Assignment

Case: Emirates Airlines

Description: Emirates Airlines was founded in 1985 in Dubai. By 2013 it was among the three largest commercial airlines in the world. Emirates capitalized on its location-a small city-state strategically located to reach ¾ of the world population in a flight of less than eight hours-to build a fast-growing and profitable hub-based business model. 

Assignment: Please read the Emirates case. Next, draw upon Ch 1-3 (External Environment, Internal Environment) to discuss the following issue:

Will Emirates' strategy will be sustainable as it faces technical and political challenges? How can it compete with numerous new players who join Global partnerships like Star Alliance or One World?

Strategic Issue: Can Emirates successfully compete against global airline networks?

 

Hints:

1) Follow the Case discussion and write-up guidelines on iLearn.

2) Perform a 5-forces analysis of the airline industry. Is it an attractive or unattractive industry?

3) Describe some resources and capabilities within Emirates. Has Emirates developed a sustainable competitive advantage?

 

 

Case Roles

Case Protagonist:  You are managers at Emirates airlines. Please take on the perspective of Emirates airlines when answering the above questions.

 

Counter:  You are managers at a competing network airline (e.g. Star Alliance -- United Airlines). Please take on the perspective of the airline competitor when answering the above questions. (You can still analyze and report on Emirates' situation - but in the competitor role.)