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Macro Environmental Analysis of Emirates

   

Added on  2020-05-16

15 Pages3071 Words553 Views
Running head: MACRO ENVIRONMENTAL ANALYSIS OF EMIRATESMacro Environmental Analysis of EmiratesName of the StudentName of the universityAuthor’s Note

1MACRO ENVIRONMENTAL ANALYSIS OF EMIRATESExecutive SummaryThe following report focused on the macro environmental factors playing crucial role indetermining the operations of Emirates Airlines in the Singapore market. PESTEL and Porter’sfive forces analysis have been conducted on the target market in relation to Emirates. The resultsreflects advantageous condition the company is enjoying in the market. However, some of thethreats that have been identified can easily be resolved with the implementation of the strategicrecommendation made in the final part of the report.

2MACRO ENVIRONMENTAL ANALYSIS OF EMIRATESContentsIntroduction......................................................................................................................................3PESTEL Analysis............................................................................................................................4Description...................................................................................................................................4Analysis of Emirates....................................................................................................................4Porter’s Five Forces Analysis..........................................................................................................7Explanation..................................................................................................................................7Analysis of Emirates....................................................................................................................7Strategic Recommendation..............................................................................................................9Conclusion.....................................................................................................................................10References......................................................................................................................................11

3MACRO ENVIRONMENTAL ANALYSIS OF EMIRATESIntroductionThe purpose of this report is to understand the macro environmental factors playingimportant role in altering business process for the Emirates Airlines in Singapore. Macroenvironment is considered as one of the key determinant of business success. Importance ofmacro environmental analysis is critical due to the uncontrollable nature of the factors. Managersof an organisation cannot control these factors, which makes in necessary for constant analysis ofthe factors and upgrade business process for gaining competitive advantage in the market. Thereare various tools in marketing, which helps organisations in analysing the market condition.Some of the widely used macro environmental analysis tools are PESTEL and Porter’s fiveforces analysis tool. The PESTEL analysis helps identifying the market situation, whereas, thePorter’s five forces analysis helps in identification of competitive situation in the market. Emirates Airlines started its venture in 1985 with just two flights. However, the companyinitially started as dnata with five ground staffs for handing the services in Dubai internationalairport. Their aviation organisation grew over years until 1985 when Seikh Mohammed binRashid Al Maktoum and Mr Flanagan entered the airlines industry with their two flights. Theyhave grown since then and as an international airlines company (emirates.com, 2018). The company now is a full-grown international airlines company providing their servicesto the selected few around the globe. The vision of the company remains same form its initiationdays to provide quality services to their customers. Emirates airline focuses on the qualityinstead of quantity, which positions them in the elite class airlines service provider in the globalmarket (emirates.com, 2018). The company modifies their services depending on the operatingregion for increasing customer satisfaction.

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