Emirates is an airline based in Dubai that has grown significantly since its founding in 1985. It now operates over 3,600 flights per week to 154 cities across six continents using a fleet of modern and efficient wide-body aircraft. Emirates is owned by the government of Dubai and has established Dubai International Airport as a major international aviation hub. Through heavy investment and an innovative long-haul business model, Emirates has become one of the largest airlines in the world and is committed to providing world-class customer service.

3.  Emirates is an airline based in Dubai, United Arab
Emirates.
 The Emirates story started in 1985 when Emirates
launched operations with just two aircraft. Today,
Emirates fly the world’s biggest fleets of Airbus
A380s and Boeing 777s, offering they customers the
comforts of the latest and most efficient wide-body
aircraft in the skies.
 The airline is a subsidiary of The Emirates Group,
which is wholly owned by the government of
Dubai.

4.  Emirates is the largest airline in the Middle East, which
operating over 3,600 flights per week from its hub at
Dubai International Airport, to more than 154 cities in
81 countries across six continents.
 Emirates is the world’s fourth largest airline by
scheduled revenue passenger-kilometers flown, the
fourth-largest in terms of international passengers
carried.

5. Emirates is a consumer-focused, profit-
driven, financially transparent and commercial
enterprise that has earned a profit for 27
straight years. Why? Because Emirates is
committed to world-class customer service,
is well-managed, and has pioneered an
innovative aviation model: long-haul to long-
haul services that reduces costs and travel
times and provide unrivalled global connectivity
for travelers. This is particularly so in the
heavily populated but underserved countries in
the Indian Subcontinent and Africa – precisely
those markets the Legacy Carriers have
historically ignored.

7. In the Past
1985
 Sheikh Mohammed introduces Mr Flanagan to his uncle and
future Emirates chairman Sheikh Ahmed bin Saeed.
 Mr Flanagan embarks on ambitious mission to launch an airline
with $10 million in five months.
 Sheikh Ahmed and future president Tim Clark join Mr Flanagan’s
team.
 Pakistan International Airlines agrees to wet-lease Emirates two
aircraft.
 Deals are struck to fly into Karachi, New Delhi and Bombay.
 On October 25 Flight EK600 departs Dubai International for
Karachi.
 Sheikh Mohammed gifts two Boeing 727-200s to the airline.

8. In the Present
2016
Emirates is named the World’s Best Airline and receives 12th consecutive
award for best In-flight Entertainment at Skytrax World Airline Awards 2016.
Emirates opens new SkyPharma facility at Dubai International airport,
dedicated exclusively to the secure transport of pharmaceuticals.
Jennifer Aniston meets a new friend and explores Emirates Economy Class
with second advertising campaign.
Emirates Skywards celebrates 16 years of operation with 16 million
members.
Emirates introduces 6 new destinations in its global network - Yangon,
Hanoi, Yinchuan, Zhengzhou, Cebu and Clark.
Emirates brand value grows 17% to reach US$7.7 billion.
In social media, Emirates becomes the world’s first airline with one million
Instagram followers and launches the world’s first interactive amenity kit in
Economy Class.

10. 1-Threats of New Entrant
 Barriers to entrants : There are many barriers that discourage new
entrants in the market including rights. patents. Emirates Airlines is a
national carrier and thus enjoys many benefits from the government.
 Brand Equity : Emirates Airline has a high brand value that cannot be
copied as is has been in the market for several years and markets
depend on its service heavily.
 Capital Requirement : Emirates Airline has access to a large pool of
capital as opposed to most new entrants because of being part of the
emirates group.
 Access to Distribution channels : Emirates Airline has been in the
market for long, and it is very accessible, has build its own terminal with
many direct metro buses.
 Government Policy : Emirates Airline is a national carrier and as such
government policies may favor it , warding off any potential competitor.

11. 2-Bargaining Power of Suppliers
 Suppliers Switching Costs : relative to Firm switching
costs , the switching costs of suppliers are very high as
there are only 2 suppliers.
 Presence of Substitute Inputs : alot of substitutes are
presented for suppliers because there are over a
hundred airlines currently operating and most of them
are planning for expansion.

12. 3-Bargaining Power of Buyer
 Bargaining leverage : between tickets of budget & luxury flights
for same destination.
 Buyer volume : Emirates Airline has a higher buyer volume
especially those flying to India.
 Buyer switching costs : relative to firm switching costs: easier to
switch between airlines as people might find competitive
schemes & offers or cheaper tickets or better services with other
service providers.
 Differential advantage of industry products : A380aircrafts,
world class service, choices of menu for elite class, its own private
terminal, non-stop direct flights to various routes some of them
world’s longest non-stop direct flights.

13. 4-Threat of Substitute Product
 Buyer propensity to substitute : very high as there
two players in market, budget & luxury. This leads to a
huge price difference. So a lot of people prefer going for
cheaper tickets for short distance flights. Hence
emirates looses business.
 Relative price performance of substitutes : Huge price
differences due to services offered, but in luxury
segments Emirates leads the market.

14. 5- The Intensity of Competitive Rivalry
 Number of Competitors : 37 airlines fly from and to
Dubai.
 Rate of Industry Growth : Middle East showed the
strongest growth at 11 percent in the last decade.
 Diversity of Competitors : International , Domestic, and
global flyers.
 Level of Advertising Expenses : Very high.

16. 1- Emirates First Class
Master the art of me-time.
Savour gourmet meals whenever you please.
Reawaken your senses in the onboard Shower Spa.
Treat yourself to superior skincare products while
you fly.
Meet the world at 40,000ft.
Experience a seamless journey from start to finish.
Feel pampered in First Class.
Your window into new worlds.

