Emirates Airlines: Connecting the Unconnected

04-75-698-20

Strategic Management

Dr. Gerry Kerr

Emirates Airlines: Connecting the Unconnected

Prepared by:

Usman Sadiq

103327668

July 3rd, 2015

“If you look at our portfolio, we have the whole world covered” – Boutros Boutros

The case study labeled “Emirates Airline: Connecting the Unconnected” is an interesting case that

represents one of the largest and most successful airlines in the world: Emirates. In 2013, the company was

facing an increase in competition from other airlines and therefore took action by purchasing $117 billion

dollars worth of airplanes from Boeing and Airbus.

Issues:

The company is facing a number of issues. Firstly, with the new fleet, will the company be able to compete with

other airlines in the industry. Secondly, if the company goes ahead with the new routes, do they maintain and

use their existing aircrafts so the new routes? Or do they use the new airplanes on the existing routes?

Furthermore, Emirates has dealt with certain governments that have restrictions; the question that arises is

whether or not they should pursue new markets with the same government regulations? In order to answer these

issues, external & internal analysis will be conducted, followed by defining a list of alternatives, the

recommendation and how to achieve this recommendation through an implementation plan.

External Analysis

PESTEL:

The first tool used here in external analysis is PESTEL. PESTEL takes into account the external marketing

environment of Emirates on a macro level. As for the first political aspect, the government of Dubai has a high

interest in the airlines and has provided continuous support. There are various government restrictions globally

that restrict Emirates from using their airspace in order to increase their domestic sales. When looking at the

economic aspect, firstly, any companies coming into the market need huge capital investments. Secondly, due

to the increase in travelling and the...