Each and every organisation is trying to use strategies that would sustain or enhance their competitive advantage in the market, and Emirate Airline is never an exemption. Accordingly, the corporate strategy and management of a business describes the process of directing and leading the business operations within the company by exhausting their available resources extensively in order to attain the organizational objectives. This includes business plan conceptualization and monitoring the implementation of the efficiency and effectiveness of the strategy. The company considers unique strategic management to identify and enumerate the aims of the company so as to come up with sound business practices to gain profit and satisfy the needs and demands of the target market (2004). Aside from these, Emirates Airline is trying to be competitive and marketable through their leaders and the leadership styles that they are implementing and using. Primarily, the main goal of this paper is to analyse the strategies of Emirates Airline in order to sustain their competitive advantage. Moreover, this paper will also analyse the leadership style used within the company. This paper will also discuss the organizational behaviour, its internal and external environment through the use of different marketing tools such as SWOT analysis and Pest Analysis.
2. Background of the company
Emirates Airline was founded on May 25, 1985 by the government of Dubai and was supported by which is the founder of Germania (German Airline). The airline industry has started its operations with flights to Mumbai and Karachi and then followed by Delhin in September. Today the industry is considered to be a subsidiary of The Emirates Groups which is headquartered in Dubai, UAE. The company has been provided with different recognitions and in 2007 Emirates was noted to be the eight-largest airline in the global market in terms of international passengers being carried and also noted to be the fifth-largest in the global market in accordance with the scheduled international passenger-kilometers flown. Emirates are also known for being one of the only five airline industries that operates in the entire wide-body aircraft feel. It can be sent that since Emirates started its business operations, they are able to gain competitive position and advantage in the market place. Today’s leaders of Emirates are considered to be the most influential and essential people in the company as they are the one who make everything possible for the industry. Sheik and other leaders of the company have been able to show their innate ability to lead the company efficiently and effectively. The success of the company can also be attributed with their marketing and business strategies which are able to compete and stay competitive in the airline market.
3. Leadership Definition
The performance of the organization not only relies on the financial resources, the company is also dependent on the people who are working in the company. One of the most essential members of an organization is the leader. Accordingly, the presence of a strong and effective leadership in the information generation imposes great accountabilities to the company’s team and management networks. This is because leadership context implies the entire capacity of the company’s performance. Different authors have provided their perception and assumptions about leadership. Today, leadership serves as a critical element of organizational success. In motivating employees to learn, leaders must set a way towards a given goal, inspire, or motivate them to follow (2005). The leaders should know how to recognize success and how to praise those who deserve praises. Several studies found positive linkage between leadership styles and job satisfaction, except for the...