Strategic Management of Emirates Airline


This Task contains three components. The primary half is strategic planning of Emirates airline. The second half discusses the kind of choices that are made in several ranges of Emirates and clarify the data methods utilized in these ranges. The final half highlights the moral points concerned within the group’s processes.

Half 1: Strategic Planning

The aim of this half is to think about the general strategic administration course of and take into account what is occurring within the atmosphere in an effort to choose how these taking place could have an effect on the group. As well as there's a consideration of group’s strengths and weaknesses and the alternatives and treats that has vital impression on the group course of.

Firm overview

Emirates is a nationwide airline of Dubai within the Center East. Emirates flees to over 100 locations in 60 nations around the globe from Dubai Worldwide Airport with a fleet of 137 plane. Emirates Air line has been existed for 25 years. Though Emirates is a younger airline, over one decade it has change into some of the revered manufacturers on the planet. The important thing of their success is utilizing new expertise and knowledge methods of their enterprise processes. (Emirates group, 2010)

Firm’s mission:

Typically, Emirates’ progress has by no means been decrease than 20 per cent yearly, and the airline has recorded an annual revenue in yearly since its third in operation. Their effort is to proceed their explosive progress and improve the share of this progress.

Mission assertion evaluation

This evaluation will assist group to disclose goals, objectives and plans for attaining them that are necessary for the long run survival within the business.

In any organizations, managers have to focus their efforts and sources on long-term, basic goals, and supplies a basis for short-term, particular goals in an effort to obtain their mission assertion. (Robson 1997)

Normal goals:

As talked about in mission assertion, Emirates is making an attempt to extend the chances of their annual advantages.

Emirates carried 21.2 million passengers and 1.Three million tonnes of cargo throughout the earlier years (Annual report, 2010), and they should carry hundreds of thousands extra throughout a rising community of worldwide locations in the event that they need to improve their revenue. Due to this fact their goal is to offer the most effective service within the business in an effort to have extra passengers and cargo.

Particular Aims:

At present, Emirates’ flights account for almost 40 per cent of all flight actions out and in of Dubai Worldwide Airport, and their important goal is to extend this market-share to 70 per cent by finish of 2010 with out compromising the fame for high quality.

Furthermore, they're making an attempt so as to add 18 new passenger plane to their fleet, improve seating capability by 14 per cent. In addition they plan to extend frequencies on many current routes in addition to increasing cargo capability by 17 per cent. These particular goals are all to assist the final goal which talked about above.

Environmental evaluation

The group’s atmosphere is a crucial level to be thought-about by managers as a result of environmental elements can considerably affect organizational operations. Good managers should pay attention to their group’s atmosphere and know the way any adjustments could have an effect on the group and their group’s accessible sources. (Robson 1997)

Distant atmosphere

Distant atmosphere evaluation lists all these occasions, points and information which is able to affect the corporate efficiency, however over which they've little affect and people information are often uncontrolled.

Nature of the atmosphere

The United Arab Emirates (UAE) has the seventh largest confirmed oil, in response to the Oil and Fuel Journal in January 2009. Due to this geography, United Arab Emirates has wealthy pure sources and excessive quantity of pure sources of gasoline. The supply of enormous quantity of gasoline in UAE helps Emirates to offer gasoline for its aircrafts a lot simpler than its airline firms. (Enterprise information, 2007)

Political challenges

One of many causes that had vital impression on Emirates was experiencing a downturn of their opponents due to the Gulf Warfare. Gulf Warfare was a struggle which passed off within the Persian Gulf between 2 August 1990 and 28 February 1991. Due to this political struggle, Emirates was the one airline to fly within the final ten days of the struggle. (Press, 2001)


Dubai Worldwide Airport’s Terminal Three was constructed solely for the usage of Emirates at a value of $four.5 billion. Terminal Three is the most important constructing on the planet by ground area. The affect of this atmosphere is that many individuals could need to use this flight in an effort to go to the most important constructing on the planet though they produce other alternative of airways.(Caswell, 2008)

Industrial atmosphere

United Arab Emirates (Dubai), which was a fishing village on the southern finish of the Arabian Gulf, has grown to change into one of many main commerce heart of the Center East. Massive variety of companies and trades are working in there. This influences Emirates Airline deeply as a result of many individuals begin coming to Dubai from oversee and in addition many individuals have to flight to different nations. Emirates, by offering good airline companies, is likely one of the excessive demanded airline on this nation.

