SWOT analysis on Emirates Airlines

emiratesBusiness News Daily describes a SWOT analysis as “a method of identifying opposition for a new venture or strategy. Short for Strengths, Weaknesses, Opportunities and Threats, this allows professionals to identify all of the positive and negative elements that may affect any new proposed actions.”


MBASkool.com performed a SWOT analysis on Emirates, and some of their strengths include:

  • Strong Dubai government support
  • Has over 50,000 employees
  • Is present in 72 countries across 6 continents

There is also a user-generated SWOT analysis on WikiSwot which provides further insight into their strengths, including:

  • Effective communication with the public
  • Effective reputation management and branding
  • Emirates is a sponsor of numerous festivals and sporting events
  • Emirates claims to be environmentally friendly compared to their competitors due to low emissions


MBASkool.com’s SWOT analysis found that Emirates has weaknesses including:

  • Due to an increase in competition, market share growth is limited and bench-mark standards are becoming more costly

WikiSwot’s SWOT analysis also found a weakness:

  • Labour policies need revision


MBASkool.com found many opportunities for Emirates, such as:

  • Releasing a brand new fleet of airplanes. This will help improve customer confidence in the airline
  • Adding more destinations to their list

More opportunities derived from WikiSwot are:

  • Creating new products and services
  • Emirates recently became an ally with the within the global airline alliance, a contract alliance amongst the top airlines to work together and help one another when necessary

·          A business venture partnering with Disney Land created new clientele and an increase in revenue


Wherever there are strengths, there are threats. MBASkool.com found a few, including:

  • Increased competition within the Middle Eastern market
  • Fuel costs are increasing
  • The government of Dubai is changing regulations and policies

WikiSwot also found a threat:

  • A global economic slowdown


      Further analysis concludes there is more to be included, however. My personal SWOT analysis of Emirates is as follows:


  • All planes are equipped with “fly with me monsters,” a collection of blankets, drawing tools, and seatbelt characters to promote safety to pre-schoolers
  • First class includes a shower spa and two on-board lounges for drinking and mingling on the upper deck
  • Their menu includes wild Iranian caviar, braised beef in coconut milk, stir-fried lobster in black bean sauce, cheesecake, and cocktails
  • First class private suites include a personal mini-bar, a privacy divider and sliding door, a vanity, table, mirror and wardrobe, as well as passenger seats that can be converted into full-flat beds
  • A strength specifically related to Emirates and Qantas is the availability of Halal meals during flights between Australia and London Heathrow
  • Effective use of social media


  • The United Arab Emirates eliminated a military agreement that allowed for Canadian forces to use a logistical base near Dubai after the refusal of Emirates airlines to expand landing rights in Canada


  • Emirates made Dubai’s ruler, Sheik Ahmed bin Saneed al-Maktoum, their chairman
  • As of 2011, air travel is expected to grow more than seven per cent a year for two decades
  • Emirates’s partnership with Qantas because it opens an extensive network


  • In the 2009 economic crisis, Emirates had an 80 per cent drop in full-year net profit
  • Countries going to war or being filled with tension, such as Egypt, Yemen and Jordan


Stacy Corneau


Hilton Hotel’s cultural communication strategies

Many successful corporations have locations across the world, and accommodate and communicate with their specific regional clients accordingly. The Hilton Hotel, specifically those located in Osaka, Japan, and Tel Aviv, Israel, are superb examples of a massive company paying the closest attention to details in order to effectively please their clients and improve their overall reputation.

The differences between the hotels in the two regions are astounding, from how they utilize social media to what services are offered at their specific locations.  The Facebook page for Hilton’s Osaka hotel was created February 1, 2013 and has 88 likes, 266 individuals speaking about it, and 2,830 page visits. On the other hand, the Tel Aviv Facebook page was created November 1, 2010 and has 3,962 likes, 369 individuals speaking about it, and 27,205 page visits. The Osaka page is not updated regularly and does not uphold a sense of professionalism. However, its Tel Aviv counterpart is updated regularly and features interesting and personal stories; the Facebook page features posts such as construction updates happening at the hotel, exceptional staff members and their services, and when celebrities stay with them, such as Peter Crouch, the English striker.  They demonstrate their more personal side, establishing common ground with their readers, by posting feature stories on their outstanding employees, such as housekeeping team member Svetlana Alekeev or veteran Doorman Menachem Razon, and the unique touches they offer.

The Hilton Hotel located in Osaka has a video on the Hilton’s YouTube account demonstrating how the hotel incorporates a mixture of traditional and modern Japanese in their decorations, services and food. The hotel is proving their efforts to communicate with their audience by using social media and video, and though the video is not reaching a large audience with only 174 views, it is clear they are utilizing every technology-related means necessary. The Hilton Hotel located in Osaka does need to work on utilizing social media’s full potential, though the Hilton Hotel found in Tel Aviv has no professional videos, whether on the Hilton’s personal YouTube account or elsewhere.

The two hotels also offer different basic services due to their geographical location, and therefore must adapt to their target audience. The Hilton Hotel located in Tel Aviv offers many more business services, such as office rentals, secretarial services, as well as many video services, including conferencing, messaging and phone. They also have Dictaphone services. Furthermore, they also have a wide variety of handicap services and equipment throughout their hotel, including emergency pulls cords located in the washrooms and bedrooms, and visual alarms for the hearing impaired located in hallways and public areas.

The only different services available at the Hilton Hotel located in Osaka are: a valet, laundry service, safety deposit box, sightseeing tours, and a jogging track. Although the Osaka Hilton has a pool, the Tel Aviv location has a salt water pool and a children’s pool. However, the doors located in the Osaka Hilton are a minimum of 32 inches wide to accommodate wheelchairs, and have roll-in showers.

Though both hotels are owned by the same company, they have very different services, decorations, and methods of promotion due to their extremely different locations and target audience. From a public relations standpoint, the Hilton located in Osaka needs to utilize social media in a more effective manner, as well as upgrade many of their services to attract more clientele, like their Tel Aviv counterpart.

Stacy Corneau