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International Strategic Management- (Emirate airline) - Case Study Example

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Emirates Airlines devotes a considerable volume of its marketing budget toward promotion by selecting differentiation strategies to give the business more competitive edge in this highly competitive market environment. Online advertising and PR are essential to Emirates…
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International Strategic Management- Case study (Emirate airline)
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Download file to see previous pages Some of this training involves diversity, as the business employs more than 150 different nationalities and must deal with a diverse demographic of clients (Matly & Dillon, 2007). Training and development is a key internal resource, in terms of human capital, to provide ongoing customer service and support to fulfill the company’s mission and differentiation tactics toward competitive edge through service.
The business has also been able to establish a network of internal capabilities including an ever-growing fleet of planes which allows Emirates the distinction of being the only airline across the globe to offer non-stop flight service to all six continents from a single airline hub (emirates.com, 2009). This requires internal flexibility and expertise in coordinating flight services in a manner which does not project, to the travelling client, delays or inferior scheduling capacity. This is an internal competency which gives Emirates a reputation for being both innovative to meet international client demands and also coordinate on-time arrivals and departures.
Much to the dismay of Emirates Airlines, the company’s cash position is quickly deteriorating, due largely to heavy financing of current planes and also the current economic climate which is causing drops in passengers as they cut back on business and personal costs (Kerr, 2009). The business has attempted to diversify its holdings, including new investments in the construction of a hotel and its ongoing dividends being paid to the Dubai government (Kerr). However, the business still maintains a strong cash position of $2.4 (US) billion, giving the business considerable opportunities to further diversify its business holdings and generate more long-term revenue. Therefore, from an internal strategic analysis, Emirates Airlines is well-positioned with positive cash availability to strengthen its ability to expand as deemed ...Download file to see next pagesRead More
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