Group Presentation: Strategic Analysis of Emirates Airlines

This presentation provides a strategic analysis of Emirates Airlines, a Dubai-based airline and a major player in the Middle East's aviation industry. It uses Porter's Five Forces model to assess the competitive landscape, highlighting competitive rivalry, threats of substitutes and new entrants, and the bargaining power of suppliers and customers. The presentation also identifies Emirates' strategic advantages, including its brand image, financial position, IT systems, marketing campaigns, and low pricing. It suggests adopting the latest technology, developing targeted marketing campaigns, and classifying travelers to further enhance its competitive edge. The analysis concludes that Emirates is a leading airline with a competitive advantage due to its efficiency and effectiveness, while also identifying areas for improvement. Desklib provides access to this presentation and other resources for students.

GROUP PRESENTATION
ON
EMIRATES AIRLINES

INTRODUCTION
Emirates airline is a Dubai based airline which is owned by
government of Dubai. Mentioned aviation company is the
largest airline in Middle east which operates almost 3300
flights per week from Dubai airport.
Further, the cited having their operations whole around the
globe i.e. in more than 148 cities of 78 countries. This
presentation has been conducted in order to convince the
European Union that they have the solid understanding of
market and have command position in the aviation industry.

PORTER FIVE FORCE MODEL
Porter 5 force model is the management tool used by
organization in order to know their strength and weakness
which eventually help them in taking competitive advantage
over their major competitors. Further, this analysis deals
with the organization abilities which will lead them to
increase their productivity and revenue for future time
period.
This model has been discussed in the next slide:

Competitive rivalry within industry:
 There are various barriers which discourages new entry
within the market and Emirates airline is the leader in airline
industry so they enjoy various benefits from the government
of different countries.
 Further, mentioned organization has high brand value and it
cannot be copied by others because their existence in this
sector is from ages back and travellers rely on their services
heavily.
 Being a part of Emirates group, it is an advantage with the
airline industry that they have large pool of capital which
restricts new entrants.

 Apart from development of aeroplanes, they have built their
own terminals and many metro buses which shows their
existence from decades before.
 They have developed many programs like customer loyalty
and efficiency of airlines along with many seminars
throughout the world.

Threats of substitute:
 Buyer propensity to the substitute product because mentioned
company have many competitors like British Airways, RynAir,
easy Jet, Virgin airlines, etc.
 Competitors also have similar products with same components'
but there presence and brand image over the years give them
competitive edge.
 They provide differentiated products and services to the
customer’s at an affordable price. This is the main reason of the
cited firm that why them have large base of loyal customers.
However, above mentioned competitors are doing their best in
order to decrease their profitability and revenue.

Threat of new entry:
 Mentioned organization is the oldest in the aviation industry,
therefore they have broad market image and share price.
 Tickets are easily affordable by the customers and with their own
terminals, buses and metros, it makes them different.
 They also have absolute cost advantage in terms of fuel and flight
catering.
 As stated earlier too, being part of Emirates group make them
more strong in terms of capital.

Bargaining power of suppliers:
 Bargaining power of the suppliers is high because mentioned
company have major two suppliers who is providing them
material since decade back at a handsome price.
 A lot of substitutes is present for suppliers because there are
hundreds of airline industries operating in the same sector.
 Bargaining leverage can also be a major concern for the
suppliers.

Bargaining power of customers:
 Bargaining leverage also exists from purchasing ticket to the
class of flight for the same destination point.
 Volume of buyer is also a major point as a large number of
people daily travel from one place to the another.
 Travellers easily switch between airlines because thy find
some attractive packages given from other airline industries.
 However, mentioned firm gives world class food, services
and comfort within the flight at an affordable price.

Strategic Advantages of Company
Emirates airlines having various advantages which gives
organization a competitive edge over their major competitors.
These are:
 Brand image and reputation: Cited firm having a great brand
image whole over the globe and this is the only reason why their
revenue is increasing year by year. Further, their goodwill is the
main source of their revenue and employees are doing their best
to capitalize the image which organization has made.
 Financial position: Being a part of Emirates group, organization
capital base becomes much more strong. Moreover, mentioned
company having their own secured profits, reserves, investors
money which they can use in many development programs.

IT system: Emirates airlines having a first class I.T structure
both in the offices and airlines which make them different
from other competitor airlines.
Marketing campaigns: In the season time, mentioned
organization prepares different marketing campaign which
eventually helps in boosting their sales of ticket and revenue.
Low price: Cited aviation company keeps the charges of the
fair as low as possible and give their competitors a major
competition.
Phone apps: Official application of the aforesaid firm is
available for both android and iPhone users and with the
help of that they can book ticket in much easier format.

Choices which organization will adopt
Mentioned enterprise can adopt the latest technology
for their newer tender. As organization is working in
the aviation sector and technology is the base for their
success. In relation to it, cited firm can opt effective It
system which will make them competitive over other
organizations working in the same industry.
Further, innovations like starting of new aircraft on the
same route because organization has identified the
necessity of the same.