This paper will analyse the strategic position of Emirates Airline throughthe use of SWOT analysis. Based on the given case, the strategic position of the Emirates Airline specifically their airline and aviation position has been challenged because of thechanging situations of the airline market. Rival industries of the company has been able toannounced the establishment of the their business approach in the global market whichoffers diversified airline industries to cater to the needs of the passengers, cargo andshipment services. The announcement of this company affects the strategic position of theentire Emirates Airline. In order to make sure that the company will not be left behind,Emirates Airline has been able to involve themselves into the expansion to technological developments.Through the use of SWOT analysis, the strategic position of Emirates Airline in 2006will be analyzed.
Strengths As a competitive and globally recognised airline industry, Emirates Airlinehas been able to have strategic position in the global market. In fact, when Emirates Airlinestreamlined their business, it already had the advantage of size. With several consecutive years of multibillion profits, the company has outshined its major rival companies to become a modelfirm.
Also, Emirates Airline’s decision to focus on diversified market and by considering andentering the cargo shipping and their customer service was a courageous one, but it has led to itscurrent position as one of the top global brands. The firm has likewise been characterized bymany analysts to have an ability to adapt to changing market conditions in order to maximize profit. Listening to and identifying with consumers has allowed Emirates Airline to construct acorporate culture that bears little resemblance to the Emirates Airline of the past.The ability to continuously renew and improve their service in the airline and aviationwhile effectively managing the needs of their target audience is the key to maintaining EmiratesAirline’s leader status and the key for succeeding in having strategic position.
Weaknesses . Not all of diversification and approach have been successful and this can be considered as one of the flaws or weaknesses of the company. Analysts have accused thecompany of focusing too much on their high-end acquisitions and diversification in spite of therisky effects of such decisions.
Opportunities The basis for long-term competitiveness is the ability to developcontinuously new generations of more advanced airline and aviation services. Therefore one of the company’s opportunities is to tap into more markets as a result of the innovations beingintroduced in the aviation. Localized capabilities enabling or even enhancing such co-operationwill always make a difference when it comes to first-mover advantages.The opportunity to penetrate new growth markets where internet adoption still has roomto go, Leveraging Emirates Airline’s infrastructure business to get first choice and stronger position against rivals is also an opportunity. They also have the opportunity to get ahead of their rival companies, and this should be the case, since the said market is a potential sizeablesource of income. The trend of considering the internet market also shows cases newopportunities for the company.
Threats Rival companies are major threats to the business. Emirates Airline, in contrast,started out in other lines of business and entered and airline capabilities of the company. Thefirm’s inability to keep up with innovations, or recognize its demand, creates a threat for them, arisk that they could be displaced by other industry leaders. The legal and political environmentin the countries where they operate in could potentially affect the business negatively. Their apparent complacence could be used by their rival companies to their advantage, and takeEmirates Airline by surprise, with the latter realizing too late that they are not the industryleader anymore.
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