Strategic Analysis of Emirates Airline: Goal Achievement Report

This report presents a comprehensive strategic management analysis of Emirates Airline, a leading airline in the UAE. It begins with an executive summary and an introduction, followed by an in-depth examination of the airline's vision, mission, objectives, and strategies. The main body of the report includes a SWOT analysis to assess internal strengths and weaknesses, and a PESTLE analysis to evaluate the impact of external political, economic, social, technological, legal, and environmental factors. A BCG matrix is constructed to analyze the airline's portfolio, followed by recommendations for strategic implementation, resolving future issues, and strategic evaluation. The report concludes with a summary of findings and recommendations, supported by relevant references. The analysis focuses on market trends, customer requirements, and the effectiveness of various strategic recommendations in achieving the airline's goals.

Strategic Management

Executive Summary
Analysis of strategic implementation of different analytical for the goal achievement of
Emirate has been done in this report with the proper implementation of theoretical approaches
for evaluation of market trends and customer requirements. With that effectiveness of several
goal achieving recommendations have also been analysed in the report in terms of goal
achievement for the Emirate airways.

TABLE OF CONTENT
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1: Vision, Mission, Objective and Strategies...............................................................................4
2: Development of vision and mission.........................................................................................4
3: SWOT analysis........................................................................................................................5
4: PESTLE analysis.....................................................................................................................6
5: Construction of BCG matrix....................................................................................................7
6: Implementation of recommendation........................................................................................8
7: Recommendation for resolving future issues...........................................................................8
8: Recommendation for strategic evaluation...............................................................................9
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic management consists of ongoing planing and monitoring of organizational
activities by which it can achieve its goals. Emirates is the chosen organization for the analysis in
this report in one of the largest airline services of UAE. Analysis of company's internal
environment with the implementation of swot analysis is done in this report with that evaluation
of impact of external environment through the means of PESTLE analysis is also done in this
report. With that analysis of growth share matrix for Emirates has been also covered in the report
and also implementations of analysed recommendation is also evaluated in the report.
MAIN BODY
1: Vision, Mission, Objective and Strategies
Vision-
The vision of Emirate is “to be the leader of aviation innovation and environment
protection and to become the best aviation industry in the world with global network of
coverages, thanks to the strict compliance with flight safety” (Omar, 2019).
Mission-
The mission of emirate is “safeguard all the organizational customers, employees and the
assets against the acts of unlawful interference through continuous reviews. Implement
international as well as to all other established industry standards, by which environmental safety
and security can be achieved by facilitating business growth” (Muneeb and et.al, 2020).
Objective-
The objective of Emirate is to increase the organizational profit margin by 5% by
increasing customers through the means of social media marketing and opening new
transportation channels by which expenditures can be reduced (Bose and Mugambi, 2018).
Strategies-
The strategy is to develop new international relation with several countries by
which organization can utilize their aerospace because of which travelling distance can be
reduced and also to upgrade the machineries used for transportation by which efficiency can be
increased.
2: Development of vision and mission
Vision statement-

Vision statements is the goal which company has to achieve in its long terms approach
because of which it can develop organizational strategies by which it can achieve its targets and
the vision statement is why to showcase the organizational vision to customers by which
customer's engagement in organizational activities can be increased. The vision statement for
emirate will be ” We provide high quality of services to customers by minimizing the negative
impact on environment by implementing technological advancements”.
Mission statement-
The mission statement is the statement by which company can showcase the message or
the gap for which the organizational working are done. This is the reason for why the
investments are done and why changes are made by which customers can identify the type of
services which can be provided by the organization and thus then make contact with the
organization (Garad and Martis, 2017). The mission statement for Emirate must be ” We provide
efficient transportation means through the aviation means and because of which customers can
efficiently plan their journey all across the globe”.
3: SWOT analysis
Strength-
Emirate is having a strong level of brand awareness because of which company is able to
achieve a efficient economical background and also high sales because of which company can
effectively improvise its working capabilities according to the requirements because of which
chances of goal achievement for company is high.
Weaknesses-
Emirate is having high sales and high brand awareness but during the present time of
COVID-19 travelling all across the globe is limited because of which company also has to
reduce the pricing of its services which are being provided to customers because of which its
profit margin is reduced and also at the same time chances of brand switching for customer side
has also increased (Kiani, 2017).
Opportunities-
Emirate is having a strong economical background, due to which it can improvise its
working strategies according to the requirements and promote itself through social media
marketing which is more effective than traditional marketing done through pallet paper and

