sample2-191126212738.pdf - Contents Table of figures . 2...

1 | P a g e
Contents
Table of figures ................................................................................................................................. 2
Introduction and Company Background ............................................................................................. 3
Emirates Airline Fleet service ........................................................................................................ 3
Emirates Airline vision and mission statements .............................................................................. 3
Vision statement of Emirates Airline .......................................................................................... 3
Mission Statement ..................................................................................................................... 3
Emirates leadership ....................................................................................................................... 4
Emirates strategy and key stakeholders .......................................................................................... 5
Part 1- External analysis .................................................................................................................... 6
PESTEL Analysis .......................................................................................................................... 6
Porter’s five forces model .............................................................................................................. 8
Part 2-Internal analysis .................................................................................................................... 11
Value chain model ....................................................................................................................... 11
Competency framework ............................................................................................................... 13
VRIO Framework ........................................................................................................................ 13
Part 3- Compan y’s corporate and business strategy .......................................................................... 15
Part 4- Identification of issues and challenges faced by the company ............................................... 16
Part 5- Identification and evaluation of the main strategic options for growth ................................... 17
TOWS Matrix .............................................................................................................................. 17
Growth options using the ANSOFF Matrix .................................................................................. 18
SFA Framework .......................................................................................................................... 19
Recommendation and conclusion ..................................................................................................... 19
Bibliography ................................................................................................................................... 20

2 | P a g e
Table of figures
Table 1: Value chain table ............................................................................................................... 12
Table 2: Competency framework of Emirates Airline ....................................................................... 13
Table 3: VRIO Framework .............................................................................................................. 14
Table 4: TOWS Matrix .................................................................................................................... 18
Table 5: SFA Framework ................................................................................................................ 19
Figure 1: Emirates Organisational Structure ....................................................................................... 4
Figure 2: Break down of fares (The New York Times, 2011) ............................................................. 5
Figure 3: Porters five forces model .................................................................................................... 8
Figure 4: Porters Value chain model ................................................................................................ 11
Figure 5: Bowman’s strategy clock .................................................................................................. 15
Figure 6: Ansoff’s Matrix ................................................................................................................ 18

3 | P a g e
Introduction and Company Background
The purpose of this report is to highlight the strategic challenges and issues of the Emirates
Airline. Along with that the report will provide sustainable recommendations for the future.
Emirates Airline is the global airline that serves around 155 destinations across the world. Its
main hub is Dubai, UAE. Emirates airline operates the largest fleets of Boeing 777 and A380
Aircrafts. With two aircrafts in 1985, Emirates airline owns 265 aircrafts and serves 80
countries globally. Each week 1500 flights are operated across the Globe (Emirates , 2017).
Emirates regional involvement is in Middle East and Africa, Western Europe, Asia Pacific,
Eastern Europe and North America.
Emirates Airline Fleet service
Emirates offer First, Business and Economy class seats in their aircrafts. In the business class
travellers have flat-bed seats and luxurious shower spas. Emirates fleets are technologically
sound and capable. The fleet has three types of planes. Boeing 777-200LR has the capacity of
266 passengers and is technologically sound. Boeing 777- 300ER’s is the back bone of the
Emirates fleet. This aircraft is clean and have peaceful ambiance. A-380 is the new kind of
aircraft that Emirates have added into their fleet that have wi-fi system, luxurious suites for
first and business class passengers (Emirates A-380, 2017). However in 2016, Emirates have
retired their A-330 Airbus aircrafts and A-340 planes and have added A-380 and Boeing 777
aircrafts to achieve a consolidated and efficient fleet (Euromonitor, 2017).
Emirates Airline vision and mission statements
Vision statement of Emirates Airline
“ To be the leader in aviation innovation, environment protection as well as the best airline in
the world with a global network of coverage thanks to its strict compliance with flight safety,