SWOT Analysis of Emirates – Emirates SWOT Analysis

SWOT Analysis of Emirates – Emirates SWOT Analysis: Emirates is an extremely popular airline located in Dubai. It was launched in the year 1985 and is situated in Dubai, UAE. The airline is a member of The Emirates Group which is controlled by the government of the Dubai Investment Corporation of Dubai. Emirates is among the largest airlines in the Middle East and operates about 3600 flights each week. The flights are operated by its hub located at Dubai International Airport, which connects greater than 150 cities within around 80 countries across continents. The Cargo activities are run by Emirates SkyCargo.

Emirates is the fourth-largest airline in the world in the number of international passengers flown and second in terms of freight tonne kilometers traveled. From 2016 and 2017, Emirates had seen the longest non-stop commercial flight from Dubai to Auckland. The year 1980 was the year that Gulf Air started to stop its flights to Dubai. This is the reason why Emirates was viewed as having support from the Dubai royal family.

Emirates is a carrier that has operations using a mixed fleet comprising Boeing’s large-bodied aircraft as well as Airbus. In actual fact, it is one of the very few airlines with an entire wide-body aircraft fleet. At the time of February of this year, Emirates is the largest Airbus A380 operator and has around 109 aircraft operating and a few more on the list. Since its launch, Airbus A380 has become an integral component of the Emirates fleet, especially on long-haul routes with high traffic.

Emirates operates through tie-ups in conjunction with Government Affairs and through sponsorships. Emirates Airline Foundation Emirates Airline Foundation provides philanthropic assistance, humanitarian aid, and services that help children and families in desperate need. The aim of the foundation is to improve the lives of children, regardless of any geographical and political, or religious boundaries, and teach them the methods to preserve their humanity.

In this article, let’s look at our SWOT analysis of Emirates.

Emirates fun facts: In 2016 Dubai Airport witnessed 83,6 million passengers which was almost as twice as much as in 2010, only 7 years ago. Out of those 83 million, 56 million were travellers booked on an Emirates flight. The airport also serves as an hub for FlyDubai, Emirates sister airline. 

About Emirates – SWOT analysis of Emirates

SWOT analysis of Emirates

[wp-svg-icons icon=”office” wrap=”I”] Company: The Emirates Group

[wp-svg-icons icon=”user” wrap=”I”] CEO: Ahmed bin Saeed Al Maktoum

[wp-svg-icons icon=”user” wrap=”I”] Founder: Maurice Flanagan

[wp-svg-icons icon=”calendar” wrap=”I”] Year founded: 25 March 1985, Dubai, United Arab Emirates

[wp-svg-icons icon=”location-2″ wrap=”I”] Headquarters: Dubai, United Arab Emirates

[wp-svg-icons icon=”stats” wrap=”I”] Annual Revenue: Emirati dirhams 36 billion

[wp-svg-icons icon=”bars” wrap=”i”] Profit | Net income: Emirati dirhams 17 billion

[wp-svg-icons icon=”users” wrap=”I”] Number of employees: 105,730

[wp-svg-icons icon=”pie” wrap=”i”] Products & Services: Passenger flights (Emirates) | Air cargo (Emirates SkyCargo) | Aviation services (Dnata) | Airline Catering (Emirates Flight Catering)

[wp-svg-icons icon=”globe” wrap=”I”] Website: www.emirates.com

Emirates Competitors

[wp-svg-icons icon=”pacman” wrap=”I”] Competitors: Singapore Airlines | SkyWest | International Airlines Group | Air Asia | Cathay Pacific Airways

SWOT analysis of Emirates – Emirates SWOT analysis

SWOT analysis of Emirates

SWOT Analysis Of Emirates is brand-based. SWOT Analysis of Emirates evaluates the brand’s strengths, weaknesses, opportunities, and threats. Advantages and disadvantages can be attributed to internal factors while opportunities and threats can be attributed to external factors. We will be discussing Emirates’s SWOT Analysis. Below is the detailed SWOT Analysis of Emirates.

Let’s talk about Emirates’s SWOT assessment.

