External and Internal Business Environment

External and internal
business environment

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Introduction on organisation........................................................................................................3
Provide background information and discuss products and services of an organisation.............3
TASK 2............................................................................................................................................4
Analyse competitive environment by applying Porter's five force analysis................................4
TASK 3............................................................................................................................................6
Analyse inbound logistics, operations and outbound logistics....................................................6
Analyse any two support activities in Porter's Value chain.........................................................7
Identify key value adding activities with justification.................................................................8
TASK 4............................................................................................................................................9
Summarise and reflect how business can deploy information technology and use innovative
idea to improve its business processes and to enhance its competitive positioning....................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The marketing environment of company comprises of both internal and external factors
which can affect the abilities of management in order to manage successful relationship with
essential stakeholders. Internal environment is more specific as it comprises role of owner,
worker or material which participate to control organisational activities and incur smooth
operations. On other side, macro which is a part of broad environment comprises of societal
forces that can affect overall society and the business has to make modifications accordingly
(Aguilera and et. al., 2015).
To better define the topic Emirates Airline has been selected which is a part of aviation
industry and one of the largest airlines of Middle East. The company has more than 3600 flights
and currently operate around 80 countries. This report cover topics like overview of the
background and services offered by Emirates, analysis of competitive environment by
successfully applying Porter's five force model and Determination of inbound or outbound
logistics. Apart from this support organisational activities by applying Porter's value chain
application of model and deployment of the use of information technology to enhance the
existing operations and gain competitive positioning are also covered in this project.
TASK 1
Introduction on organisation
Emirates Airlines was founded in the year 1985 under leadership of Dubai Emirates with
the objective to enhance infrastructure of UAE. Today, Dubai's airline has evolved as one of the
largest airlines of world that help to generate enormous amount of capital. The company has
more than three thousand flights which cover wide destinations in over eighty countries from its
hub which is in Dubai. The main reason for immense growth of company is that it offer modern
and comfortable arrangements for its guest, invite diverse workforce and adopt latest technology
to constantly enhance aircraft services (About Emirates Airline, 2019).
Provide background information and discuss products and services of an organisation
Background information: Emirates is fourth largest airline all over the globe which was
incorporated by royal family of Dubai in year 1985. Initially, for the first time flight EK600
covered distance from its hub that is Dubai to Karachi then after high cost carrier successfully
diversified its business and carry national and international traveller effectively (History of

Emirates Airline, 2019). As the company operate independently, so in 1980 it gain major
technical as well as administrative assistance from Pakistan international airlines. Additionally,
Pakistan aviation sector lease Boeing aircraft to carry out sustainable operation's. Partnership and
strategic alliance with global airlines like SkyTeam, Star Alliance and many more were the
major expansion strategies that helped company to bring transition and rapidly expand its
operations across national periphery. Like, in the year 1990 Emirates was considered as fastest
emerging airlines whose revenue constantly increased. Even in present Emirates Airlines has
gain renowned position and immense loyalty of customer which led company to gain the
advantage of long term sustainable development.
Product and services: The internal manager of Emirates company always makes best
possible effort to maintain global position for which they either launch new aircraft or modify
existing ones. Being a leading brand, company does not comprise the quality due to which it has
formed strategic alliance with One world and SkyTeam that help in brining favourable
alternation. Along with that it receives the order of aircraft from well known supplier that is
Boeing and Airbus like it is largest operator of Boeing 777. In 2000, Emirates airlines ordered
around 25 Boeing 777 as well as eight and three Airbus A340-500s, A330-200s airlines
respectively. Therefore, with the increasing size airline place the order which is based on latest
technology for the convenience of existing and potential customer.
TASK 2
Analyse competitive environment by applying Porter's five force analysis
Competitive environment comprises the role of external forces that can affect operations
of particular industry. Based on the level of intensity for competitive forces like high competition
rate Emirate company needs to determine favourable strategy in order to sustain its market.
Although each forces directly impact the operations of business, so by ascertaining the impact it
is likely possible for Airline to suitably access its market position. Emirates airline being high
cost carrier has adopted differentiate strategy due to which it charges high prices for its quality
services. Thus, it is basically possible for competitive companies to determine diverse strategic
changes with objective to gain long-standing profit (Berchicci, 2013). Therefore,by applying
porters five force model the organisation can access ways to capitalise its market and gain
competitive edge over other rivalries present within aviation sector.