1.       Substantial support from oil-rich Dubai government

2.       Wide coverage of 72 countries in 6 continents

3.       Highly positive brand image via exceptional customer services and sponsorships

4.       Effective promotion of flight safety to pre-schoolers

5.       Benefits from the economies of scale

1.       Extensive reliance on international onward moving traffic

2.       Highly intensive competition

3.       Weaker presence in a strategic US market compared to other major international airlines

4.       High costs of operations

5.       Not catering for middle-class and budget customers

1.       International market expansion strategy – covering more international destinations

2.       Development of a new segment for middle-class and budget travelers

3.       Increasing the integration of IT into various aspects of service provision

4.        Formation of strategic cooperation with other businesses in catering industry

5.       Emergence of competitor vulnerabilities

1.       Decline of tourism to Dubai

2.        Further increases in the costs of fuel

3.       Changes in government rules and regulations that may put the airline in a disadvantaged position

4.       Risk of terrorist attacks in the planes and airports

5.       Risk of oil-related financial crisis