Objectives of the Report The focus of the report is on the various strategies adopted by the two airlines viz. Emirates and British Airways in the various markets in which they operate and provide their services and are looking for growth opportunities across the globe.o Intercept various strategies adopted by airlines with regards to marketing in different countrieso Regional differences and cultural factorso Analysis SWOT for each airline or Porters Five Forces acting on each airline EMIRATES Emirates is an airline based in Dubai, United Arab Emirates and is one of the subsidiaries of the Emirates Group, owned by the Investment Corporation of the Government of Dubai. It is a relatively younger fleet in the airline industry and is the Middle East's largest airline and is growing at a high rate in both fleet and market sectors worldwide with its hub based in Dubai International Airport. Emirates is ranked among the top 10 airlines in the world in terms of passenger-kilometres. Emirates airline has a mixed fleet of Airbus and Boeing for its operations and the aircraft used are wide-body class. Emirates has built itself as a brand and is continuing towards excellence in service and operations with rapid growth and consistency in profitability. Emirates has earned many accolades in the form of awards, including being awarded 'Airline of the Year' in 2012 with eighth place by Air Transport. Skytrax rates Emirates flights as a four-star experience. Emirates' marketing strategies must be very competitive as it operates from its Dubai hub over 3000 flights every week across its network covering 130 destinations in 70 countries spread across six continents. Branding of Emirates: In 2004 Emir......middle of paper......ORCES MODEL ANALYSIS1. Threat of new competitors: threat of a highly competitive environment2. Bargaining Power of Buyers: It is observed that customer loyalty decreases in case of BA. There are better offers for customers on some routes and airlines, especially for short-haul flights within Europe.3. Bargaining power of suppliers: oligopoly of aircraft and aeroengine suppliers. There are restrictions for companies that lease aircraft.4. Threat of Substitutes: High-speed trains to various parts of Europe, e.g. France, Germany, etc. Well developed road network for travel by motor vehicles.5. Competitive rivalry: British Airways offers both long-haul and short-haul flights and has a slight differentiation in pricing and offerings compared to its competitors. The short-haul market is more uneven with smaller operators.