Introduction

According to Aggabao (2017), marketing and business analysis are the essential factors to making further improvement and progress in business activities. The pandemic outbreak of Covid-19 has negatively affected the business activities over the world. To overcome such negative impact, various business companies has adopted useful strategies to overcome such challenges. This assignment involves market analysis of Emirates Airlines in the UK during Covid-19.

Company Background

Emirate Airlines is considered as a reliable and comfortable source of air travel. It was founded in 1985. The company is governed by Dubai and have more than 157 destinations. The size of the fleet is around 260. The company has an annual revenue of around 25 billion US Dollars in the year 2020.

Situational Analysis

Situational analysis is a used to identify and analyze the internal and external factors of a company or an organization. These factors are helpful in understanding the internal and external environment of a company or an organization that strongly impacts their growth and development. Various tools are used to analyze the internal and external environment (Mulyantina2019). These tools include PESTEL analysis, SWOT analysis, Porter’s five forces and many others. These tools would also help to analyze internal and external environment of Emirates Airlines.

PESTEL Analysis of Emirates Airlines

PESTEL analysis helps to analyze six factors, which include political factors, economic factors, social factors, technological factors, environmental factors, and legal factors.

Political factors: Emirates Airline is one of the oldest international airline services of Dubai. It started its journey with the development phase of Dubai, which is now visited by most of tourists in the world. These international visits and tourism are supported mostly through Emirates airline services. The reason behind most of the visits is that of political stability in Dubai (Avram, 2019). United Arab Emirates (UAE) provides investment opportunities to several countries. UAE is one of the safest places in world and now has become international hub for investment. The annual revenue of Emirates Airlines shows as increasing but the profit margin is decreased due to pandemic outbreak of Covid-19 as shown: