Introduction
Emirates Airways is a company offering air traveling services; whose headquarters are in the Emirates in Britain. This is a global company that offers its services to all parts of the world and has various sub-branches in various parts of the world like Dubai, the United States of America, and the entire European region among others. The Emirates airway is one of the most established air travel companies; having the largest number of flights to various cities across the world (Ackoff 32-67).
The mission and vision of the fly emirates airways
The vision of emirates airways is to succeed in securing positions of dedicated highly motivated staff; who will deliver the best services to its clients with a smile. More importantly, the company is geared toward acquiring the staff that will offer superlative quality services to the company’s clients (Boulding 122-165).
The main mission of emirates airlines is to provide the company’s clients with a refreshing harmonious travel experience; by attentively and warmly attending to them. More precisely; the company strives at offering the best air traveling experiences to its clients to be competitive in the provision of travel services by air (Anderla et.al. 189-199).
Generally, the company’s mission and vision are formulated on the basis that the company has to aim at ensuring the best care is taken to its clients; as the company’s strength lies in taking care of the customers with genuine courtesy and the typical Austrian charm (Ackoff 32-67).
The macro-environment of the Emirates airways
The external environment of Emirates Airways refers to the external factors outside the company, which affect it in terms of its service delivery and its normal activities; geared to achieving its goals and objectives. These factors outside the company; and which affect its performance are incorporated in the PESTEL analysis (Anderla et. al. 189-199).
PESTEL factors include the Political, Economic, Social, Technological, Environmental, and Legal environments; which have significant effects on the performance of Emirates Airways. The political environment refers to the external environmental policies in various regions like Dubai; which affect the performance of the Emirates Airways Company. Various countries in the Arab society may enact policies restricting the entry of other airways companies to the country; leading to restricted movement of Emirates Airways to the various parts of the world where such regulations are enacted. The opening of airways entry to already closed airways entry in a way; also creates more market to the company increasing its returns (Anderla et. al. 189-199).
The economical environment may also affect the performance of the company in various ways. If the economic conditions of the other parts of the world like the Arabs community have greatly affected the performance of the United Arabs Emirates. If the other parts of the world are economically developed, then there would be more customers for the company as many people would be involved in travel from one country to the other; thereby enhancing the good performance of the company (Ackoff 32-67).
The social factors outside the company may affect its performance, based on that they affect the social networks among various people of the world. In this case, the people from various parts of the world are more socially connected; this would enhance the movement of people from one place to another, through which the company will acquire more customers (Anderla et. al. 189-199).
Technological advancement, on the other hand, would affect the performance of Emirates Airways; in that, in the case of global technological advancement, the levels and efficiency of service delivery by the company will improve. On the other hand in the case the level of technology across the world is too high; then the management of the company would be more efficient due to the application of more sophisticated management techniques in the administration of its activities (Anderla et. al 189-199).
The environment on the other hand affects the performances of the company to a great extend. The physical environment like the weather and other atmospheric conditions; will also play a very important role in determining the performance of the Emirates Airways Company. In the case the atmospheric conditions are adversely restricting the movement of planes from one region to another; then the performance of the company would below as a result of the restricted movement of its planes from one country to another; which directly translates to its customer service provision (Ackoff 32-67).
Legal factors also have a crucial impact on the performance of the Emirates Airways Company. These are the legal conditions prevailing and governing the functions of airway services across the world (Andela et. al. 189-199).
Application of the 5-Rival Forces Model to the Arab United emirates
The Emirates airways company participates in the airline industry; within which it encounters various frontiers in its functions. Emirates Airways is one of the airways service companies which is highly reputable in the airline industry. In this perspective, therefore, Emirates airways offer personal travel agencies and the best value packages to its clients; leading to the company taking a lead in the offering of frontier travels (Anderla et. al. 189-199).
The Emirates Airways Company is very strong in the various 5- Rival Forces Model, which makes the company very competitive in its services. Firstly, the company has a low threat to the entry of new competitors. The company has a massive capital investment in the industry which makes it command a large proportion of the market in the airline industry (Ackoff 32-67).
The intensity of competitive rivalry on the other hand has been well addressed by the company. In this regard the company is intensively capable of competing with its competitors, making it not lose its reputation within the market. This is due to its efficient company’s management staff; who constantly work at making the firm attain a high competitive degree (Andela et al.189-199).
The bargaining power of its customers is also well addressed in the Emirates Airways Company, where the company allows for the lowest travel rates to its customers at highly affordable rates. In this respect, the customers are allowed to bargain for the travel rates which help in the maintenance of the company’s clients (Ackoff 32-67).
