Marketing & Strategy on Emirates Airline

5702 WordsJun 20, 201323 Pages
------------------------------------------------- Assessment Front Cover Sheet Course / Programme: MBA Module: MBA4059 Strategic Management & Marketing Module Tutor: Dr. Tony Ayoola Assignment Number: One of one (100% of final mark) Assignment Title: Case Study Based Analysis Assignment Length: [5613 – 1843 (cover sheet and reference words)] = 4499 Words Issue Date: 22nd February 2013 ------------------------------------------------- Submission Deadline: 22nd April 2013 Please submit this form with the completed assessment. ----------------------------------------------------------------------------------------------------------------- I declare this submission to be my own work. Signed (student name): TH1OCD 1209142…show more content…
Moreover, the group has also invested through its Emirates Training College in its staff which brings quality & leadership, which cannot be imitated by its competitors. Threshold Capabilities and Distinctive Capabilities of an organization Capabilities of an organisation can be separated into Threshold and Distinctive Capabilities. While threshold capabilities make sure that the organization is able to fulfill the least consumer demand so it can contest in market. The distinctive capabilities help the Threshold Capabilities. The distinctive capabilities help the organization to achieve competitive advantage which cannot be attained, matched or copied by market rivals (Johnson et al., 2008). According to Simonceska (2010), the concept of distinctive strategic capabilities is a process of identifying the advantages and distinctive features of an organization and then accentuating these. Emirates Threshold Capabilities are as follows: While there are numerous threshold capabilities of Emirates, some of key capabilities that Emirates is financially stable organization with good track record. Emirates is well-recognized and highly reputed brand. It is known for its reliability and trustworthiness in products and services it offers to travelers. It provides a good distribution network covering 172 destinations, 72 countries over 6 continents. And it has a healthy and growing customer base. Emirates

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