Company Choice: Emirates Airlines (www.emirates.com)
1. Company profile
Create a one to two page profile of the company that provides the reader with enough information to fully understand the nature of the firm you selected as well as the firm’s mission and overall objectives. Use tables and figures to condense information.
2. Identifcation and evaluation of the firm’s strategy
This section is about the global-local dilemma and variables within the firm’s control. Create a three to four page detailed analysis of the firm’s strategy.
Organize this section in two broad subcategories.
2.1. Develop a well laid out description of the company’s strategy where you explicitly identify the international strategy pursued by the company.
Support your analysis with carefully selected examples and data. In this section, discuss the product portfolio, the key markets/competitors, the organizational structure and how the company manages to integrate operations across borders. Keep in mind that many companies follow a mix of different strategy types (e.g., global and transnational strategy) and that their strategy evolves through time. This should be made explicit.
When evaluating the firm strategy, select a specific case (or cases) of the company’s internationalization. Critically discuss the dilemmas and constraints faced by the company and the strategy employed. For example, if a firm deals with many products/markets you might want to single out a particular product/market(s) combination to provide a detailed analysis, rather than including a generic description of all products/markets.
2.2. Discuss critically the potential flaws in the company’s internationalization strategy and give novel recommendations arising from the analysis that can be of value to the firm.
3. Identification and evaluation of the external environment
This section is about variables that are largely outside of the firm’s control.
Create a three to four page analysis of the external environmental factors that shape the firm’s international expansion and its strategy. Like the previous section, organize this section in two broad subcategories. Use one or a combination of the theoretical frameworks (e.g. SWOT, PESTLE) to analyze the external environment in a structured manner.
3.1. Drawing from the theoretical analysis, give a rich description and analysis of the macro-global environment in which the company operates discussing those variables that are largely outside the firms control such as cultural differences, political risks, and infrastructure. Keep in mind that external factors are generally ‘uncontrollable’ in the short term and can vary on a country-by-country basis. Nevertheless, individual countries evolve through time reshaping the kind of external environmental factors that a firm faces within and across borders. A consideration of this evolutionary process and its impact on the strategy of the firm you selected should be made explicit in this section.
When evaluating the external environment, discuss a selected case (or cases) where the firm faced external challenges or opportunities, detailing the company’s response. Again, if a firm deals with many products/markets you need to single out a particular product/market(s) combination to provide a detailed analysis (rather than including a generic description).
3.2. Provide a critical discussion on the ability of the firm to face its external environment, and give novel recommendations arising from your analysis.
4. Summary
Provide a concise conclusion to your report, highlighting some key, distinct and interesting insights you gained about the company and any recommendations you have.
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