This document outlines Emirates airline's strategic planning process. It discusses two levels of planning - strategic and tactical. Strategic planning focuses on exceeding competition in the Middle East and Gulf regions. Tactical planning covers products, equipment, and services. The stages of planning include corporate, divisional, and business unit levels. A SWOT analysis identifies strengths like customer loyalty, while opportunities include expansion in Africa and America. Weaknesses include cost effectiveness. Decreasing fuel prices would lower expenditures and enhance cost effectiveness, allowing investments in expansion.

1. YOU FAIL TO PLAN, YOU
PLAN TO FAIL

2. 2 LEVELS

3. STRATEGIC
 Efficient competition.
 Exceeding beyond Arabian Gulf and Middle East

4. TACTICAL
 Product
 Equipment
 Service

5. STAGES OF PLANNING
Corporate Division
Business Product

6. Corporate and Division planning
 Mission Statement – Provide high quality
commercial air transportation service.
 Customer Oriented.
 Innovative.

7. Business Unit planning
 Shareholder in 5 star hotels
 Alliance with Dnata (air service provider) to
achieve cost-effectiveness

8. SWOT ANALYSIS
Strengths
• Customer Loyalty
• High Social Media Engagement
• Engagement through sponsorship of
football teams like Arsenal

9. Opportunities
• Expansion in Africa and
America

10. Weakness
• Cost effectiveness
• Competitive pricing

11. THREATS
• Accusations from
competitors.
• Inflation of fleets

12. A FEW QUESTIONS

13. SECRET BEHIND EMIRATES’
SUCCESS?

14. CONNECTS TO CUSTOMER
 Most famous ad includes famous sit-com star
Jennifer Aniston endorsing Emirates

15. Cost Effectiveness and Innovative
 For cutting maintenance cost, Emirates replaced
their standard engines with the one made by
Rolls-Royce.

16. HOW CAN IT OVERCOME ITS
WEAKNESSES?

17. SOLUTION
 Increasing market share by expanding routes.
 Providing more value added services like hotel
booking, cab booking, travel guide, etc.

18. WHAT ARE THE ADVANTAGES
OF DECREASING FUEL PRICES?

19.  Expenditure can be lowered and cost
effectiveness can be enhanced.
 Investments can be made in other services,
business expansion or providing loyalty programs

21. DISCLAIMER
This presentation is created by Dhruvil Karani, Intern
under professor Sameer Mathur, IIM Lucknow