Starting a new airline by penetrating into the competitive market would require capital resources, combined with an effective market entry strategy that helps in establishing a strong position. 1). In essence, the firm has been increasingly entering into strategic alliances with leading companies as well as acquiring emerging companies. The airlines process selection and facility layout also entails automating its operations. Strategy process, content, context; an international perspective, Hampshire: Cengage Learning, 2010. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. 2). We utilize security vendors that protect and BusinessEssay. In this regard, the firm has realized significant steps in averting competition. The charges per bag as illustrated below. (2022) 'Emirates Airlines Business Strategy'. These facilities enable Emirates Airlines to be effective in certifying the customers travel documents. Print. https://ivypanda.com/essays/strategic-management-project-emirates-airlines/, IvyPanda. Bamber, Georhe, James Hoffer, and Dennis Nordenflycht. The airline has also formulated effective ground operation measures, which have enhanced its ability to reduce carbon emissions emanating from the diverse ground operations. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. Emirates Airlines Business Strategy. The group of stakeholders that needs to be kept informed includes the prospective customers, the public, and the community because the increase in the brand recognition and the customer loyalty will directly lead to the increases in the number of passengers. To position itself as a customer-centric organization, Emirates Airlines has appreciated the importance of effective baggage management. . The airline has equipped all its aircrafts seats with an SMS and email service. Print. Shah, Biren. Graeme, Wilson. As a result, more people choose Emirates to fly in the country, and they also use the air transportation for flights to the USA, the European countries, and to the Western countries (The Emirates Group 4). The Airline industry in the Middle East is undergoing significant transformation because of increase in demand for air travel. The impact of suppliers in the industry is high because changes in suppliers prices and propositions influence the quality and costs of provided airline services directly. If the significant fluctuations in the oil prices and changes in the financial markets are expected, the aviation industry in the UAE is at risk of having high losses because the currently followed strategy is oriented to the context of the rapidly developing economy. Consequently, it is in a position to serve a large number of airlines. Customers can choose among different services proposed by a number of companies in the industry (Oxford Business Group 54). In the course of its operation, Emirates Airlines has adopted a comprehensive facility planning ad process selection. This margin represents a 16% increment compared to its 2012 financial year. The company has one of the largest fleets in the industry, and it focuses on applying the latest technologies to its development. BusinessEssay. Emirates Airlines does not only deal with passengers but also cargo, which is handled by Emirates SkyCargo. Global Integration The main factors that determine the global success of a multinational include technological and economic factors among others. In marketing strategy, the company must continue improving its image. The company strategy of building a global brand includes sponsoring sports activities particularly the major world teams as well as building the sports infrastructure including stadiums. Subsequently, the airline is able to guarantee its customers security with regard to their cargo. The company aircrafts carry the EXPO 2020 logo to ensure the promotion of the cause. The SWOT (strengths, weaknesses, opportunities, and threats) analysis is important to demonstrate what internal factors can influence the strategic development of the company. class strategic resource management assignment help service professional specifically for you? The operating profit was 1.6 billion increases in 2011 financial year alone. Moreover, it is fundamental for businesses to ensure that their products and services capture the customers imaginations. Management: concepts, practice and cases, New Delhi: Tata, 2010. (2023) 'Emirates Airlines Company' Operations Management Practices'. Many pilots have grown with the airline. visit our help centre Over the years, the airline has been keen on the amount of the carbon emissions and has ensured that most of its carriers are fuel-efficient and reduces the amount of waste to the atmosphere (Doganis, 2002). Mishra defines operations management as the management of the conversion process, which converts land, labor, capital, and management inputs into desired outputs of goods and services (88). (2023, January 10). "Emirates Airline's Differentiation and Innovation." WebEmirate uses the premium pricing strategy because it offers luxurious and high quality services that merit more money as compared to other airlines. In 2012, the airline ceased the operations of 1,062 heavy and light vehicles. The management of Emirates makes efforts to come to terms with government policies while the real business agenda is executed by subsidiaries or local agents in the country (Roberts 2012). The airline has implemented effective customer service programs such as in-flight entertainment, luggage assistance and high quality meals during the flights. The firm competes amongst 23 companies in the Middle East. 2023. Finally, the focus is on providing distinctive VIP services. In this context, Emirates depends not only on the changes in the national economy but also on changes in the global markets and aviation industry (Rahman, Azad, and Mostari 25). The airport is also equipped with effective passenger and cargo facilities. growth is a vital internal tool for delivering continuous customer care and support to meet the companys mission and differentiation strategy for a competitive advantage through care. Print. Small business management; an entrepreneurial emphasis, Mason: Thomson, 2006. Strategic Management Project: Emirates Airlines. On the other hand, American Airlines capacity had declined with a margin of 8%. WebTo protect this dominance, Emirates Airline continues to invest in services differentiation (Wu, 2010). The customers also use advantages of the highly competitive market. