Stratigic Management - Airline

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Emirates Airlines

TABLE OF CONTENTS

Executive Summary………………………………………………………………….2, 3

1. Introduction
1.1History ………………………………………………………………………..4 1.2Introduction……………………………………………………………………5, 6, 7

2. Vision & Mission
2.1Vision Statement……………………………………………………………..8 2.2Mission Statement……………………………………………………………9

3. PESTEL Analysis
3.1Political…….………………..………………………….………………….......10 3.2Environment…………………………………………..………………............11 3.3 Social…………………………………………………..…………..………......12 3.4Technology…………………………………………………………………….13 3.5Economic………………………………………………………………………14 3.6Legal factor…………………………………………………………………….14

4. SWOT Analysis
4.1Internal Audit………………..………………………………………………..15 4.1.1Strengths & Weaknesses……………………………………………………15 4.2 External Audit…………………………………………………………………16 4.2.1 Opportunities & Threats……………………………………………………..16

Table of SWOT Matrix………………………………………………………………17

5. TOWS Matrix……………………………………………………………………….18, 19

6. Competitive Profile Matrix………………………………………………………….20, 21

7. Grand Strategy Matrix………………………………………………………………22

8. Boston Consulting Group (BCG) Matrix………………………………………....23, 24

9. Intensive Strategies, Integration and Diversification Strategies……………….25 - 28

10. Porter’s Five Factors……………………………………………………………...29 - 33

11. Conclusion ………………………………………………………………………..34

12. References………………………………………………………………………..35, 36

Executive Summary

In today’s market, the growth in tourism and hospitality industry is extremely fast, and competitive. It has become an important part in a country’s economy and growth. Tourism is vital for all the countries, as it could generate an enormous amount of jobs and income through the consumption of goods and services by the tourist.

The service industries provides services such as transportation-airlines, cruise ships, taxis, buses and trains; accommodation such as hotels, lodges and entertainment venues like casinos, restaurants, bars and other hospitality services such as spas and resorts. They are all trying to achieve a high level of standard in services & products so as to compete with the rest of the market.

Among them, the airline industry is an extremely huge and a growing one. The airline represents the image of the country it is from. It creates an impression to the foreigners or tourist by trying to provide good service, thus setting a high level in standards of service to the rest of the country’s tourism and hospitality sector. The other important factor is that the airline can always affect the country’s economy by contributing to its Gross Domestic Product (GDP). That is one main reason why the airline industry is so competitive, challenging and a high requirement to have.

On the other hand, the airline is constantly retraining & upgrading its employees to provide a consistently high level of service to meet the very demands of the society today. There is good opportunity for the airline industry to expand, improve and gain more profit, quality and experience as the increasing numbers of international tourists in the world was shown on The World Tourism Organization’s features 2007 with a growth rate estimated at 5.6% more as compared to the previous few years. (http://www.unwto.org/index.php). Will the airline industry develop into a more competitive industry than it is now? Or there is still more room for growth?

This project is about Emirates Airlines. Emirates is one of the international airline with a global name, it will show us the ability and power of the industry in this competitive environment. Emirates, is currently rank as the business class airline. It is in the middle of this competitive industry but it has the potential to become a first-class airline in the very near future.

At this moment, the whole world’s economy is getting down and with the operational costs increasing everyday, the market's competitiveness rising higher with more competitors that are stronger and the...
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