Detailed SWOT Analysis Report for Emirates Airline Marketing Module

This report presents a comprehensive SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of Emirates Airline. The analysis examines the airline's internal strengths, such as its strategic location, extensive route network, brand recognition, and skilled workforce, as well as its weaknesses, including dependence on global traffic, limited market share growth, and the use of traditional technology. The report also identifies opportunities for Emirates, such as introducing new aircraft, utilizing technology for service improvements, and expanding into new markets. Finally, it outlines potential threats, including increased competition, rising fuel costs, and changes in government policies. The report references several academic sources to support its findings, providing a detailed overview of Emirates Airline's market position and strategic considerations.

SALES AND MARKETING
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Table of Contents
SWOT ANALYSIS.........................................................................................................................4
REFERENCES................................................................................................................................8
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SWOT ANALYSIS
Swot analysis is considered to as the best techniques which can be Utilised by manager in
Emirates Airline for analysing the internal strength and weakness of an organisation This
technique also help management in determining the threats and opportunities. Swot analysis
supports management in identifying the suitable ways which can be adopted for overcoming
threats and strategies which can be utilised for converting weakness into strengths.
Emirates is a company operating business in airline industry. Business entity has been
ranked as fourth largest in terms of revenue. An organisation has able to foster growth by
forming strategic partnership with other companies. Emirates airline operates 3400 flights
per week. An organisations airport is located at 81 countries. Emirate Airline has the world’s
biggest fleets of Airbus A380s as well as Boeing 777s.
Strengths of Emirates airline
 The major strength of Emirate airlines is that it is located in the central location of
Gulf countries which provides customer an ease in assessing the services provided
by an enterprise.
 It has stores at different locations which enables business entity to deliver goods as
well as services to wide number of people.
 Emirates airline generates huge revenue by operating flights on different global
routes.
 An organisation has highly skilled and talented workforce which has supported an
enterprise in expanding business operations.
 Another biggest strength of an organisation has important as well as distinctive
resources.
 Emirate Airline has brand name. An oreganisation has high commercial value.
 Management decision related to entering into cargo business has helped an enterprise
in increasing sales and profitability.
 Emirate airline with the support of trained staff as well as customer relationship
department has able to provide high level of satisfaction to its clients.
 An organisation has an effective marketing strategy.
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 Business entity has reliable suppliers which helps firm in delivering the timely
products or services to customers.
 Emirate has form strategic partnership with other companies which has helped an
organisation in gaining competitive advantage, It has assisted business entity in
reducing the negative effect of changes on its business (De Souza, 2017).
 CSR activities performed has assisted enterprise in gaining the popularity. It has
assisted business entity in gaining the recognition in the market.
 An emirate Airline operates a fleet of latest as well as fuel efficient aircraft which
helps firm in ensuring low operating costs.
 Emirates Airlines have extensive route of network across six continents.
 An organisation of global passenger with high quality of services as well as
transportation solution.
 The biggest strength of Emirate Airline is that its business is controlled by legal
authority in the nation due to which an organisation might enjoy high bargaining
power in context of facilitating negation related to flying right on global routes.
 Emirate Airline has wide customer base.
 Business entity is gaining support from legal authority of Dubai.
 On board services provided by company make it different from other organisations.
 An organisation has its own engineering branch for maintaining its aircraft fleet.
 Business entity by utilising the technology is providing online booking services to
customers.
 Company flies to over 150 destinations in more than 80 countries worldwide.
 Additional or Luxury facilities as well as Exceptional customer services has
supported an enterprise in gaining the brand recognition in the market.
 An organisation has got various awards for best In-flight entertainment.
 A diverse workforce has assisted an enterprise in becoming a international
organisation.
Weaknesses:
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 The biggest weakness of firm is that it depends on heavily moving traffic at global
level.
 An Organisation has limited market share as well as growth.
 Emirate is facing difficulty in maintaining the standards due to high costs.
 An organisation has failed to cater the needs of middle class travellers.
 Emirate Airline is still using traditional technology in its business operations.
 The biggest weakness of Emirate Airline is that it does not offers wide range of
products or services.
 Company has not made investment on research and development.
 Management in Emirates airline have focus on diversification as well as
diversification rather than on risk involved in implementing such decisions
(Alameeri, Ajmal and Helo, 2017).
 .Allegation for not paying tax have negative effect on the brand reputation of
Emirate Airline.
 Decrease in tourism activities can have negative effect on financial performance of
Emirate Airline.
Opportunities:
 Emirate Airline has an opportunity of introducing brand new airplane fleet.
 An organisation can bring improvement in quality of products or services by
employing latest technology.
 Emirate Airline by using its strength of strong brand name can enter into new
market.
 Emirate Airline by utilising distinctive as well as valuable resource can facilitate
innovation.
 By using the online platform as well as social media platform an organisation can
develop understanding about its customers.
 Business entity has an opportunity to introduce wide range of services especially for
people belonging to low income group.
 An organisation can expand its business on the basis of freedom rights in Europe.
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 As Emirate airline is supported by government, an organisation can force
competitors to exit the market.
 An organisation can provide services to people at more destinations.
Threats:
 Increase in competition.
 Rise in cost of fuel can have negative effect on the profitability of firm.
 Amendments in norms or policies by government can have great effect on business
operations of company.
 Due to change in environmental factors, business entity might face difficulty in
making delivery of services on time.
 Thereat of entrance of new companies with unique strategy as well as high value
proposition can have negative effect on the sales of Emirate Airline (De Souza,
2017.).
 Discounted pricing policy implemented by competitors can lead to decline in the
profitability of an organisation.
 Increase in security concern among customers due to high terrorist attacks can lead
to decline in the demand for the services offered by an organisation.
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REFERENCES
Books and Journals:
De Souza, D., 2017. A Comparative Study of International Airlines in the Middle East and the
United States.
Alameeri, A., Ajmal, M.M and Helo, P.T., 2017. Sustainability practices in the aviation sector: a
study of UAE-based airlines. International Journal of Sustainable Society, 9(2), pp.119-
147.
Egli, D.L., 2018. Airline consolidation in Europe: small European airlines’ chances of survival
amid industry consolidation, and the proactive M&A auction as a strategic way forward.
Online:
Rahman , Emirates SWOT – a SWOT analysis of Emirates airline, 2018.
[Online].Available through : < https://www.howandwhat.net/emirates-swot-swot-
analysis-emirates-airline/ >.
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