Emirates Airline

Word Count 3,135Emirates Airline

Executive Summary

In this report, we will analyse and evaluate the various strategic reasons behind the success of Emirates Airline. We will begin by discussing determinants of success. The profitability, growth and market share of Emirates Airlines have been detailed to justify the model of 'success'. Later, we will discuss more reasons that played as a catalyst in improving the performance of Emirates Airline. Different starteggies theories that have been incorporated by Emirates Airlines are assessed and their influence on the functionality and effectiveness of the airline has been related. We will also try to evaluate the contribution that has arrived from the leadership towards to the growth and development of the airline. In the end, we have also discussed the potential threats and challenges that Emirates may encounter in the future and the recommended ways of how to deal with them.

Introduction4

Industrial Analysis Airline………………………………………………………………………5

Success of Emirates Airline……………………………………………………………………..6

Reasons for Success……………………………………………………………………………...7

Strategic Management………………………………………………………………………...8

International Strategy……………………………………………………………………...8

Strategic Development Mehods……………….………………………………………......9

Leadership……………………………………………………………………………………....10

Challenges faced by Emirates Airlines………………………………………………………..11

Conclusion………………………………………………………………………………………12

References13

Introduction

The global financial crisis of 2008 severely affected many industries (Early, 2010). But there were few industries which were not as badly affected. One of those industries was the airline industry. Despite the struggling economies and shrinking market activities back then, airline industry somehow managed to perform well enough. One of the airline companies that just did not manage to perform well after the post-global financial crisis time, but has been achieving growth and success since inception is Emirates Airlines (Gillen & Goll, 2008). Based in Dubai, United Arab Emirates, Emirates Airline has constantly been able to earn recognition and appreciation for their work. Their success story starts from mid 1980's when the airline first came into existence. Since then, it has only moved forward.

It is important to assess and evaluate the factors that led them to achieve such success. In this report, we will assess how much successful Emirates Airline has been in their endeavours (Balakrishnan, 2009). For that, we will first analyse by what we mean by success. We will also discuss the strategic reasons and related factors which helped Emirates Airline to achieve that success. Leadership and management roles also play a vital role in guiding an organization towards the right path (Butler & Chong, 2008). We will relate the leadership roles with those present in the Emirates Airline and how they affected the company positively. The challenges that Emirates Airline are likely to face in the future and recommendations to overcome those will also be provided.

Industrial Analysis - Airline

The airline industry can be portrayed by low margins of profits and high fixed expenses. Most of these expenses are associated with fuel prices and high maintenance costs. Further, there are high levels of competition with many airlines trying hard to increase their market share. Other issues that often engulf airlines are related to pollution controls, personnel cutbacks, constant threat of meeting any accidents, change in state regulations etc.

Amongst all these issues, fuel price hikes have the potential to affect an airline in the worst way (Morgan & ...