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Emirates SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: June 02, 2023Read time:

Here is a detailed SWOT analysis of Emirates covering strengths, weaknesses, opportunities and threats.

Emirates Strengths

  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

Above are the strengths in the SWOT Analysis of Emirates. The strengths of Emirates looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Emirates Weaknesses

  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

These were the weaknesses in the Emirates SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Emirates Opportunities

  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

Above we covered the opportunities in Emirates SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Emirates Threats

  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

The threats in the SWOT Analysis of Emirates are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Emirates SWOT analysis.

About Emirates

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Emirates Overview
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 Market

Corporates and Upper Class


Emirates airlines is a premium way of travelling across the globe

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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