Contents

• History, Development, and Growth
• Internal Strengths and Weaknesses
• Financial Analysis
• Nature of External Environment
• SWOT Analysis
• Corporate-Level Strategy
• Business-Level Strategy
• Structure and Control Systems matching with Strategy
• Recommendations
• Conclusion
• References

Description

Dubai is one of the seven emirates in UAE. It has the second largest population in the city and since it is the second largest territory with veto power it has specific importance in the UAE legislature. The location of the city on northern coastline of emirates and therefore often misperceived as a country. In 1950, when British left Dubai, the CEO of Emirates, Sheikh Saeed bin Maktoum, ordained open-seas, open-skies, and open-trade policies for developing the country. The idea was that all government agencies should become profitable. The territory wanted to finish its dependence on its finite oil reserves within 50 years and thus has operated under a free market society for decades.
The Emirates group started in 1959 by the name of Dubai National Air Transport Association (Dnata), with Dnata airport operations, Dnata cargo, and Dnata agencies as its components. When ‘Gulf Air’ backed out from Dubai in 1980s, the funding for Dnata was provided by ‘Emirates Group’. After being in operation for four years at Dubai Airport, Emeritus was serving 12 destinations, and by 1994 the airline was serving 32 destinations but still only operated 15 aircraft and was the sixth largest airline in the Middle East. But at the same time, there were 92 other rivals who were serving Dubai Airport along with the Emirates Group.