Competitors

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.

SWOT Analysis

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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.

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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.

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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.

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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.