SWOT evaluation

SWOT evaluation is a primary instrument for analyzing the group’s standing. SWOT evaluation addresses organizations strengths, weaknesses, alternatives and threats.

A SWOT evaluation defines the connection between the interior and exterior value determinations in strategic evaluation. It's an train in identification and evaluation. Analysing the important thing elements of the atmosphere and the basic inner strengths and weak spot of the group will assist dictate the methods applicable to the corporations. (Robson, 1997)


Strengths are the constructive inner elements that add worth to the corporate.

New enterprise thought:

One of many information that makes organizations stronger is after they create a brand new enterprise thought. In 2005, Emirates started flying continuous to New York. This occurred when solely Delta Air Strains had the identical service. Due to this fact Emirates began to provide a service which was not offered by so many airways, and that helps them in rising the variety of their clients


One other inner issue that makes the enterprise robust is having good fame amongst clients. For instance:

In 2009, Emirates was voted the fifth finest airline on the planet by analysis consultancy agency Skytrax.

*Skytrax is a United Kingdom-based consultancy, the general public face of Inflight Analysis Companies

Aggressive benefit:

Emirates has received some aggressive benefits which made this firm as one of many good airways. To reply this query that how Emirates is ready to retain its aggressive place within the business, how good Emirates is serving its merchandise could possibly be the reply. Product in Emirates is the companies that airline is offering for its clients similar to flight, meals.


Emirates’s providing is split into three important traces; The First Class seat, the Enterprise class seat and the Financial system class. In all three lessons passenger are offered by top quality and cozy seats, in-seat laptop computer power-outlets, and an ICE system on a LCD display screen. Enterprise and firs class have extra services embrace therapeutic massage operate, privateness partition, winged headrest with six-way motion, two particular person studying lights and an overhead gentle per seat, in-seat energy provide, over 600 channels of leisure on ICE.

Emirates was the primary airline on the planet to introduce a private leisure system on a business plane and that was an excellent cause for them to achieve completive benefits.


These are the unfavorable inner issue that destroys values of firm or put the corporate in danger.

Really it's troublesome to say what are the weaknesses Emirates, as a result of Emirates is taken into account as some of the revered journey manufacturers around the globe. Nevertheless there are nonetheless some weaknesses that Emirates want to enhance. I can say that one of many Emirates’ weaknesses is having costly ticket worth particularly for the enterprise and firstclass. Emirates began to lose a few of its buyer when Qatar Airline supplied the identical flight with cheaper tickets.


Alternatives are exterior constructive elements that characterize the rationale for a company to exist and develop.

One of many alternatives that may add worth to the corporate is having companions, companies or distribution. Emirates has 6 subsidiaries and its father or mother firm(Emirates Group). These subsidiaries that are working individually can provide Emirates advantages.

  • Emirates SkyCargo
  • Skywards
  • Emirates Official Retailer
  • EmQuest
  • Emirates Aviation School
  • Emirates Engineering


Threats are exterior unfavorable elements which may place the group mission or operation in danger.

Market demand

Within the business airline business, unfilled seat on a commonly scheduled flight represents a menace price to the operator. Though Emirates try to supply the most effective companies for the travellers, it's not potential all of the seats get fill throughout all of the flights.

Competitor intentions

One other menace that could be hazard for Emirates is it’s aggressive available in the market. Whereas Emirates has some of the fashionable fleets within the business, and has service ranges make different airways to emulate, and begin utilizing the identical technique that Emirates is utilizing.

