Strength

MBASkool.com performed a SWOT analysis on Emirates, and some of their

strengths include:

Strong Dubai government support

Has over 50,000 employees

Is present in 72 countries across 6 continents

There is also a user-generated SWOT analysis on WikiSwot which provides

further insight into their strengths, including:

Effective communication with the public

Effective reputation management and branding

Emirates is a sponsor of numerous festivals and sporting events

Emirates claims to be environmentally friendly compared to their

competitors due to low emissions

Weakness

MBASkool.com’s SWOT analysis found that Emirates has weaknesses including:

Due to an increase in competition, market share growth is limited and

bench-mark standards are becoming more costly

WikiSwot’s SWOT analysis also found a weakness:

Labour policies need revision

Opportunity

MBASkool.com found many opportunities for Emirates, such as:

Releasing a brand new fleet of airplanes. This will help improve customer

confidence in the airline

Adding more destinations to their list

More opportunities derived from WikiSwot are:

Creating new products and services

Emirates recently became an ally with the within the global airline

alliance, a contract alliance amongst the top airlines to work together and

help one another when necessary

          A business venture partnering with Disney Land created new clientele

and an increase in revenue

Threat

Wherever there are strengths, there are threats. MBASkool.com found a few,

including:

Increased competition within the Middle Eastern market

Fuel costs are increasing

The government of Dubai is changing regulations and policies

WikiSwot also found a threat:

A global economic slowdown

 Further analysis concludes there is more to be included, however. My personal

SWOT analysis of Emirates is as follows:

Strength

All planes are equipped with “fly with me monsters,” a collection of

blankets, drawing tools, and seatbelt characters to promote safety to pre-

schoolers

First class includes a shower spa and two on-board lounges for drinking

and mingling on the upper deck

Their menu includes wild Iranian caviar, braised beef in coconut milk, stir-

fried lobster in black bean sauce, cheesecake, and cocktails

First class private suites include a personal mini-bar, a privacy divider and

sliding door, a vanity, table, mirror and wardrobe, as well as passenger

seats that can be converted into full-flat beds

A strength specifically related to Emirates and Qantas is the availability of

Halal meals during flights between Australia and London Heathrow

Effective use of social media

Weakness

The United Arab Emirates eliminated a military agreement that allowed

for Canadian forces to use a logistical base near Dubai after the refusal of

Emirates airlines to expand landing rights in Canada

Opportunity

Emirates made Dubai’s ruler, Sheik Ahmed bin Saneed al-Maktoum, their

chairman

As of 2011, air travel is expected to grow more than seven per cent a year

for two decades

Emirates’s partnership with Qantas because it opens an extensive

network

Threats

In the 2009 economic crisis, Emirates had an 80 per cent drop in full-year

net profit

Countries going to war or being filled with tension, such as Egypt, Yemen

and Jordan