EMIRATES AIRLINES IN 2017*
NARRATIVE REPORT
IN PARTIAL FULFILLMENT IN ACCOUNTANCY, ST. MICHAEL’S COLLEGE
ILIGAN CITY
Presented by:
CHRISTINE ANGEL JEVAN Q. MENDEZ
Presented to:
PROF. ANNA MITOS DIZON
Instructor
MAY 4, 2024
Good evening, everyone. I am Christine Angel Jevan Q. Mendez. I will be going
to present Case 12, a case study about “Emirates Airlines in 2017”.
Emirates Airlines, founded in 1985, quickly ascended to become a major player
in the aviation industry. Its innovative approach to connecting distant cities,
often termed "strange city pairs,", was called strange cities because the flight
countries are very unusual and Emirates is the only airline to have. By
capitalizing on the capabilities of modern aircraft like the Boeing 777 and Airbus
A380, Emirates expanded its reach globally and played a pivotal role in
transforming Dubai into a thriving international travel hub.
With over 80 million passengers annually and a network spanning 145
destinations worldwide, Emirates' growth trajectory has been nothing short of
remarkable.
Despite its impressive growth, Emirates has recently faced a series of challenges.
Fluctuating oil prices have impacted operational costs, oil prices vary anytime
and during 2017 oil prices have increased in which it affected the normal
operating costs of the airline. While concerns about terrorism have led to a
decline in passenger demand, especially for routes connecting through the
Middle East. This demand reduction has particularly affected premium revenue,
as corporate travel has scaled back, and passengers seek alternative routes. Due
to the problem, passengers are scared to even land in parts of the UAE because
they wouldn’t know what will happen, so, of course, the revenue of the airline is
declining because passengers will seek alternative routes. Additionally,
allegations of receiving unfair subsidies from the government have raised
questions about Emirates' competitive advantage and market position. During
this time also, it was talk that Emirates Airlines has been receiving subsidies
from the government which the competitors have seen as an unfair advantage.
choosing to study the case of Emirates Airline offers strategic value and
actionable insights. Emirates' position as a major player in the aviation industry
presents an opportunity to gain a comprehensive understanding of key strategic
management challenges and successful strategies employed by the company.
Analyzing Emirates' approach to navigating external factors like oil price
fluctuations, competition, regulatory compliance, and market positioning
provides valuable learning for informed decision-making and strategic planning
within the aviation sector. The case study enables the Board to draw lessons
from Emirates' success story, assess industry trends, evaluate risk management
strategies, and identify potential areas for innovation and growth in alignment
with the company's long-term objectives and shareholder value.
So, upon reading the study, the Main Issues and Findings we can see are the
impact of External Factors, Emirates faced challenges like fluctuating oil prices
and growing concerns about terrorism which impacted the airlines' revenue.
Secondly, regarding Allegations of Subsidies, the case mentions allegations by
competitors regarding government subsidies received by Emirates which raises
questions about unfair competition. However, this has been cleared by the CEO,
who said that the rumors have no grounds. Thirdly, Strategic Adaptation,
emirates should adapt strategies. This included shifting from larger Airbus A380
aircraft to smaller Boeing 777s on certain routes to better match passenger
demand and reduce costs. Also, Competition in Premium Segments, Though
Emirates has been a top tier in aviation industries, it should still keep on
improving its quality so that its passengers will continue to have its services –
may it be its amenities, seat materials, or even customer service. Lastly, Strategic
Communication and Branding, Emirates focused on strategic communication
and branding efforts, such as the "Hello Tomorrow" campaign, to enhance its
brand image and market presence amidst competitive challenges and external
disruptions.
Emirates Airline's case in 2017 highlights the complex challenges faced by
airlines in a dynamic and competitive industry. External factors like fluctuating
oil prices and concerns about terrorism significantly impacted the airline's
operations and revenue.
Allegations of government subsidies added another layer of complexity, raising
questions about fair competition and market positioning. Despite these
challenges, Emirates demonstrated strategic adaptability by adjusting its fleet
composition and focusing on strategic communication and branding efforts.