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Over 250,000 Australians visited Dubai last year, largely reflecting the convergence of both airlines networks. The power of the government is also comparably high, and the authorities interest in the progress and strategies of Emirates is also high. Moreover, cargo is stored using special containers such as the LD36. In essence, excellent quality customer services, efficiency, cost effectiveness should be the benchmark for evaluating the global expansion strategy of the company. Print. In fact, the transition in the industry may lead to further consolidation of airline industries. The objective of the installation was to provide customers with an opportunity to listen to music through their iPods and video players. The airport also acts as a hub to other international carriers. 2). The airline has established a number of subsidiaries, which include Emirates Tours, Arabian Adventures, Emirates Holidays, and Congress Solutions International. The maintenance process entails inspecting the engines, the aircrafts internal systems and the wheels amongst other parts. Thus, differentiation strategies will suit best for Emirates in competing with its rival. Therefore, it is important for the firm to forecast the demand in order to plan effectively (International Air Transport Association par. The airline has been keen on differentiating its products from those which are by the rival firms. Winur, Jack, and Jane Winur. The handbook of airline operations. Further, up to date technology such as video-conferencing aids virtual alliance thereby thinning the needs of travelling. These values include social and environmental responsibility, adherence to business ethics and respecting the needs of the various stakeholders such as customers and employees. The main suppliers in this context are aircraft producers (Davahran and Yazdanifard 3). Emirates Airlines selected Dubai International Airport due to the level of its services, safety, infrastructure, terminals, and effective ground transportation. The system was implemented through partnership amongst Hewlett-Packard, Microsoft, and the Emirates Group Information Technology department. Print. Changes in clients interests and attitudes influence the progress of the business because today more passengers choose low-cost services, and they are focused on discounts (Rahman, Azad, and Mostari 24). https://business-essay.com/emirates-airlines-company-operations-management-practices/. Emirates Airlines has selected technology as its core market differentiation variable. Since 2011, Emirates Airline has adopted a consistent marketing strategy, which premises in three pillars. Emirates has been able to maintain its competitive advantage by offering a differentiated product and focusing on Print. Wit and Meyer define differentiation to include the process through which an organization seeks to be unique (269). The active political cooperation of the UAE with the countries from the mentioned regions contributed significantly to the development of the aviation sector. Most of the Asian countries where the airline operates encourage trade through agreements relation to the aviation industry. The strategy has enabled the company to be stronger particularly during the financial crisis. New York: Cengage, 2014. On behalf of Emirates, Lakshminarayanan discussed profitable network growth, aero-political access, airport constraints and commercial partnerships. WebStrategies a) Differentiation Strategy By increasing the flight service to unserved and poorly served routes on which high demand currently existing or can be develop is what Emirates should be looking into. The global airline industry is experiencing a high rate of growth. The operations of the company cover the Middle East, America, Europe as well as Asia. The airline is cognizant of the importance of creating a unique customer experience. The company was established in 1985 after the government of Dubai set aside over $10 Million as a capital to be invested in the national carrier services. The company strategies revolve around achieving the global expansion. Yip, G. S. (2002). WebIn examining the success strategies that Emirates Airlines, it is of particular interest to assess the market structure and the operation activities that the organization is putting up in response to the market demands. As Emirates Airline distinguishes its fleet from other competitors like Qatar and Etihad Airlines, the airline creates value for itself. The firm has developed a customized entertainment system for all the passengers on board. The attainment of the aims, goals and objectives of the company depends on the manner in which the company incorporates all these strategies into both long-term and short-term corporate strategies. The company has also employed some of the best engineers, pilots, waitresses, and other cabin crew members who understand how to offer unique services to clients. 3). 2). Sources The plan involves the expansion of the companys business network by linking people all over the world. The airline plans to increase its aircrafts to over 250 by 2020. BusinessEssay. The airline also provides customers an opportunity to explore Dubai by storing their baggage before the flight. Specifically, the airline has adopted the business and global integration strategies driven by economic and technological factors to expand into the global markets (Yip, 2002). As a result, new entrants can compete only in the sector while providing low-cost services and flights. Operations management: critical perspective on business, New Delhi: Global India Publications, 2009. The financial objective of the company is to attain effectiveness and efficiency in all the operations of the company. The manufacturers possess somewhat high power in terms of supply of the aircrafts. Moreover, departmentalization has also enabled Emirates to attain decentralization. Customers can now book their air tickets remotely as long as they have the internet access. The customers associate Emirates with the high-class services, safety, innovation, and comfort. CAA has implemented effective security and safety mechanisms. Print. Total quality management, New Delhi: Prentice Hall, 2006. Emirates Airlines is the part of the Emirates Group headquartered in Dubai, the United Arab Emirates (UAE). Web1.1.4 Formulate effective firm-specific strategies. The threats of intense competition as well as mergers among the surfacing companies emanate from a number of aspects. Most of the governments in the Middle East and Asia pacific where the airline operates initially operated within the protective policies. Its investment in new product and service development has enabled the airline to gain global market reputation for its optimal services (Emirates par. One of the aspects that the firm has taken into account relates to employee training and development. The airlines success is evidenced by the high growth and market expansion. An organization can base its differentiation strategy upon different elements. 