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