resources in comparison to other players in the market
Opportunities
 There are large numbers of people that lives in UAE from the Asian origin hence
company has huge opportunities in opening their flight routes for many of the Asian
countries (Wald, 2016).
 Boogle Air has number of opportunity in the semi-luxurious flight segment.
Threats
 The major threat for the business is the presence of number of competitors with strong
financial position (Ulrichsen, 2016).
 Decreasing global economic health is reducing the expenditure capacity of the
company.

BUSINESS MANAGEMENT STRATEGY 11
Value chain analysis
Value chain analysis is a procedure used by the businesses to recognize their own supporting
and primary activities that add value to its offering.
Primary activities
Inbound Logistics
 Routes: Boogle Air will operate its flights on 50 routes in six countries.
 Passenger Service: They aim to serve around 10 million people.
 Pricing: There pricing is on the lower side with average cost of around 60 pound.
 Fuel: The business will collaborate with different oil companies in order to avail fuel
at low prices. However, it will give major priority to acquire fuel-efficient vehicles
into the business.
Operations
 Flights and crew scheduling: The responsible department will be focused towards
managing the records of its total number of flights along with number of employees.
 Ticket Counter: Ticket counters will be available at all the destinations where
company will operate its business
 Safety Services: Safety manual will be strictly followed in order to ensure the
passenger and crew safety, for this Boogle Air will install different advanced
information systems
 On Board Service: The company will offer basic levels of amenities while some of the
food and drink items can be purchased by the passengers.
Outbound logistics
 Baggage System: They have arrangements for people carrying one bag.

BUSINESS MANAGEMENT STRATEGY 12
 Hotel reservations and car rents: Company will offer rental and car services for their
passengers to go at different locations.
Marketing and sales
 Promotions and advertisement: Company will use both online and offline mediums
for the promotion of its services. They will also offer coupons in order to attract
customers. Business is planning to invest high amount on the social media platforms
for the promotions.
 Electronic tickets: Boogle Air will also offer ticket-booking facility through its own
website
Services
 No imbursement for missing flights
 Payments through any mode
 No pre assigned seats and allotted based on first come first serve.
 Target group includes managers, travellers, and people with lower salary.
Support Activities
 Firm Infrastructure: The company will invest high amount to acquire number of
flights with attractive infrastructure
 Human resources: They will hire highly trained and skilled workforce to operate the
activities in the business. Regular trainings will be offered to crew members and pilots
in order to avoid any type of challenges
 Technology: 80% of their bookings will be made through online mediums. The
business is planning to have a complete automated system to have a high quality
services.

BUSINESS MANAGEMENT STRATEGY 13
 Procurement: Boeing and Airbus are the two important suppliers for Boogle Air. For
the maintenance of IT, company will take assistance of Microsoft to ensure
maintenance of IT infrastructure. Different programs and workshops will be
organized in order to improve the relationship with suppliers.
Other Tools and techniques
VRIO framework
The VRIO framework for Boogle Air is as follows:
Is Valuable? Is Rare? Is difficult to
imitate?
Is organisation
organised
around?
What is the
result?
No Competitive
disadvantage
Yes No Competitive
Equality/Parity
Yes Yes No Temporary
Competitive
advantage
Yes Yes Yes No Unused
Competitive
advantage
Yes Yes Yes Yes Long term
competitive
advantage

BUSINESS MANAGEMENT STRATEGY 14
Conclusion and recommendation
From the above analysis, it can be concluded that Boogle air will operate its business in the
low cost market segment. It has opportunities in Asian region and there is a threat of highly
competitive environment. The primary activities of the business are highly powerful and help
them in gaining competitive advantage over the rivals. On the other hand, their secondary
activities will help in improving their primary activity performance. They have high valued
and rare resources that will support them in attaining competitive advantage against its
competitors. The recommendation includes the fact that company needs to have a strong
suppliers group so that they can bring the prices to further lower levels while ensuring that
their quality does not degrade. It is also recommended that they improve their technologies
on the regular basis so that they remain ahead of their competitors.
Strategy formulation
There are different strategies that will be used by the Boogle Air to make their successful in
the long run. Boogle Air will use some of the strategies that can offer it competitive
advantage over the rivals is:
 Promotions: For promotions, they will adopt the digital marketing strategies. In this,
regards need to develop a team of employees that are capable of attracting people with
their digital media strategies. They will offer coupons and discount offers to their
clients to increase the brand awareness. Certain catchy advertisements will be made
by the company to ensure that people gets aware about their products and services.
 Low cost pricing: Company will target its products and services on the lower price
range so that it can be affordable for people from all the sections of the society. Since