4). Emirates Airlines is committed towards improving its capacity. Emirates operates in the airline industry while proposing the high-quality and even luxury services. The global business environment has become very dynamic due to the intensity of competition and change in consumer behavior (Morelli 4). The strategy is in contrast to the competitors who segregate the price of air ticket from the meals offered in-flight. Print. Emirates expects to fly 70 million passengers in 2020, and the airline together with its partners in Dubai are already progressing on plans to ensure the right infrastructure is in place to support and capitalise on this growth. In 2001, the firm ordered 58 new aircrafts, which comprised Boeing and Airbus models. Moreover, the firm is also in the process of upgrading its cabin amenities and changing the level of service provision within the economy class. High prices for tickets make customers choose the alternative variants of transportation. On the contrary, the firm is committed towards seeking new opportunities to do things in a better way. According to Black, the UAE is experiencing an increment in demand for air travel (par. The firms growth has emanated from the adoption of effective competitive strategies. IvyPanda. Applied transport economics: policy, management and decision making, London: Kogan Page, 2005. 10 January. This assessment on Emirates Airlines Differentiation and Innovation was written and submitted by your fellow MIT Sloan Management: What is operations management 2010. Emirates should utilize quantitative approach to forecasting. The operations of the new technology team entail ensuring that the firms technologies align with the prevailing technological innovation in the industry. In order to evaluate the strategic management of Emirates, it is necessary to analyze macro-environmental factors that influence the development of the business focusing on political, economic, social, technological, legal, and environmental forces. The impact of buyers on the industry development is also high because Emirates is directly oriented to satisfying needs and expectations of their customers. In this context, the effective implementation of the diversification strategy should be supported by the companys global expansion. In addition, strategic opportunities are also associated with using more advanced technologies in order to compete effectively in the global aviation market. The Exceptional Performance Strategies of Emirate Airlines. Competitiveness Review: An International Business Journal 21.5 (2011): 471-486. Operations Management (OM) is a fundamental component in the success of businesses. Emirates have many distinctive competencies, and their progress depends on providing the luxury services globally. In this Marketing Strategy of Emirates Airlines, we will talk about the marketing strategies of Emirates, Emirates marketing mix, competitors analysis, Aisi asserts that the technology places flight, staff, and passenger-related information into the hands of the Emirates cabin crew (par. The firms success over the years can be attributed to its ethical foundations. Each passenger can now choose the kind of music to listen to or a movie to watch while in the plane. The firm is also committed to taking advantage of business opportunities that emerge from the business environment. (2021, July 23). In addition to short distance buses, the airport is serviced by long-distance business services. The tool enables the firm to identify market needs, design and test a potential solution to the identified need, determine how effective the solution is, and implement the solutions (Emirates 8). The firm is ranked as the third largest airline company in the world. Emirates Airlines intends to position itself as a customer-centric organization. 23 July. Automation of the firms services also allows the firms customers to check the flight status online and manage their flight booking. Thus, it has developed an extensive airline partnership. Moreover, the airline ensures that its aircrafts are of high quality and safe. The bags are wrapped using a strong transparent plastic hence maintaining their condition. In line with its quality policy, Emirates Airlines does not compromise on safety and customer satisfaction. From the above analysis, it is evident that Dubai International Airport acts as an optimal location for Emirates Airlines. One more weakness is the limited application of the diversification strategy. The airport has integrated an effective flight management system. On the other hand, the operational issues relate to inventory management, material handling and traffic, scheduling, and production amongst others (Shah 112). The firm has integrated effective programmable automations in order to provide its customers with high quality services. The main problem is the possible inappropriateness of the current management and marketing strategies to address the needs of customers in the rapidly changing political and economic environments. November 29, 2022. https://business-essay.com/emirates-airlines-business-strategy/. In other words, local as well as global competitors with low fare budgets make the firm less viable. The data is then used to predict the future. In other words, the company has been decreasingly financing its expenditures from borrowings and loans. In spite of the fact that the current strategy of Emirates is effective and leading to the companys success, it is important to identify the potential problems in the strategic development of the business. Need a custom Report sample written from scratch by Print. The success of the bid will see the Emirates profit soar. These stakeholders for Emirates are customers because their interests and satisfaction are the highest priority for the company. Emirates needs to determine what new travel routes can be discussed as most beneficial for them in order to attract more customers as representatives of different income groups. For example, the firm has hired a team of dedicated porters who assist customers carry their bags when checking in and when picking their bags on arrival. Print. The firms operations entail providing customers with commercial air transport services. The airport is equipped with optimal infrastructure such as airport-traffic control systems, terminals, and passenger terminals. Emirates Airlines also accesses the services of Dubai Metro, which has stations located at terminal 3 and 1. Consequently, the airline adheres to the customers dietary requirements. From the above analysis, one can assert that Emirates Airlines has managed to attain an optimal market position over the past two decades. Further, the company continues to face cutthroat competition emanating from the mergers among the competitors.

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