Assignment – Individual Report

What would Emirates Airlines do with 140

A380s in current views on fate of this program?
Emirates had increased its order book of A380 superjumbos to 140 Aircraft
during the Nov 2013 Dubai airshow when many analysts were already talking
about existing fleet ongoing challenges in terms of global network operations and
overall life cycle costs.

This had imposed a big challenge onto Emirates Management to start planning
about effective deployment of those aircraft to its network and wherever possible
the potential profitable routes.

An article produced by The Royal Bank of Scotland earlier on where they only
talk about 90 A380s challenges will be provided to you that will aid your
research into this research. Keeping view of the aforementioned, you are required
to address the following questions:

1. What factors account for the success of Dubai’s aviation sector in terms
of the product of strategic decisions that the government of Dubai and
the aviation sector have taken in the past and as influenced by external
and internal environment (strengths and opportunities)? This will be
done in class as group discussion which will yield preliminary outcomes
that students can use in their individual reports.
2. Is the prime airline segment an attractive place to compete?
Using the information presented in class and other relevant sources use
Michael Porter’s five forces model to analyze the competitive environment
for Emirates and similarly the scale of the threat from other Gulf airlines, to
the rest of the world. The analysis should consist of five parts ( five forces),
which should cover (a) threat of entry, (b) power of suppliers, (c) power of
buyers, (d) threats of substitutes, (e) competitive rivalry. At the end of each
part, a conclusion should be provided. Students are expected to draw the
final conclusion to explain why Emirates will most likely survive and serve
those planned markets.
3. In the middle of those threats and continued lobbying pressures by
European and United States Carriers, how can Emirates continue to
survive and deliver a value and prime service to its customers?
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 Students should be able to identify various aspects about how Emirates can
add value. Then explain how European airlines threatened by Emirates will
keep up the pressure against Emirates in view of international laws and
policies.
What are European Network carriers’ current and future strategies?

On the other hand, within North America continent, U.S & Canada are also
trying to hinder Emirates progress within their region, what you believe that
Emirates must do to ease those pressures and survive this turmoil?

4. Review the fleet and network growth plans available in other relevant
sources. Then discuss how Emirates would develop a sound strategy to
operate those 140 A380s by the year 2024 and achieve the planned
profits whilst sustaining its competitive advantage?

Notes:

Length: 3500 words.

Due time for hand-in: 8 weeks from hand over date.

This report is designed to demonstrate and assess a number of module

learning outcomes, particularly those related to the analysis and application of
information of strategic management and implementation.

While writing the assignment, references to literature, course handouts and

points of theory and principles may add support to the analysis, though
they should be relevant, appropriate and properly cited, and certainly not
made in isolation from case issues.

Where you feel further Strategy information or other data would be

required, state these requirements and briefly relate how the information
might be obtained. Specify any assumptions that you make.

Note: If you have any queries about question focus or any ambiguities in the
brief, you may contact me by e-mail (hisham.salah@emirates.com) or
roderick.t@emirates.com

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