BUSINESS MANAGEMENT STRATEGY 15
most of the competitors in UAE are offering services in luxury brand range, Boogle
Air will easily create space in the target market with average salary.
 Growth strategy: As a growth strategy, Boogle Air will make use of innovations.
They will innovate the way in which services are delivered in the organisations and
the products they serve for improving their facilities (Kuljanin and Kalić, 2016).
Strategic and functional objectives
 They aim to capture 40% of the market share in the UAE in the coming two years.
 They aim to change the technology infrastructure by bringing automation to it. This is
followed by proving heavy training to all the staffs.
 They are aiming to increase the flight destination to around 150 destinations in the
next three years.
 They aim to increase the revenue by 20% every consecutive year for the next three
years.
 To improve the safety and security of the staffs and passengers and become one of the
best in the industry
Strategy Implementation
Action plan
Activities Time frame Responsible
department
Market Research 4 months Marketing and sales
Strategy making 3 months Top level
management
Fund allocation 2 months Finance department
Strategy 4 months All the departments

BUSINESS MANAGEMENT STRATEGY 16
implementation
Marketing 3 months Marketing
department
KPI
In the implementation of strategy the role of KPI becomes very much essential (Šebjan,
Tominc and Širec, 2017). KPI that will be used in this regards are:
 Cost: Company needs to evaluate the cost that is involved in giving low cost services.
They must have a strong relationship with their suppliers so that they might not face
challenges in producing their services (Morrison and Mason, 2016). This is also true
in the case of giving services on the low cost i.e. they must regularly compare their
prices with that of their competitors so as to check whether they are actually giving
the services that they demanded for or not.
 Services: They must continuously look for enhancing their services and the
monitoring of services must be done with the help of technology (Redpath, O'Connell
and Warnock-Smith, 2017). Human resource development must be done through
continuous training and their performance must be evaluated by implementing
performance management system.
Resource allocation
Resources must be allocated by doing appropriate research. All the resources must be
allocated with the help of resource allocation tools. For this, also they can use software that
checks the need in different departments and then suggests allocating particular resources at
that place (Albers, et al. 2017). The resource allocation model for the company is represented
below:

BUSINESS MANAGEMENT STRATEGY 17
Source [(https://www.slideshare.net/grawitch/Workplace-Practices-Resource-Allocation)]
Strategy Implementation and monitoring
Preparing different teams for the execution of the strategies
Leaders and management will play an effective role in implementation and monitoring
(Francis, Humphreys and Aicken, 2017).
A hierarchical organisational structure will be used and people at each level of the structure
will have responsibility to implement these strategies.
Communication will play an essential role in the strategy implementation hence
communicational trainings will be provided to the employees.
For monitoring, they will use performance management system. They will also take use of
software that helps in updating them about the performance. At the same time, company must
take feedbacks from customers and work upon it to gain maximum customer satisfaction.

BUSINESS MANAGEMENT STRATEGY 18
Financial Analysis
ROCE
Return on capital employed is said to be a financial ration that evaluates the profitability of
the company and the competence through which its capital is employed (Marr, 2012). The
formula for calculation ROCE is
ROCE= EBIT (Earnings before Interest and Tax) / Capital Employed
Return on Capital employed in $
in billion
operating profit 4500
Capital
employed 20000
23%
Strategic Control System
Strategic controls Other Airlines
in billion in billion in billion
Boogle Air Etihad Air Arabia
Sales target 4230 7896 3739
Cost of goods sold 3587 6238 2963
Gross profit 643 1658 776
Operating expenses
Selling and general 132 256 112
Administrative expenses 170 389 166
Total expenses 302 645 278
Earnings before income tax 341 1013 498
Finance cost 110 328 119
Earnings after interest 231 685 379
Less: Tax 65 104 32
Profit after tax 166 581 347

BUSINESS MANAGEMENT STRATEGY 19
Net Cash Flow
Net cash flow is said to be the value of cash earned or lost in a particular period. This model
is utilized to discern the short-range financial viability of a company, which is said to be its
capability to generate cash. It involves three types of activities that are Operating activity,
investment activity, and financing activity.
Pay Back Period
Payback period is the time needed to recover the investment cost.
Discounted Payback Period
It is a capital budgeting process utilized to define project profitability. A discounted payback
period provide the information regarding the number of years it takes to break even from
undertaking the first spending, by discounting upcoming cash flows and identifying the
money's time value (Sekhar, 2018).
Break-Even Analysis
Break-even analysis is utilized to define the point when revenue becomes equal to the cost
related to receiving the revenue.
Summary Conclusion
The above report has identified the detailed environment analysis, organizational capabilities,
and strategy formulation for the Boogle Air. Boogle Air is a new business idea that will be
established in the RUK City of United Arab Emirates as the low cost airline. From the
Analysis, it has been identified that the company will deal with intense competition in the
Airline industry from the existing players such as Emirates Airline, Air Arabia, etc.

BUSINESS MANAGEMENT STRATEGY 20
Therefore, in order to avoid this company has framed some of the policies such as Cost
Leadership, Innovation, and Digital media strategy.

