Course Title: Strategic Management
Course No: 409
Tanvir M H Arif
Associate Professor Department of Finance & Banking.
University of Chittagong.
B.B.A. (4th Year)-Mid Term
Department of Finance & Banking
University of Chittagong
Kushum Akter Soma
Date of Submission: July 25, 2013
Aims & Objective of the study
Methodology of the study
Chapter-2 (Findings & Analysis)
Porter Five Forces Model
2.5.1 Core Resources
2.5.2 Threshold Resources
2.6.1 Core Competences
2.6.2 Threshold competences
Value Chain Model
Supply Chain Model
Conclusions & Recommendations
References & Bibliography
Globalization is an important aspect of today’s world. Business and globalization are very much related to each other. Top level businesses in the various sectors are competing globally not locally. They are fulfilling the demand of people of various countries who have diversity in culture, religion, taste etc. Many MNCs become successful due to strategic management. During economic recessions airline industry faced problems like other industries. But in the recent years airline industry is doing better performance. Among other airlines in the airline industry the condition of Emirates Airline is excellent in terms of profit, passenger carried and so on. This study is to analyze the strategic management of Emirates Airlines and how it is operating globally. The study mainly based on secondary data and different models like YIP Model, Porter five forces model, Value chain model etc have been used to analyze the strategic management of Emirates Airlines. It has been found that Emirates is one of the high class carriers among all airlines in the world. Creating value and achieving goals are important strategic principle in globalization. Emirates has a great potential to create added value through vertical integration in the value chain. Emirates bases its strategy on the fact that its planes can reach any point on the globe nonstop from Dubai and can connect any two city pairs with just one stop in the Middle East. Airbus and Boeing are the two main suppliers of emirates airlines. The company continues to sustain and gain competitive advantages forwards, considering that strategic management take full advantages of their core competences, economies of scale. There is continuous growth in company’s operational and financial performance. (Appendix, Table-1)) Due to the geographical location this company is getting some special advantages. Threat of new entrants may decrease the profitability of emirates airlines. Fuel cost holds big portion (45% in 2012) of the total cost of emirates. Finally the study recommended that Emirates should control and decrease its cost through improvement and development of operation activities. It should improve its maintenance process, ensure effective and efficient flight schedule and better utilization of the company resources like aircrafts etc....
References: 2. Tayeh. T. (2006): The View from Dubai: a speech by Senior Vice President Planning, International and Industry Affairs Emirates Airlines; Euro control report (May 20 th).
3. Tanvir MH Arif (2010): A Research work on Strategic Management of Emirates Airlines.
4. Stank.A.Smith, P. Erakovic, E.(2007):”Emirates Airlines Expansion into New Zealand” in et al.
5. Tim Clark, president, Emirates Airline: Speech to the European Aviation Club, 12 November, 2009, pp 12-15.
11. Annual Report (2012-2013).emirates.com
13. George S.Yip (1982): Gateway to Entry; Harvard Business Review 60(September-October 1982)
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