CEBV Strategic Management: A Case Study of Emirates Airlines

This case study provides a strategic analysis of Emirates Airlines, a major player in the Middle East airline industry. It examines the company's growth, fleet, and competitive challenges, including complaints from US airlines. The analysis includes a PESTLE analysis, highlighting the political, economic, social, technological, legal, and environmental factors affecting Emirates. Porter's Five Forces analysis assesses the threats of new entrants, competitive rivalry, bargaining power of customers and suppliers, and the threat of substitutes. The competitive landscape is explored, identifying direct competitors like Qatar Airways and Etihad Airways, and indirect competitors like Fly Dubai. Value chain analysis and VRIN analysis are also conducted to evaluate Emirates' resources and capabilities. The study concludes that Emirates has maintained sustainable operations through unique strategies, effectively addressing challenges without compromising its market position and sales.

Strategic analysis of emirates

introduction
The case study that has been taken into consideration is based on
Emirates which is considered to be one of the largest airlines
organization in Middle East. The growth of Emirates has been quite
high since the establishment of the company. The fleet that has been
assembled by the company is also high. The main part of the analysis is
the compliant that was raised by the US airlines against the company.
The major fear was based on the huge success of the company in all
parts of the world (Emirates. 2018).

Pestle analysis of environment
Political factors – Emirates Airlines needs to follow the rules of
Dubai government as it is a property of the government.
Economic factors – Emirates is a competitive airlines
organization which is favourable for the improvement of the
economy of the country.
Social factors – The airlines company has taken care of the
different demographic changes that has occurred in the recent
times. This has further affected the demands that have been
experienced for the products and services of the company.
Technological factors – The advancement of the technologies
have also affected the operations of Emirates Airlines to a large
extent.
Legal factors – The policies of the government protect the
airlines organization from various external factors which further
helps in maintaining its profitability in the market.
Environmental factors - The company has formulated and
followed many strategies that are based on the reduction of the
effects of its operations on the external environment (Durand,
Grant and Madsen 2017).

Porter’s five forces analysis of
emirates
Threats of the new entrants - High
Intensity of the competitive
rivalry - High
Bargaining power of the
customers - High
Threats of the substitutes -
Moderate
Bargaining power of the suppliers
– High (Hill, Jones and Schilling
2014).

Competitor analysis of emirates
The direct competitors of Emirates
in the Middle East market are
Qatar Airways and the Etihad
Airways. The indirect competitor
of Emirates in this case is Fly
Dubai which also acts as a
substitute to the services that are
provided by Emirates (Meyer,
Neck and Meeks 2017).

Value chain analysis of emirates
The value chain of Emirates
include, the inbound logistics
which is mainly based on the ways
of receiving the goods and the
inventory and many more. The
operations are based on the
processes that are mainly
concerned about maintenance of
the services provided to customers
(Durand, Grant and Madsen
2017).

Vrin analysis of emirates
Value – High
Rarity – Moderate
Imitability – Moderate
Non substitute - Low

conclusion
The company has been able to maintain its sustainable operations with
the help of the unique strategies that have been developed by Emirates.
The issues that have occurred during its operations have not been able to
reduce the position and the sales of the company.

References
• Durand, R., Grant, R.M. and Madsen, T.L., 2017. The expanding domain of
strategic management research and the quest for integration. Strategic
Management Journal, 38(1). p.4-16.
• Emirates. (2018). Emirates flights – Book a flight, browse our flight offers
and explore the Emirates Experience. [online] Available at:
https://www.emirates.com/in/english/ [Accessed 29 May 2018].
• Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management:
theory: an integrated approach. Cengage Learning.
• Meyer, G.D., Neck, H.M. and Meeks, M.D., 2017. The entrepreneurship‐
strategic management interface. Strategic entrepreneurship: Creating a new
mindset, pp.17-44.