S.W.O.T.

OF Emirates Airlines
Ankit Yadav
Smba08037 (Section G)

Introduction

Emirates Airlines (also known as Fly Emirates) is a major airline in the Middle
East, and a subsidiary of The Emirates Group. It is the national airline of
Dubai, United Arab Emirates and operates over 1,990 passenger flights per
week, from its hub at Dubai International Airport, to 157 destinations in 55
countries across 6 continents. The company also operates four of the world's
longest non-stop commercial flights from Dubai to Los Angeles, São Paulo,
Houston, and San Francisco, all on the Boeing 777-200LR, & has latest
Airbus A380 aircrafts for destinations like Bangkok. Emirates Airlines is a
subsidiary of The Emirates Group, which has over 40,000 employees from
101 nationalities, and is wholly-owned by the Government of Dubai directly
under the Investment Corporation of Dubai. Cargo activities are undertaken
by the Emirates Group's Emirates Sky-Cargo division.

Strengths
• has the advantage of size
• decision to focus on diversified market
• entering the cargo shipping
• top global brand.
• a strong corporate culture
• continuously renew and improve their service in the airline and
aviation
• effectively managing the needs of their target audience

Weaknesses
• Not all of diversification and approach have been successful
• Does not cater a lot of places in US
• Does not cater to middle class & budget traveler
• focusing too much on their high-end acquisitions and diversification
Opportunities
• to develop continuously new generations of more advanced airline and
aviation services
• tap into more markets as a result of the innovations being introduced
in the aviation
• penetrate new growth markets where internet adoption still has room
• Leveraging Emirates Airline’s infrastructure business to get first choice
• Innovation
• Personalized services
• Budget travelers
• Tie-ups

Threats
• Rival companies are major threats – Gulf Air, Etihad.
• The firm’s inability to keep up with innovations, or recognize its
demand
• Their apparent complacence could be used by their rival companies to
their advantage
• Rising fuel costs.
• Low cost carriers - Air Arabia, Jazeera Airways.