THE EMIRATES

ARRANGED BY: GROUP

Afifah Nur Mayliana Rachmi
MANAGEMENT STRATEGIC
(20180410403)
STUDY CASE
Dewi Riasari Martaningsih
(20180410393)
 Your Picture Here

OVERVIEW
 Emirates is the international aviation holding
company
 Largest airline in the Middle East

 Based in Dubai, United Arab Emirates (UAE)

 Has more than 67,000 employees
 Annual revenues of more than 73.1 billion
Dirham

 Operating at 20 airports
 Flies to more than 130 destinations in 70 countries
 Using a fleet of more than 170 aircraft (230
aircraft on order)
 HISTORY
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Sheikh Ahmed bin Airbus A300 B4 and Dubai to Pakistan Founded in 1985
(35 Years Ago)
Saeed Al Maktoum a Boeing 737 (FIRST FLIGHT)

(FOUNDER) (Emirates' first aircraft )

 MISSION

“To Become One of The

Top Lifestyle Brands in The
World.”
 SLOGAN

“Fly Emirates. Keep

Discovering”
“Fly Emirates. Fly Better”
 01
LUXURY
BRANDS

02
03
Picked up by a
private driver to
the airport and
then wait in the Mini-bar, vanity
table, mirror,
04
first class
waiting room. wardrobe, TV
(more than
1,400 05
channels),
Convert the seat
sliding door for
to a fully flat bed
extra privacy,
with mattress. To
Internet
complement the
Free food and
bed, pajamas,
drink options,
slippers, and
including caviar,
toiletries with
lobster, duck.
Bulgari lotions
Prepared by the
are provided. Marble designs
world's best
chef Provide shower.
ORGANIZATIONAL
STRUCTURE

No women are among the

company’s top management
Emirates operates from a
team, which comes as no
divisional-by-product surprise given Middle Eastern
organizational design
culture
 SWOT analysis

Strength Weaknesses

Good Customer Service Cater to high-class traveler

Excellent advertising Intense competition and seems to be a high cost
Good Reach of maintaining bench-mark standards
Strong brand equity Difficult to occupy the US market
The focus in diversified market

Opportunities Threats
No women are among the
Increase in the number of fleets
Emirates operates from a
Increase in fuel cost company’s top management
Increase in the number of International team, which comes as no
Government Policies and Regulations
divisional-by-product
Destinations design
organizational Increasing Competitionsurprise given Middle Eastern
Joint Ventures culture
 01
LUXURY
02
HOW MUCH THAT YOU
03
SHOULD PAY FOR THE
Picked up by a
private driver to FIRST CLASS FLIGHT
the airport and
then wait in the TICKET
Mini-bar, vanity
table, mirror,
04
IN EMIRATES?
first class
waiting room. wardrobe, TV
(more than
1,400 05
channels),
Convert the seat
sliding door for
to a fully flat bed
extra privacy,
Internet
with mattress. To
complement the
$ 16.000
Free food and
bed, pajamas,
slippers, and
drink options,
including caviar,
Rp. 226,066,400
toiletries with
lobster, duck.
Bulgari lotions
Prepared by the
are provided. Marble designs
world's best
chef Provide shower.
 FINANCIAL
Add Text  Emirates’ fiscal year ends on March 31st,
Simple
PowerPoint  All financial statements are prepared in
Presentation
accordance with the International Financial
Reporting Standards (IFRS) and are
reviewed by an unaffiliated institution as
any publicly traded company would be
subject to.

 Emirates reported a profit for the 25th

consecutive year in fiscal year 2013 with
revenues up 17.4 percent from the
previous year
 FINANCIAL
Geographical Revenue in Percents

Add Text

Simple
PowerPoint
Presentation

Geographic Breakdown of Emirates revenues (in millionof AED)

 COMPETITIONS
Factors impacting the airline industry include global unrest, volatility of fuel prices, mergers and acquisitions,
strategic alliances, video conferencing, and entry of discount airlines such as Ryanair.

More than 100 different airlines Founded in 2008.

Founded in 1947.
Currently has 101 aircraft.
Operates the Airbus 380 and
the Boeing 777 (like emirates)
Operates 20 subsidiaries.
provide service to Dubai Supported by Emirates but not
International Airport part of Emirates.
– With the support of the Dubai
which is projected to become government.
the world’s busiest airport by Operates 28 aircraft and 800
2016. flights per week

Member of the Oneworld

Headquartered in Atlanta.
Alliance.
Starting in 1945 Delta is a major U.S. airline.
The largest carrier based on
Cities served in Syria, Cyprus, Member of the Sky Team
fleet size
Egypt, Saudi Arabia Alliance.
in the United Kingdom.
Operated 19 aircraft Operating more than 5,000
Operates more than 250
flights a day
aircraft.
Place Your Picture Here And Send To Back

STRATEGIC ALLIANCES
Started forming strategic alliances in the
1990s to better compete with rival firms.
The benefits of alliances are more efficient marketing and advertising exposure and frequent-
flier programs, which attempt to hook passengers on to one particular airline for all their flying
needs.

Three of the largest alliances in the world are SkyTeam, Star Alliance,
and Oneworld..

1. Alliance with Quantas

Emirates is not a member of any airline alliance, whereas Quantas is a member

of Oneworld.

In January 2013, Emirates and Quantas, two rival firms, formally entered into a
partnership allowing Quantas Airbus 380 customers to depart from Concourse
A at Dubai Airport, the world’s only concourse designed for the Airbus 380.

Quantas CEO Alan Joyce believes the partnership is a first of its kind and
different from traditional alliances.
DUBAI BUSINESS CULTURE
To be successful in business in Dubai,
their culture and religion must be
respected and rules must be followed.
For example:

1. Women in Dubai should dress conservatively.

2. appeallcohol should never be consumed on the street,
and it should be taken home only if one has a license
to purchase it.
3. Singles of the opposite sex may not live together in
Dubai.
4. Gay marriages and relationships are not accepted in
Dubai.
5. If an unmarried woman becomes pregnant, then she
must leave the country immediately.
6. Do not cross your legs in front of someone of higher
authority because it is seen as disrespectful;
In Dubai, the workday starts at 8 a.m. until 1 p.m., but
employees return at 7 p.m. to work more.

During the Muslim Festival Ramadan, working

hours in offices become shorter by two hours.

In Arab cultures, clothes should be worn on all

body parts including limbs. On Friday,

Muslims pray and rest, so business should

not be conducted on that day. During the
month of Ramadan, Muslims avoid eating,
smoking. and drinking during daylight.
 • The Emirates Airline Foundation is a non-profit
Corporate charity organization which aims to improve the
quality of life for children, regardless of
Social geographical, political, or religious boundaries, and
to help them maintain or improve their human

Responsibility dignity.
• Focusing particularly on children trapped in
extreme poverty, the foundation, made up of
volunteer employees and friends of the
Emirates Group, strives to reduce illness and
childhood mortality rates.

• dnata4good is an employee driven initiative

that aims to provide accessible education,
humanitarian assistance in crisis situations and
preserve our wildlife and nature. We recognize
the criticality of sustainable development and
we want to ensure we do what we can to
provide a sustainable future for generations to
come.
 Corporate
Social
Responsibility
Thank you!