Emirates Airline

Emirates Airline

Without a doubt airline industries have been through many troubling times. The economic hardships inflicted upon them in the last couple of years by 9/11, the war on Iraq, SARS, and escalating fuel prices etc. Considering so many hardships Emirates Airline is one of those Airlines that could successfully maintain its competitive advantage from the very beginning to till now. If we think about comfort, better service and price there is no other Airline that can beat Emirates.

Competitive Advantage of Emirates Airline

Unique Business Model:

The Emirates Airline operates a very unique business model that is characterized by flexibility. This has enabled the company to deliver innovative products that are relatively affordable and unique to the market. Emirates Airline prides itself to the leader of the world's most innovative long haul flights. The flexibility has enabled its management to device ways of tackling the global economic crisis. The company has successfully been able to go past the global crisis without much of a hitch.

Long Haul Flights:

The firm's business model supports long haul flights and the firm aims at connecting two points of the globe via its twenty four hours Dubai terminal. The business model does not support the expensive short haul which often drains most airlines' revenues. Long haul flights are relatively cheaper due to the fewer stopovers that the aircraft makes on its destination.

Moreover, the long haul flights have been low cost and profitable to the company. Frequency of long haul flights has made Emirates Airline to become more profitable thus the airline has not seen the need to increase its air fares. Pricing in any given firm spells the competitive advantage of that particular firm, meaning that Emirates Airline's success is derived from its low cost long and short haul flights.

Pricing Strategy:

Emirates Airline has an effective pricing strategy that ensures that passengers pay relatively cheap air fares while enjoying their flights. This has been the main competitive advantage that the airline company has enjoyed over the years. This has given the passengers a cost effective advantage and thus the reason why they prefer flying with Emirates Airline.

Deal with Several Major Oil Companies:

The decline in oil deposits and unstable oil prices has made Emirates Airline to develop strategies that would effectively deal with the issue of an unstable jet fuel prices. The airline has entered into a deal with several major oil companies to supply jet fuel to them at a specific price that will remain undeterred or unchanged no matter what the future markets may present. Strategic fuel partnership has ensured that Emirates Airline maintains its profitability amidst a dynamic oil market, thus staying ahead of competition.

Effective Management Team:

Management team of Emirates is robust and dynamic. It includes Sheikh Ahmed bin Saeed as chairman and chief executive. Tim Clark is the president. Grey Chapman is the president of group service. Abdulaziz Al Ali is the executive vice president of human resource. Adel Ahmed AL Redha is the executive vice president and chief operations officer. They all are proven in their field and working to build a travel and tourism empire at such staggering speed.
The airline also enjoys a large pool of advisors and creative managers who often act for the best interest of the airline. The highly creative managers also help to design and develop competitive products that often compete effectively with that of the competitors.

Incorporating Latest Technology:

Emirates Airline has incorporated the latest technology in booking flights which has enabled the customers to be served better. Customer satisfaction has risen due to the incorporation of the online booking and increased communication with the customers prior to taking up their flights. Many customers have been able to move from other carriers such as Singapore Airlines to the renowned Emirates Airline.

Premium Services:

The airlines have also been fitted with top-of-the-range flat screens to give the passengers an exotic feel whilst flying aboard the Emirates Airline. Technology has been given a head start in all the aircrafts operated by Emirates Airline. Passengers appreciate and are willing to fly with Emirates Airline since they will enjoy the exotic experience while aboard the Emirates Airline.

Fleet of Aircrafts:

Emirates mainly operates a wide-bodied fleet consisting of Airbus A330/A340, Airbus A380 and Boeing 777 passenger aircraft, as well as Boeing 747-400 and Boeing 777F freighters operated by Emirates SkyCargo. The only narrow body aircraft is an Airbus A319CJ which is operating for the recently launched Emirates Executive charters.

The fleet consists of 206 passenger aircrafts, 12 cargo freighters and 1 executive jet as of March 2014, with a further 375 aircraft on order. In keeping with its policy of maintaining a young fleet, which stood at an average of 6.3 years as of March 2014, the airline renews its fleet frequently.

No Accident History:

In the recent past, there has been no accident reported involving the Emirates Airline. This safety flight records restore the passenger confidence thus enabling the passengers to prefer to fly with Emirates Airline at all times.

Efficiency Engines:

Furthermore, the efficiency engines installed in every aircraft operated by Emirates Airline ensures that less carbon is emitted to the environment, making its flights environmental friendly. Shaw reveals that the aircrafts operated by Emirates Airline can fly for 100 kilometers on 4 liters, making it an incredible fuel saver.

Reference:

• http://en.wikipedia.org/wiki/Emirates_business_model
• http://www.ukessays.com/essays/marketing/a-strategic-study-of-emirates-airlines-marketing-essay.php
• http://www.scribd.com/doc/57017999/Strategic-Analysis-on-Emirate-Airlines
• http://www.academia.edu/5494792/Emirates_Strategy
• http://www.euromonitor.com/emirates-airlines-in-travel-and-tourism/report