The bargaining power of the company’s suppliers is also another factor which the Emirates Airways Company has achieved; in the effort geared to maintain the supply of its inputs enhancing the prosperity of the company. Examples of such inputs include planes, fuel for the planes, and other requirements that enhance the efficient running of the company (Boulding 122-165).
More so the threat of substitute products or services in the industry has been a factor that the company has put into consideration. The company has sufficiently improved its services to counter any substitute for traveling services by the industry. This has been done through the application of more sophisticated modes in carrying out its services (Ackoff 32-67).
SWOT analysis of the internal and external environment of the Emirates Airways Company
The company has various strengths that make it very competitive within the airline industry. Firstly, the company has rich capital resources which enhance its efficiency in the process of carrying out its services. The company’s rich economical conditions make it very competitive in the industry, further enhancing its prosperity. The company also has a very efficient managing staff that treats the company’s clients with high esteem and courtesy; which makes it retain its clients for a long (Anderla et al 189-199).
The company also has various weaknesses which to an extent makes it experience difficulties towards the achievement of its goals and objectives. One of the main weaknesses that the company experience is the lack of enough market promoters for its services; which leads to a limitation on its coverage to many parts of the world. The company also has other various weaknesses that affect its performance in offering its services (Ackoff 32-67).
The company has also various opportunities that enhance its prosperity in offering its services to its clients. The main opportunity that the company has is that most of its competitors are not well established, and have insufficient capital funds as compared to the Emirates Company. This allows the company to thrive and be competitive enough; in the industry enhancing its prosperity (Anderla et al. 189-199).
Lastly, the Emirates airways company is faced with various threats that seem to limit its prosperity in the long run. The main threat that the company faces is the increasing levels of technology in communication and transport; such that many people are not involved in travel and movements from one place to another as information can be electronically transmitted. As a result, this leads to few people moving from one country to another; leading to reduced markets for the company’s services (Ackoff 32-67).
The value obtained within the value chain of Emirates Airways
The Emirates Airways value chain consists of various factors for consideration, which seem to affect the performance of the company in the airline industry. First, the Qatar analysis is of crucial importance as this would involve the various options; through which the application of several concrete frameworks likes the stakeholders and the sources of various inputs. This is the case as these are the tools that the company uses and its value chain strategies; towards improving the efficiency of the company in the provision of its services (Anderla et al. 189-199).
More so, an analysis in the airline industry is of crucial importance to determine an analysis on the core competencies of the company, and the several factors that would enhance the success of the Emirates Airways Company. This would most appropriately be done in the SWOT analysis where the company’s strengths, weaknesses, opportunities, and threats are technically analyzed. The company in this case has developed a well-organized plan of evaluating the company’s performance relative to the other airways in the industry to come up with the most effective fight back response; towards commanding a larger proportion in the market (Anderla et al. 189-199).
The marketing plan for the Emirates Airways Company has greatly been improved as the company has experienced a comparative advantage, from the high level of tourism within the regions of its operation leading to the company having a rich marketing base for its services. The strategic marketing focus has also been made by the company to retain its reputation; despite the many companies entering the industry. This is a long-term plan for the Emirates Company, which will ensure that it successfully competes within the market (Anderla et al. 189-199).
The company’s important foreign makers in the USA market are still doing great to the company; by offering it with cheap and very effective planes which are fuel-efficient and highly sophisticated to attract and retain the company’s clients. This good link between Emirates Airways and America has helped the company a great deal because of its many clients in international trade. Further, the strategic position of the company’s headquarters at Washington DC in America; has created a ready market for the services that the company offers to its clients in the airline industry (Anderla et al. 189-199).
There are various values obtained within the value chain of emirates Airways; in which the company has a well-developed chain of distribution for its services. One of the main values that the company accrues from the supply chain includes the well-established system of acquiring and maintaining its clients; especially those using the Emirates Airways services regularly. The following thus are the suggested generic strategies for action.
- The company should devise other unions in the industry that would further its prosperity in the long-run
- The company should try to establish ways of managing its supply chain so as enhance efficiency in the company.
Conclusion
The Emirates Airways Company being one of the largest airways companies faces the challenge of the global coordination of its services; in which it requires to apply modern technology in administering its services. This would greatly lead to the improvement of its performance; which directly affects the success of the company.
Works cited
Ackoff, Rodgers. “Redesigning the Future: A Systems Approach to Societal Problems.” New York: John Wiley & Sons, Inc. (1974): 32-67.
Anderla, Gregory. & Forge, Son. “Chaotics: An Agenda for Business and Society in The 21st Century”. Westport: Praeger Publishing. (1997): 189-199.
Boulding, Kritz. “The Meaning of the 20th Century”. New York: Prentice-Hall. (1964): 122-165.