Submitted by: Submitted by sadiq1
Views: 10
Words: 2227
Pages: 9
Category: Business and Industry
Date Submitted: 10/03/2015 10:02 AM
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...