Case Study Analysi

Topics: Airline, Strategic management, Low-cost carrier Pages: 18 (3784 words) Published: December 20, 2014

Strategic Analysis of Emirates Airline
[Name of the Writer]
[Name of the Institution]

Table of Contents

Section A (Situational Analysis)1
1. Internal Analysis1
1.1. Tangible Sources2
1.2. Intangible Value2
1.3. Established Value Chain2
1.4. Key Strategies Employed3
2. Customer Analysis3
2.1. Customer (Market) Segmentation4
2.2. Targeting & Positioning of Customers5
3. Competitor Analysis6
3.1. Competitive Strategic Factor Analysis6
4. Industry Analysis7
4.1. Threat of New Entrant7
4.2. Threat of Substitute7
4.3. Intensity of Rivalry8
4.4. Bargaining Power of Buyer8
4.5. Bargaining Power of Supplier8
6. Environmental Analysis8
6.1. Political factors9
6.2. Economic Factors9
6.3. Socio-cultural10
6.4. Technological Factors10
7. SWOT Analysis10
8. Strategic Group Analysis11
9. Value Chain Analysis12
10. Ansoff’s Matrix13
Section B (Reflective Analysis)13
1. Marketing Objectives13
2. Growth Strategies (if the objectives set refer to growth/improvement of current position)14 2.1. The elimination of intermediaries14
2.2. The use of alternative marketing channels15
2.3. Resignation from the central reservation system15
2.4. No paper tickets15
2.5. Lack of cooperation with other airlines16
3. Selection of Competitive Advantage16
4. Marketing Mix Program16
4.1. Price17
4.2. Place17
4.3. Promotion17
4.4. Product17
Conclusion & Recommendation18

Strategic Analysis of Emirates Airline

The essence of strategic management in the enterprise is to increase the value of the company and ensure its stable development. Decisions among top management should be supported by the conscious use of appropriate techniques and methods. What's more, they must correspond to varying conditions and complicated environment of the company. This report outlines some key areas of strategic management from the perspective of a given case study. More precisely the report is classified into two sections: Section A and Section B. in first section an in-depth analysis of Emirates airline’s internal and external environment is given. And the later section of the assignment proposes marketing and strategic objectives of the company, and respective strategies to accomplish such marketing objectives.

Section A (Situational Analysis)
Situational analysis assists decision makers of companies in determining their existing position in the industry. It helps companies in developing more effective and efficient strategies to ensure or increase market share of the company.

1. Internal Analysis
Internal analysis of Emirates airline outline the key strengths of company to develop its SWOT analysis, and it also describes the way business value chain is structured in the company, what grand strategies company is pursuing and competence of such strategies in comparison to the competitors.

1.1. Tangible Sources
In the era of technological advancement presence of sophisticated infrastructure is highly important and essential. Emirates Airline is in the front position of the airline industry and posses quite appreciable tangible sources including 190+ aircrafts, staff more then 12,800 of highly skilled individuals and global market of more then 122 international destinations into 74 countries.

1.2. Intangible Value
Intangible value is created from the intangible sources such as leadership, management competence and goodwill. Emirates airline has maintained high level of benchmarks on these factors. It’s just because of its leadership that the airline has become world’s top player of airline industry in a very short span of time (Company Overview, 2014, n.d.). Apart from the highlighted intangible resources, company has also ensured high degree of performance on the basis of economies of scale, brand loyalty and absolute cost advantage

1.3. Established Value Chain
Emirates Airline a name...

References: Anonymous (2013), Emirates and Air France-KLM declare war on costs. 2013. Flight Global [ONLINE] Available at: [Accessed on 7th May, 2014].
Anonymous, (2013), Emirates tops airline service quality survey. 2013. Dubai Trade [ONLINE] Available at: [Accessed on 7th May, 2014].
Borenstein, S., “The Evolution of U.S. Airline Competition,” Journal of Economic Perspectives 6, 45-73 (1992).
Brueckner, J.K. and P.T. Spiller, “Economies of Traffic Density in the DeregulatedAirline Industry,” Journal of Law and Economics 37, 379-415 (1994).
Brueckner, J.K., “The Economics of International Codesharing: An Analysis of AirlineAlliances,” International Journal of Industrial Organization 19, 1475-1498(2001)
Tim Clark, 2012. Speech to the International Aviation Club. [ONLINE] Available at: [Accessed on 7th May, 2014].
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