1.

How has Emirates been able to build a strong brand in the competitive airline industry
worldwide?
a. Point of view of article:

The ambition of Emirates not only spreading in Arab market but also aiming in make Emirates becomes
an Arab airline openrating internationally. Besides Emirates has difference strategy in approaching to
cusmers.
Etihad Airways (hình ảnh)

Gulf Air (hình ảnh)

(the open skies policy) airports increases, the number of foreign tourists arriving to the country increases,
and the freight flow increases for their airline (Gulf Air).
Emirates investing in the largest airplanes Airbus (A380) and Boeing (777). In addion, the company is a
major shareholder in luxury five-star hotels.
It has invested in the program called “Tailored Arrivals” which allows the air traffic control touplink to
air craft new route by determining the speed and flight profile from the air onto runway.
a. Others programs:
Over the years, Emirates has consistently achieved value for its customers by providing products and
services that are customized and optimized for each locality and geographic region.
The ICE system (Inboard Information, Communication, and Entertainment) (hình ảnh)

The Skywards frequent flyer program is also an important factor in helping Emirates build lasting
customer relationships.

Dubai Connect (hình ảnh)

the Chauffeur-drive service (hình ảnh)

Emirates slogan “Fly Emirates. Hello Tomorrow” (hình ảnh)

So Scott Goodson, CEO of StrawberryFrog explains: "The company's customer studies show that airline
passengers are often more interested in making new friends and acquaintances, not just servces.”
1. What are some of the apparent weaknesses with the company's strategic direction? How
can the airlines address them?
Emirates has explosively erected its brand in the airline assiduity and strategically deposited itself,
but they warrant consideration for its challengers in determining its unborn directions.
There are some deficient in the company’s directions:
- Overlooking the fault of marketing strategies, and being foolhardy about their position in the
aeronautics assiduity.
- Absence of a transnational alliance as they aren't the art of any alliance.
- Ignoring the competition they ignore their challengers like Singapore Airlines, Qatar Airways,
Gulf Air, Air France, Etihad Airways, etc.
- They don't look into the pros and cons of their challengers
- They only target the elite class people as their guests
Solutions to the above-addressed issues:

- Improving inflight service meanwhile taking cognizance of completion immolations.

- The flight routes need to be extended.
- They need to develop their products like developing private suits.
- Incorporating budget airlines.
- By displacing and aggressively evolving new strategies as per the target request response.
- They can roll out packages for non-premium-class trippers
- Though Emirates has a strong brand position, if they want to keep it for the long run, they need to
do some changes mentioned over in its strategic direction.
(Khúc này có đc tấm hình nào thì chèn vô)
2. With the decline of fuel prices globally, airline companies continue to reap the benefits.
What impact will this have on Emirates' business strategy in the future?
- Declining fuel prices (hình ảnh)

- In the case of Emirates, as one of the world's largest airlines, a decline in fuel prices can lead to
minimizing operating costs, increased profitability, and potentially open up opportunities for the
airline to invest in expanding its global reach, adding new routes, and improving its existing services.
- To maintain their competitive advantage, Emirates may need to consider adjusting their business
strategy

- Emirates' business strategy may need to be adaptable to the changing market conditions.
- Despite the profit and low operating costs, the lower fuel price can lead to risked slower growth
in the coming years
- While a decline in fuel prices can be beneficial to Emirates, the airline's overall business strategy
is likely to be shaped by a range of factors beyond just fuel costs.