Write an essay for 3 - 4 pages. Please provide references.
Topic: Design a business strategy for the Emirates group for the next three years.
Ironically for emirates, the flydubai discount airline may posses the largest threat to the firm because demand for low price flights is growing rapidly globally. Flying with emirates is high dollar, and competitors see great potential to gain market share from Emirates with lower prices. It is important, for Emirates Chairman and CEO, Sheikh Ahmed bin Saeed Al Maktoum, to have a clear strategic plan for the next three years.