M RahmanSWOT analysis of Emirates airline (Emirates SWOT)
This is a detailed SWOT analysis of Emirates airline (Emirates SWOT). It aims to explore the airline’s strengths, and weakness. It also aims to explore some of the opportunities that it should pay attention to, and the threats it should build resilient shields against.
Emirates airline began its journey with just two aircraft (Emirates, 2023). However, it grew enormously over the years, and it now has the world’s biggest fleets of Airbus A380s and Boeing 777s. It is a globally renowned and influential airline with Dubai being its hub. However, it has some limitations as well.
Strengths identified in the SWOT analysis of Emirates airline (Emirates SWOT)
Brand recognition
Emirates is widely known for its commitment to innovation, luxury, and customer service, which has helped it create a distinct brand identity in the competitive aviation industry. This strong brand reputation has also allowed it to attract a loyal customer base and charge premium prices for its services.
Global reach
Emirates currently flies to over 158 destinations in more than 85 countries around the world. It has more than 269 aircraft and flies to destinations in six continents with constant pursuit of further expansion (Informa Markets, 2023). This immense span of operations is certainly a great strength for the airline.
Dubai hub
Dubai is one of the leading tourist destinations in the world and the hub of Emirates. The image of the city has been reflected in the airline resulting in a highly positive brand image. Exceptional customer services and amenities have also played a big role in the brand recognition.
Awards
Emirates has received several awards over the years. It ranks 3rd in the Top 10 Airlines of 2022 voted for by travellers around the world (Skytrax, 2023).
Onboard facilities
The entertainment provision of Emirates is excellent. It offers customers over 4500 channels of movies, TV shows, games, and music in multiple languages. It has excellent dining services as well. Delicious food, larger servings, and friendly attendants make the whole experience very enjoyable.
Sponsorships
Emirates has an impressive portfolio of sponsorships with some of the most famous football clubs in the world e.g. AC Milan, Real Madrid, Paris Saint-Germain and Arsenal (Emirates, 2023). The sponsorship deal with English football club Arsenal provided it with an excellent opportunity of naming a stadium as Emirates Stadium.
The airline has also made a deal with the Asian Football Confederation. These deals show how hungry and committed Emirates is for expansion and visibility around the world.
Commitment to diversity
Emirates employ people from every continent in the world. The workforce consists of over 160 nationalities who speak over 60 languages (Emirates, 2023). This diversity coupled with superb talent makes the airline a global organisation. The airline invests heavily in training and offers a competitive reward package for its employees.
Weaknesses identified in the SWOT analysis of Emirates airline (Emirates SWOT)
Allegations
Some airlines have accused Emirates of receiving government subsidies. Another allegation is that the airline does not pay due taxes. While Emirates has refuted these allegations, they leave a negative mark in the minds of many people. Likewise, the airline has experienced several incidents in the past which also affects its brand image.
High operating costs
Emirates airline’s commitment to offering luxurious services and maintaining a modern fleet comes with high operating costs. These costs put pressure on its profitability, particularly in the face of increasing competition from low-cost carriers.
Opportunities identified in the SWOT analysis of Emirates airline (Emirates SWOT)
Further expansions
Though Emirates serves more than 158 destinations, it can still pursue further international expansion strategy. Once the US market bounces back, it should expand in the country by resuming double daily flights from some larger cities, or by connecting new markets to Dubai.
Likewise, as the demand for convenient and affordable travelling is on the rise, the idea of introducing a subsidiary budget airline could be an opportunity worth exploring.
Collaboration and partnerships
Forming strategic partnerships and collaborations with other airlines, airports, and travel-related businesses can present new opportunities for Emirates Airline. These partnerships can help it expand its network, share costs, and gain access to new markets. In addition, collaborating with technology companies can help it access innovative solutions and stay ahead of the competition.
Threats identified in the SWOT analysis of Emirates airline (Emirates SWOT)
Competition
Competitors are the major threat to Emirates airline. Emergence and performance of airlines such as Etihad, Qatar Airways, and Turkish Airlines are note-worthy in this regard. These airlines are expanding rapidly posing a threat to Emirates.
America’s three major domestic airlines — American, Delta, and United have been campaigning for restrictions on the routes and destinations foreign carriers e.g. Emirates, Etihad, and Qatar can fly into the US. This is also a threat for Emirates particularly for its American market.
Decline in tourism in Dubai
Any decline in tourism to Dubai can also be a threat to Emirates as Dubai is its hub. Likewise, diplomatic, political, or economic turmoil may also slowdown the business of the airline. However, these marco-environmental factors are not unique to Emirates only. They can impact on any business regardless of their identities.
Geopolitical risks
Geopolitical risks, such as political instability, and regional conflicts pose potential threats to Emirates airline’s operations. These risks can lead to travel restrictions, flight cancellations, or reduced demand for air travel, impacting its revenue.
Summary of SWOT analysis of Emirates airline (Emirates SWOT)
The above analysis demonstrates that Emirates airline has several strengths as well as weaknesses. Likewise, there are some good opportunities out there for it to explore. However, let us not forget that it also faces some threats from different sources.
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PESTEL analysis of the United Arab Emirates (UAE)
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Last update: 18 April 2023
References:
Emirates (2023) About Emirates, available at https://www.emirates.com/uk/english/about/press-room.aspx (Accessed 18 April 2023)
Informa Markets (2023) Emirates: about the airline, available at: https://www.routesonline.com/airlines/3475/emirates/about/ (accessed 18 April 2023)
Skytrax (2023) World’s Top 10 Airlines of 2022, available at: https://www.worldairlineawards.com/worlds-top-10-airlines-2022/ (accessed 18 April 2023)
Author: M Rahman
M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.
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