Assignment Cover Sheet

Subject Code: MGNT110

Subject Name: Introduction to Management
Submission Type: Online
Assignment Title: Essay 1 on Emirates Airlines
Student Name: Rabia Pardesi
Student Number: 7073057
Student Phone/Mobile No. 0528017033
Student E-mail: rp976@uowmail.edu.au 
Lecturer Name: Ritu Sehgal
Due Date: Week 7
Date Submitted: Wednesday, October 28, 2020

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PLEASE NOTE: STUDENTS MUST RETAIN A COPY OF ANY Signature of Student: Rabia Pardesi
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Lecturer Assignment Receipt (To be filled in by student and retained by Lecturer upon return of assignment)
Subject: Introduction to Management Assignment Title: Essay 1 on Emirates Airlines
Student Name: Rabia Pardesi Student Number: 7073057
Due Date: week 7 Date Submitted: Wednesday, October 28, 2020
Signature of Student: Rabia Pardesi

Student Assignment Receipt (To be filled in and retained by Student upon submission of assignment)
Subject: Introduction to Management Assignment Title: Essay 1 on Emirates Airlines
Student Name: Rabia Pardesi Student Number: 7073057
Due Date: Week 7 Date Submitted: Wednesday, October 28, 2020
Signature of Lecturer
A successful company’s top management can identify the definition of significant objectives and
initiatives to be followed by strong strategic management that gives an upper hand in the
business market. Emirates operates its business on an international platform making it the
largest well-known airline working in the middle east. The organization’s mission is to
maintain effective strategic planning in order to attain its targets: delivering the world’s best
flight experience. The vision is concerned with making the airline civil safe, sustainable and
encourage commercial growth through the inclusion of values. In recent years, the main
objective has been to achieve a competitive advantage in the market. (Grant,2015) The
organization’s key values are based on leadership responsibility, innovation and most of all
customer satisfaction. (Vision, Mission and Values of Emirates, 2015).

The Emirates group progresses with its finely developed business strategies; The foundation of
Emirate Airline's prosperity is its quality control. The organization trains youthful workers as
well as trains others inside the business. Emirates Airline has consistently strived to make their
travelers fulfilled, winning honors for the inventive in-flight theatre setup, impeccably dressed
lodge group. It is currently a brand name that can sustain a competitive advantage. (UKEssays.
November 2018).

Being a leading airline in the middle east gives Emirates a strong position in the market,
making it one of its strengths. The geographical positioning provides routes to 157 destinations
and services to 172 nationalities, carrying more than 56 million passengers operating from the
main in Dubai, the UAE (Emirates, 2020). The diversity in the organization allows the
opportunity to serve a wider customer base, profiting the organization and improvising its
performances. On 23rd September’19, Emirates was named the Best International Airline in
the Business category. (Emirates, 2019)

The approach and diversification resulted in definite success for the organization however a
few limitations have been reported. In the last few years, a downslope in the demand in the US
clientele has been noticed, the airline announcing slash capacity on its routes from Dubai to
Boston, Orlando, Los Angeles, Fort Lauderdale and Seattle (Levine-Weinberg, 2017). A major
marketing issue in the Emirates is the problem with flight re-timings, flight cancellations, and
revised routings affecting the aircraft (Flightglobal.com, 2014). These changes must satisfy
maintenance requirements, station departure curfew restrictions and aircraft balance
requirements (UKEssays, 2018).

Even though Emirates serves in 157 destinations (Emirates About Us, 2020), it can seek
additional worldwide expansion tactics. Daily double flights can be resumed as the US market
bobs back, connecting urban US cities to Dubai allowing more business advantages. Emirates at
present works two flight (Athens-Newark and Milan-New York) sets under this opportunity,
nonetheless, investigating other the course combines to exploit fifth freedom rights could be an
important occasion to use a lot of airplanes to be conveyed to Emirates in the following five
years.
Competition and substitutional parties have been a significant threat to the Emirates Group.
Development and execution of airlines such as Etihad, Qatar Airways, and Turkish Airlines are
always regarded. These aircraft are extending quickly representing a danger to Emirates. The
decline of the travel industry to Dubai can likewise be a threat to Emirates as Dubai is the hub
of the UAE. Similarly, strategic, political, or financial unrest may likewise impact the airline.
Emirates is progressively undermined by the rise of long stretch airlines, (for example, Wow
Air and Norwegian Air), which will additionally build rivalry on a long stretch. Mainly, it is the
Asian region where affordable airlines are appreciating a quick development (Fehrm, 2016).

Emirates airline is acclaimed as a popular worldwide association; from numerous points of

view such as administration, cooperation, appropriate management, dissemination and its
office (Emirates, 2020). The progressive accomplishment of Emirates apprises its trainees in
leadership. In many ways, decision-making and culture add to the thriving business. Overall,
Emirates appreciate the incredible market position alongside the revenue rate which is a
strong competitive advantage for the company. (UKEssays, November 2018).

References:

All Answers Ltd. November 2018. Emirates SWOT Analysis. [online]. Available from:
https://businessteacher.org/swot/emirates-swot.php?vref=1 [Accessed 27 October 2020].

Emirates (2019) About Emirates, available at https://www.emirates.com/uk/english/about/press-

room.aspx

Emirates to Continue Growth Strategy in 2017

Report S. (2018 October 29)
https://gulfnews.com/business/aviation/emirates-To-continuegrowth-strategy-in-2017-1.1953756

McKechnie, D.S., Grant, J. and Katsioloudes, M., 2008. Positions and positioning: strategy
simply stated. Business Strategy Series. Available at:
https://www.emerald.com/insight/content/doi/10.1108/17515630810906729/full/html

Staff Report; Gulf News (2016). Emirates to continue growth strategy in 2017 [Online]. Available
at: https://gulfnews.com/business/aviation/emirates-to-continue-growth-strategy-in-2017-
1.1953756 (Published: December 29, 2016 18:03)

UKEssays, November 2018. A SWOT Analysis Of Emirates Airline Tourism Essay. [online].
Available from: https://www.ukessays.com/essays/tourism/a-swot-analysis-of-emirates-airline-
tourism-essay.php?vref=1 [Accessed 27 October 2020].