Report on Strategic Activities of Company

STRATEGY AND PRACTICE

TABLE OF CONTENTS
INTRODUCTION............................................................................................................................3
ANALYSIS OF ORGANISATION STRATEGIC OBJECTIVES AND RECOMMENDATIONS
ON IMPROVING STRATEGIC PRACTICE.................................................................................3
About Emirates Airlines .............................................................................................................3
Strategic objectives .....................................................................................................................4
Emirates products and services ..................................................................................................4
Service process of Emirates ........................................................................................................5
Environmental analysis for Emirates ..........................................................................................6
SWOT analysis ...........................................................................................................................7
PESTLE analysis ........................................................................................................................8
Competitive advantage for Emirates ........................................................................................10
Porter five forces for Emirates .................................................................................................11
Recommendations on strategy practice ....................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES...............................................................................................................................15

ILLUSTRATION INDEX
Illustration 1: Illustration 1: SWOT analysis...................................................................................9
Illustration 2: PESTLE analysis.....................................................................................................11
Illustration 3: Porter five force model............................................................................................13

INTRODUCTION
Strategy can be described as a plan of action which is used by business enterprises to
achieve their long term and overall goals and objectives. It is the one which originates from work
and the same is formed by the top level management so that operations can be carried out in
more efficient and suitable manner (Jiang and et.al., 2012). Practice is undertaken by the top
manager in order to increase their effectiveness so that firm gets competitive advantage over the
other companies who are working in the same industry.
By taking the above topic into consideration, the organisation undertaken for the present
study is Emirates Airline which is aviation firm of Dubai and is wholly owned by the Investment
Corporation which is a sovereign wealth fund owned by government of the nation. This present
work will focus on understanding the strategic activities of the company ways to improve their
tactical practices.
ANALYSIS OF ORGANISATION STRATEGIC OBJECTIVES AND
RECOMMENDATIONS ON IMPROVING STRATEGIC PRACTICE
About Emirates Airlines
Emirates Airline is one of the largest air services in the Middle East which operates in
more than 3,300 flights per week from the Dubai airport. It also has its effective operations in
more than 78 countries in 148 cities. Further, cited firm also deals in Cargo facilities which help
venture in improving its revenue and productivity. Further, they are also treated as the seventh
largest airline in the world in terms of fleet size, profits and turnover. Organisation is also at
fourth position in the world with respect to international passengers carried from one destination
to another. They also have more than 56,000 employees who are giving their productive services
throughout the globe (Emirates to Dubai, 2016).
Mentioned firm is a subsidiary of The Emirates Group and their operations are so
successful that firm increases its operations every year. Moreover, they also have base of loyal
customers who continuously help them in improving their outcome and productivity (Meredith
Belbin, 2011). Moreover, cited firm knows that they are working in dynamic environment and
there exist many competitors who are working at same platform with good market share and
capital. Employees are core strength of this organisation and are regarded as their real asset.