Strategic Management for Emirates Airlines

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
Name of the Student
Name of the University
Author Note

1STRATEGIC MANAGEMENT
EXECUTIVE SUMMARY
The report discussed about the concepts of strategic management that enabled planning and
monitoring of business performance continuously and managing analysis of various internal
and external factors that could contribute the business functioning considering the business
organisation named Emirates Airlines in United Arab Emirates.

2STRATEGIC MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Overview of the case..................................................................................................................3
Mission and vision.....................................................................................................................4
Matrix.........................................................................................................................................5
Internal Audit.........................................................................................................................5
External Audit........................................................................................................................6
BCG Matrix............................................................................................................................8
Competitive profile matrix.........................................................................................................9
C) Strategies for achieving competitive advantage..................................................................10
Current business strategies.......................................................................................................11
Long-haul low-cost carrier strategy.....................................................................................12
Differentiation strategy........................................................................................................12
Horizontal diversification.....................................................................................................13
Grand strategy matrix...........................................................................................................13
Recommendations/strategies for better business.....................................................................15
References and Bibliography...................................................................................................16

3STRATEGIC MANAGEMENT
Introduction
The report is prepared to discuss about the concepts of strategic management that
enables planning and monitoring of business performance continuously and managing
analysis of various internal and external factors that can contribute the business functioning
considering the business organisation named Emirates Airlines in United Arab Emirates. The
strategic management can also allow the company to cope up with the fast-paced innovation
prospects, implement new technologies and at the same time align those with the goals and
objectives to formulate and execute action plans for the benefit of business. The various
aspects of strategic management include analysis of internal and external strengths as well as
the weaknesses along with the formulation of strategic plans required to achieve the long-
term goals and objectives, furthermore strengthen the core competencies and strategic
capabilities. This will also allow the organisation to make decisions and even prioritise on the
development of goals and objectives to respond to the changing market conditions, thus,
increasing the chances of generating higher revenue and competitive advantage in business as
well.
Overview of the case
From the case overview, it can also be understood that the Emirates Airlines has
remained consistent in terms of services’ delivery for both business and economy class
segments. The expansion of Emirates Airlines has brought a huge transformation in business
and allowed for strengthening the workforce with the inclusion of skilled and knowledgeable
employees, who have been dedicated towards delivering the best quality services to people
for meeting their needs and requirements perfectly (Emirates.com 2019). The company
follows a divisional by product organisational structure, which has enabled the top
management team to control the inbound operations, though there was absence of any female