Emirates. Business and Marketing Article Critique.

Article Critique
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ARTICLE CRITIQUE
The case study presents a discussion on the mission, vision, and marketing strategies of Emirates Airline. Additionally, the case study contains the SWOT analysis of Emirates Airline. The analysis has presented the key information clearly and effectively. The information is backed up with similar findings from different authors. Simple examples and illustrations have been used in the analysis. Additionally, the author has not used complex language or difficult vocabularies. The information has been supported with data from different sources. For example, according to the Emirates Group (2012), Emirates airline operates 2500 flights per week connecting 122 cities around the world. While this analysis has produced significant results showing some of the critical factors Emirates Airline can use to improve its performance, there are limitations related to the data used.
In this analysis, the recommendations given by the author are supported by enough information from the case and internal research as well. For example, the author asserts that Emirates Airline has more than 50,000 employees in 72 countries around the globe (The Emirates Group, 2012). Emirates Airline has a strategic position in the global market, skilled workforce, and customer loyalty programs. One of the most interesting recommendation in this analysis is; Emirates should try and gain access to the global market with greater geographical coverage. Emirates is located in 72 countries in the six continents which means it should increase its geographical location.
Some of the components that I find very compelling in this analysis include ...