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Presented By:

Nikhil Aggarwal (11201004)


Vivek Diwedi
(11201968)
Karan Khanna
(11201920)
Abhimanyu Durga
Saketh Sachin

Overview of Emirates:

Founded

1985

Headquarters

Dubai

Fleet Size

205

Destinations

Owned By :

148+ / 78 Countries
The Emirates Group

Largest airline in the Middle East

Boeing, Airbus
Govt. of Dubai
Dubai
International
Airport
AirLanka
Quantas
Codeshare
Agreements

Ground
handling

Branding
Ofers

Baggage
handling

Skywards
Business
Rewards

First Class

Business Class

Low Cost

Aircraft
Maintainence

Economy
Class

Destinations
Online
Airports
Travel Agents

Passenger
Services

Individuals
Businesses

Fuel
Labour / Staf

Fuel
Airport User
Charges
Staf / Labor
Taxes

Depreciation
Operations

Passenger
Cargo
Excess Baggage
Destination and Leisure

Value Creation ..
In-Flight Entertainment System (ICE)

1200 channels

In-flight email server

Ground Services

In-flight mobile phones

130 on-demand movie titles

Low Cost

15 video on-demand channels

150+ audio channels

50 video-game titles

iPod Dock

External cameras giving a birds


eye view from the plane

Lounges
Premium Services
Complementary
Chaufeur-Driven Cars

Emirates: Case study analysis

Query: How has Emirates been able to build a strong brand in the
competitive airline industry worldwide?

It is the largest airline in theMiddle East, operating over 3,300 flights per week from
its hub atDubai International Airport, to more than 148 cities in 78 countries across
six continents. Alsotheseventh largest airline in the worldin terms of revenue, and
the largest airline in the Middle East in terms of revenue, fleet size, and passengers
carried

In the financial year 201415, Emirates generated revenues of around AED 89 billion
($24.2 billion), which represented an increase of approximately 7.5% over the
previous year's revenues of AED 83 billion. Passenger numbers also increased from
44.5 million to 49.2 million over the same period representing an increase of around
11%. Passenger seat factor increased by 0.2% to 79.6%.

Also, Lean Human resource, Dubai government support, High employee satisfaction,
High customer loyalty, Wide area of business activity (80 countries),Innovation with
the time were the prime factors in building itself as a brand in aviation industry

Emirates has invested in a program called "tailored arrivals". This allows air traffic
control to uplink to aircraft en route. It first determines the speed and flight profile
from the air onto the runway, this allows the crew to accept and fly a continuous
descent profile, saving fuel and emissions

Figures & Numerical data

Emirates: Case Study Analysis

Query: What are some of the apparent weaknesses with the


companys strategic direction? How can the airline address
them?

The Apparent weaknesses of companies strategic direction are :

1.

They Overlook the faults in their marketing strategies.

2.

They are overconfident about their position in the aviation industry

3.

They are not a part of any alliance.

4.

They do not look into the pros and cons of their competitors. for eg.
Etihad airways and many other airways have also signed the open skies
policy and are ready to compete with emirates at a very competitive
price with the same quality of service.

5.

Ignore the competition :they totally ignore their competitors like Gulf Air
Company GSC, Air France, LufthansaAG, British Airways, and Qatar
Airways Group.

6.

Target only the Elite class of customer.

Solutions to above addressed issues:

1.

Improving in flight service to an even better level.

2.

Extending new routes.

3.

Product development-private suites.

4.

Low cost carrier(budget airlines)

5.

By involving in the competion and making their stratergies as per the


maket demand.

6.

Work for middle and low class population also.

Emirates: Case study Analysis

Query: With the decline of fuel prices globally, airline companies


continue to reap the benefits. What impact will this have on
Emirates business strategy in the future?

1.

Company will now attract cost conscious customers through declining of


fuel price.

2.

To reduce price-fluctuation risk on projected operating costs, many


airlines hedge a proportion of their future fuel needs six to 24 months in
advance by buying jet fuel or crude oil contracts from banks or on an oil
futures market.

3.

when the oil price is falling, options are an advantage. It is cheaper to


hedge forwards and get protection if prices go up, but if you pay a
premium for options you also retain the potential to benefit from lower oil
prices more immediately,

Recent Facts: Emirates is not


Sheikh Ahmed (Chairman of The Emirates Group) said the airline is not
subsidized
subsidised and it's been profitable from day one.

He also said following points while addressing World Government Summit

1.

Government should play the role to ensure we are competitive and prices are
right We all fly the same aircraft, it's what extras we give.

2.

We were the first airline to install videos in every seat.We have more than
2,200 channels on board; we have showers. What will come next on board? As
an airline we always see what customer wants, but you have to pay for it. We
can't give it for free.

3.

people believe 2016 will be bad year. I say it will be a good year in relation to
capacity. People said that when Qatar Airways came, when Etihad Airways
came. Same would happen.

4.

UAE is not the same as 30 years ago. We have more people now.Today, Dubai
has 80 million passengers and we aim for 120 million - it is the hub for the
world.

5.

Emirates chief said Internet access on 17-hour flight is for just a dollar but the
airline needs a wider bandwidth to meet the demands of passengers.

For More updates visit:


www.emirates247.com

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