Strategic Analysis Report: Emirates Airlines' Position and Strategy

This report offers a strategic analysis of Emirates Airlines, evaluating its value statement, key headline data, and the forces within its macro environment. It delves into the airline's competitive position using Porter's Five Forces model and presents a SWOT analysis to assess its current strategic standing. The report examines Emirates' financial performance, market share, profitability, and key competitors, while also considering political, economic, social, and technological factors. The SWOT analysis highlights strengths such as a skilled workforce and excellent customer service, alongside weaknesses like dependence on international traffic. Opportunities include expanding international destinations, and threats include regulatory changes and rising fuel costs. The conclusion emphasizes the importance of strategic management in organizational development and the planning, monitoring, and assessment of activities necessary to achieve organizational goals. The report references key aviation and management studies to support its findings.

Strategic Management

Table of Content
■ Introduction
■ Introduce organisation and evaluate its value statement
■ Organisations Key headline data
■ Macro environment forces
■ Organisation’s competitive position
■ SWOT and organisations current strategic position
■ Conclusion
■ References

Introduction
Strategic management refers to a continuous process which includes planning, analyzing,
monitoring and assessing all the activities which is required to meet organizational goals
and objectives. With the help of strategic management leaders and managers of the
company examine current situation of the company, chalk out plans and strategies, deploy
them as well as examine the effectiveness of executed strategies.

Introduce organisation and evaluate its
value statement
In order to conduct the present report in an effective manner, Emirates Airlines has been
chosen as the base company. It is the subsidiary of The Emirates Group, which is owned
by the government of Dubai's Investment Corporation of Dubai. It is an organisation
which mainly focuses on providing passenger transportation services. The vision,
mission and value statement of the organization are as follows:
■ Vision statement of Emirates Airlines
■ Mission statement of Emirates Airlines
■ Value statement of Emirates Airlines

Organisations Key headline data
There different data of Emirates Airlines are described below:
■ Financial Performance- Emirates in terms of total revenue per passenger kilometres
have been able to reach 289 million. Which positions it as on fourth number across
globe. It uses its profit as a sharing on as part of a approach which is based on
competency and performance of its employees.
■ Share Price- The share price of respective organisation keeps on fluctuating due to
change in value of share prices of other organisation.

Cont.…
■ Market Share- The market share hold by Emirates Airlines are differ from one another
such as:
■ Profitability- It has earned profit of AED 62 million in first half of 2018-2019.
■ Competitors- There are different competitors of Emirates Airlines such as: Qatar, Fly
Dubai, Malaysia, Lufthansa, Etihad, Cathay Pacific and so on.
Name of Places Percentage of Market Share
North America 23.00%
Latin America 7.00%
Africa 2.20%
Middle East 5.30%

Macro environment forces
Emirates Airlines is airline industry that is analysed with help of PEST which are described
below:
■ Political Factor
■ Economic Factor
■ Social Factor
■ Technological Factor

Organisation’s competitive position
The competitive position of Emirates Airlines is analysed through help of Porter five force
model which is described below:
■ Threat of New Entrants
■ Bargaining Power of Suppliers
■ Bargaining Power of Buyers
■ Threat of Substitute Goods-
■ Rivalry Among Existing Competitors

SWOT and organisations current
strategic position
The SWOT analysis of Emirates Airlines are described below:
Strengths Weaknesses
 It has skilled workforce of 50,000 staffs.
 It provide excellent customer service, in flight
entertainment and exclusive lounges.
 Emirates Airlines depends on international
onward moving traffic.
 It has intense competition where there is high
market share growth.
Opportunities Threats
 The respective organisation has an opportunity
to expand international destination.
 The alliance and joint venture with global
players provide more business to respective
organisation.
 There is highly change in government
regulation and policies.
 The increase in cost of fuel leads to impact
profit margins.

Conclusion
As per the above mentioned report, it has been identified that strategic management plays
very essential role in order to enhance the development of an organisation in an effective
manner. It is the method which assist in planning, monitoring, analysing as well as
assessing each and every activities which is required to fulfil the goals and objectives of the
organisation.

References
■ Abeyratne, R. I., 2017. Aviation trends in the new millennium. Routledge.
■ Barros, C. P. and Wanke, P., 2015. An analysis of African airlines efficiency with two-
stage TOPSIS and neural networks. Journal of Air Transport Management. 44. pp.90-
102.
■ Burghouwt, G., 2016. Airline network development in Europe and its implications for
airport planning. Routledge.

Thank you