Strategic Management Project for Emirates Airline. This project requires you to analyze the industry environment in which your company is based using the information you have already gathered: 1) Apply the five forces model to the industry in which your company is based. What does this model tell you about the nature of competition in the industry? 2) Are any changes taking place in the macro environment that might have an impact, positive or negative, on the industry in which your company is based? If so, what are these changes, and how might they affect the industry? (Forces outside the industry)