GROUP MEMBERS:Faraz QureshiHassan Naqvi Hafza Afeefa Saadat Hira Adu!!ahMudassir "han Murtaza AasRa#sha Aid $aassu# E%az &'#(an) Overvie*E#irates air!ines !aun+hed its frrst air+raft 'n ,-th O+t'er ./0-M're than -11 h'n'r (rizes *'r!d*ide2 3,111 e#(!')ees2.41destinati'ns and #'re than .,11 5i6hts ever) *ee7E#irates +'nve)ed #'re than 81 #i!!i'n (assen6ers and #'re than .9- i!!i'n t'ns 'f +ar6'9$he +'#(an) d'#inates the *'r!d*ide airus A801 and B'ein6 ::: #ar7et VISION AND MISSION $' e+'#e 'ne 'f the t'( !ifest)!e rand in the *'r!d&ORRE&$E; ?S=S&'#(an) n't 'n!) des+rie *here it *ants t' head in future ut a!s' it a+7n'*!ed6e the fr#s #'ve#ent t'*ards its future (!an9&ORRE&$E; M=SS=ONOur#issi'nist'ethe!eaderin airtrans('rtati'nindustr)9@e intentt'(r'videthee#inent qua!it)servi+e)a+hievin6safet) and +'#f'rt f'r +ust'#ers t' rea+h theidea!it)*hi!eunendin66r'*th t''urshareh'!ders2sustaina!e s'+ieta!deve!'(#entand e#(!')ee satisfa+ti'n9 OBJECTIVEBecome the Worlds most admired service providerPenetrate in new marketsIncrease market shareCURRET !TR"TE#IE!Pioneerin$ new partnership %or $rowth and s&staina'ilit(Bea worldwide airlineBein$ an o&tstandin$ with hi$h )&alit( and maintainin$ $lo'al e*pansion=N$ERNA> FA&$OR EUA$=ON EUA$=ONI+E "",-!I! ".RECO//E."TIOTheres&ltso%I+Ematri*indicatethataltho&$hEmirates "irline is per%ormin$ sli$htl( a'ove avera$e0 its position is v&lnera'led&etoiss&eswithcoste%%ectiveness0risk( ac)&isitionsandthelacko%internalali$nment'etween departments1 Th&s0 recent strate$ies o% the compan( sho&ld addresstheseiss&esandeliminatethem0ormiti$atethe e%%ects o% emplo(ee &nsatis%action1+&rtherTheEmirate"irline2dependshi$hl(onhi$h income$ro&p30itco&ld'eaddressed'(devisin$pricin$ plan servin$ low income se$ment and earnin$ more pro%its asthehi$herpercenta$eo%people'elon$tolowincome $ro&p1F=NAN&=A> RA$=OSF=NAN&=A> RA$=OSEA$ERNA> FA&$OR EUA$=ONEFE ANA>?S=S AN; RE&OMMEN;A$=ON$he resu!ts 'f EFE #atriB sh'* that E#irates Air!ine is in a fav'ra!e ('siti'n *ith re6ard t' the eBterna! envir'n#ent fa+t'rs2 and it sh'u!d fu!!) uti!ize its '(('rtunities in 'rder t' in+rease eC+ien+)9 =n (arti+u!ar2 the #'st i#('rtant dire+ti'ns 'ut!ined ) EFE #atriB are in+rease 'f +'#(etiti'n2 in+rease 'f +''(erati'n *ith 'ther air!ines and even the +reati'n 'f a se(arate air!ine a!!ian+e and risin6 fue! (ri+e9 S' Mar7et diversif+ati'n f'r #ediu# and !'*D+'st 5i6hts and the use 'f 6'vern#ent su(('rt t' deve!'( the initiatives 'f the +'#(an) are 'ther i#('rtant a!ternatives *hi+h sh'u!d e in+!uded in strate6i+ (!ans and d'in6 RE; eC+ient!) *hi+h in return +an he!