Emirates SWOT Analysis, Competitors & USP

Posted in Airlines, Total Reads: 35314

SWOT Analysis of Emirates with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing 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


Passengers Preferring Comfort / reliability for air travel

Target Group

Corporates and Upper Class


Emirates airlines is a premium way of travelling across the globe

Emirates SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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 13 main 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

The brandguide table above concludes the Emirates SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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