Executive SummaryEmirates Airline, one of the world's leading airliners based in Dubai, a city in the Middle East region, has demonstrated over its years of operation how the company is has grown and been successful in the aviation industry. Much of this success is due to its competitive strategy which has been critical to the company's ability to compete against major airliners such as Air France and Lufthansa. Cost and differentiation have been the main driving force of their competitive strategy which has allowed them to become efficient, gain market share and possess a large customer loyalty base thanks to low production costs and unique, award-winning services. To get an in-depth analysis look at how Emirates has become successful and how its strategic presence in the market has made it one of the strongest airlines, a SWOT analysis has been carried out to find out the internal capabilities of the company in terms of strength , weakness, opportunities and threats. This analysis provides a clear view of how the company has performed and what could affect it in the future. It is also important to know the competitiveness of the market the Emirates is in and how strong their strategic position is in it. Porters 5 Forces helped show the importance of the threat posed by substitutes and new competitors, how the bargaining power of buyers and suppliers affects the airline, and how intense the competition is within the industry. The PESTLE analysis is provided in order to conclude an external analysis when directing a strategic analysis and to provide an overview of the different macro-environmental factors that Emirates takes into consideration. It is a powerful tool to understand the company's position and direction for the work...... middle of paper ......as well as trendy stores and malls like Emax, Lamcy etc. that attract more people.'[ AirMiles, 2014] Finally, Emirates is currently the most popular brand in the air travel industry, despite being substantially one step behind its competitors. In terms of brand positioning it positions itself as a challenger rather than a market leader. When it comes to flying to different destinations, offering comfort and entertainment during the flight and ordering fleets of new aircraft, Emirates has always followed its competitors, be it Turkish Airlines, Qantas or Singapore Airlines. Overall, Emirates has many advantages regarding geographical location, government funding, and natural, human and capital resources at its disposal. They also have a strong marketing campaign and use aggressive advertising which should aim to become the best and market leader in the airline industry.