Report ObjectivesThe report focuses on the different strategies adopted by the two airlines viz. Emirates and British Airways in the different markets they operate and provide their services and are looking for growth opportunities across the world.o Intercept various strategies adopted by airlines in marketing in different countrieso Regional differences and cultural factorso SWOT Analysis for each airlineo Porters Five Forces acting on each airlineEMIRATESEmirates is an airline based in Dubai, United Arab Emirates and is one of the subsidiaries of the Emirates Group which is owned by the Dubai Government Investment Corporation. It is a relatively younger fleet in the airline industry and the largest in the Middle East. airline and is growing rapidly both in its fleet and market sectors worldwide with its hub based at Dubai International Airport. Emirates is ranked among the top 10 airlines in the world in terms of passenger kilometers. Emirates Airlines has a mixed fleet of Airbus and Boeing for its operations and the aircraft used are all wide-body aircraft. Emirates has built itself as a brand and is pursuing excellence in service and operations with rapid growth and consistent profitability. Emirates has earned numerous recognitions in the form of awards, including being voted "Airline of the Year" in 2012 with the 8th rank by air transport. Skytrax rates Emirates as a four-star experience. Emirates' marketing strategies must be very competitive as it operates from its Dubai hub more than 3,000 flights each week in its network covering 130 destinations in 70 countries across six continents. In 2004 Emir...... middle of paper ...... ANALYSIS OF THE ORCES MODEL1. Threat of new entrants: threat of a highly competitive environment2. Bargaining power of buyers: A decrease in customer loyalty is observed in the case of BA. There are better deals for customers on certain routes and airlines, especially in the case of short-haul flights within Europe.3. Bargaining power of suppliers: oligopoly of aircraft and aircraft engine suppliers. There are restrictions on 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 using motor vehicles.5. Competitive Rivalry: British Airways offers both long-haul and short-haul flights and has very slight differentiation in terms of pricing and offerings compared to its competitors. The short-haul market is more unequal with smaller players.