The assignment consists of the case study “Emirates Airline: Connecting the Unconnected”.
An electronic version of the case study is available on Canvas, in the “assessment” category
folder of the module.
You are expected to carry out an analysis of the case study and demonstrate a holistic
understanding of the organisation and its environments as well as demonstrate your skills in
strategic analysis and planning. You will structure your assignment into two separate parts:
1) Formulate and evaluate alternative strategic options for Emirates Airline and
recommend a strategy for growth for the organization.
2) Identify and discuss the relevance of emergent strategy in an organization such as
Each question carries equal weight. The word count is 3000 words excluding any cover
page, executive summary, table of contents and references. Information listed in tables
and figures do not count towards your overall word count either.
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