Strategic management assignment on Emirates Airlines

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Strategic management assignment on Emirates Airlines

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Executive Summary

In strategic management the managers on behalf of the owners analyses the internal

and external factors of the company and sets up a goal and objectives to achieve its

target. It is regular process and according to the political and financial changes of the

country and economy, the management should regulate it (Freeman, 2010).

In this research report, we have conducted a strategic analysis of Emirates Airline,

which is a part of the Emirates Group. Emirates Group is a business giant in the Middle

East Asia having more than eighteen types of businesses. From the year 1985 Emirates

is the fastest growing airline in Middle East Asia. Being a Dubai based company it can

get the geographical advantage and cheap fuel price. However, after the economic

crisis of 2009, the airline is still facing some crucial problems in maintaining their growth

rate. New and budget airlines companies are providing intense competition to Emirates.

This report focuses the corporate or business level strategy the company can

implement to reduce the threats at present faced by the company. If the organization

works on their strengths and reduce its weakness, it will stand in a much stronger

position than before. Considering the adverse situations if the management undertakes

proper strategic planning, it will help the company to achieve its target.

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Table of Contents Executive Summary ................................................................................................................... 1

Overview of the organisation ...................................................................................................... 4

Brief description of the company ............................................................................................. 4

Strategic overview .................................................................................................................. 4

Mission ............................................................................................................................... 4

Vision and values ................................................................................................................ 4

Where it was, where it is, where it wants to go .................................................................... 5

SWOT Analysis of Emirates Airlines .......................................................................................... 7

Strengths ................................................................................................................................ 7

Weakness .............................................................................................................................. 8

Opportunity ............................................................................................................................. 9

Threats ................................................................................................................................... 9

Corporate level strategy or business level strategy ...................................................................10

Business level strategy of Emirates .......................................................................................10

Execution of the strategy by the different functional levels of Emirates ..................................11

Human Resource ...............................................................................................................11

Aviation training and Development: ....................................................................................12

Research and development ...............................................................................................12

Marketing ...........................................................................................................................13

Conclusion ................................................................................................................................13

Bibliography ..............................................................................................................................16

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Strategic management assignment on Emirates Airlines