Who are they?
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Since
Emirates Airlines is a premium airline for Upper and middle class passengers
operating in the Middle East, there are various other international flights
which is a threat to Emirates Airlines such as Etihad Airways, Qatar Airways,
Jet Airways and Air India Express. These airlines are also premium airlines
operating in the Middle East for Upper and middle class passengers, hence if
there are any problems with Emirates the passengers can instantly change to
their competitors which makes it so that there is no brand loyalty.
Strengths
1.
Emirates Airlines is well known for its service standard and making the
passengers feel at home resulting in satisfied customers and is a preferred
airline of customers, so that customers will choose to fly again with Emirates
again. Emirates is known for their services due to the quality of the service
structure and the well-trained staffs, making passengers choose them when they
are having long distances flights even landing them the Best Airlines Award in
2017.
2. Emirates
Airlines is related to the Dubai Government and hence is backed by them for
funding. Which means that if by any possibility, Emirates Airlines encounter
any economic crisis or problems which they cannot handle by themselves the
Dubai Government will step in to help them. However, it is very unlikely that
they will encounter any economic problems and with the backing of the Dubai
Government it makes Emirates Airlines very reliable and consistent.
3. The
number of employees working under Emirates Airlines is 50,000 over which is a
strength for Emirates Airlines as it allows them to be a strong and efficient
work force. Allowing them to better serve the customers and make sure that
their services is the best among the best.
Weakness
1. Emirates
Airlines is situated in the Middle East, hence frequent competition with their
rival airlines in the Middle East such as Etihad Airways, Qatar Airways, Jet
Airways and Air India Express is a weakness to Emirates Airlines. As it means
that they will have limited market share growth and have to share their market
shares with their competitors. They also have to maintain their high standards
which is very costly just so they can differentiate with their competitors.
2. The
Airline relies heavily on the International Onward Moving Traffic, meaning that
the amounts of passengers that they take and the amount of revenue they earn is
based on the peak and seasonal period for traveling.
Opportunities
1. Emirates
Airlines should leverage on their brand-new fleet, as this will give them the
edge when the customers are choosing between them and the competitors. As they
have something which the other airlines do not have, they can leverage it to
attract more customers. Meanwhile improving the customer’s confidence in the airlines
since newer airplanes have lesser faults as compared to other airlines with
older airplanes.
2.
Increase the range of international destinations that they provide which is
popular amongst the customers. Due to the increase in various new industrial
zones of different countries, there is a rise in business activities. Hence,
Emirates Airlines can use this opportunity to increase the amount of flights to
these destinations bring in more passengers which results in more revenue.
Threats
1.
Etihad Airways, Qatar Airways, Jet Airways and Air India Express is considered
a threat to Emirates Airlines. As they are also operating in the Middle East and
are providing international flight services for Upper and Middle class. They
provide similar types of services, hence customers can switch to another
airline if they choose to. However, Emirates Airlines have good reputation on
their services which gives them an edge when compared to their competitors.
2.
Increasing fuel costs is a threat to Emirates Airlines. As an increase in fuel
cost would mean an increase in the rate of their tickets, which means that
customers might opt for competitors and other kinds of airlines such as budget
airlines due to their cheaper ticket prices. This would result in a loss of
revenue for Emirates Airlines.
