Sample Answer
Strategic Analysis of Emirates Airlines and British Airways
Introduction
The airline industry is one of the most competitive and dynamic sectors in the global economy. Airlines must constantly respond to economic uncertainty, technological developments, environmental pressures, customer expectations, and international competition. This report critically analyses two major international airlines, Emirates and British Airways, from the perspective of a business consultant. The discussion evaluates the companies’ backgrounds, strategies, leadership approaches, organisational structures, and internal and external business environments. The report also examines strategic management issues and provides recommendations regarding the future direction of both organisations.
Background of the Companies
Emirates Airlines
Defining the Company
Emirates is an international airline headquartered in Dubai, United Arab Emirates. It operates under The Emirates Group and is owned by the government of Dubai through the Investment Corporation of Dubai. Emirates is recognised globally for luxury travel services, long-haul connectivity, and premium customer experience.
Background
The airline was founded in 1985 with only two aircraft. Since then, Emirates has grown into one of the world’s largest international airlines, serving destinations across six continents. The company benefited significantly from Dubai’s strategic geographic location between Europe, Asia, and Africa.
Growth Strategy
Emirates pursued an aggressive expansion strategy focused on international routes and large-capacity aircraft such as the Airbus A380 and Boeing 777. The airline positioned Dubai as a global aviation hub, attracting transit passengers worldwide.
Brands
The Emirates brand is strongly associated with luxury, innovation, and premium customer service. Sponsorship agreements with global sporting organisations and football clubs strengthened international brand visibility.
Main Areas of Expertise
Emirates specialises in long-haul international passenger transport, premium-class travel, cargo logistics, and aviation innovation.
Current Position in the Market
Emirates remains one of the strongest global airlines despite challenges caused by the COVID-19 pandemic. It maintains a strong reputation for quality service and international connectivity.
British Airways
Defining the Company
British Airways is the national airline of the United Kingdom and part of the International Airlines Group (IAG). The airline operates both domestic and international routes.
Background
British Airways was officially formed in 1974 through the merger of several British airlines. Historically, the airline benefited from its strong position within European and transatlantic markets.
Growth Strategy
British Airways focused on strategic alliances, partnerships, and route optimisation. Membership within the Oneworld Alliance expanded global connectivity and operational efficiency.
Brands
The airline brand represents British heritage, reliability, and premium business travel services.
Main Areas of Expertise
British Airways specialises in international passenger transport, particularly transatlantic routes, corporate travel, and airport hub operations through London Heathrow.
Current Position in the Market
Although British Airways remains one of Europe’s leading airlines, the organisation has faced criticism relating to customer service standards, operational disruptions, and labour disputes.
Strategy Statements
Emirates Airlines
Vision and Mission
Emirates aims to connect the world through high-quality air travel while promoting Dubai as a leading global transport hub.
Objectives and Scope
The company focuses on international expansion, premium customer experience, sustainability initiatives, and operational efficiency.
British Airways
Vision and Mission
British Airways seeks to provide safe, reliable, and customer-focused air travel while maintaining its position as a leading global airline.
Objectives and Scope
The airline aims to strengthen profitability, improve customer satisfaction, modernise operations, and increase sustainability performance.
