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emirates case study strategic management

STEP 6: Porter’s Five Forces/ Strategic Analysis Of The Emirates Airlines Case Study: To analyze the structure of a company and its corporate strategy, Porter’s five forces model is used. Some of the resources that are highly contributing toward the sustainable competitive advantages of Emirates Airline include the strategic location of the headquarter, office equipment, and financial resources. Cincinnati OH, Cengage Learning US. Over the duration of the past thirty years, His Highness Sheikh Ahmed Bin Saeed Al Maktoum has been at the first place of the Dubai’s remarkable economic development and growth, spearheading the successful expansion of this aviation sector. The case falls under the area of Strategic Hiring in Human Resource domain and it is aimed at sensitizing HR managers to go out of the established frameworks of hiring to find out the right candidate who has value fitment with the organization. Operation cost of Emirates Airline is very high due to massive investments in technologies, best quality customer services, and aircraft. (2014). In response to the low-cost airlines in the United Arabs Emirates Markets, the company is supposed to offer an advanced level of service and control cost. Emirates has the largest fleet of aircraft related to any other company and reaches many regions around the world, Yes. The previous population had a high reliance on the preferences and advanced technology for convenience at the most affordable rate in the market (Cederholm, 2014). Fehrm, B. Telecommunication is fundamental in the current life, and to allow the Emirates’ passengers to make voice, as well as data, calls over their telecom systems. CSEB3101 Strategic Management 3. The company functions directly through check-in resorts and hotels, Emirates Aviation College, Emirates Sky Cargo, Emirates Engineering Center, Emirates Catering, Maintenance, and Training, which incorporates the business support to make special services for their customers. Capital Requirements: An enormous amount of budget is needed for starting a new airline company to offer the services to the customers and also, to buy aircraft. That is the reason why most of the airlines giants have not yet embraced the Advanced Technology, Difficult. Also, while the United Arabs Emirates is by no means a region frequented by the extremist terrorist groups, Emirates Airline Company serves many nations, which have been marked as potential threats to security concerns by the administration of Trump (Alkhalisi, 2017). Chee Hui Min CEB140016 Strategic Management Q1. Available at: https://www.greenbiz.com/article/4-ways-climate-change-could-ground-airline-industry [Accessed 24th Dec. 2017]. The Emirates Airline is an international air travel service and the revenues are collected in the multiple currencies. Yes. Other support systems for the firm’s infrastructure include the partnership with the government and the developed tax-free environment. This approach assists the company keeps not only their workers but also open new opportunities for the outsiders. Human Resources Management Clipping is a handy way to collect important slides you want to go back to later. In any Airline business, the safety of the flight is imperative. Technology Development In fact, since induction, the company did not experience any significant air travel accident, and there were no injuries or loss of life. ... Social forces A well-designed strategic management system could fall short if necessary attention is not given to personnel affairs in an organization. 4. It is also wise for them to assess how the competition is in the aviation sector. On the other hand, weaknesses typically refer to any disadvantages or limitations the Emirates Airline Company faces, especially in establishing or implementing particular strategies. To have deeper analysis of Emirates case study, this study will look at the development of brand identity strategy, which combines the most important elements from each model as following:The stronger relationship between brand and customers help each party understand each other better (Chernatony, 1999) The above model of Chernatony (1999) is the process of managing brand, conceptualized the … Emirates Airline Strategic Management Project Report, Emirate airline was launched by a particular loyal family of Dubai, back in the year 1985. Emirates has the most advanced technology for in their Airlines, Airplanes and for Entertainment Accordingly, two Boeing 727-200 Advanced was acquired from the Royal Flight of UAE. It continually adds and keeps the essential aviation talents within their employment and of course, builds a large footprint as Emirates trains other people within the sector. On the other hand, differentiation is the strategy of differentiation that comprises of developing a difference in the products or services of the company by building something that that is unique all over the sector and valued by the consumers. The Airlines also provides excellent training to its workers, and it’s keen in the improvement of their overall skill, regardless of the expenses. The strategic location of Dubai is a great resource that can never be imitated easily. Trained staff fro different nationalities to offer best level of service, Yes. Available at: http://money.cnn.com/2017/04/19/news/economy/emirates-us-flights-trump// [Accessed 27 Dec. 2017]. The Rise of the Middle Class | Airlines International. In fact, the profit plunged 82% to $340 Million for the 2016/2017 financial year as the Emirates Airline faces severe economic as well as political headwinds after the duration of untrammeled growth. The Emirates’ infrastructure is attained from the vertical integration arrangement. 