17. 2- Emirates Business Class
Arrive inspired.
Taste your way around the world.
Meet the world at 40,000ft.
Your window into new worlds.
Experience a seamless journey from start to
finish.
Enjoy extra comforts on your journey.

18. 3- Emirates Economy Class
Experience a journey in a class of its own.
Taste the flavours of your destination.
Your window into new worlds.
Boredom is grounded for children.

20. 1- Strengths
Strong Backing of Dubai Government.
Advantage of Being Present in Oil Rich Emirate.
Strong Hub in Dubai.
Satisfied Customer and Preferred Airline of
Customers.
Has a strong workforce of over 50,000
employees.
With a tremendous reach covering 72 countries
in 6 continents.

21. 2- Weaknesses
Relying Heavily on International Onward Moving
Traffic.
Intense competition means limited market share
growth and high cost of maintaining bench-mark
standards.

22. 3-Opportunities
Brand New Fleet. Leverage this and also improve
the customer confidence in the airline.
More international destinations which are
popular amongst customers.

23. 4-Threats
Increasing Competition in Middle East
Market.
Increasing fuel costs.
Changing Governments policies and
regulations.

25. 1- Etihad Airways.
2- Qatar Airways.
3- Jet Airways.
4- Air India Express.

26. 1- Etihad Airways
Strengths
1. Strong Backing of Abu Dhabi Government.
2. Advantage of Being Present in Oil Rich Emirate.
3. The airlines has over 5,000 flights per week.
4. Over 55 countries are covered extensively across the world.
5. Good branding and visibility, and it has actively sponsored many
events.
Weaknesses
1. Competition from the LCCs and other competitors means market
share growth is tough.
2. Presence of other airlines on international routes making it
difficult to have significant market share.

27. 2- Qatar Airways
Strengths
1. Strong Backing of Qatar Government.
2. Advantage of Being Present in Oil Rich state.
3. Operates in over 100 international destinations.
4. Has a strong workforce of nearly 20,000 employees.
5. Qatar Airways has a fleet size over 100 aircraft carrier.
Weaknesses
1. Relying Heavily on International Onward Moving Traffic.
2. Very Little Domestic Traffic and limited market share growth.

28. 3- Jet Airways
Strengths
1. Has created a good image among the Indian fliers.
2. Trusted Airline by the Corporate.
3. One of the biggest Indian airline companies with over 13,000
employees.
4. Operations in over 75 Indian cities and over 400 daily flights.
5. Top of the mind brand due to excellent operations and marketing.
6. It also has international destinations in nearly 20 countries.
Weaknesses
1. Competition from the LCCs and other competitors means market
share growth is tough.
2. Presence of other airlines on international routes making it
difficult to have significant market share.

29. 4- Air India Express
Strengths
1. Cheapest tickets.
2. Pre-set snacks on board at no additional cost.
3. Operations from many airports.
4. Crew with knowledge of local languages.
5. In-flight entertainment.
6. Profitable wing of Air India.
Weaknesses
1. Needs polishing of Cabin Crew.
2. Interference from Government.

30. Emirates is attacking its competitors by evoking
the Golden Age of air travel
In Emirates' new ad titled "The Golden Age," the airline
evokes the lost glamour and luxury of flight. In the
commercial, the Dubai-based carrier references the
legendary service of Pan's Jet Clippers of the 1950s and
60s. This is then contrasted with the crowded, impersonal
experience of modern air travel. Finally, the airline argues
that if you're looking for an updated Jet Set experience,
Emirates is the place to be.

31. In the commercial, Emirates takes veiled shots at the
service and product offerings of its western competitors.
For what it's worth, Emirates — along with fellow Middle
Eastern carriers Qatar and Etihad — is embroiled in a
contentious dispute with a coalition of US airlines.
American, Delta, and United Airlines accuse the Gulf trio
of having received more than $42 billion in government
subsidies over the past decade.

32. Emirates has grown by widening its reach and expanding into
six continents to become the fastest growing airline in the
world, based on passengers carried.
That’s quite an impressive feat considering Emirates was only
founded 25 years ago and has become the dominant player in
the Middle East. Based in Dubai, and owned by the
government of Dubai (with backing from Dubai’s royal family),
it has grown by investing heavily into the business. It doesn’t
have the constraints of being a public company answering to a
board of directors.
Emirates, for example, bought 130 aircraft in 2007 and has
doubled in size every four years. Despite all that spending,
Emirates has been profitable for 22 years with growth being at
least by 20% each year

34. “We believe sponsorships are one of the best ways to connect with
our passengers. They allow us to share and support their interests
and to build a closer relationship with them” , So for Example:
 Football
Real Madrid C.F.
Asian Football Confederation (AFC)
Arsenal FC and Emirates Stadium
AC Milan
 Motorsports
Emirates is proud to be a Global Partner of F1, giving the airline a major presence
at Grand Prix events around the world.
 Arts & Culture
Australian Symphonies
San Francisco Symphony
KidZania
Dubai International Film Festival

35. they should increase their finance and try to create new
methods to satisfy the customers and improve the way
they providing their services such as making the seats like
capsules for sleeping in the airport and in the plane,
provide the seats with usb ports to charge your phones and
display media files on the monitor front of you and
watching movies, they can exchange the seats with others
very flexible and comfortable by using seats suitable for
long time sitting ,they also can contract with hotels and
transportations companies to make good programs for the
tourists and this will attract sponsors to this company and
that will increase the finance in this company and will help
them to provide their service very well.

36. Emirates is such as any company in any other field
has advantages and disadvantages but it developed
itself and they work as a group to improve their
service and satisfy the customer and attract the
customers from all over the world.
they have excelled in the field of aviation and the
way they providing their service .
 they are depending on the leadership concept ,
so that it has become a leading company in the field
of aviation .

37. PowerPoint By : Marco Atef