Generally, organization monitors the competitors' activities, changing consumer needs; legal, economic, political and environmental issues and the potential of new markets. Technological changes occur in products, in services and in processes. The obvious benefit is a competitive edge: the risk that incorrect choices, poor execution and higher-than-expected operating costs will create competitive disadvantages. Evaluate the companies listed below according to their categories and discuss about "Technology", "Competition", "Facilities and Equipment", "Customers", "Product and Services", Suppliers, Economic Conditions, Political Condition and Legal Equipment.

 

Category	Company #1	Company #2
A	Emirates Airline (emirates.com)	Malaysia Airlines (www.malaysiaairlines.com)

• Technology:

In terms of technology both the airline companies, Malaysian Airlines and Emirates, offer similar technologically advanced airline services. Travellers could book their tickets online via the airlines online booking system. Wifi and inflight entertainment too is offered by both the companies.

• Competition:

Malaysian Airlines and Emirates both have to face severe competition from many other airline companies around the world such as Cathay Pacific, Singapore airlines and so on. Most of the other airline companies practice competitive pricing and give out more seasonal offers to the customers.

However, Malaysian Airlines has a competitive advantage over Emirates as they have an alliance with Oneworld. In fact Emirates is not part of any of the top alliances which can be a reason as to why customers would prefer Malaysian Airlines over Emirates.

• Facilities and Equipment

Malaysian Airlines and Emirates both have similar facilities and equipment. However, only certain flights of Malaysian Airlines serve their passengers Alcohol as opposed to Emirates. Also, out of the two airlines only Emirates has the online chat and price match facilities.

Apart from the above, Malaysian Airline passengers have more choices between payment options as opposed to Emirates.

• Customers

Passengers of Emirates have a wider range of destinations to choose from as opposed to Malaysian Airlines. Also, Emirates is a higher rated airline as opposed to Malaysian. This would result in more customer passenger groups preferring Emirates over Malaysian Airlines.

• Product and Services

Both the companies offer the standard 3 types of airline packages for customers to choose from, that is, economy class, business class and first class. Both the airlines have similar baggage allowances for their passengers. There are only slight variations in the rest of the product/service features (Example-Emirates has the online chat facility and Malaysian Airlines does not)

• Suppliers

Both the firms have a higher bargaining power over its suppliers for petroleum and other materials such as food. This is because they operate flights at mass scale and would definitely have to buy inventories at higher quantities leading to economies of scale.

• Economic Conditions

Both Emirates and Malaysian Airlines are affected by both its host country economic conditions and the global economic conditions as well. Example, the global Covid19 outbreak has resulted in both airline companies operations to be at a considerable halt.

• Political Condition

Both Emirates and Malaysian Airlines are affected by both its host country political conditions and the global political conditions as well. This is a factor that both the airline companies cannot control as they are external to the business organisation.

• Legal Equipment

Both Emirates and Malaysian Airlines are affected by both its host country laws and the laws of the other countries they fly to. This has put increased pressure on both the organisations to make sure that they abide to internal legal laws by making themselves well equipped to face challenges.