Emirates SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Emirates analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Emirates SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Emirates to benchmark its business & performance as compared to the competitors and industry. As of 2020, Emirates is one of the leading brands in the airlines sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Emirates competitors and includes Emirates target market, segmentation, positioning & Unique Selling Proposition (USP).

Emirates SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Emirates Brand Analysis
Parent Company

The Emirates Group





Tagline/ Slogan

Be good to yourself, Fly Emirates; Fly Emirates. Keep Discovering


Emirates is a premium airline serving global destinations

Emirates STP
Emirates Segmentation

Passengers Preferring Comfort / reliability for air travel

Emirates Target Market

Corporates and Upper Class

Emirates Positioning

Emirates airlines is a premium way of travelling across the globe

Emirates SWOT Analysis
Emirates Strengths

Below are the Strengths in the SWOT Analysis of Emirates:

1. Emirates has a strong Backing of Dubai Govt
2. Advantage of Being Present in Oil Rich Emirate
3. Strong hub in Dubai gives access to Emirates airlines across Europe and Asia
4. Satisfied Customer and Preferred Airline of Customers

5. Has a strong workforce of over 50,000 employees

6. Emirates airlines has a tremendous reach covering 70+ countries in 6 continents

7. Excellent advertising and branding through TVC, print, online ads

8. Emirates airlines has excelled in customer service, exclusive lounges, inflight entertainment etc

Emirates Weaknesses

Here are the weaknesses in the Emirates SWOT Analysis:

1. Relying Heavily on International Onward Moving Traffic

2. Intense competition means limited market share growth for Emirates and high cost of maintaining bench-mark standards

Emirates Opportunities

Following are the Opportunities in Emirates SWOT Analysis:

1. Brand new fleet of Emirates can be used to improve the customer confidence in the airline

2. More international destinations which are popular amongst customers

3. Joint Ventures and alliances with international players can give more business to Emirates airlines

Emirates Threats

The threats in the SWOT Analysis of Emirates are as mentioned:

1. Increasing Competition in Middle East Market can affect business of Emirates airlines

2. Increasing fuel costs has impact on margins

3. Changing Govt policies and regulations

Emirates Competition

Below are the top 13 Emirates competitors:

1. Air India

2. Singapore Airlines

3. Etihad Airways

4. Malaysia Airlines

5. Qatar Airways

6. Qantas Airways

7. Lufthansa

8. British Airways

9. Turkish Airlines

10. Air France

11. Virgin Atlantic

12. United Airlines

13. Jet Airways

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Emirates. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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