(Williamson et al. 2004)

Half 2: Info system Evaluation

There are 4 managerial ranges in any group which are answerable for group’s plans and choices; strategic, tactical, information and operation ranges. On this part, first the kind of choices that made in every degree is mentioned. Later, the data methods that are used to assist the managers to make the suitable determination in that degree of group are listed. (Laudon, 2001)

Strategic Stage

Selections in strategic degree:

In strategic degree senior managers have to develop their talent of creating the most effective determination potential. One of these determination often issues about basic path, long run objectives. These choices are the least structured however they may have vital impression on the way forward for the group.

One sort of selections that's made within the strategic degree is planning for gaining long run profit, which is the Emirates’ goal. One of these determination may require managers so as to add new vacation spot of their flight schedules.

One other long run determination in Emirates is shopping for new air aircraft (Airbus 380). Shopping for a brand new plane is a strategic determination as a result of supervisor ought to take into account this determination is it going to learn them in future or not.

Info methods in strategic degree:

Govt Help System (“ESS”) is the kind of info system which is utilized in strategic degree in an effort to assist senior managers make strategic choices.

A talked about, making revenue is likely one of the Emirates’ objectives. Revenue Planning System may assist the group to catch this goal. Revenue planning system units a revenue goal for the approaching interval. It is sort of a summarized model of estimated earnings assertion. It begins with a forecast of anticipated gross sales and desired proportion for gross revenue conserving in view the market situations.

One other info system utilized in Emirates is Amenities Location system which helps supervisor entry to exterior info determine the place to find new services. One of these system will assist in gathering, analyzing and summering the important thing inner and exterior info used within the enterprise.

Tactical Stage

Selections in tactical degree:

Selections in tactical degree assist the strategic choices. They are usually medium vary, medium significance, with reasonable penalties. The information used to drive this kind of determination is often present in summaries of routine transactions e.g. gross sales orders from the following degree or classification. (Laudon, 2001)

For instance in Emirates one of many important strategic choices is to extend the revenue of the 12 months. Due to this fact the tactical choices that are made by center degree managers can be how center course of may assist this determination to achieve success. The information used to drive this kind of determination is often present in summaries of routine transactions e.g. gross sales orders from the following degree or classification.

Choice about figuring out ticket costs or producing a low priced ticket, or providing some seasonal promotion in an effort to entice extra clients are these sort of choices that are made in tactical degree. One other tactical determination in Emirates could possibly be figuring out optimum reserving coverage for a number of fare lessons.

Info methods in tactical degree:

Administration info system (“MIS”) and Choice-support system (“DSS”) are two necessary info methods which assist motion degree. Administration Info System primarily issues with inner sources of data and often takes knowledge from the Transaction Processing Techniques and summaries it right into a sequence of administration experiences. (Laudon, 2001)

Budgeting System which used to organize quick time period budgets is an instance of this kind of system. All of the Emirate’s annual experiences are offered by such system and they are going to be utilized by the center managers.

One other system which is utilized in Emirates is Pricing Evaluation System which is for figuring out ticket costs and promotions.

Choice-support system (“DSS”) can be one of many necessary methods particularly to assist administration make choices in conditions the place there's uncertainty concerning the potential outcomes of these choices. This technique helps in gathering related info and analyzes the choices and alternate options. Then the system supplies spreadsheet and databases to create “what-if” fashions, and supply managers with the most effective determination to decide on. (Robson 1997)

A instance of DSS in Emirate is Compensation Evaluation System. This technique supplies a complete overview of the group expenditure, monitor wages, salaries and advantages for the supervisor and they can plan.

