Q1.

How has emirates been able to build a strong brand in the competitive airline industry
worldwide?

Ans. It is the largest airline in the Middle East, operating over 3,300 weekly flights to more than 148
cities in 78 countries across six continents from its Dubai International Airport hub. Also, in terms of
sales, the seventh largest airline in the world, and the largest airline in the Middle East in terms of
revenue, fleet size, and passengers transported. Emirates reported revenues of around AED 89 billion
($24.2 billion) in the 2014-15 financial year, reflecting an increase of approximately 7.5 percent over the
AED 83 billion revenues of the previous year. Over the same period, passenger numbers also rose from
44.5 million to 49.2 million, reflecting a rise of about 11 percent. The passenger seat factor increased by
0.2% to 79.6%. "tailored arrivals". This facilitates the uplink of air traffic control to the aircraft path. First,
the velocity and flight profile are determined from the air to the runway, allowing the crew to embrace
and fly a continuous descent profile, saving fuel and emissions.

Q2. What are some of the apparent weaknesses with the company’s strategic direction? How can the
airline address them?

Ans. While Emirates has strongly developed and strategically placed their brand in the airline industry,
they do not take their competitors into account when deciding their future course. They have a
challenge of competition in their regional market from companies such as Etihad Airways and Gulf Air,
both partly owned by the government of Abu Dhabi, as they portray themselves as a global corporation.
Going primarily to increase their fleets would not guarantee the growth of the company in the future. In
the first couple of years of service, having a young fleet of aircraft can be advantageous. However, the
expense of servicing them would also rise and place a burden on their operating costs as the aircraft
ages. In order to protect the market as best as they can.

Any other drawbacks are that the organization is overly optimistic in the aviation industry in its position.
Second, they just threaten customers of the elite class and, ultimately, they are not part of any coalition.
In order to provide them with state-of-the-art aircraft and high performance, Emirates may consider
acquiring strategic companies such as Boeing, Airbus, etc. For low-cost airlines, they may also invest in a
low-cost airline, so they can operate on medium and low populations.