Further analysis concludes there is more to be included, however. My personal SWOT analysis of Emirates is as follows:
Strength
All planes are equipped with “fly with me monsters,” a collection of blankets, drawing tools, and seatbelt characters to promote safety to pre-schoolers
First class includes a shower spa and two on-board lounges for drinking and mingling on the upper deck
Their menu includes wild Iranian caviar, braised beef in coconut milk, stir-fried lobster in black bean sauce, cheesecake, and cocktails
First class private suites include a personal mini-bar, a privacy divider and sliding door, a vanity, table, mirror and wardrobe, as well as passenger seats that can be converted into full-flat beds
A strength specifically related to Emirates and Qantas is the availability of Halal meals during flights between Australia and London Heathrow
Effective use of social media
Weakness
The United Arab Emirates eliminated a military agreement that allowed for Canadian forces to use a logistical base near Dubai after the refusal of Emirates airlines to expand landing rights in Canada
Opportunity
Emirates made Dubai’s ruler, Sheik Ahmed bin Saneed al-Maktoum, their chairman
As of 2011, air travel is expected to grow more than seven per cent a year for two decades
Emirates’s partnership with Qantas because it opens an extensive network
Threats
In the 2009 economic crisis, Emirates had an 80 per cent drop in full-year net profit
Countries going to war or being filled with tension, such as Egypt, Yemen and Jordan