2. What are some of the apparent weaknesses with the company's strategic direction?

How can the airine address them?

Emirates airlines SWOT analysis

Strengths
1. Has the advantage of size
2. Have good strategies in decision
making
3. Strictly maintain a strategic location
4. Entering the cargo business
Weaknesses
1. Difficult to occupy US market
2. High prices comparing to other airlines
companies
3. Does not cater to middle class and
budget traveller

5. First Airline company in the Arab 4. Not all of diversification and approach
world who introduce e-booking system has been successful
5. Vast investments
6. Non membership of any International
Alliances.

Opportunities
1. Airline budget travel operation
2. Innovation
3. Develop more advanced airline and
aviation service
4. Economic co-operation free trade
agreements with many governments
5. Huge investment plan by Government
on the development of its airports in UAE
Threats
1. Rising fuel costs
2. Low cost carriers rising , air Arabia , Al
Jazeera airways
3. Rival computers are major threats to the
business
4. The legal and political environment in
the centuries where they operate in could
potentially affect the business negatively
5. The quickly increase of fresh sensitive
unprocurable diseases like as SARS and
covid-19 that have very bad impact on
airline industry sale.

Weakness proof solution

1. Difficult to -In terms of corporate positioning, extend its route worldwide most
Emirates is not looked upon as an Arab attractive areas and Canada one of them
occupy US market airline operating internationally but
rather as a global company based out of
the Middle East.
-Emirates operates four of the 10 longest,
non-stop commercial flights in the
worldfrom Dubai to Los Angeles, San
Francisco, Dallas, and Houston.
2. High prices - provision of a quality product: - introduce its new brand as subsidiary
comparing to exclusive grade-A manufactured Boeing which should be based on low cost.
other airlines and Airbus aircrafts, premium flight
companies services, and traveling at a competitive
price.
-. To cost-effectively carry out cargo and
ground handling, catering services,
information technology, and other travel
amenities
3. Does not cater - introduce its new brand as subsidiary
-. To cost-effectively carry out cargo and which should be based on low cost.
to middle class
ground handling, catering services,
and budget
information technology, and other travel
traveller
amenities

4. Not all of - benefiting from obscured UAE undertake a comprehensive analysis and
diversification subsidies and exemptions review of the internal and external factors
and approach has
been successful -takes advantage of the UAE’s sovereign of the company as well as its competitors
borrowing status to secure loans below and should develop new strategies
market rates.

5. Vast -due to huge investments on -control its cost and should decrease its
investments technologies, aircrafts and best quality cost through improvement and
services(- Emirates has also been development of operations activities
massively acquiring aircrafts and - improve maintenance process, effective
inflating the size of its fleets.) and efficient flight schedule of the
company and better utilization of the
company resources like aircrafts etc.
- advancement in its technologies by
 investment in technologies and in this
way cut of labor cost
Ex: new installation of self-check service
system on all airports
6. Non not exploiting the right to enter the Joining with global alliance will help
membership of airport for free to increase its worldwide destinations
any International in this way should offer more
Alliances. impressive and effective strategy for
competing low cost airlines.