Case Analysis of Emirates Airline
Added on 2021-04-21
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Running Head: Strategy 1Case Analysis of Emirates Airline
ContentsIntroduction......................................................................................................................................3Ans.1: Emirates Success..................................................................................................................3Ans.2: Role of Dubai in Emirate’s success.....................................................................................6Ans.3: SWOT analysis.....................................................................................................................8Ans.4: Emirates: still a success story.............................................................................................10Conclusion.....................................................................................................................................11References......................................................................................................................................13
IntroductionThis report is the analysis of Emirates Airlines which is operating in Dubai and completely owned by Dubai government. Emirates Airline is one of the leading airlines of Dubaiaviation industry. Due to business operations across the world, Emirates Airline has strategic growth and development. The airline started its operations in the year 1985. In 2013, the airline became third largest commercial airline in all over the world. By the given case study “Emirates Airline: Connecting the Unconnected”, information related to business strategy, technology, human resource, process of new routes selection, marketing factors and branding can be analyzed. Along with this, it is observed that airline is also managing the relationship with the Government of Dubai. The airline has adopted various tactics and strategies in order to grasp the opportunities in the geographical markets. Now, it is one of the famous airlines because of high number of local and international passengers (Alcacer& Clayton, 2014). This report provides the answers of questions including in the case study. The report focuses on the factors behind the success of Emirates Airlines. Further, it also describes the role of the country in the success of Emirates. Along with this, the report includes SWOT analysis on Emirates’ Dubai based hub-and-spoke model. Ans.1: Emirates SuccessBehind the success of every company, there are some driven factors. Emirates Airline started its operations in 1985 and currently, it is the best airline in Asian Pacific region. The airline has received various prestigious awards especially for its innovation of in-flight entertainment systems for the passengers. The airline has also get popularity due to its Open Skies strategy.Along with this, the airline focuses on the efficient management of human resource and resources of other type that are necessary for supporting the airline to achieve the long and short term objectives. Airline also uses paradigm shift towards humanistic approaches that is helpful in treating the employees as the most crucial resources to achieve competitive advantage. The airline conducts various programs for the employees i.e. training, motivation and development in order to support them so that they can enhance their capacity to work effectively.The success of Emirates over the competitors is because of the strategies adopted by it (Fifield, 2012). For instance, the resource management strategy of Emirates is the key to sustain operation
needs. There are various factors that are responsible for the success of Emirates Airline in all over the world. The airline has competitive advantage over its rivals in the industry. Those factors are as follows:Economies of scale-Emirates airline is the well-established airline having the strong network with the global destinations. Along with this, the airline is continuously investing in carriers and getting high level of profitability. This shows that company is capable enough to maintain the fixed costs as compared to its rivals in the market. Further, Emirates also has access to international market with the greater geographical coverage. So, airline is able to create high level of barriers for the new entrants because of high costs (Terpstra, Foley &Sarathy, 2011). Cost competitiveness-This is the important for cost-intensive industry like aviation industry. Emirates airline provides quality services to the passengers at the affordable costs. By this, airline is able to createstrong competition for the other airlines in the industry. For the new entrants, it is not easy to target the customers as Emirates is already meeting their demands at the affordable prices. Alongwith this, airline has adopted value-for-money principle. The airline is providing cheapest products and services and balances the price and quality ratio. This strategy is very efficient as comers are generally happy when they pay little more for that service that is working well for them. The pricing strategy of Emirates gives strong competition to other airlines in the industry (Wensveen, 2013). Appropriate tactics-Emirates Airline has differentiated itself from the other airlines by skilled staff, advanced technology and effective services. These factors are the key drivers for the success of Emirates Airline. The airline is aware about the importance of continuous innovations, not only in the staffand carrier expansion but also in providing quality services. It is famous for its technology development and talented staff coming from multi-culture background. The airline ensures that the services are meeting the requirements of the customers (Peñaloza, Toulouse& Visconti, 2013). For example, passengers and cargo are ferried at the set time on more strategic routes as
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