I Am Currently Studying The SIT50416 Diploma Of Hospitality Management, Which Includes Essay Writing.

• By taking into consideration Emirates it is evaluated that one of the strengths is to resist the temptation of mergers and acquisition with other airlines conducting the activities.
• The major strength associated with the company is that it has a good position in Dubai. It has given an opportunity to the company to be available in across Europe and Asia. Just because of the goodwill in the market, the company has enhanced the activities or operations in many countries.  The Airport in Dubai has a connection with many flights but emirate airlines achieve high revenue by connecting their flights on many international routes. The main focus of the company is to enhance the satisfaction level so that the large market share can be attained in the market (Evans et al., 2012).
• The company has a large number of consumer bases who are satisfied with the services offered. As the company gives main emphasis on enhancing the satisfaction level of the customers who are involved in availing the services of Emirates. The consumers give more preferences to the airline due to their on the ground and air facilities offered in effective manner.
• Company is operating and managing the operations or the activities in more than 72 countries and also in 6 continents.   As the company has large market share, the direct impact is seen on the overall profitability of the organization (Redondi et al., 2011).
• By taking into consideration the workforce of the company. It is evaluated that Emirates airline has a good and efficient workforce that helps to conduct the activities in effective manner. The company has around more than 50,000 workers who give focus on enhancing the overall satisfaction level of the customers globally.  The strength possessed by the company is that the workforce is efficient towards the activities conducted by the organization.
• The company also has a benefit of being present in the Oil Rich country that assists them to avail the fuels so that the operations can be conducted smoothly at fewer prices.  The advantage is that the company is present in the oil- rich area that is also known as the main corporate hub worldwide (Fredman and Tyrväinen, 2010).

It is analyzed that weakness is possessed by every organization, so the emphasis should be given on minimizing the weakness of the organization.

• The company relies more on the international traffics. As it is seen that the company focuses on international traffics that also give negative impact on the overall performance of the organization.
• The diversification and approach considered by the company is not successful and this is one of the biggest weaknesses of the organization. As the overall sales has been affected by it. By analyzing it is evaluated that the organization is giving more emphasis to the high end acquisitions and diversification. The outcome that is attained by the organization is negative (Sengupta, 2014).
• The company also has the weakness related to the operating profit.  The operating profit is based on the lower wages given to the employees who are conducting their day to day activities in the organization.  The duties that are related to the baggage handlers, cleaners and caterers are low.  The workers who are managing the activities face deportation if they present resentment to the wage structure.
• The tickets that are offered to the customers are of high rate. Due to the high rate the customers give a second thought to avail the services of the company. The number of customers is reduced by considering the high price of tickets. The negative impact is seen on the overall profitability and sales of the company (Naeem, 2014).
• The major weakness of the company is that it has a low presence in the local and domestic airlines.  This has also given effect on reducing the overall customers of the organization. By having low presence the company is not able to offer proper services to the customers, so it give negative impact on the reduction of the customers (Sezgin and Yuncu, 2016).
• The competition level in the airline industry is high. Emirates face a high level of competition in the market.  The competition is high and the company has to consider proper strategies so that the goals and objectives can be accomplished in proper manner.  When the competition level is high, the impact is seen on the market share growth of the organization. The growth is not possible at the time of high level of competition prevailing in the market.
• The company also gives emphasis on bench mark standard that incurs a high cost (Pike et al., 2014).

The company has many opportunities prevailing in the market. But the right time is required to grab the right opportunity.

• The brand fleet that is considered in the airline base can assist to enhance the confidence level of the activities and operations of the organization.  The confidence level of the consumers is enhanced if the company considers brand new fleet. It not only enhances the customer’s attention but also enhanced the customer’s base in an effective manner (Mantur, 2016).
• The company searches new destinations related to tourism so that the market share can be increased.  There are many international destinations that are famous among the consumers.
• Emirates can enhance the activities or the business by taking into consideration joint venture and alliances with the international market, so that the activities can be enhanced on the international level. The new market can be attained when the company focuses on attaining joint ventures (De Souza, 2017).
• The company should also give focus on the leverage of the fleet of the airplanes.
• There are many new industrial zones that are established in many countries. The business activities should be on the higher side, so that the organization can consider proper analyze related to checking the number of passengers and can establish the new operations in the market (Kotler, 2014).
• Emirates should give emphasis on the emerging markets so that the revenue can be earned more by enhancing the operating flights on the international routes.  When the company increases the number of flights on the international routes the customer base also increases. It will give direct impact on the overall profitability of the organization.
• The company should try to enhance the quality of the services, so that the operations can be conducted smoothly and with proper management (Squalli, 2014).
• There is an opportunity for growth in the physical location of the company. China is one of the largest growing economies in the region and by considering the growth and demand for the air travel and freight services also increases. If the company gives emphasis on the requirement then the demand can be fulfilled with the enhancement of the air routes (Guhl, 2015).

