Strategic Management: Analysis of Emirates Airlines
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This presentation provides an analysis of strategic management in the context of Emirates Airlines. It covers the organization's value statement, key headline data, macro environment forces, competitive position, SWOT analysis, and current strategic position.
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Strategic Management
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Table of Content ■Introduction ■Introduce organisation and evaluate its value statement ■Organisations Key headline data ■Macro environment forces ■Organisation’s competitive position ■SWOT and organisations current strategic position ■Conclusion ■References
Introduction Strategic management refers to a continuous process which includes planning, analyzing, monitoring and assessing all the activities which is required to meet organizational goals and objectives. With the help of strategic management leaders and managers of the company examine current situation of the company, chalk out plans and strategies, deploy them as well as examine the effectiveness of executed strategies.
Introduce organisation and evaluate its value statement In order to conduct the present report in an effective manner, Emirates Airlines has been chosen as the base company. It is the subsidiary of The Emirates Group, which is owned by the government of Dubai's Investment Corporation of Dubai. It is an organisation which mainly focuses on providing passenger transportation services. The vision, mission and value statement of the organization are as follows: ■Vision statement of Emirates Airlines ■Mission statement of Emirates Airlines ■Value statement of Emirates Airlines
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Organisations Key headline data There different data of Emirates Airlines are described below: ■Financial Performance- Emirates in terms of total revenue per passenger kilometres have been able to reach 289 million. Which positions it as on fourth number across globe. It uses its profit as a sharing on as part of a approach which is based on competency and performance of its employees. ■Share Price- The share price of respective organisation keeps on fluctuating due to change in value of share prices of other organisation.
Cont.… ■Market Share- The market share hold by Emirates Airlines are differ from one another such as: ■Profitability- It has earned profit of AED 62 million in first half of 2018-2019. ■Competitors- There are different competitors of Emirates Airlines such as: Qatar, Fly Dubai, Malaysia, Lufthansa, Etihad, Cathay Pacific and so on. Name of PlacesPercentage of Market Share North America23.00% Latin America7.00% Africa2.20% Middle East5.30%
Macro environment forces Emirates Airlines is airline industry that is analysed with help of PEST which are described below: ■Political Factor ■Economic Factor ■Social Factor ■Technological Factor
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Organisation’s competitive position The competitive position of Emirates Airlines is analysed through help of Porter five force model which is described below: ■Threat of New Entrants ■Bargaining Power of Suppliers ■Bargaining Power of Buyers ■Threat of Substitute Goods- ■Rivalry Among Existing Competitors
SWOT and organisations current strategic position The SWOT analysis of Emirates Airlines are described below: StrengthsWeaknesses It has skilled workforce of 50,000 staffs. It provide excellent customer service, in flight entertainment and exclusive lounges. EmiratesAirlinesdependsoninternational onward moving traffic. It has intense competition where there is high market share growth. OpportunitiesThreats The respective organisation has an opportunity to expand international destination. Theallianceandjointventurewithglobal playersprovidemorebusinesstorespective organisation. Thereishighlychangeingovernment regulation and policies. The increase in cost of fuel leads to impact profit margins.
Conclusion As per the above mentioned report, it has been identified that strategic management plays very essential role in order to enhance the development of an organisation in an effective manner. It is the method which assist in planning, monitoring, analysing as well as assessing each and every activities which is required to fulfil the goals and objectives of the organisation.
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References ■Abeyratne, R. I., 2017. Aviation trends in the new millennium. Routledge. ■Barros, C. P. and Wanke, P., 2015. An analysis of African airlines efficiency with two- stage TOPSIS and neural networks. Journal of Air Transport Management. 44. pp.90- 102. ■Burghouwt, G., 2016. Airline network development in Europe and its implications for airport planning. Routledge.