Executive Summary
Emirates Airlines is among the world’s largest and best financially performing companies. The carrier has invested significantly in joint ventures, forming partnerships and formidable forces with other like-minded companies to break challenges and competitions, spurring long-term growth. Dubai is equally integral to the success and growth of Emirates Airlines as it serves as a hub, a trade-free zone, and a favorite destination for many travelers worldwide. Some strategies that would ensure Emirates’ consistent success include business diversification and technology improvement to scale up its operations, such as training pilots and crew.
Background Information
Arguably the most profitable and one of the largest airlines in the world, Emirates Airlines is a full-service network carrier with its headquarters in Dubai. With its hub in Dubai, United Arab Emirates (UAE), Emirates Airlines boasts over 300 passengers and cargo aircraft, serving over 150 cities in 80 countries in different parts of the world. Moreover, due to its greater global appeal and outlook, Emirates Airlines has become one of the fastest-growing organizations or companies in the Gulf Region (Comwell, 2020). Ideally, the airline’s global successes are attributed primarily to robust and practical strategies such as heavily maximizing long-haul routes (non-stop flights) that ensure it serves different cities in different parts of the world, not only the Middle East regions. Therefore, the case or topic is integral in understanding, among others, Emirates Airlines’ marketing and operations strategies that ensure they remain consistent and efficiently reach different parts of the world while growing their businesses.
Findings/Discussion
The study reveals that Emirates’ global strategies reflect robust marketing approaches or pillars that ensure they consistently and constantly appeal to the global audience. The airline has immensely prioritized offering the best services and experiences to the different groups of customers that they serve. Comwell (2020) states that despite its Islamic background, Emirates Airline’s services appeal to a non-Islamic audience. Also, the marketing strategy points to the positioning and reputation of Dubai as a trade-free zone, which significantly generates business for the company throughout the year.
The SWOT analysis of Emirates Airlines reveals its operations’ strengths, weaknesses, opportunities, and threats. The strength of Emirates lies in its robust marketing strategies, and high prices point to its weaknesses. The main opportunities of the airlines are Dubai and partnerships with other airlines such as Qantas, while political and economic instabilities are their major threats.
Similarly, Dubai boasts of some of the world’s best and busiest airports, promoting businesses for the airlines. Although Emirates Airlines boasts of some of the best business strategies that help keep it afloat, it has suffered economic instabilities in the recent past due to the COVID-19 pandemic. Notably, amidst the pandemic, the airlines had to stop some of their carrier’s services in different destinations and also halted acquiring new aircraft such as A380s.
Solutions and Recommendations
An effective and efficient solution to the economic instabilities faced in the past and may face in the future points to an improvement in its value chain. The airline should consider implementing vertical integration models such as business diversification, which will significantly improve its technological capabilities to exploit its marketing capabilities in the face of competition (Comwell, 2020). For instance, the company can adopt advanced technologies in airport security, pilot training, and segmenting businesses.
Conclusion
The Emirates Airline is one of the world’s best and largest carriers, boasting over 300 cargo and passenger aircraft. The airlines primarily attribute their business successes to robust and efficient marketing strategies that ensure they appeal to more customers worldwide. Also, the company’s success relies on Dubai’s excellent reputation as a business hub and trade-free zone. Some of the challenges the company faces or has faced recently are majorly economic instabilities due to the COVID-19 pandemic. Alternative strategies or approaches, such as price sensitivity and technology improvement in the running of businesses, would go a long way to make the company stay profitable.
Reference
Comwell, A. (2020). “Emirates will have to Review Strategy after the Coronavirus Pandemic.” Reuters.
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