Assignment – Individual Report (70%) of Module Marks


How well would Emirates do with 142 A380s in its business model?


Emirates had increased its order book of A380 aircraft to 140 during Nov 2013 Dubai airshow when many analysts were already concerned with existing fleet ongoing challenges in terms of global network operations and overall life cycle costs. This had imposed a big challenge onto Emirates’ Management to start planning about effective deployment of those aircraft to its network and possible potential profitable routes.  Emirates is about to take delivery of its 100th A380 in Nov 2017.


An article by The Royal Bank of Scotland talk about “90 A380s challenges” will be provided to you that will aid your research. Keeping view of the aforementioned, you are required to address the following questions:


  1. What factors account for the success of Dubai’s aviation sector in terms of the product of strategic decisions that the government of Dubai and the aviation sector have taken in the past and as influenced by external and internal environment (strengths and opportunities)?


  1. Is the prime airline segment an attractive place to compete? Using the information presented in class and other relevant sources use Michael Porter’s five forces model to analyze the competitive environment for Emirates and similarly the scale of the threat from other Gulf airlines, to the rest of the world. The analysis should consist of five parts (five forces), which should cover (a) threat of entry, (b) power of suppliers, (c) power of buyers, (d) threats of substitutes, (e) competitive rivalry.


At the end of each part, a conclusion should be provided. Students are expected to draw the final conclusion to explain why Emirates will most likely survive and serve those planned markets.


  1. In the middle of those threats and continued lobbying pressures by European and United States Carriers, how can Emirates continue to survive and deliver a value and prime service to its customers?


Students should be able to identify various aspects about how Emirates can add value. Then explain how European airlines threatened by Emirates will keep up the pressure against Emirates in view of international laws and policies. What are European Network carriers’ current and future strategies?


Within North America, US and Canada are also trying to hinder Emirates progress within their region, what you believe that Emirates must do to ease those pressures and survive this turmoil?


  1. Review the fleet and network growth plans available in other relevant sources. Then discuss how Emirates would develop a sound strategy to operate those 142 A380s by the year 2024 and achieve the planned profits whilst sustaining its competitive advantage?


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