Emirates Airline 's Strategic Management

The “ Battle Of The Air” has been used to describe current situation in the airline industry. The emergence of “ No Frills “ discount carriers such as Air Asia, Mahlindo, Firefly have threatened the survival of the traditional giants such as MAS, SIA, Thai Airways in the APAC regions and even the Big Boys across the continents such as United, Delta, Continental, Luftansa, Emirates and US Airway ( Myron J.Smith, 2012 ) face competition

The political factor is the main role in the development of any company. Emirates play an active role in public international aviation policy analysis which has a key impact on the aviation industry. In addition emirates airline play a major role as well in in helping Dubai government achieving its objective of raise the city as a promote tourists destination. The political environment returns on how the government policies are made their regulation like, Current taxation policy, Future taxation policy the current and future political support, donation, exchequer, and

American airline industry is steadily growing at an extremely strong rate. This growth comes with a number economic and social advantage. This contributes a great deal to the international inventory. The US airline industry is a major economic aspect in both the outcome on other related industries like tourism and manufacturing of aircraft and its own terms of operation. The airline industry is receiving massive media attention unlike other industries through participating and making of government policies. As Hoffman and Bateson (2011) show the major competitors include Southwest Airlines, Delta Airline, and United Airline.

For the purposes of this report I have chosen Flybe as my main focus of discussion in the UK and European airline industry. Flybe is Europe’s largest regional airline with 162 routes, operating from a total of 53 departure points. In this report I will analyse why it has made sense for Flybe to build on their strengths of being a regional operator and how they have managed to find a niche in the crowded airline marketplace. I will also discuss their strategy for future growth and how they have chosen their battleground carefully. I will discuss in detail how Flybe is attempting to fulfil its mission statements of “Low Cost, But not at any cost” and “To give you safe, efficient and friendly service”(Flybe, 2008).

The notion of flight – of traversing the vast highway of the skies – was once a dreamlike idea that was invigorated into reality in 1903, when Orville Wright piloted the first powered aircraft a mere twenty feet above the sandy shores of North Carolina. The subsequent century expanded upon his success, innovating airplanes and developing a booming industry founded upon air travel. It is thus valid to assume that, globally, we as a civilization have changed how we live and experience the world as a result of the airline industry - we are able to settle, travel, and conduct business in places once deemed remote and inaccessible, and our world is undoubtedly more interconnected. Traveling by air has become a commonplace service, altering our perception of distance and diminishing travel time, and the industry is continuously making efforts to improve and advance.

The notion of flight – of traversing the vast highway of the skies – was once a dreamlike idea that was invigorated into reality in 1903, when Orville Wright piloted the first powered aircraft a mere twenty feet above the sandy shores of North Carolina. The subsequent century expanded upon his success, innovating airplanes and developing a booming industry founded upon air travel. It is thus valid to assume that, globally, we as a civilization have changed how we live and experience the world as a result of the airline industry - we are able to settle, travel, and conduct business in places once deemed remote and inaccessible, and our world is undoubtedly more interconnected. Traveling by air has become a commonplace service, altering our perception of distance and diminishing travel time, and the industry is continuously making efforts to improve and advance.

The opening of new markets within the EU exposed many national carriers to strong competition. This trend has been furthered by the continuous liberalization of the global aviation industry and specifically the recent OpenSkies agreement between EU and the US which allows the national carriers to arrange the Atlantic flights from the airports that are not airlines’ ports of origin. (BATA, 2010).

BA enjoyed great success during the 1980s and early 1990s, and as a result, became the world 's most profitable airline for the most part of the 1990s, representing itself under the slogan "The World 's Favourite Airline". (BA, 1)

The success of Emirates can be attributed through a combination of marketing mix which emphasize on excellent customer service, product and equipment. In addition, Emirates is known for its commitment to the highest standards of quality in every aspect of their business, providing premium service be it in first, business or economy class. We will look into a few P’s of the marketing mix that Emirates currently employ to become one of the most profitable

After the Deregulation Act of 1978 in the United States, the airline industry was forced to adapt to the rapidly changing environment (Goetz & Vowles, 2009). At the time, the nominally regulated air transporting environment permitted the airlines to begin services on any desired route, giving them a great deal of liberty in the market. Although things were going well for those involved in the aviation industry, several factors began to have a negative impact on the industry. For instance, as the competition started to escalate, airlines began to take a competitive stance against one another, fighting for their share of the market. Moreover, the World Trade Center tragedy in 2001 had an adverse impact on the entire airline industry (Coy, 2005). Adding to the predicament, the recent financial crisis of 2008 and the current inflation in fuel prices have caused the US airline industry to regroup the fleet formation, making it the most competitive airline industry in the world (Ryerson & Kim, 2014). The whole airline industry now found itself struggling to survive.

The passenger airline industry is very mature and competition has forced many airline companies to reduce prices in order to utilise capacity. A remote analysis and industry analysis was carried out showing that the industry’s growth and profitability will be low.

This issue was born after of 9/11 and facing through the global financial crisis, it has faced some bad days in the airline industry. Its success today, it stands as a example to the power of great teamwork, passion, Innovation and well-executed ideas.

The airline industry has exhibited high grow throughout 2016. In 2016, passenger demand grew by 6.3% - above the 5.5% 10-year average annual growth. In North America, demand rose by 2.6%. Alexandre de Juniac, CEO of IATA, said that “air travel was a good news story in 2016. Demand for air travel is still expanding” (“Another Strong Year”, 2017). In the first half of 2017, Juniac’s prediction already came true. In June, the airline market has demonstrated a substantial upward trend. Demand rose by 7.8% with ASK, or ASM, capacity increasing by 6.5% (“Strong Demand Growth”, 2017). Given the expectation of growing demand, the airline industry continues to appear more attractive and

Airlines account for over 40% of the company’s clientele list so the need to increase this number and sustain it is vital. As such, the company has chosen to expand its international operations into the Asian market while continuously improving the European market. The decision to expand in the Asian market is to remain competitive but to also attract new clients

In 2012, Emirates Airlines had launched their new global platform, “Hello Tomorrow”, this allowed Emirates airlines, to enable global connectivity and that lead customers to have meaningful experiences. This also lead to the revolution within Emirates as they sifted from a travel brand to a global lifestyle brand. (emirates.com)