Sustainability Business and Responsibility - A Case Study of Emirates Airline

This report discusses the importance of sustainability and responsibility in business operations through a case study of Emirates Airline. It covers internal and external analysis, aggressive and defensive strategies, opportunities, and threats. The report uses VRIO and PESTLE analysis to conduct the analysis. The report concludes that it is important for companies to be socially responsible and attract customers. The airline industry has several factors that can influence their operations and functioning of various activities. The report suggests that the company has different strengths and weaknesses in order to be socially responsible towards society and customers.

Sustainability Business
and Responsibility

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Internal analysis of the company by using Vrio analysis ...........................................................1
External analysis of the organisation by using the PESTLE analysis ........................................2
Aggressive strategy ....................................................................................................................4
Defensive strategy ......................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
It is identified that the sustainability is defined as the societal goal with the three
dimensions such as economic, environmental and social. This is defined as a concept which can
be utilised at the global, national and at a individual consumer level. There is been defined as the
relatable topic which us sustainable development which is very important for the business
organisation to adopt the various strategies. It is observed that corporate sustainability and
responsibility of the business organisation is increasing day by day. This is the concept which
offers the different ways of thinking and behaving. The business organisations have a huge
responsibility of practising the different sustainable practises in order to attract stakeholders,
employees and customers towards the business organisation. The business organisation which is
taken into consideration for this report is Emirates airline. This is the largest company of airline.
The company is based in Dubai. (Conte, and et.al., 2020). .There are various topics which will be
covered in this report such as internal and external analysis, aggressive and defensive strategy.
MAIN BODY
Internal analysis of the company by using Vrio analysis
The internal analysis is very important for the business organisation in order to identify the
internal strength of the business organisation and how this can be used as the opportunities ofr
the business organisation. For this understanding a model is taken into consideration which is
VRIO analysis:
VRIO analysis is a tool used by business organizations to categorised their resources
based on whether they hold certain traits in a framework. This categorizations then allow the
business organizations to identify the firs resources. There are four dimensions explained below
in context of Emirates airline:
VALUABLE
when a resource is valuable then it is proving benefit to the business organization.
The resources utilised by the company Emirates airline are valuable. The resources such as
brand image is valuable for the company because it has its own image in the customers mindset..
Human resource can be considered the valuable for the company because it has skilled and
competent team members having the qualification and exposure in the industry across the world.
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RARE
Resources must be rare because there are certain resources which only few company can acquire
and these will be considered as rare resources .
The resources which are rare for the company is its international presence . Its globally presence
has captured multiple regions which has created a good customer base. (Ye, and et.al., 2020)
IMITATABLE
The other two resources help the organizations to engage in strategies that the other firms cannot
pursue. This kind of resources are which the other company cannot copy it . The patents of the
company is its imitable resource because it has exclusive designs in its product .
ORGANISED
in this category the resources themselves do not create any advantage for the business
organizations to exploit the benefit and derive value , a company should effectively assembl3e
and coordinate its resources . The financial position of the company is strong which helps the
company to grab new opportunities and develop its product according to new technology .
(Aggarwal, P. and Singh, A.K., 2018)
It is analysed that there is a huge responsibility of a leader to obtain for the social and
economical responsibility. The weakness of the company can impact in the responsibility of
achieving the goals and objectives of the business organisation. As in context of the Emirates
airline it is very presentable to the leaders to identify the weakness in order to measure that
whether the company is able to perform towards the sustainable development towards the
encirclement ans society. The corporate social responsibility is the matter of the concern for the
airline industry in order to attract customers. As the company need to adopt to the various
sustainable development in order to increase the ability to perform better. The social
responsibility for the company is to reduce the fuels and gas which is effective in saving the
environment. As this also impacts in the investment of the shareholders within the company.
(Cavaleri, S. and Shabana, K., 2018)
External analysis of the organisation by using the PESTLE analysis
It is very essential to conduct the external endways which include the influence of the
external factors which can impact business organisation. The external analysis can be conducted
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with the use of the PESTLE model which is defined as the tool or technique in order to identify
the influence of the various external factors over the business operations and activities. The
PESTLE analysis is conducted below in context of Emirates airline:
 Political- This is the factor which is related to the extent to which government policies
may interfere the business activities and operations. Such factors include tax policy, trade
restrictions, tariffs etc. in it identified that in the aviation industry is exceptionally
inclined towards the various political elements as it is analysed that the government keep
changing the policies in order to keep the safety needs at the priority for the customers.
There are various influences because of the government regulation within the country
which can impact the Emirates airline. (Breitbarth, T., Schaltegger, S. and Mahon, J.,
2018)
 Economical- This is the factor which have a direct impact because of the performance
within the state or country and can influence the business activities. Such factors include
interest rate, growth rates, inflation, exchange rate etc. it is observed that the inflation rate
and change in the economy have impacted the Emirate airline where there are several
impact. This factor have a positiver impact over the airline industry in order to spread the
online market in the south and north American market for the business organisation.
 Social- This is the factor which is related to the changing environment and the behaviour
which impacts the operations and other activities of the business enterprise. Such factors