radio. Due of which it can achieve high sales and also at the same time reduce the chances of
brand switching.
Threat-
COVID-19 has made a significant negative impact on airlines all across the globe
because of which customers are getting wide variety of creative and attractive offers because of
which it can reduce the customer count and also it can make negative impact on customer's
loyalty with the customer. Therefore decrement in sales is a high level threat for company's
sustainability in market.
4: PESTLE analysis
Political-
Emirate provide its services all across the globe because of which company has to follow
the international laws while its operations because organization is not able to work accordingly
to the rules and regulations then in that case it has to face penalties which will not only increase
expenditures but also decrease organizational reputation for customers.
Economical-
The economic condition of a geographic location also makes a significant impact on
company's economic growth because it makes a impact on customer's buying capabilities and
due to which organizational sales is directly proportional to the customer buying capabilities.
Therefore company has to establish product pricing in such a way that high profit margin and
high sales are achieved (Ahmad and Ahmad, 2016).
Social-
Company also has to work according to the social trends because through this it can
achieve new and trendy crowd towards the organization by which high sales can be achieve
because of which it has to improvise the level and quality of services being provided to
customers with time by which customer satisfaction can be achieved.
Technological-
Technological advancements are changing the world like never before and this can also
be seen in the aviation industry, in which with proper implementation of technological
advancements organizations like Emirate are able to increase the safety level and also have
increased the quality of services provided to customers like remote access through mobile
application. This has increased customer satisfaction level.

Legal-
Emirate has to make sure that it tend to develop its organizational working according to
the law suits of the international aviation industry by which it can achieve high sales and also at
the same time reduce the chances of facing penalties because of unsatisfied experience provided
to customers because of which company has to work according to the law.
Environmental-
Emirate has to make sure that it develop its working strategies in such a way that negative
impact on environment can be minimized and thus it has to make several efforts to reduce the
carbon footprint which will increase expenditures but through this company can advertise itself.
5: Construction of BCG matrix
Dog-
Dog is the product which is having low growth and low market share because of which
organization has to evaluate the developed strategies on the basis of their performance in front of
customers which are not able to achieve efficient market growth and is providing loss to the
company.
Question mark-
It is that part of Emirate which is having high sales and is a profitable deal for the
organization but is not having sufficient market share because of which it will be risky for the
organization to make further investment in these fields (Redpath, O'Connell and Warnock-Smith,
2017).
Star-
It is that field of Emirate which is having high market share and also at the same time
having high sales due to which it will be highly beneficial for the organization to make further
investments in these by which high profit can be achieved because the cash requirements of star
is also efficient.
Cash Cow-
This is that part of the company which is having high sales and is providing organization
an efficient economic position because of which company is able to fulfil its cash requirements
and thus it has increased the chances of goal achievement and also at the same time improvise its
working according to the market trends.

6: Implementation of recommendation
It is important for Emirate that tit is able to implement organizational changes in its
working areas by which it can achieve efficient market growth and thus in order to achieve high
level of work productivity company has to integrate different levels of working. Therefore the
initial stage will be to identify the requirements because of which new vision and mission has to
be developed because of which company can identify the final outcome and then can develop
strategic planning by which goal achievement can be improvised (Rahma and et.al, 2020).
However company has to analyse its internal working capabilities by which it can identify its
weaknesses which are affecting customer's experience with the company and thus because of
effective working strategy company can achieve its goals. With effective strategic development
organization can utilize its strengths to improve the weaknesses and also with that Emirate can
also implement changes according to the external factors through the implementation of PESTLE
analysis. Thus efficient market environment analysis is necessary for identifying the areas which
has to be improved and because of which it can utilize the BCG matrix through which Emirate
can develop effective investment plans and identify the areas which needed to be improved.
7: Recommendation for resolving future issues
Management-
Emirate has to improvise its working strategies according to the market trends and also
has to pay high attention on its working processes because of the influence of COVID-19 due to
which management has to develop effective coordination with employees by which resistance to
change can be minimized.
Marketing-
Company's competitors are also making creative advertisement for attracting customers
because of which organization must integrate different advertisement methods by which chances
of brand switching can be minimized and sales can be increased (Al Zaabi and et.al, 2016).
Finance-
Organizational sales are reduced during the present time of COVID-19 because of which
negative impact on economical condition can be seen and thus Emirate must evaluate different
factors affecting sales and then develop organizational working according to the requirements by
which high returns can be achieved.
R&D-

