Aviation Industry: Emirates Airlines, External Environment Analysis

Analysis of Emirates Airlines
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Institution
Table of Contents TOC \o "1-3" \h \z \u Introduction PAGEREF _Toc502910962 \h 31Part I – External Analysis PAGEREF _Toc502910963 \h 51.1Macro-Environment Analysis PAGEREF _Toc502910964 \h 51.2Industry Analysis PAGEREF _Toc502910965 \h 71.3Opportunities and Threats PAGEREF _Toc502910966 \h 92Part II - Internal Analysis PAGEREF _Toc502910967 \h 112.1Analysis of Emirates’ resources and competencies PAGEREF _Toc502910968 \h 112.1.1Identification of the Resources and Competencies PAGEREF _Toc502910969 \h 112.1.2Distinction between Threshold and Distinctive Resources and Competencies PAGEREF _Toc502910970 \h 122.1.3Appraisal of the Resources and Competencies PAGEREF _Toc502910971 \h 142.2Strengths and Weaknesses PAGEREF _Toc502910972 \h 143Part III – Description of Emirates Current Corporate and Business Strategy PAGEREF _Toc502910973 \h 163.1Emirates Corporate Strategy PAGEREF _Toc502910974 \h 163.2Emirates Generic Strategy PAGEREF _Toc502910975 \h 164Part IV – Emirates Issues and Challenges PAGEREF _Toc502910976 \h 185Part V – The Selection of Strategic Options PAGEREF _Toc502910977 \h 205.1Generating Strategic Options PAGEREF _Toc502910978 \h 205.2Evaluation of the Strategic Options PAGEREF _Toc502910979 \h 205.3Implementation PAGEREF _Toc502910980 \h 216Conclusion PAGEREF _Toc502910981 \h 227Reference List PAGEREF _Toc502910982 \h 238Appendix PAGEREF _Toc502910983 \h 26
Analysis of Emirates Airlines
Introduction
Purpose of the report
This is an in-depth report discussing the Emirates Airline and partly the aviation industry. The purpose of this report is to mainly showcase an investigative piece of a company while also providing some recommendations on how it can improve some of its aspects.
The Emirates Airline is one of the most known brands in the world. The company managed to build a billion dollar organization with footprints all over the world and if the obvious indications are to be believed, the expansion strategy is still being implemented. 1985 is the year an idea was born and with it the trust and solid support of the Dubai government. According to Alcacer and Clayton (714, 2015), the idea only had “$10 million in seed capital provided by the Government of Dubai” as well as two planes. However, as both writers note, the dream was big and despite the humble start, the people behind the idea were dedicated and wanted to see it grow. “While the airline’s initial scope was modest, its ambitions were not” (Alcacer and Clayton, 715, 2014). The young company had its eyes set on the bigger airlines which had already been in the business for a long time. The above, apparently, was echoed by Tim Clark the president of Emirates Airline when he said that their goal was not any different to what other airlines were doing. However, he notes, “we were global in our aspiration, linking more global city pairs, and our scale was much broader” (Alcacer and Clayton, 715, 2014). From the above, it is indeed clear that the successful path the company has been on was forged years ago.
Currently, Emirates Airlines is one of the most preferred airline in the world. The company traverses the world and today i...