BUSINESS MANAGEMENT STRATEGY 21
References
Air Arabia (2017) Investors Presentation [online]. Available from
https://www.airarabia.com/sites/airarabia/files/Air-Arabia-IR-Presentation-Q1-2017-new-
2.pdf [accessed 9 February 2019]
Air Arabia (2018) Air Arabia reports net profit of AED 230 million in first half of 2018,
carrying a solid 4.2 million passenger [online]. Available from
https://press.airarabia.com/air-arabia-reports-net-profit-of-aed-230-million-in-first-half-of-
2018-carrying-a-solid-42-million-passenger/ [accessed 9 February 2019]
Albers, S., Baum, H., Auerbach, S. and Delfmann, W. (2017) Strategic management in the
aviation industry 1st ed. U.S: Routledge.
Cokins, G. (2017) Strategic Business Management: From Planning to Performance 1st ed.
U.S: John Wiley & Sons.
Francis, G., Humphreys, I. and Aicken, M. (2017) Where next for low cost airlines? A spatial
and temporal comparative study, In Low Cost Carriers 2nd ed. U.S: Routledge.
Gulf Business (2019) Negative impact of VAT on UAE, Saudi only short-term – PwC
[online]. Available from https://gulfbusiness.com/negative-impact-vat-uae-saudi-short-term-
pwc/ [accessed 9 February 2019]
Gulf Migration (2018) UAE: Federal Law No. 6 of 1973 on Entry and Residence of Aliens
[online]. Available from http://gulfmigration.org/uae-federal-law-no-6-of-1973-on-entry-and-
residence-of-aliens-2/ [accessed 9 February 2019]

BUSINESS MANAGEMENT STRATEGY 22
Hafford-Letchfield, T. (2011) Social Care Management, Strategy and Business Planning 2nd
ed. U.K: Jessica Kingsley Publishers.
Kuljanin, J. and Kalić, M. (2016) The uprise of the Middle East carriers–Emirate’s path
towards success 2nd ed. Germany: Springer.
Kurtulmuşoğlu, F.B., Can, G.F., and Tolon, M. (2016) A voice in the skies: Listening to
airline passenger preferences. Journal of Air Transport Management, 57, pp.130-137.
Management Study Guide (2019) Porter’s Five Forces Analysis of the Airlines Industry
[online]. Available from https://www.managementstudyguide.com/porters-five-forces-
analysis-of-airlines-industry-in-united-states.htm [accessed 9 February 2019]
Marr, B. (2012) Key Performance Indicators (KPI): The 75 measures every manager needs
to know 1st ed. U.K: Pearson.
Morrison, W.G. and Mason, K. (2016) Low cost carriers in the Middle East and North Africa:
Prospects and strategies. Research in Transportation Business & Management, 21, pp.54-67.
PESTLE Analysis (2016) A PESTLE Analysis of the UAE [online]. Available from
https://pestleanalysis.com/pestle-analysis-of-uae/ [accessed 9 February 2019]
Pratap, A. (2017) Five Forces Analysis of Aviation Industry [online]. Available from
https://www.cheshnotes.com/2017/04/five-forces-analysis-of-aviation-industry/ [accessed 9
February 2019]
Ras Al Khaimah (2016) The Emirate of Opportunities [online]. Available from
http://www.rakfif.com/wp-content/uploads/docs/RAK-The-Emirate-of-opportunities.pdf
[accessed 9 February 2019]

BUSINESS MANAGEMENT STRATEGY 23
Redpath, N., O'Connell, J.F. and Warnock-Smith, D. (2017) The strategic impact of airline
group diversification: The cases of Emirates and Lufthansa. Journal of Air Transport
Management, 64, pp.121-138.
Šebjan, U., Tominc, P. and Širec, K. (2017) Multiple conceptual modelling of perceived
quality of in-flight airline services. Promet-Traffic&Transportation, 29(3), pp.311-319.
Sekhar, C. (2018) CAPITAL BUDGETING Decision Methods: Payback Period, Discounted
Payback Period, Average Rate of Return, Net Present Value, Profitability Index, IRR and
Modified IRR 1st ed. U.S: Independently Published.
Statista (2017) Etihad's revenue passengers from 2006 to April 2017 (in millions) [online].
Available from https://www.statista.com/statistics/529948/etihad-airways-revenue-
passengers/ [accessed 9 February 2019]
Statista (2018) Number of Emirates passengers from FY 2009/10 to FY 2017/18 (in millions)
[online]. Available from https://www.statista.com/statistics/300253/number-of-passengers-
emirates-airlines/ [accessed 9 February 2019]
The National (2019) RAK first half international visitor numbers rise 14% as adventure
tourism picks up [online]. Available from https://www.thenational.ae/business/travel-and-
tourism/rak-first-half-international-visitor-numbers-rise-14-as-adventure-tourism-picks-up-
1.752915 [accessed 9 February 2019]
Ulrichsen, K.C. (2016) Global Aviation and the Gulf, In The Gulf States in International
Political Economy 1st ed. London: Palgrave Macmillan.
Wald, A. (2016) Low cost carriers in the Middle East 1st ed. U.S: Routledge.

BUSINESS MANAGEMENT STRATEGY 24