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12 pages/≈3300 words
53 Sources
Business & Marketing
Term Paper
English (U.S.)
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Aviation Industry: Emirates Airlines, External Environment Analysis (Term Paper Sample)


Analysis of Emirates Airlines,  External Macro-Environment Analysis


Analysis of Emirates Airlines
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 its presence is in more than 100 destinations and in well over 60 countries. Additionally, as already stated, it has its footprints in all the world's continents and has been instrumental in helping Dubai grow and be the commercial center of Middle East. From Africa to Asia to America and Europe, Emirates Airline has managed to share the spoils with some of the local airlines. Alcacer and Clayton (715, 2014) report that “it has also consistently managed to maintain operating profitability for 25 consecutive years.” This both authors agree it is “no small feat” especially “in an industry that had consistently failed to return the cost of capital.” In an industry as fragile as the aviation industry, the company has indeed done well for itself and one cannot wait for what is in store in the coming years.
Differentiation has been Emirates Airlines' best strategy to separate itself from the competition. The company is indeed committed to its mission, vision, and core values. The Emirates Airline mission is, “offering consistently high-quality value-for-money service and to be the best airline on all of its routes.” Its vision is also indicative of its commitment in ensuring its clients get the best and nothing short. It reads, “To be the leader in aviation innovation, environment protection as well as the best airline in the world with a global network of coverage thanks to its strict compliance with flight safety, responsibility, reliability, product and service quality and competitiveness while making travel without borders to change the lives for the better.” Its key values include principles such as customer satisfaction, reliability, leadership, emotional attachment, innovation, responsibility, and high-quality of service and product. To the company, the clients will always take first place and hence the values highlighted above.
Part I – External Analysis

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