Strategic Management Strategic Management Strategic Management

Running head: Strategic Management
Strategic Management
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Table of Contents
Summary of the case study........................................................................................................2
Applicability of the original vision............................................................................................3
Impact of external environment.................................................................................................4
Forces that affects the Emirates strategy....................................................................................4
Threat of new airlines in the industry........................................................................................5
Focus strategy of Emirates.........................................................................................................6
Value chain of Emirates.............................................................................................................7
Various resources of Emirates...................................................................................................8
Competitive advantage...............................................................................................................8
Effective leadership in Emirates................................................................................................9
References................................................................................................................................10

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Summary of the case study
This case study reflects the whole scenario of Emirates Airline, which is one of the
top Middle East carriers along with Etihad and Qatar Airways. On March 5, 2015, US
Airlines released a report that states Dubai flagship airline including Etihad and Qatar
Airways received $42 billion relating to government subsidiaries and tax breaks since 2004
due to which these state owned airlines are experiencing benefits of unfair advantage. The
open skies treaties that have been used by these top three airlines to access to the US needs to
be renegotiated to retrench their further growth in United States. Emirates assumed to be the
sultan of the skies as since its birth it has been growing as no other airlines had grown.
Emirates airline is one of the leading transporters acquiring the most number of passengers in
terms of international routes as it has Airbus A380 and Boeing 777 jets. These Middle East
carriers are giving tough competition to the US airlines as they are in a verge of meeting the
fate of the European carriers. Dubai, which is known as the hub of Emirates, managed around
75 million passengers and is one of the busiest airport in the world. Recently a new terminal
was built costing to $4.5 billion to accommodate 224 Emirates aircrafts that cover almost 145
destinations all over the world. Emirates offers high quality services to its passengers and
even the flight attendants know almost 50 languages (SADIK 2018). The flight attendants
belongs to different nationalities representing their culture and uniting people around
different places of the world. Emirates provides various top class amenities such as stand up
bar, offer premium wines, marble design showers and many more that are enjoyed by the
passengers. The charge that was reported by US airlines relating to government subsidiaries
and acquiring cheap fuel, Sir Tim Clark, Emirates president states that the airline never
acquired such benefits from the government rather everything related to the airline is properly
disclosed in its financial statements that too with proper disclosures. Even to for the audit
procedures international auditor is appointed and quarterly profits are also posted in the

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financial statements for better understanding of all the transaction of the airline. Clark
declared that all allegations on Emirates are false as no certain proofs are there relating to the
allegations. This case study reflects the financial statements of the Emirates and all
information related to it such as its formation, certain experience provided by the airlines,
types of employees it recruits, and many more that help the airline to increase its level of
standard for further expansion.
Applicability of the original vision
The vision is to make Emirates a global company and to bring people close across all
over the world. Since its birth Emirates is expanding to various countries and even getting
appreciation for its high quality amenities. In spite of the various facilities that Emirates is
providing to its passengers, it is not popular in most of the countries in which it is expanding.
The management of the Emirates realised the fact that in spite of becoming one of the top
airlines in Middle East, it could not develop it brand amongst its customers. The airline
recognised that it should evolve a message that could be used to motivate its existing
employees and even the management to raise the bar of the airline to achieve recognition
across the world. Emirates takes help of 10 advertising companies that are world’s best to
organise an international massive advertising campaign that will bring great recognition.
StrawberryFrog is one of the leading advertising agency in New York founded by Scott
Goodson and is recently working on the advertisements activities towards the expansion of
Emirates in various countries. Scott Goodson gained the idea of starting an advertising
agency after reading an article on interview given by the president of Emirates, which states
the vision of the airline. Goodson develop the idea of “Hello Tomorrow” which proves to be
beneficial to attract the contract with Emirates. This idea not only proves to be one of the best
ad campaign however it also act as a catalyst by connecting global culture across the world in
terms of shared values, aspirations and many more. Various innovative words, images and