Weakness

SWOT Analysis

Anna Samsonenko
FITL 4-3a
Opportunities Threats
 STRENGTH

1)Emirates currently has innovative, modern, and customer-oriented provider of high-quality air travel services. The airline flies
more than 150 cities and flies to destinations in six continents with constant pursuit of further expansion.
2)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.
3)Huge Workforce – Emirates has a strong workforce of about 95,000 employees. This will help the airline to function better.
4)The Skywards Program, the airlines’ frequent traveler loyalty program, also plays a key role in helping Emirates build strong
customer relationships.
5)Excellent Advertising – Emirates has excellent advertising and branding for the airline. It is done through print, online ads, TV, etc.
6)Excellent Service – Emirates airlines has shined in customer service, inflight entertainment, exclusive lounges, etc.
7)Size – Emirates airline has a great advantage of having a big size aircraft. This is a huge strength as it can accommodate maximum
passengers.
8)The company has an all-in-one communication device that meets customers' needs for internet, email or just a landline call while
on an aircraft, as well as exclusive lounges for its customers.
9)Emirates employ people from every continent in the world. The workforce consists of over 160 nationalities. This diversity coupled
with superb talent makes the airline a global organisation.
10)Dubai Connect is an incentive for premium passengers, offering free accommodation in luxury hotels, including meals, ground
transportation and visa costs in Dubai.
11)Emirates creates brand “tribes”—large groups of highly engaged users—with the help of social media platforms such as
Facebook, Twitter, Instagram, YouTube, and Pinterest.
12)the main Emirates Facebook page has more than 6.5 million likes. The Emirates Twitter page adds another 822,000; the Emirates
Instagram page has 1.9 million subscribers, making it the largest in the industry; and the company’s LinkedIn page has 667,000
followers
13)According to the report of "Brand Finance Global 500" for 2016, Emirates has become the most valuable aviation brand in the
world, the value of which is estimated at 7.7 billion dollars.
 WEAKNESS

1)Dependence on International Traffic – The Emirates airlines depends heavily on

International Onward Moving Traffic.
2)Intense Competition – There seems to be intense competition and limited
market share growth for the airline. There seems to be a high cost of maintaining
bench-mark standards.
3)Cater to High-class traveler – Emirates airline does not seem to cater to the
middle class and budget traveler. This is, in fact, yet another weakness as the
target customers become less.
 OPPORTUNITIES

1)Increase in the number of fleets – Emirates can introduce new fleets and can also
be used to improve customer confidence. This will also enable them to provide
more service to the customer.
2)Increase in the number of International Destinations – Emirates can increase in
international destinations. This will help them with more opportunity and to become
popular among the customer.
3)Joint Ventures – Having many joint ventures and partnerships with many
international players can give more opportunity for the airline company. This will
help them to increase their revenue.
 TREATS

1)Increasing Competition – Airline industries are increasing in the Middle East

market and Emirates face strong competition in the industry. This is a serious
threat to Emirates since Emirates as such cater to high-class traveler thereby
giving a chance for them to decrease the visibility.
2)Increase in fuel cost – When there is an increase in fuel cost, it impacts the
airline margins. Hence, fluctuating fuel cost is also a threat to the Emirates.
3)Government Policies and Regulations – Changes in government policies and
regulations can also impact the airline company.