( the +'#(an) t' devise fue! eC+ient *a)s t' '(erate +arriersS@O$ S$RA$EG=ESSDO strate6ies Fuse 'f interna! stren6ths t' ta7e advanta6e 'f eBterna! '(('rtunitiesG:Pri+e diversif+ati'n usin6 avai!a!e res'ur+es Fand res'ur+e '(ti#izati'nGPenetrati'n int' 6!'a! #ar7ets thr'u6h (artnershi( *ith 'ther +'#(aniesPenetrati'n int' additi'na! internati'n! destinati'ns thr'u6h +reati'n 'f a se(arate air!ine a!!ian+e@DO strate6ies Fi#(r've#ent 'f interna! *ea7nesses usin6 eBterna! '(('rtunitiesG:F'+usin6 'n (artnershi( instead 'f a+quisiti'nsAttra+ti'n 'f !'* and #ediu# +'st air!ines t' f'r# a strate6i+ a!!ian+eFi!tered re+ruit#ent 'f ne* e#(!')ees=n+rease 'f +'st eHe+tiveness due t' intensive inn'vati'nS@O$ S$RA$EG=ESSD$ strate6ies Fuse 'f stren6ths t' av'id threats 'r t' redu+e their i#(a+tG:=n+rease 'f (r'fts due t' hi6h diversif+ati'nOr6ani+ 6r'*th Fin+rease 'f air+raft 5eet and r'ute +'vera6e 'r +ar6' eB(ansi'nGPr'visi'n 'f #idd!e and !'*D+'st servi+es t' address (ri+e +'#(etiti'nAdvertisin6 +a#(ai6n f'r its 'utstandin6 servi+ePr'#'te ;uai as +enter 'f trade and t'uris# in the Ara *'r!d@D$ strate6ies Fdefensive a((r'a+h ased 'n redu+in6 *ea7nesses and av'idin6 threatsG:=nte6rati'n 'f !'* +'st +arriers t' #at+h *ith +urrent situati'n&'st '(ti#izin6 thr'u6h hi6her interna! a!i6n#ent=#(!e#entati'n 'f an eHe+tive and strate6i+ re*ard s)ste#&han6e 'f f'+us fr'# !uBur) trave! t' #ediu#D+'st '(erati'nsFive ('rter f'r+esCOMPETITIVE PROFILE MATRIX&PM ANA>?S=S AN; RE&OMMEN;A$=ONMain+'#(etit'rs'fE#iratesAir!ine+anedividedint't*'6r'u(s: (rivateair!ine+'#(aniesandair!inea!!ian+es9"e)air!inea!!ian+es ('sin6str'n6+'#(etiti'nt'E#iratesAir!ineareS7)$ea#2Star A!!ian+eand'ne*'r!d9Sin6a('reAir!ineisa(rivate+'#(an)a!s' (resentin6 a si6nif+ant +'#(etitive threat f'r E#irates Air!ine9 $he*ei6hteds+'re'fSin6a('reAir!ineis894:*hi+hiss!i6ht!) 6reaterthanE#irateAir!inese+ausethe)are(r'vidin6servi+est' their +ust'#er eC+ient!) than E#irates9 A!!threeair!inea!!ian+eshavestr'n6'reven+!'set'su(eri'r +'#(etitive (r'f!es2 *hi+h #eans that E#irates Air!ines sh'u!d ai# t' deve!'( +'#(etitive ('*er +'#(ared t' that 'f the #a%'r a!!ian+es9E#iratesAir!ine!a+7in+ust'#erservi+esas+'#(aredt'Sin6a('re air*a)s2s'the)arere+'##endedt'ad'(t(r'a+tivea((r'a+ht' +ust'#erservi+e9=nstead'f*aitin6f'r(r'!e#st''++ur2the) sh'u!d (!an t' av'id the#B&GRelative Market Share PositionHigh Medium Low1.0 .50 0.0High+20 Star Question Mark Medium 0 Cash Cow Dog

Low-20RE&OMMEN;A$=ONSGenera!!) frst 'f a!! the +'#(an) sh'u!d f'+us 'n h'!din6 and #aintainin6 its +urrent strate6i+ advanta6es: in+rease #ar7et (enetrati'n and 5i6ht +'vera6e9 Se+'nd!)2 in the !'n6Dter# (ers(e+tive E#irates Air!ine sh'u!d f'+us 'n uti!izin6 its '(('rtunities t' the #aBi#u# and in+reasin6 its EFE s+'re in 'rder t' (ass 'n t' se+t'r *here the strate6) 'f #ar7et deve!'(#ent sh'u!d e (ursued9 Mar7et deve!'