There are many threats that are prevailing in the market for the airline industries. Threats can be reduced by giving focus on the overall goals and objective of the organization. The company should also adopt effective strategies so that the goals and objectives can be accomplished.

• Emirates has a threat from the increase the in the level of competition in the Middle East market. The increase in the competition level gives direct impact on the overall performance of the organization.
• By taking into consideration the price in the fuel cost. It is analyzed that due to the rise of the fuel cost the profit margin of the organization is reduced and also it has given negative impact on the overall sales of the operations.
• The company has to face changes by taking into consideration government and business policies.  The changes are seen in the government and business policies globally that give direct impact on the tourism and airline industry of the organization.
• With the increase in the instability in the market the organization has less chances to make a risk oriented business (Kandampully et al., 2015).
• It is also evaluated that the airline industry is volatile and also subject to the variations that are related to trade. The effect is given on the emirates die to change in the weather and also the storm in the current global recession (Buhalis and Crotts, 2013).
• The company is known as one of the largest leading and well reputed airlines worldwide. The company offers top class services to its passengers on the ground and in the air services. The major threat is related to the good goodwill in the market. When the company has good goodwill in the market, the other competitors try to compete with the company by adopting the strategies of the other company.

After taking into consideration all the analysis the recommendations are as follows:

• The company should give emphasis on enhancing the business operations in the domestic market globally. The countries on which the company should give focus are India and china.
• Emirates should offer attractive services so that the customers get induced to avail the services. If the customers are satisfied then it can give positive impact on the overall performance level of the organization.
• The company should take into consideration proper use of financial resources so that training and development to the employees can be done in proper manner. If training and development is not given properly to the employees who are conducting their routine activities then it can give negative impact on the overall goals and objectives of the organization. Without training the employees will not be able to conduct the activities in effective manner.   So, emirates should give emphasis on giving proper training and development so that the activities can be conducted in smooth manner.
• To become the leader in the airline industry it is essential to offer effective services to the customers, so that the satisfaction level can be increased.  The needs and wants of the consumers are satisfied by the company if proper innovation in technology is considered. It will give positive impact on the overall activities of the company.
• The company should give focus on a strategic alliance with the domestic airlines company so that the large market share can be attained. With the increase in the market share the company can easily accomplish overall goals and objectives of the organization.
• The company should maintain the standard and keep the rates of the fare nominal so that the customers can easily avail the services offered by the company.  By keeping the prices nominal the company can easily grab the attention of the consumers. More and more passengers can be attracted towards the services given by the consumers.

Buhalis, D. and Crotts, J., 2013. Global alliances in tourism and hospitality management. Routledge.

De Souza, D., 2017. A Comparative Study of International Airlines in the Middle East and the United States.

Evans, N., Stonehouse, G. & Campbell, D., 2012,”Taylor & Francis”, Strategic management for travel and tourism.

Fredman, P. & Tyrväinen, L., 2010, “Frontiers in nature?based tourism”, Scandinavian Journal of Hospitality and Tourism, 10(3), pp.177-189.

Guhl, L., 2015. Managing Corporate Culture for International and Global Competitive Advantages in the Airline Industry.

Kandampully, J., Zhang, T and Bilgihan, A., 2015. Customer loyalty: a review and future directions with a special focus on the hospitality industry.International Journal of Contemporary Hospitality Management. 27(3). pp.379-414.

Kotler, P, 2014, Marketing for Hospitality and Tourism. Pearson Education Services

Mantur, N., 2016. The Emirates: Airline Company or a global lifestyle brand? (Doctoral dissertation).

Naeem, M., 2014. An Analysis of the Emirates Airline Operation Management System.

Pike, S. & Page, S.J., 2014, “Destination Marketing Organizations and destination marketing: A narrative analysis of the literature”, Tourism management, 41, pp.202-227.

Redondi, R., Malighetti, P. & Paleari, S., 2011, “Hub competition and travel times in the world-wide airport network”, Journal of Transport Geography, 19(6), pp.1260-1271.

Sengupta, N. and Sengupta, M., 2014. Singapore Airlines: Gliding with People Excellence.

Sezgin, E. and Yuncu, D., 2016. The SWOT Analysis of Turkish Airlines Through Skytrax Quality Evaluations in the Global Brand Process. In Development of Tourism and the Hospitality Industry in Southeast Asia (pp. 65-81). Springer Singapore.

Squalli, J., 2014. Airline passenger traffic openness and the performance of Emirates Airline. The Quarterly Review of Economics and Finance, 54(1), pp.138-145.