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Strategic Management
STRATEGIC MANAGEMENT ANALYSIS OF EMIRATES AIRLINE
Mustansar Nazar
Introduction
 Emirates is an airline based in Dubai, United Arab Emirates. The airline is a
subsidiary of The Emirates Group, which is owned by the government of Dubai's
Investment Corporation of Dubai.
Emirates Story
 Launch on 25th October 1985
o 2 Aircraft
o 3 Destinations:
i. Karachi
ii. Delhi
iii. Mumbai
 Headquartered in Dubai, United Arab Emirates
 Subsidiary of The Emirates Group, which is wholly owned by the government of Dubai's
Investment Corporation of Dubai
 Emirates Airline was headed by Ahmed bin Saeed Al Maktoum, the airline's present
chairman
Emirates Story
 Largest airline in middle east
 Fleet size>230
 Top 10 carriers worldwide in terms of revenue and passenger kilometers
 World largest operator of Airbus380 and Boeing777
 Air Transport World gave Emirates Airlines the title of "Airline of the Year" for 2011
Zayn Ejaz
Vision and Mission Statement
 Vision Statement:
To maintain recognition internationally as being one of the leading organizations, in
the business of providing aviation and security related services and to set the
benchmark for this service within the aviation industry.
 Mission Statement:
Emirates Group Security is committed to safeguarding all customers, staff and assets
against acts of unlawful interference through continuous review, training and
education. To implement international and all other established industry standards
and practices.
Values
Their values define Their behavior towards people, challenges and opportunities:
 Excellence – in everything we do.
 Agility – to move as one with the impact of thousands.
 Innovation – to remain ahead of the game.
 Leadership – we lead the industry and our people with strong example.
 Reliability – count on us to get results.
Divisions
 Emirates SkyCargo:
Emirates SkyCargo is the air freight division of Emirates. It began operations in
October 1985, the same year Emirates was formed, and launched its own aircraft
services in 2001 with a Boeing 747 Freighter. It serves 10 exclusive cargo destinations,
besides others in common with the Emirates passenger network.
 Emirates Executive:
Emirates Executive was launched in 2013 for corporate and private charters. It
operates a single Airbus ACJ319 business jet, accommodating 19 people. It features a
mix of private suites and seating, a lounge, dining area and bathrooms with full
height showers.
Ahmed Musa
Goods & Services
 Economy Class Flights
 Business Class Flights
 First Class Flights
 Catering services
 Private Suites
 Boeing Planes
 Airbuses
Planes
Boeing 777 Airbus a380
Inside View
Entertainment
Competitors
 Etihad Airways
 Qatar Airways
 Lufthansa
 Fly Dubai
 Malaysia Airlines
 Turkish Airlines
 Saudi Arabian Airlines
 Cathay Pacific
 Qantas Airways
 Air France
 British Airways
Usman Malik
Organizational Chart
Financial highlights
Operating Costs
Operating Costs
Amaid Ahmed
BCG Matrix
Emirates Business Class
Emirates First Class
Emirates Economy Class
Emirates SkyCargo
Emirates Holidays
Market growth rate
Market Share
EFE Matrix
Opportunities Weight Rating W/Score
Reducing shipping prices 0.15 5 0.75
New Taxation policy 0.11 4 0.44
Increase in customer spending 0.08 2 0.16
New Government agreement 0.10 3 0.3
Lower Inflation rate 0.07 1 0.07
Threats
Irregular supply of innovative products 0.07 2 0.14
Changing consumer buying behavior 0.12 4 0.6
New technology developed by competitors 0.15 5 0.75
High pricing products in low income markets 0.08 2 0.16
Political Instability in different markets 0.07 1 0.07
1 3.44
IFE Matrix
Strengths Weight Rating W/Score
Strong Brand Name 0.15 5 0.75
Focus on diversified market 0.11 4 0.44
Advanced technology & innovative 0.08 2 0.16
Enhancement in mobile Apps 0.07 1 0.07
Largest transportation on social media platform 0.10 3 0.3
Weakneses
No global international airline alliances 0.15 5 0.75
Do not cater to middle class 0.12 4 0.6
Limited success outside core business 0.7 1 0.07
Investment in Research and Development is low 0.08 2 0.16
Not successful Integrating, firms with different work culture 0.07 1 0.07
1 3.37
Thank You
THEEND

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Emirates Strategic management analysis

  • 1.
