Executive SummaryEmirates Airline, one of the world's leading airliners located in Dubai, a city in the Middle East region, has over its years shown activity how the company grew and achieved success in the aviation industry. Much of this success is due to its competitive strategy which has been essential to the company's ability to compete with larger airlines such as Air France and Lufthansa. Cost and differentiation have been the main driver of their competitive strategy, which has enabled them to become efficient, capture market share and build customer loyalty through their low production costs and unique award-winning services. Look at how Emirates achieved success and how its strategic presence in the market has made it one of the most powerful airlines, a SWOT analysis was carried out to find out the internal capabilities of the company regarding their strengths, weaknesses , their opportunities and their threats. . This analysis provides a clear overview of where the company is and what could affect it in the future. It is also important to know the competitiveness of the market in which the emirates find itself and the strength of its strategic position in it. Porters 5 strengths helped show the significance of the threat posed by substitutes and new entrants, how the bargaining power of buyers and suppliers affects the airline, and the intensity of competition within the industry. The PESTLE analysis is provided in order to conclude an external analysis when leading a strategic analysis and provides an overview of the different macro-environmental factors considered by Emirates. It is a powerful tool to understand the company's position and direction for its operation...... middle of paper ... as well as trendy stores and malls such as Emax, Lamcy, etc. which attract more people.'[ AirMiles, 2014] Finally, Emirates is currently the most valuable brand in the air transport sector, but it is especially 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, providing comfort and entertainment in flights as well as ordering fleets of new aircraft, Emirates has always followed its competitors, be it Turkish Airlines, Qantas or Singapore Airlines. Overall, Emirates has many advantages in terms of location. , government funds and the natural, human and financial resources at its disposal. They also run a strong marketing campaign and use aggressive advertising which should aim to become the best and market leader in the airline industry..