In 1985, Emirates Airlines was established in Dubai and by 2013 it has marked a significant growth and became the globally third largest commercial airline. The case traces the route followed by Emirates to develop a lucrative business model by utilizing the strategic advantage of its location that targets ¾ of the global population through a flight with a duration of just around eight hours. The case defines how this airline incorporates advanced technology and equipment, targets new markets, promoting its brand, supporting its workforce, and strengthening relationships with governments and passengers along with shaping the pursuing the strategy that embrace the opportunities across geographic markets. The case asks students to determine whether the existing strategy ensure the success of Emirates in the fast-changing environment of politics and technology and as well as in the increasing competition from the new entrants of the Middle East.
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