Case Analysis and Presentation: Emirates Airlines

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Name: Professor: Class: Date: Case Analysis and Presentation: Emirates Airlines Introduction The airline industry has faced tough challenges in the recent five years, grappling to come out of a global financial crisis that saw oil prices go high and consumer demand drop quite drastically. The industry has incurred losses to the tune of $9.4 billion and the impact can still be felt well across it (Nataraja and Al-Aali, p. 471). Despite these hurdles, Emirates Airlines demonstrated an astounding performance, registering tremendous growth and great profits while its competitors struggled with worrying losses. This has been as a result of its outstanding strategy, which has given the company a competitive advantage across the entire industry. This presentation seeks to express an analysis of the strengths, weaknesses, opportunities, and threats that Emirates Airlines has had to face despite its performance. Strengths One of the major strengths that the company has been associated with is a strong leadership, which has ensured that growth is an integral part of the development agenda while at the same time building strong brand awareness. The leadership has also demonstrated great social responsibility through the sponsorship of sports, the participation of its stakeholders, especially employees, and its outstanding concern for the natural environment (Nataraja and Al-Aali, p. 473). In addition, the company maintains what has been referred to as a “narrow ownership structure”, which makes sure that decision making is not exactly centralized and, at the same time, it is not complicated. Communication is quick, which is very much fundamental, especially at the executive management level. Emirates Airlines has also continued to benefit from its uniquely strategic geographical location, sitting at the middle of the world’s fastest growing economies (China and

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