Strengths of Emirates – Emirates SWOT analysis

  • Strong backing: Emirates is supported by the strong support from The Dubai Government. This is an enormous advantage for the airline to be successful in its business. This is because the Dubai Government is the only owner of the airline. It does not interfere with the operations of the airline nor will it ever contribute any new funds to it.
  • A strong hub in Dubai: The city of Dubai Emirates has an established hub in Dubai that allows an access point to Emirates airlines throughout Asia in addition to Europe. This is a huge advantage because its connectivity to the network will be a huge benefit.
  • Great customer service: Good Customer Service Emirates offers excellent customer service and as a result, the airline is receiving received a huge response from customers. Customers are, in actuality very satisfied with the services and they are a favorite airline for customers.
  • Large Workforce: The company Emirates has a large staff of around 50,000. This will allow the airline to function more efficiently.
  • Excellent Reach: Good Reach Emirates airlines have a fantastic reach, which covers around 70 countries spread across six continents.
  • Fantastic Marketing: Excellent Advertising Emirates offers excellent advertising as well as the brand for its airline. This is achieved via print advertising, online ads, television, and more.
  • Great Service: Excellent Service Emirates airlines has a shining reputation for its customer service, in-flight entertainment, lounges with exclusive amenities, etc.
  • Dimension: Emirates airline has the advantage of having a huge size aircraft. This is a major advantage because it is able to accommodate most passengers.
  • The emphasis is on the broad market: Emirates’ decision to concentrate on markets that are diverse is a major strength of the airline. This will increase their visibility in a larger way and, in turn, increase revenues.
  • Strong brand Equity: Strong Brand Equity Emirates has impressive brand equity, which helps them stand out in the marketplace.
  • Branding: In the year 1990 Emirates began its initial commercials. The slogan was “So be good to yourself and the Fly Emirates.
  • Sponsorship: Sponsorship in Emirates has been a sponsor of many events that have helped to strengthen the brand. The year 2011 was the year that Emirates sponsored events like the Emirates Air Line Cable Car across the River Thames situated in East London. It also sponsored numerous events in sports like cricket and football, rugby, and many more sports.

Weaknesses of Emirates – SWOT Analysis Of Emirates

  • Dependence on International Traffic: Emirates airlines heavily rely on international Onward Moving Traffic.
  • Intense competition: The result is that there appears to be a lot of competition and a very little percentage of market expansion for airlines. It appears to be the high cost of keeping the benchmark standard.
  • US Market: Emirates is proving difficult to compete in its place in the US market. This is a problem since the US market can generate more money for the company.
  • Cater to the high-end traveler: high-end travelers Emirates Airlines does not appear to serve middle-class and budget-conscious travelers. This is in fact an additional flaw because the targeted clients become fewer.
  • Accidents and incidents: There were occasions when Emirates flights were involved in incidents. In 2004, one of the Emirates flights flying between Johannesburg to Dubai suffered serious damage during takeoff and was unable to fly prior to the runway’s end. There were other instances of accidents.

Opportunities of Emirates – Emirates SWOT analysis

  • An increase in the number of fleets: Increase in the number of fleets Emirates could introduce new fleets, and it can help improve the confidence of customers. This can also allow Emirates to provide better service to their customers.
  • The quantity of International Destinations: Emirates may increase its presence in international destinations. This could provide the company to have more chances and help them become more well-known among customers.
  • Joint Ventures: The presence of joint ventures as well as partnerships with numerous international players could provide an opportunity for airlines. This can help them boost their revenues.

Threats of Emirates – SWOT analysis of Emirates

  • Increased competition: Airline industries are expanding within the Middle East market and Emirates is facing fierce competition in the business. This poses a major risk to Emirates as the company caters to elite travelers, which gives the possibility to reduce their visibility.
  • The cost of fuel increases: If the price of fuel is a negative impact on an airline’s margins. Thus, fluctuating fuel prices can be a risk to Emirates.
  • The Government’s Policies and Regulations: The changes in laws and policies of the government can also affect airlines.

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Overview Template of Emirates SWOT analysis

SWOT analysis of Emirates


Although Emirates Airlines managed to create a powerful and capable air company, the foundation it was built on proved to be unstable. Current political and social events in the Middle East, the US, and Europe will hurt its profits and curb its growth.

This is the SWOT analysis of Emirates. Please let us know if you have additional suggestions to add.

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