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Strategic Management Of Emirates Airline

   

Added on  2020-01-28

10 Pages3203 Words83 Views
STRATEGICMANAGEMENT

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Identifying competitive strategies utilized by Emirates Airline.................................................3TASK 2............................................................................................................................................5Critically evaluating the competitive strategy utilized by Emirates airline................................5TASK 3............................................................................................................................................6Appropriate recommendations for Emirates airline....................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8

INTRODUCTIONStrategic management is a process of structuring of a keen understanding of how theworld or business environment is changing, as well as a knowledge of how those changes mightaffect a particular firm. It requires the ability to 'manage change'. Apparently, managers have tobe careful to monitor and to interpret, what is happening in their environment, to take appropriateactions when needed, and to monitor performance to ensure that their firms are able to surviveand, it is relied, and flourish over time. In the present report, Emirates airline has been chosenthat is having 151 airports in 80 countries serving customers globally with having itsheadquartering in Dubai, United Arab Emirates. Main purpose of the present report is tocritically evaluate and identify the strategic management of Emirates Airline.Internal and External analysis of Emirates AirlineInternal AnalysisThe internal strategic change and approach is to be more welcoming to partnerships withcommercial value which plays a prominent role in the airline industry.. It depicts a recognition ofchanging business scenario where bilateral alliance is gaining major share in the market.Emirates has a well-structured and developed infrastructure which is able to attract more numberof consumers for consuming its services across the world. The company has adequate financialresources to as well as it has approximate 39% market share of the overall airline industry. Itprovides various unique and differentiate services and products to its consumers which lead toincrease sales and revenue as well as profit level. (Hill, Jones and Schilling, 2014). All thesefactors contribute in gaining competitive advantages over competitors for the firm. Skillspossessed by staff along with technical and non-technical know-how altogether with strongdedication are crucial to attain success which can be proved through the way they survived andmade profits after the 9/11 event which was a crisis in the industry while other airlinesannounced bankruptcy or losses. The service provider was always cautious of not creating over-capacity. Emirates succeeded in establishing a new international airline services into NewZealand and going to expand its services in another countries where it currently not operating.Emirates Airline took complete advantage of tax free environment and low labour cost(less than 20% of total cost) of and a proficient airport was built. Over the past two decades, ithas built up a significant brand value with high product quality, innovation and excellent services1

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