Marketing & Strategy on Emirates Airline

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Assessment Front Cover Sheet
Course / Programme: MBA
Module: MBA4059 Strategic Management & Marketing
Module Tutor: Dr. Tony Ayoola
Assignment Number: One of one (100% of final mark)
Assignment Title: Case Study Based Analysis
Assignment Length: [5613 – 1843 (cover sheet and reference words)] = 4499 Words
Issue Date: 22nd February 2013
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Submission Deadline: 22nd April 2013

Please submit this form with the completed assessment.
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I declare this submission to be my own work.

Signed (student name): TH1OCD 1209142

Table of Contents
Table Page #
Introduction 4
Emirates Airline and Emirates Group 5
Business Objectives 6
Business Goals 6
PART - 1
Strategic capabilities of Emirates Airline 7
Threshold Capabilities and Distinctive Capabilities of an organization 8
Threshold Capabilities of Emirates 8
Distinctive Capabilities of Emirates 9
Cost Efficiency of Emirates Airline 10
Core Competences for Accomplishing and Sustaining Competitive Advantage 12
Value of Strategic Capabilities 14
The Value Network/ Value Chain 14
Critical Success Factors 15
Competitor analysis/Strategic Group Mapping and Benchmarking 16
Benchmarking 17
Major competitors of Emirates 17 * Airline operators 17 * Etihad Airways 18 * Qatar Airways 18 * Air Arabia 19
Market share Comparison 19
SWOT Analysis of Emirates Airline 20
SWOT Analysis Summary 21
PART - 2
Organizational Structure and impacts on its strategic capabilities 22 * Functional Structure 23 * Matrix Structure 23 * Transnational Structure 23 * Project based Structures 23 *

References: * Hubert Saint-Onge, (2000), “Strategic Capabilities”, Knowinc - http://knowinc.com/saint-onge/library/strategic.htm - [Access on 6 April, 2013] * Jackson * Johnson. G, Scholes, K., Whittington, R., (2008) “Organizational structure” Exploring Corporate Strategy: Text & Cases, 8th ed, Pearson Education, UK. * Kotler * Wilson. G, (2005), Emirates - The Airline of the Future, London and Dubai, - http://www.aerlines.nl/issue_38/38_Knorr_Eisenkopf_Emirates_Business_Model.pdf - [Access on 14 March 2013]