10 The market demand is high mainly if the Millennial travelers are considered as the factor that has the duty of carrying the entire opportunity for the Emirates Airlines to precisely personalize and customize their services to the existing customer’s preferences and needs (Accenture, 2016). Protectionism Won’t Work Against New Competition. (adsbygoogle = window.adsbygoogle || []).push({}); Therefore, the Millennial travelers are accompanied by diverse expectations from the predecessor generations. Emirates’ Value Chain Analysis Yes. The core competencies of this company are the IT development, no frill strategy, and the route policy strategy. Flightglobal.com. Rare? Emirates is differentiated from other airline companies by being the legacy airline where advanced technology, ancillary services, and staff skills are the core drivers of the success. It continually adds and keeps the essential aviation talents within their employment and of course, builds a large footprint as Emirates trains other people within the sector. Competitive Implications Difficult. Personally, I would consider the Dubai’s strategic location as rare resources that typically offer the company with an incredible demand for its service. The company also has the core resources in the form of active management team including the CEO/chairman, Ahmed Bin Saeed Makhtoum. Also, it was the first airline company in the Middle East to serve the e-ticketing. Available at: https://www.thenational.ae/uae/leaders-chart-new-strategic-roadmap-for-the-uae-after-oil-1.193589 [Accessed 27 Dec. 2017]. Here, strengths denote the core competencies that provide the company with some benefits in achieving these conditions. This is because there are many passengers, over 1.8 Billion Annually. The company also has the core resources in the form of active management team including the CEO/chairman, Ahmed Bin Saeed Makhtoum. For example, most businesses try as much as possible to expand their market shares through providing perfect prices, customer services, and some exclusive promotions. The primary aim of this adjustments is to be the core leaders in the entire airline sector, mainly by increasing the brand name awareness in the region as well as internationally. If the competitors can reach more destinations compared to Emirates Airline, Yes. According to the revenue, it is on the seventh largest airline in the world. It is hard to replace the technology aspect, since it maintains the maximum safety feature in Air Travels, Yes. Since the company is targeting huge fans of various sports Based in the United Arab Emirates, Operation cost of Emirates Airline is very high due to massive investments in technologies, best quality customer services, and aircraft. See our User Agreement and Privacy Policy. For example, Boeing costs approximately $2 Billion (Ashraf, Emirates Airline). It is possible to differentiate various Airline Companies through providing the modern and latest services such as the big comfortable seats, new e-ticketing system, and advanced aircraft. Kamel, M. (2017). They include the Airbus and Boeing. Marketing Penetration (Improving In-flight Services) (2011). In this case, Emirates Airline has expert engineers, cabin crew, flight deck crew, personnel, Airline maintenance, aircraft controllers. Emirates Airline has a significant Cost per Seat Kilometer (CASK) advantage compared with other European legacy groups, and these include the carriers that have been hardest hit by the Gulf carrier competition (Reuters. Emiratesnbd.com. Conclusion In the airline sector, such a threat is low because the level of entry barriers is high. Some of the distinctive resources include the development of its image and brand within the last two decades. This will, in turn, increase the full demands and the profit margin of the company. His image has an excellent contribution towards the success of the airline. 1. In this case, particularly in the emerging or developing regions of the world, the disposable income of the middle class is increasing, which is a factor that is responsible for attaching the valuable business potential, mainly for the Emirates Airlines to demonstrate the opportunities in those markets (IATA, 2014). Technical assistance that is required to the company is offered by the Emirates Engineering, while the Emirates Flight Catering provides the catering services needed in flight. Table 1.0: Emirates Airline Partial SWOT Analysis, – The brand new Emirates Airline fleet can be used to expand their services as well as improve the overall confidence of customers in the Airline, – Emirates have more international Air Travel Destinations, which are famous amongst their customers, – Continuously increasing costs of fuel have some severe impacts on the margins, – Joint ventures/partnership and alliances with most popular international players in the industry can provide more business opportunities to Emirates’ Airlines, -Changing Government Policies as well as regulation, – Emirates has its own Aviation Institute, which provides constant workforce to the company. International Airline Information Technology Development Strategy is one of the fundamental and very crucial strategies of Emirates Airline for development of its overall e-business system, self-check services and of course, maximize the company’s profit via its advancement in the Information Technology System. These are all the options which are available for small businesses. The purpose of this report is to provide the results of the Emirates strategic case analysis with the focus on the PESTLE analysis, the Five Forces analysis, the SWOT analysis, and the Stakeholder analysis. The procedures involved in the strategic marketing management can be discussed by studying the procedures in case of the Emirates Airline, key division of the Emirate group. The primary objective of Emirates Airlines is to build up Dubai into a famous aviation center, which will be serving as a central universal long-haul hub. Technical assistance that is required to the company is offered by the Emirates Engineering, while the Emirates Flight Catering provides the catering services needed in flight.

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