include cultural aspects, population growth rates etc. it is very important for the airline
industry to look for their services of the tickets and their packages which can impact in
the business development for the Emirates airline. The high cost can impact the
customers in order to not opt for the services for the Emirates airline.
 Technological- This is the factor which is related to the development within the industry
and the economy which can impact the business operations and other activities. Such
factors include research and development, digitalisation, automation, technological
incentives etc. it is very important for the Emirates airline to develop to the changing
technologies in order to increase the business performance and attract customers to
increase the sales of the company (\\Dinica, V., Lund-Durlacher, D. and Reiser, D.,
2019)
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 Legal- This is the factor which is related to the certain laws and regulation of the specific
country which can impact within the business operations and activities. Such factors
include industry regulations, employment laws, licence and patents etc. it is very
important for the Emirates airline to regulate their policies and abide to certain laws
within the specific country so that the company has an advantage of the certain factors. It
is essential that the airline industry ned to follow to the laws of specific country.
 Environmental- This is the factor which is related to the sustainable nd development
which can impact the organisational and the environment. Such factors include
sustainable development, weather conditions, climatic change, pollution etc. it is very
essential fro the Emirates to practise the various sustainable practices in order to attract
customers (Good, J. and Thorpe, A., 2020)
Opportunities
There are various opportunities which have a impact for the business organisation
towards performing the responsibility as social end economical aspect. As if the Emirates airline
adopts the various corporate social responsibility and adopts the different strategies in order to
gain the competitive advantage. It is very important for the Emirates airline to grab the
opportunity to expand its market in other areas by addressing to the various responsibility of
social practices. It is responsibility of the organisation to be responsible for the social and
economical aspect. The suitability means that the company needs to adopt the flights with the
hundred percent plastic free in order to save environment form plastic. As from the pestle
analysis it is identified that the company has several the various opportunities because of the
technological factor where the use of the various check in and out technology will help the the
organisation in maintaining the social re4sponsibility in not creating the crowd within the
airports. (Ramanan, R., 2018)
Threats
There are several threats for the organisation if it is not practising with the social
respo0nsibility. It is identified that there are several threat for the airline industry and the
Emirates need to overcome with it. As in resect of the suitability the industry have a threat of
cresting the fuel gas which has been impacting in the environment. The terrorist attack is the
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another threat for the company. It is very important for the company to be aware of the several
other competitors which might take over of the strategies . (Khan, and et.al., 2021)
Aggressive strategy
It has been identified that the aggressive strategy is the main component in order to attract the
stakeholders, employees and customers. The aggressive strategy is related to the companies ns
the practices taken into consideration in order to gain competitive advantage. It is very essential
for the Emirates airline to adopt the various social responsibility in reducing the use of the
plastics within the flights and also focus on the packages which is provided by the company to its
customers.
Defensive strategy
This is the strategy which is related to the marketing tool which helps the business
organisation in attaining their valuable customers which can be taken away by the competitors. It
is very important for the Emirates airline to adopt the defensive strategy by adopting the
corporate social responsibility and gaining the competitive advantage and practising the
strategies which will help in saving environment from harmful effects. It is analysed that the
company will adopt this strategy by improving their services which is reducing the sue of the
plastic in its services. Also the company can use the pricing strategy to keep their prices low in
order to attract customers. (Melissen, F. and Sauer, L., 2018)
CONCLUSION
From the above report it has been concluded that the suitability is defined as the act of
practising towards the social, economical and environmental safety in order to gain competitive
advantage. This is important for the companies to be socially responsible as per the government
guidelines and attract customers. The airline industry has the several factors which can influence
their operations and functioning of the various activities. It is very essential for the company to
identify the different opportunities and threats which can impact the company in malarious ways.
there are two types of strategies which is aggressive and defence strategy which need to be
adopted by the company. The pestle and the Vrio analysis suggests that the company has the
different strength and weakness in order to be socially responsible towards the society and the
customers.
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REFERENCES
Books and Journals
Breitbarth, T., Schaltegger, S. and Mahon, J., 2018. The business case for sustainability in
retrospect: AS candinavian institutionalism perspective on the role of expert conferences
in shaping the emerging “CSR and corporate sustainability space”. Journal of Public
Affairs, 18(3), p.e1855.
Cavaleri, S. and Shabana, K., 2018. Rethinking sustainability strategies. Journal of Strategy and
Management.
Conte, and et.al., 2020. Corporate social responsibility penetration, explicitness, and symbolic
communication practices in Asia: A national business system exploration of leading
firms in sustainability. Corporate Social Responsibility and Environmental
Management, 27(3), pp.1425-1435.
Dinica, V., Lund-Durlacher, D. and Reiser, D., 2019. Challenges for tourism—Transitioning to
corporate sustainability and responsibility. In Corporate sustainability and responsibility
in tourism (pp. 3-27). Springer, Cham.
El-Bassiouny, N.M., Abbas-Ali, H., Hammerschmidt, M., Elbanna, S. and Fröhlich, E., 2022.
Between antiquity and modernity in sustainability management research: reflections from
MSAR board members. Management & Sustainability: An Arab Review, 1(1), pp.1-13.
Good, J. and Thorpe, A., 2020. The nature of organizing: A relational approach to
understanding business sustainability. Organization & environment, 33(3), pp.359-383.
Khan, and et.al., 2021. Eco-designing for sustainability. In Ecological intensification of natural
resources for sustainable agriculture (pp. 565-595). Springer, Singapore.
Melissen, F. and Sauer, L., 2018. Improving sustainability in the hospitality industry. Routledge.
Ramanan, R., 2018. Introduction to sustainability analytics. CRC Press.
Ye, and et.al., 2020. A bibliometric analysis of corporate social responsibility in sustainable
development. Journal of Cleaner Production, 272, p.122679.
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