Aviation Strategy assignment Student Name Total Mark % 1.

Influencing Factors on airline business Environment Analysis Has student identified the main political, Economic, social, technological and environmental issues related to Emirates airline? Student demonstrated broad understanding and covered the main factors of both chosen airlines. More marks would have been awarded for elaborating further on USA air transport regulations. Good SWOT analysis more internal opportunities and weaknesses needed identifying. Has Student identified all the actual five Forces of Porter that pertain to competition and what plans or actions Emirates can adopt to overcome this fierce competition in view of a number of factors including Fuel Hedging and competitive operating costs. Student touched and mentioned few factors that affect future but not adequately elaborated. Are conclusions valid? Good conclusion could have related more to asses the brand. /10%

Five forces Porter Analysis of Emirates Competition

/10%

Conclusions /Recommendation

/5%

2. Airline Competitive analysis and Business Strategy Assessment of product offering & survival strategies Student should have identified as many of following; 1. Product/brand Equity 2. Marketing channels Advertising, internet, newspapers. 3. Competitors 4. Frequent flyer program 5. Unique Selling Points (USP) Products offered by both airlines sufficiently addressed. USP not touched. Types of marketing strategies looked at but not detailed. Assessment of success of competition, marketing strategy and Pricing structure 1. Has student identified why PAX chose Emirates airline? 2. What is unique selling point of the airline? 3. What stage of product life cycle is Emirates product at? 4. Has student critically reviewed how successful Emirates is at marketing their product (i.e. did it affect PAX loads positive/negative and were they satisfied?) 5. Has the student identified the various pricing tactics used by the selected airline Quite good attempt. More evidence on strategies. Need competitor analysis. 3/10% 5/10%

3. Network and markets growth plans Assessment Assessment of current business model and network Did the student manage to plan the current and future network for Emirates in order to fully deploy the 90 A380 into those destinations and boost frequencies according to demand into existing routes? Has student came up with a sound reasonable network growth strategy for the next 5-10 years in view of current market trends and propose to Emirates Exec Management concentration plans on those expected profitable routes.? Interpretation of financial results in view of marketing strategy and future global network growth plans Student attempted but a little limited,. Student should have researched finance status of Emirates 1. Has airline made profit over last few years? 2. Has airlines operating expenses increased over last few years? 3. Has student analyzed yield management, operating margin, aircraft utilization, load factors and Profitability and extrapolated that for future? 4. Has student discussed Emirates A380 fleet newness factor and fleet growth plans as discussed in class? 5. Has student discussed marketing strategy channels for airline and which markets that require high capacity based on environment and competition analysis? The student listed and attached the balance and income sheets and did not demonstrate any effort towards Interpretation of financial results nor growth plans. 4. Markets Uncertainty & Future plans acceleration of European carriers Assessment of a Has student discussed the fierce competition and lobbying of possible new European carriers against Emirates? recession Has student related to business models and competitive edge over those European Airlines? Student attempted but a little limited, more needed on cost structure and breakdown rather than listing down the sheets. Analysis of market Student should have researched finance status of airline airline leaders 1. Has airline managed to optimize operating costs? 2. Has student analyzed airline operation plans? 3. Did the student used examples of other airlines? 4. Has student discussed airlines offered pricing and balance? 5. Has student discussed internal and external stakeholders? The student listed and attached the balance and income sheets and did not demonstrate any effort towards financial results. 4 /10% 4 /15%

4 /10%

4 /10%

5. Conclusion/Recommendations/presentation/referencing/layout Recommendations and conclusions Has student presented an overall conclusions section that sums up the findings of their report? Has student made valid recommendations with regard to A380 business operating plans and what do they need to do over the next 10 years to stay in business? Has the student demonstrate that they have understood the principles of airline ops and related them to Emirates current and future plans? Good overall summary. He needed more elaboration on recommendations on strategy for both airlines. Has the student presented a comprehensive Table of contents? Did the student reflect a proper introduction highlighting the purpose of assignment and useful info on both airlines Proper referencing style used (Harvard Style as discussed in class). In text citation and last page indication. Satis. Professional style o Margins, Fully justified, 1 spacing, clear sections and sub sections that follow questions, common font size throughout o grammar and English o Page numbers, word count and general layout Good overall layout report. /3%

Table of Contents Introduction References Presentation/ Layout

/3% /3% /3% /3%

Assessors Name:

Hisham Salah

Signature

Date