Data Stage:

Selections in information degree:

The choices on this degree are made by engineering and designer. One of these choices contain creating new funding, designing new profession paths and figuring out new markets. The knowledge which is required for this degree is structured inner information similar to analysis experiences, product-oriented advertising and marketing metrical and strategies and strategies. (Robson 1997)

Info methods in information degree:

Data Administration methods are utilized in information degree. The goal of theses system is to take paperwork with information embedded in them, similar to memos, experiences, displays, articles and retailer them in a repository the place they are often retrieved simply. Examples of such system are:

Aggressive Clever System which works primarily based on an in depth enterprise mannequin that identifies what info it ought to accumulate.

Market Evaluation System which supplies instruments for evaluation of economic markets utilizing technical evaluation.

Operational Stage

Selections in operational degree

Operational choices are day by day choices and used to assist tactical choices. Within the operational degree the each day requirement are reviewed in an effort to make the choice. Thus, the operational determination is very structured and their impression is rapid, quick time period, quick vary. The information used to drive this determination sort is often prescribed or outlined within the procedures and guidelines of the group. (Laudon, 2001)

Info methods in operational degree:

An Operational Info System is a category of data system which give info base for the everyday operation of the airline. On this system the details about lights, passengers, crew, situational, and atmosphere collect. A few of these flows are carried by extra info similar to passenger reserving by way of the web and type the journey companies.

Transaction Processing System is likely one of the present methods in airways firms to assist of transaction and analytical processing on newly acquired operational info. This technique contains supply focus, occasion derivation, and the power to offer preliminary view or states of operational knowledge to purposes, the place subsequently acquired occasions replace these view.

Order Processing System is one other system which is utilized in operational degree and retains observe of each day orders and transaction.

Part3: Moral points

There isn't any doubt that with assist of Info Know-how and Info Techniques human actions will likely be achieved extra environment friendly and efficient. Nevertheless some issues have been risen in utilization of IS/IT which will make them to be unethical.

Moral points in utilization of IT

One of many important issues concerning the info expertise is Web. Web has been modified the best way individuals used to reside. These days individuals store by means of web, purchase ticket on-line, talk with mates, household, faculty within the different aspect of the phrase, and which means conventional enterprise similar to journey brokers have misplaced their clients to the brand new competitor which known as web.

The opposite viewpoint of utilizing web is web crimes (hacking into knowledge, falsification of information). Web has damaged all of the boundaries of private securities. That could possibly be an enormous hurt for a group if their personal knowledge be stolen.

Moral concern in utilization of IS

Developments of data methods additionally contain moral concerns in how info is used.

As talked about info methods supplies info to managers in group to make plan and determination. The query is that “Do managers make authorized choices?”

Alternatively info methods are all about gathering info, analysing knowledge. The moral concern of this truth is that, are the data collected in moral means.

Geographic Info System is an effective instance for present the unethical facet of utilization Info Techniques.

American satellites orbit the earth, scanning for varied varieties of information, which may then be utilized in a GIS. Evaluation of ensuing knowledge tells researchers an ideal deal about, for example, pure sources positioned in different nations.

The issue is that poorer nations, with out the monetary sources to ship up their very own satellites, declare that the U.S. is taking info from them with none sort of fee.


What's most concern in determination making not solely is “Is that this a proper determination” but in addition is “Is that this determination the most effective determination”. Managers will at all times have to entry to the helpful info in an effort to make the most effective determination.

A company ought to have a number of varieties of info methods working on the identical time. The success of a company which has info system in all of the departments similar to Finance and Accounting, Gross sales and Advertising and marketing, Manufacturing and Human sources division is assured.

Listed below are two extra info methods that I feel will assist Emirates to have higher companies:

In an organization like Emirates which has 6 subsidiaries, Associate Relationship Administration (PRM) is a system for enhancing communication between Emirates and their channel companions.

One other advisable system for Emirates is Buyer Relationship Administration (CRM) to assist them keep near current clients. Skyward is the well-known Buyer relationship Administration system for Emirates. Contemplating the robust competitors in at this time’s market, they should enhance their CRM efficiency in an effort to improve the variety of loyal clients. Assets:

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