(#ent +an e (ursued in the !'n6Dter# (ers(e+tive thr'u6h a+quisiti'ns2 inte6rati'n *ith #a%'r strate6i+ a!!ian+es 'r esta!ishin6 '*n air!ine a!!ian+e9&'#inin6 the resu!ts 'f B&G ana!)sis *ith the strate6ies 6eneratin6 usin6 S@O$DMatriB #eth'd2 it is ('ssi!e t' deter#ine that f'r E#irates Air!ine @DO strate6ies are a+tua! f'r the sh'rtDter# (eri'd F.D, )earsG and SDO strate6ies are a+tua! f'r the !'n6Dter# (eri'd F8I )earsG9 Su66ested sh'rtDter# strate6ies are: aG =n+rease 'f (r'fts due t' hi6h diversif+ati'n 'r 6r'*th Fin+rease 'f air+raft 5eet and r'ute +'vera6e 'r +ar6' eB(ansi'nGG =#(r'vin6 in+'nsisten+ies f'r +'st eHe+tiveness9 Su66ested !'n6Dter# strate6) is +reati'n 'f '*n air!ine a!!ian+e *ith strate6i+ (artners9RE&OMMEN;A$=ONSF'r#ati'n 'f '*n strate6i+ air!ine a!!ian+e *ith (artner +'#(aniesE!i#inatin6 in+'nsisten+iesS7) &ar6' EB(ansi'nStrate6). F'r#ati'n 'f '*n strate6i+ air!ine A!!ian+e One 7e) !'n6Dter# strate6) is the f'r#ati'n 'f '*n strate6i+ air!ine a!!ian+e *ith (artner +'#(anies9 $his strate6) *as se!e+ted as an a!ternative t' the in+!usi'n 'f E#irates Air!ine in 'ther strate6i+ a!!ian+es9 $he #a%'r +auses (reventin6 E#irates Air!ine fr'# enterin6 these a!!ian+es are the !a+7 'f +'ntr'! 'ver the strate6) 'f the a!!ian+e2 and ('tentia! +'nfr'ntati'n et*een the 6'a!s 'f UAE 6'vern#ent *hi+h are str'n6!) aHe+tin6 usiness a+tivities 'f E#irates Air!ine2 and the 6'a!s 'f the internati'na! a!!ian+e FGenera! B''7s >>&2 ,1.1G9 A reas'na!e s'!uti'n is t' f'r# an a!ternative a!!ian+e: E#irates Air!ine has en'u6h +a(a+it) and fnan+ia! ('*er in 'rder t' 'r6anize a ne* air!ine a!!ian+e +entered in Asia9 =n this +ase2 E#irates Air!ine *'u!d have #ana6eria! (ri'rit) f'r the a!!ian+eJs strate6i+ de+isi'ns2 and *'u!d e a!e t' address intensive +'#(etiti'n 'f 'ther a!!ian+es9>'n6Dter# '%e+tives 'f this set 'f strate6ies are: in+rease 'f Asian and 6!'a! #ar7et share 'f E#irates Air!ine2 in+rease 'f +'st eHe+tiveness2 i#(r've#ent 'f (ri+e +'#(etitiveness2 (enetrati'n int' deve!'(in6 #ar7ets2 and in+rease 'f the r'!e 'f UAE as a #a%'r air!ine hu9Strate6) , &ar6' EB(ansi'nStrate6)8E!i#inate in+'nsisten+iesStrate6)8E!i#inate in+'nsisten+iesStrate6) Eva!uati'nEver) )ear the +h'sen strate6ies sh'u!d e eva!uated usin6 the +'#(aris'n 'f fnan+ia! (r'%e+ti'ns *ith a+tua! resu!ts2 rati' ana!)sis and rea7Deven ana!)sis2 t' assess fnan+ia! viai!it) 'f the (r'%e+ti'ns2 and t' ad%ust f'r the +han6es 'f the eBterna! envir'n#ent9 N'nDfnan+ia! +'ntr'!s sh'u!d e ased 'n the ana!)sis 'f +'#(etitive advanta6es 'f E#irates Air!ine +'#(ared t' 'ther strate6i+ a!!ian+es *hi+h are the #ain +'#(etit'rs9 "e) indi+at'rs f'r eva!uati'n and revie* are #ar7et share2 nu#er 'f (assen6ers2 rand ('(u!arit)2 and +ust'#er satisfa+ti'n *ith re6ard t' the servi+e 'f E#irates Air!ine9$HAN" ?OU