Organisational Strategy & Decision Making Emirates Airline Case Analysis

centerbottom10500090000centercenter0105000centercenter0105000centertop105000900003BM020 Organisational Strategy & Decision makingEmirates airline case analysisStudent number: Student Name:
Introducing Emirates airline:
Airline industries nowadays became one of the major services around the world that is quite beneficial for other businesses and societies in general because it plays an important role in creating a new global economy. I have chosen Emirates because of the pleasant experience that I personally experienced with flying with emirates. Adding to that, the company position and good reputation as it is considered one of the most highly regarded Airline companies in Asia and also in the world.. “Emirates” is the largest airline in the Middle East and operating nearly 3,400 flights per week. It is the world’s fastest growing international airline and its growth has never fallen below 20% a year (Emirates, 2015). The company also operates three of the ten world’s longest non-stop flights from Dubai to Los Angeles, San Francisco, and Houston. With more than 400 awards for excellence worldwide, Emirate is one of two key unites in the Emirates Group” (Emirates Skywards & Business Rewards) considering this, there must be a reason behind the success of Emirates airlines and in specific their Management strategies that will be analyzed in the following paragraphs.
Porter’s five forces analysis for emirates airlines:
The continuous growth of Emirates airline became a threat for other airline industries. such as Air France, which merged with KLM, and that growth was one of the reasons that lead to merge. Furthermore, the Emirates growth led Air France to discuss with “Etihad” Airline as a step to cooperate with the Emirates competitors. Also, Emirates’ strategic decision had its effect on Air France, Emirates wanted to reposition itself as a global transporter and the strategic location of its hubs in the International Airport of Dubai, which links the east by the west, supported that decision. (Jammoul, A. 2015) Emirates have the ability to serve the passengers who are coming from Asia and Australia to Europe and America, stopping in Dubai, and it is very difficult for European and Australian companies -Air France one of those- to compete with it, due to the low cost and their high cost and that is what makes Emirates a major threat for Air France. (Asia / Middle East, 2000) In the Middle East, Emirates competes with Etihad Airlines and Qatar Airways. The low fare charged by these budget airlines makes Emirates airline operations less competitive
Emirate Airlines internal and external audit analysis:
Strengths:
- A Strategic main location in Dubai.
- Emirates Airline has a global presence serving more than 140 destinations in more than 80 countries around the world (The Emirates story, 2014)
- The Emirates airlines offers passenger transportation through its fleet of more than 200 aircraft, and offers cargo transportation through its freight division, SkyCargo. (The Emirates Group SWOT Analysis)
- Low emissions and environment friendly. The A380’s fuel efficiency is better than most modern small passenger cars in terms of fuel econom...