Profile

• Emirates is an airline based at Dubai International Airport in Dubai, United Arab Emirates.

• Operating over 2,500 flights per week• 122 cities in 74 countries across six continents• Cargo activities are undertaken by the Emirates

Group's Emirates Sky Cargo division.• In February 2011, Air Transport World gave Emirates

Airlines the title of "Airline of the Year" for 2011.

Servicing Strategy

1 Cabin

2 In-flight entertainment system

3 Ground services

4 Lounges

5 Chauffeur-drive

Cabin

• First Class: There are 3 types of first class seating • The full suite with doors options comes complete with closing doors to ensure

privacy, • Flat bed 'Sky cruiser' seat (without doors) are extended to flat beds using

integrated passenger seat control• 'Sleeper' seats: The seats feature a pitch of 72 inches (A330-200) and 86 inches

(A340-300) and lie nearly flat.

• Business Class: Amenities include • massage function, • privacy partition, • winged headrest with six-way movement, • USB Ports and an RCA socket for laptop connection, • over 600 channels of entertainment on ICE,

• Economy class• Offers a 31–32 inch seat pitch (79–81 cm) and standard seat width.

In-flight entertainment system

• ICE (Information, Communication, and Entertainment) is the in-flight entertainment system operated by Emirates.

Information• BBC News. • Automatic news updates. • High-speed, in-flight Internet service • Live international television broadcasts

Communication• In-flight email server • Seat-to-seat chat service• In-flight use of mobile phones

Entertainment• Movies, music, and video games.

Ground services• Passengers check-in• Self-service kiosks• Check-in through the Internet or by short message

service.

Lounges• The airline has 32 lounges in 28 cities• Third party departure lounge

Chauffeur-drive• Chauffeur-driven airport transfers in selected cities.

SOWT Analysis

• Strength

1. Strong Backing of Dubai Govt.2. Advantage of Being Present in Oil Rich Emirate3. Strong Hub in Dubai4. Satisfied Customer and Preferred Airline of Customers

5. Has a strong workforce of over 50,000 employees

6. With a tremendous reach covering 74 countries in 6 continents

• Weakness

1. Relying Heavily on International Onward Moving Traffic2. Intense competition means limited market share growth and high cost of maintaining bench-mark standards

SOWT Analysis• Opportunity

1. Brand New Fleet. Leverage this and also improve the customer confidence in the airline

2. More international destinations which are popular amongst customers

• Threats

1. Increasing Competition in Middle East Market

2. Increasing fuel costs

3. Changing Govt. policies and regulations

4.Recession

Potentiality of the Company• Huge Opportunity To Expand• It may introduce airline services in the other continent• It has the opportunity to enter new country as it is now operating business in 74

countries. • In future it may provide services in more than 122 cities.• Besides it can reposition itself as a global carrier which is a perceived threat for the

established network carriers in Europe and Australia, i.e. Air France-KLM, British Airways, Lufthansa, and Qantas.

• It is maintaining too cozy a relationship with Dubai's airport authority and its aviation authority and is able to reduce its borrowing costs below market rates by taking advantage of its government shareholders' sovereign borrower status. So it has a lot of potential to grow faster than the other.

• There a was announced that Emirates and Qantas had signed a 10 year agreement to set up a major alliance and Emirates will also seek to use the alliance to increase the number of its passengers flying on its routes to other European destinations.

Learning

• Emirates is a big company and it is bringing new and up-dated services for the passengers through its research and innovation.

• It can be a big threat for other airline services• Its repositioning as a carrier is a major challenge for other the

established network carriers in Europe and Australia. • Though the high fuel cost and recession have slowed down the

revenue, it has continued its innovation and better services with cooperatively reasonable prices for its strong govt. baking from UAE.

• Emirates now has focused on alliances with others such as Qantas and it is helping the company to get more passengers from Europe.

Conclusion• Emirates has built up a strong brand name as a leader in the aviation

industry, particularly in terms of service excellence, and its very rapid growth, coupled with consistent profitability. In 2011 the airline was the fourth-largest airline in the world in terms of international passengers carried and largest in the world in terms of scheduled international passenger-kilometres flown. Dubai International Airport's Terminal 3 was built exclusively for the use of Emirates. Terminal 3 is the second largest building in the world by floor space. Emirates launched a campaign to promote Dubai as a destination using the slogan Fly Emirates. Meet Dubai.

• There is one area where the company may put more emphasize on that it can think of bringing cheaper services for various developing and underdeveloped cities and countries. Perhaps the market in those areas is still open but in no time the opportunity will be captured by others.