July 23, 2021. https://ivypanda.com/essays/emirates-airlines-strategic-choices-and-decisions/. It encompasses three phases, namely, incremental change, strategic drift, a period of flux, and transformational change. Our philosophy relating to international aviation policy and a move towards open skies can be summarised by a quote from the . The government has also establish a trade free zone for conducting businesses activities. All Rights Reserved. This may restrict Emirates' ability to expand its presence in the U.S. Also Emirates uses Airbus A380s which has a capacity of up to 600 passengers. The awards help reinforce the firms brand image globally. However, Emirates can integrate backwards with its in-flight amenities (strategic option 2) to compete. This section is available only in the 'Complete Report' on purchase. During the year, dnata completed the purchase of Destination Asia, bringing one of Southeast Asias top destination management companies fully under the dnata Travel Group umbrella. Holistic Analysis This dramatic revenue decline was due to the COVID . Its key elements include product differentiation to compete in the low-cost segment (Graham et al. For the first time in the Groups history, redundancies were implemented across all parts of the business. Some of the prominent airlines from UAE other than Emirates Airline are Etihad Airline, and Qatar Airline. (2021, July 23). Emirates Airlines SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting. I have used them in a lot of my personal research work.-Mudassir KhanAccounting and Business, Melbourne Polytechnic, Here the research is to-the-point, no beating round the bush. And the company is one of the few in the world to use all wide-body aircraft. The airline is also a member of various international airline alliances and industry associations, including the International Air Transport Association (IATA) and the Arab Air Carriers Organization (AACO). Web. As, Etihad Airline is also doing well and providing tough time to its competitors. In Singapore and Australia, it introduced new high-tech cool dollies to enhance its pharma and perishables handling capability; in Italy its subsidiary, Airport Handling SpA, partnered with Beta Trans to provide full cargo services to customers at Milan Malpensa Airport; and in Indonesia, dnata entered the market through a partnership with PT UNEX Rajawali Indonesia (UNEX) where both entities will make joint investments in ground handling facilities, equipment, and training. Emirates SkyCargo quickly scaled up operations and rebuilt its cargo network to meet strong demand from shippers who faced a capacity crunch when the pandemic forced airlines to drastically reduce flights. A core part of our strength as a business stems from the open skies environment at our main operating base, Dubai International, where we compete with over 100 other scheduled airlines. It also launched new technology platforms Emirates Partners Portal and Emirates Gateway, to better engage and serve travel trade partners. If your specific country is not listed, please select the UK version of the site, as this is best suited to international visitors. From this mean that we have to clarify that who are our potential buyer who will enjoy our services. Moreover, positioning referred as factors on which companies differentiate their brand from their competitors. We invest deep in order to bring you insightful research which can add tangible value to your business or academic goals, at such affordable pricing. The airline is the leading as well as the largest airline of not only UAE but also of Middle East. The analysis provided us with the certain weakness and strengths of Emirate Airline with regards to its competitors. Business Strategic Analysis of RyanAir Udara Seneviratne 15.2K views15 slides. Emirates Airline is a national carrier; therefore, it enjoys the government support (monarchy). Maximova (2019) opined that stakeholders' analysis can be regarded as a tool for generating ideas about actors or individuals to analyse and understand their intentions, behaviours, interests and relations; accessing the influence they bring on decision-making and . Its product development efforts should focus on installing technologies that enhance passenger comfort and communication while on-board. Before we dive deep into the SWOT analysis, let us get the business overview of Emirates Airlines. Revenue from dnatas Travel Services division has declined by 96% to AED130 million (US$35 million). Politically UAE is strong and the political condition in UAE is stable. You are free to use it for research and reference purposes in order to write your own paper; however, you In today world every organization is engaged in competition. Kotler, P & Keller, K 2011, Marketing Management, Prentice Hall, New York. Key Performance Indicators (KPI's) Report. From long ago the airline is applying full fledge marketing strategies to ensure the quality services they are providing to their clients. In the UAE, national regulations and industry requirements act as barriers to new entry. 1. The three strategies can help Emirates reduce costs (strategy 3), increase its revenue through diversification (strategy 1), and improve the quality of customer service (strategy 2) in line with macro-environment trends. . We aim to recover to our full operating capacity as quickly as possible to serve our customers, and to continue contributing to the rebuilding of economies and communities impacted by the pandemic.. Omni-channel strategy for seamless customer experience, 1. 