Lastly, I can recommend, first, Efficient Fleet Use, the emirates should use right
sizes of plain that would equal or approximate its passengers in that way they
wouldn’t incur more costs. Next, Better Marketing should keep making cool ads
and promotions to get more people to like and use Emirates. Thirdly, Smart
Spending, like what I have said, they should make strategies wherein they would
spend money less costs than they earn. Also, More Ways to Make Money,
emirates shouldn’t stop with just having one services. Keep finding new ways to
make money besides just carrying passengers. Next, Working Together, Keep
making friends with other airlines, though you are competitors it is important to
build an alliance because no man is an island. Lastly, Following Rules, Keep
being honest and following all the rules and laws so everyone knows Emirates is
fair and trustworthy.
JETBLUE AIRWAYS CORPORATION: GETTING OVER THE “BLUES”?
NARRATIVE REPORT
IN PARTIAL FULFILLMENT IN ACCOUNTANCY, ST. MICHAEL’S COLLEGE
ILIGAN CITY
Presented by:
CHRISTINE ANGEL JEVAN Q. MENDEZ
Presented to:
PROF. ANNA MITOS DIZON
Instructor
MAY 4, 2024
Good evening, everyone. Tonight I will be presenting my second case – Case 28,
an case study about JetBlue Airways Corporation.
JetBlue Airways was founded in 1999 by David Neeleman who has been known
for its customer-centric approach wherein he values its customers. JetBlue
startup days is very successful, even though they just started they have adapt
to modern technology wherein they use paperless may it be in the cockpit or
booking flights. However, Neeleman was ousted by the board of directors due
notorious event. In February 2015, David Hayes took charge of the position.
JetBlue Airways has also faced major problems and issues that is also an issue
with the last case the Emirates and it was the fluctuating Oil Prices, also
operational disruption have also been a problem with JetBlue along with the
evolving market dynamics. Nevertheless, JetBlue Airways remained resilient
throughout its journey.
So, these are the issues we can encounter in the case of JetBlue Airways, first,
Fuel Prices, like many airlines, this has been also a problem of the JetBlue. The
prices has also impacted its profitability. Second, Operational disruption, like
any other airlines also disruptions may inlcude weather related cancellations
which is a must for the safety of everyone. Technical issues are also disruptions
that affects passengers to be delayed. Third, Competitive Prices Environement,
JetBlue should make its fare prices justifiable to their quality and services
because overpricing may lead to no less passenger. Also, Customer Service and
Reputatiom, they should maintain good image to the public and offer best
experiences to new or even old passengers in order for them to keep coming back
at your services. Lastly, Market Dynamics, being unable to notice the evolving
market trends may result to a declining of customers because maybe other
airlines offers more quality. They also partner and adapt services in new
countries to expand its horizons.
JetBlue has faced tough times like fuel prices going up, flights not running
smoothly, and lots of competition. But they've stayed focused on making
customers happy and trying new things. Despite challenges, JetBlue is still a
strong player in the airline world, ready to keep improving and serving travelers
well in the future
Some recommendation I could recommend with its existing issues might be,
first, Focus on Operational Efficiency, they should continue to improve
operational processes to minimize disruptions and enhance the overall travel
experience for customers. Secondly, Strategic Pricing, the JetBlue corporations
should develop flexible pricing strategies that attract customers while ensuring
profitability, prices should not be over, however should not also be so cheap that
may result to a loss. They should set its prices with consideing its operational
costs so that they can still profit from the operations. Next, Customer-Centric
Innovation, Invest in technology and services that prioritize customer
satisfaction, such as digital tools for booking and managing flights, and
amenities that enhance the in-flight experience. Though JetBLue has adapt
cutting-edge technologies, we cannot deny the eveolving technologies also. It is
very recommended that JetBlue should also invest in technologies that could
benefit them and attract customers and passengers at the same time. Also,
Partnerships and Alliances, strengthening partnerships with other airlines is
very recommended because it allows your to expand route networks and also
tighten your connections, offer more travel options, and improve customer
loyalty programs. Lastly, Sustainability Initiatives, Implement environmentally
friendly practices and fuel-efficient technologies to reduce carbon footprint and
contribute to sustainable aviation. Specially in todays generation wherein
climate in not normal, it is a must also to operate your business that still think
of the environment so that your passenger will continue to support the business.
And I think that sums up everything about JetBlue Airways.
