Strategic Management Emirates Airline Emily Hooker
Emirates Airlines Case Write Up
Emily Hooker
MGMT 4690
February 25, 2015
Contents
I. Core Issues / Problem Statement……………………………………………………………………………………………………………….3
II. SWOT…………………………………………………………………………………………………………………………………………………………3
a. Strengths……………………………………………………………………………………………………………………………………..3
b. Weakness…………………………………………………………………………………………………………………………………….4
c. Opportunities………………………………………………………………………………………………………………………………4
d. Threats…………………………………………………………………………………………………………………………………………4
III. Product / Market Positioning……………………………………………………………………………………………………………………..5
a. Market Share……………………………………………………………………………………………………………………………….5
b. Best Product………………………………………………………………………………………………………………………………..5
c. Growth Opportunity…………………………………………………………………………………………………………………….6
IV. Alternatives……………………………………………………………………………………………………………………………………………….6
a. Growth………………………………………………………………………………………………………………………………………..6
b. Status Quo……………………………………………………………………………………………………………………………………7
V. Recommendation………………………………………………………………………………………………………………………………………7
VI. Phase 1 – Now…………………………………………………………………………………………………………………………………………..7
VII. Phase 2 - 1-3 yrs…………………………………………………………………………………………………………………………………………8
VIII. Phase 3 - 3+ yrs………………………………………………………………………………………………………………………………………….8
IX. Appendix E - Growth Related Strategy……………………………………………………………………………………………………….9
a. Current Competitive Environment……………………………………………………………………………………………….9
b. Future Growth Strategies……………………………………………………………………………………………………………..9
X. Appendix G - Product / Market Matrix……………………………………………………………………………………………………..10
XI. Appendix H - BCG Growth Share Matrix……………………………………………………………………………………………………11
XII. Appendix I - GE 9-Cell Matrix……………………………………………………………………………………………………………………12
XIII. Bibliography…………………………………………………………………………………………………………………………………………….13
Core Issues / Problem Statement
Emirates Airlines has grown exponentially in just 25 years. They have gone from being a two plane regional airline, to the third
Emily Hooker
MGMT 4690
February 25, 2015
Contents
I. Core Issues / Problem Statement……………………………………………………………………………………………………………….3
II. SWOT…………………………………………………………………………………………………………………………………………………………3
a. Strengths……………………………………………………………………………………………………………………………………..3
b. Weakness…………………………………………………………………………………………………………………………………….4
c. Opportunities………………………………………………………………………………………………………………………………4
d. Threats…………………………………………………………………………………………………………………………………………4
III. Product / Market Positioning……………………………………………………………………………………………………………………..5
a. Market Share……………………………………………………………………………………………………………………………….5
b. Best Product………………………………………………………………………………………………………………………………..5
c. Growth Opportunity…………………………………………………………………………………………………………………….6
IV. Alternatives……………………………………………………………………………………………………………………………………………….6
a. Growth………………………………………………………………………………………………………………………………………..6
b. Status Quo……………………………………………………………………………………………………………………………………7
V. Recommendation………………………………………………………………………………………………………………………………………7
VI. Phase 1 – Now…………………………………………………………………………………………………………………………………………..7
VII. Phase 2 - 1-3 yrs…………………………………………………………………………………………………………………………………………8
VIII. Phase 3 - 3+ yrs………………………………………………………………………………………………………………………………………….8
IX. Appendix E - Growth Related Strategy……………………………………………………………………………………………………….9
a. Current Competitive Environment……………………………………………………………………………………………….9
b. Future Growth Strategies……………………………………………………………………………………………………………..9
X. Appendix G - Product / Market Matrix……………………………………………………………………………………………………..10
XI. Appendix H - BCG Growth Share Matrix……………………………………………………………………………………………………11
XII. Appendix I - GE 9-Cell Matrix……………………………………………………………………………………………………………………12
XIII. Bibliography…………………………………………………………………………………………………………………………………………….13
Core Issues / Problem Statement
Emirates Airlines has grown exponentially in just 25 years. They have gone from being a two plane regional airline, to the third
Bibliography: Emirates Airlines. (2014). Retrieved from About Emirates: www.emirates.com Emirates Airlines: Connecting the Unconnected, 9-714-432 (January 29, 2014).