  • 2. Strategic Management STRATEGIC MANAGEMENT ANALYSIS OF EMIRATES AIRLINE
  • 4. Introduction  Emirates is an airline based in Dubai, United Arab Emirates. The airline is a subsidiary of The Emirates Group, which is owned by the government of Dubai's Investment Corporation of Dubai.
  • 5. Emirates Story  Launch on 25th October 1985 o 2 Aircraft o 3 Destinations: i. Karachi ii. Delhi iii. Mumbai  Headquartered in Dubai, United Arab Emirates  Subsidiary of The Emirates Group, which is wholly owned by the government of Dubai's Investment Corporation of Dubai  Emirates Airline was headed by Ahmed bin Saeed Al Maktoum, the airline's present chairman
  • 6. Emirates Story  Largest airline in middle east  Fleet size>230  Top 10 carriers worldwide in terms of revenue and passenger kilometers  World largest operator of Airbus380 and Boeing777  Air Transport World gave Emirates Airlines the title of "Airline of the Year" for 2011
  • 8. Vision and Mission Statement  Vision Statement: To maintain recognition internationally as being one of the leading organizations, in the business of providing aviation and security related services and to set the benchmark for this service within the aviation industry.  Mission Statement: Emirates Group Security is committed to safeguarding all customers, staff and assets against acts of unlawful interference through continuous review, training and education. To implement international and all other established industry standards and practices.
  • 9. Values Their values define Their behavior towards people, challenges and opportunities:  Excellence – in everything we do.  Agility – to move as one with the impact of thousands.  Innovation – to remain ahead of the game.  Leadership – we lead the industry and our people with strong example.  Reliability – count on us to get results.
  • 10. Divisions  Emirates SkyCargo: Emirates SkyCargo is the air freight division of Emirates. It began operations in October 1985, the same year Emirates was formed, and launched its own aircraft services in 2001 with a Boeing 747 Freighter. It serves 10 exclusive cargo destinations, besides others in common with the Emirates passenger network.  Emirates Executive: Emirates Executive was launched in 2013 for corporate and private charters. It operates a single Airbus ACJ319 business jet, accommodating 19 people. It features a mix of private suites and seating, a lounge, dining area and bathrooms with full height showers.
  • 12. Goods & Services  Economy Class Flights  Business Class Flights  First Class Flights  Catering services  Private Suites  Boeing Planes  Airbuses
  • 16. Competitors  Etihad Airways  Qatar Airways  Lufthansa  Fly Dubai  Malaysia Airlines  Turkish Airlines  Saudi Arabian Airlines  Cathay Pacific  Qantas Airways  Air France  British Airways
  • 23. BCG Matrix Emirates Business Class Emirates First Class Emirates Economy Class Emirates SkyCargo Emirates Holidays Market growth rate Market Share
  • 24. EFE Matrix Opportunities Weight Rating W/Score Reducing shipping prices 0.15 5 0.75 New Taxation policy 0.11 4 0.44 Increase in customer spending 0.08 2 0.16 New Government agreement 0.10 3 0.3 Lower Inflation rate 0.07 1 0.07 Threats Irregular supply of innovative products 0.07 2 0.14 Changing consumer buying behavior 0.12 4 0.6 New technology developed by competitors 0.15 5 0.75 High pricing products in low income markets 0.08 2 0.16 Political Instability in different markets 0.07 1 0.07 1 3.44
  • 25. IFE Matrix Strengths Weight Rating W/Score Strong Brand Name 0.15 5 0.75 Focus on diversified market 0.11 4 0.44 Advanced technology & innovative 0.08 2 0.16 Enhancement in mobile Apps 0.07 1 0.07 Largest transportation on social media platform 0.10 3 0.3 Weakneses No global international airline alliances 0.15 5 0.75 Do not cater to middle class 0.12 4 0.6 Limited success outside core business 0.7 1 0.07 Investment in Research and Development is low 0.08 2 0.16 Not successful Integrating, firms with different work culture 0.07 1 0.07 1 3.37