2. The threat of new substitutes, supplier power, buyer/customer power, and industry rivalry is high. A SWOT analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats of a business, project, or individual. Emirates founded in 1985, is a Dubai (UAE) based global airline with operations in more than 81 countries serving 155 airports and boasting a fleet of over 270 aircrafts as of the year 2020. Emirates Airlines SWOT & PESTLE Analysis - SWOT & PESTLE.COM. Registered office: Creative Tower, Fujairah, PO Box 4422, UAE. For details on how we use your information, please see our privacy policy. The airline was established by the Emirates government. In addition to passenger flights, Emirates SkyCargo operates dedicated freighter aircraft and manages the cargo activities of the airline. In addition, Emirates has installed the latest in-flight technology, including TVs, audio/video systems, and on-board communication devices that enhance the travel experience (Emirates 2012). Web. Some of the bases on which Emirates Airlines position their products are price, quality, demographic, by providing diversified products and many other basis. Europe also has been target of terror in recent times and these will have an impact on tourism and travel and subsequently Emirates business. Our philosophy relating to international aviation policy and a move towards open skies can be summarised by a quote from the President of Emirates, Sir Tim Clark: We know there has been clear evidence of a progression towards aeropolitical multilateralism in the past 20 years. We invest deep in order to bring you insightful research which can add tangible value to your business or academic goals, at such affordable pricing. Sheffi, Y 2006, The Resilient Enterprise: Overcoming vulnerability for competitive advantage, Pearson Education, New Jersey. In 2017, Emirates was lauded as the Best Airline in the World in the inaugural TripAdvisor Travelers Choice Awards for Airlines. DII impact in Europe from Emirates' operations 4 Figure 3. Emirates [EMIRA.UL], the world's biggest long-haul airline, said on Monday it was in the process of only a "modest restructuring," two months after it reported a 75 percent decline in half-year . Here is a SWOT analysis for Emirates Airlines: A SWOT analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats of a business, project, or individual. To examine how Emirate Airline's marketing affects its global success. The airline has adopted the IATA-recommended guideline dubbed Simplifying the Business or StB to further improve the efficiency of its pre-flight lounge services. IvyPanda. This paper provides an overview of Emirates Airlines, analyzes internal and external factors that affect their business, addresses stakeholders' expectations, and looks into the challenges. In airline industry the competition is increasing day by day as the competitors are trying to provide more quality services then each other. Progressing with key investments for its future growth, dnata Catering inaugurated a second state-of-the-art catering facility in Dublin, introduced new bio-digesters to reduce food waste across its operations, and solar panels at its Singapore facility as part of its commitment to reduce its environmental footprint. Applying this model to Emirates indicates that the forces could have a significant effect on the airlines competitiveness. Current strategies are built around the firms capabilities, such as resources and technological expertise. Damuri, Y & Anas, T 2008, The Emergence of Low Cost Carriers in South East Asia. On the other hand, one potential strategy is expanding its network to overseas markets. And try to rate them on term on 1 to 5 rating in scale in term of quality by asking from people. However, internal resources (finance and costs) and external constraints make the improvement of in-flight services the best strategy for Emirates for now. Group records annual loss of AED 22.1 billion (US$ 6.0 billion) due to COVID-19 pandemic impact, its first non-profitable year in over three decades, Emiratesreports a loss of AED20.3 billion(US$ 5.5 billion) down from AED 1.1 billion (US$ 288 million) profit in the previous year, dnata reports a loss of AED1.8 billion (US$496million) down from AED 618 million (US$ 168 million) profit in the previous year. Jammoul, A 2014, The Strategic Diagnosis: Emirates Airlines, Sophia University Presss, Nice, France. Mentioned earlier the main and the foremost thing in the marketing is target market identification. Emirates has full-service lounges at its primary airport in Dubai to cater for arrivals and departures. In particular, the rise in the competitive rivalry in the low-cost segment, rising fuel costs, and expansion into the Asian market present a threat to the Emirates competitive position. The PESTLE analysis for Emirates Airlines is given below: We do not share your information with anyone. As a result, the Groups. From zero scheduled passenger flights at the start of the financial year, to operations in over 120 destinations by 31 March 2021, Emirates has shown its ability to adapt and respond to challenges, and the resilience of its people and business model. Here you can choose which regional hub you wish to view, providing you with the most relevant information we have for your specific region. The aviation industry has only two aircraft manufacturers, Boeing and Airbus. Turkish Airlines based in Istanbul is also emerging as a formidable regional rival covering more than 280 destinations through its hub and spoke model. The main point that has to be cover are as follows: first thing that is required, is the identification of the targeted audience. For example Emirate Airline has succeed to avoid its prices matching with what other airlines are offering product to customers at lower price. Therefore, switching costs for carriers are very high. Basically, the customer analysis is the way of gathering data from customer to known about their purchase decision. And toady Emirates Airline also known as low cost carrier (rodrigo, 2012). In addition, it offers integrated in-flight catering and accommodation for travelers. We invest deep in order to bring you insightful research which can add tangible value to your business or academic goals, at such affordable pricing. in case of Emirates Airline as it is the oldest airline of UAE and has shown the tremendous growth over the time therefore, toady its as clear cut competitive advantage over it competitors. 1. The appropriateness of the strategic options for Emirates will depend on their relevance to the firms internal capabilities and strategic vision as well as to the macro-environment forces/trends in the industry (Dess, Lumplin & Eisner 2007).
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