In order to regain efficient economic growth company has to reduce its expenditures
because of which the research & development department has to make several improvisations
through which expenditures can be reduced and thus it must analyse the market leaders for
getting efficient cost reduction ideas.
CIS issue-
During the present time of COVID-19 organization has to follow different governmental
guideline because of which CIS has to implement several chances in the department by which
inter departmental working can be synchronized and also at the same time cost can be reduces
through remote access.
8: Recommendation for strategic evaluation
In order to increase the chances of goal achievement company has to evaluate different
working scenarios and then utilize its experiences by which it can analyse the effectiveness of
the developed organizational strategies. With that company can also utilize the efficient
feedbacks provided by the employees by which it can identify the effectiveness of improvised
strategic development, this is important because employees are responsible for showcasing
organizational working in front of the customers (Al Balkhi, 2019). With that through this inter
departmental working company can also synchronize the message sharing and can ensure that a
common message is shown to selected employees by which high productivity can be achieved.
Thus when synchronism is achieved in working capabilities of employees then in that case the
high authorities of Emirate can make sure that customers are getting high level of organizational
service satisfaction. This is important because employees come in direct contact with the
customers and customer can only judge the experience with the company through their
interaction with the employees because of which employees are an important asset of the
company it can take reviews from employees and customers company can make sure that
chances of goal achievement are increased.
CONCLUSION
From the analysis in this report it can be concluded that organizations like Emirate have
to continuously evaluate the changing market trends by which it can make sure that it is able to
improvise its working accordingly because of which it can achieve efficient market share and
high economical advantage. Through this work environment improvisations on the basis of
organizational requirements company can achieve a efficient competitive edge because of which

it can increase the probability of goal achievement and also at the same time strategies have to be
made on the basis of organizational goals by which high accuracy can be achieved.

REFERENCES
Books and journals
Ahmad, S.Z. and Ahmad, N., 2016. Etihad Rail: a new way to change a business landmark in the
United Arab Emirates. Emerald Emerging Markets Case Studies.
Al Balkhi, A., 2019. The Healthcare Strategic Practice in Abu Dhabi, United Arab Emirates.
In Strategic Thinking, Planning, and Management Practice in the Arab World (pp. 75-
91). IGI Global.
Al Zaabi, M. and et.al, 2016. Results from the United Arab Emirates’ 2016 report card on
physical activity for children and youth. Journal of physical activity and health. 13(s2).
pp.S299-S306.
Bose, I. and Mugambi, P., 2018. Strategic Effectiveness of Selected organizations in UAE: Cases
of Etihad Airways and Emirates NBD Bank. Globsyn Management Journal. 12.
Garad, A. and Martis, F., 2017. Investors in people and business excellence in the United Arab
Emirates Part 2: from BE to IIP–a case study. International Journal of HRD Practice
Policy and Research. 2(1). pp.67-79.
Kiani, A., 2017. Electric vehicle market penetration impact on transport-energy-greenhouse gas
emissions nexus: A case study of United Arab Emirates. Journal of Cleaner
Production. 168. pp.386-398.
Muneeb, D. and et.al, 2020. Internal marketing strategies in United Arab Emirates higher
education. Journal of Enterprise Information Management.
Omar, S., 2019. Strategic Planning in Education: A Case Study of BCAA in the United Arab
Emirates. In Strategic Thinking, Planning, and Management Practice in the Arab
World (pp. 238-249). IGI Global.
Rahma, A.T. and et.al, 2020. Genomics and Pharmacogenomics Knowledge, Attitude and
Practice of Pharmacists Working in United Arab Emirates: Findings from Focus Group
Discussions—A Qualitative Study. Journal of personalized medicine. 10(3). p.134.
Redpath, N., O'Connell, J.F. and Warnock-Smith, D., 2017. The strategic impact of airline group
diversification: The cases of Emirates and Lufthansa. Journal of Air Transport
Management. 64. pp.121-138.
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