Contents

• Executive Summary 1
• Overview of the organisation 3
• Brief description of the company 3
• Strategic overview 3
• Mission 3
• Vision and values 3
• Where it was, where it is, where it wants to go 4
• SWOT Analysis of Emirates Airlines 6
• Strengths 6
• Weakness 7
• Opportunity 8
• Threats 8
• Corporate level strategy or business level strategy 9
• Business level strategy of Emirates 9
• Execution of the strategy by the different functional levels of Emirates 10
• Human Resource 10
• Aviation training and Development: 11
• Research and development 11
• Marketing 12
• Conclusion 12
• Bibliography 15

Description

In this research report, we have conducted a strategic analysis of Emirates Airline, which is a part of the Emirates Group. Emirates Group is a business giant in the Middle East Asia having more than eighteen types of businesses. From the year 1985 Emirates is the fastest growing airline in Middle East Asia. Being a Dubai based company it can get the geographical advantage and cheap fuel price. However, after the economic crisis of 2009, the airline is still facing some crucial problems in maintaining their growth rate. New and budget airlines companies are providing intense competition to Emirates.
This report focuses the corporate or business level strategy the company can implement to reduce the threats at present faced by the company. If the organization works on their strengths and reduce its weakness, it will stand in a much stronger position than before. Considering the adverse situations if the management undertakes proper strategic planning, it will help the company to achieve its target.