Johnson, Gerry, Kevan Scholes, and Richard Whittington. Ghuman, Kennedy. London: Trident Press, 2013. Emirates Airlines Strategic Planning & Marketing November 29, 2022. https://business-essay.com/emirates-airlines-business-strategy/. MIT Sloan Management: What is operations management 2010. The financial strength has increased the company competitive advantage. Print. The airport is also served by effective ground transportation systems, which include rail, road, taxi, and buses. The buses are strategically located at the airports arrival and departure terminals. A differentiation strategy focuses on what makes your business unique from others in the same industry or market. In an effort to improve the quality of its services, Emirates Airlines has adopted different quality management tools. Momadu, Ahmed. 14). Strategic Management Project: Emirates Airlines. In line with its technological commitment, Emirates Airlines has implemented a knowledge-driven in-flight service [KIS] system. Moreover, the firm ensures that the new aircrafts are fitted with new technologies in order to meet the customers requirements and this aspect shows the firms commitment in planning for its short and long-term capacity. The main principle of Emirates has to underlie in service and quality. Moreover, the airline was awarded as the best airline with regard to the provision of in-flight entertainment. Thus, differentiation strategies will suit best for Emirates in competing with its rival. For example, the firm can calculate the 5-year moving average with regard to the number of passengers. Emirates Airlines This will reduce the airlines carbon emission (International Air Transport Association par. The view from Dubai: international and industry affairs Emirates Airlines. The airline has positioned itself as the pioneer with regard to sustainable air travel. THE EMIRATES AIRLINES STRATEGIES - Grade Valley The decision to adopt this dimension was informed by recognition of the importance of ensuring that its employees have adequate skills in order to provide optimal customer service. However, customers are requested to book the special meals in advance, at least 24 hours. Emirates Airlines is committed towards developing a high level of customer satisfaction. The firms growth has emanated from the adoption of effective competitive strategies. By improving its fleet, Emirates will improve its capacity with regard to hub-to-hub routes. Moreover, the firm is also in the process of upgrading its cabin amenities and changing the level of service provision within the economy class. To achieve this, the firm is focused towards improvement in the level of its service provision. The various departments operate in an interdependent manner. This has played a critical role in enhancing the customers level of satisfaction. As a result, Emirates operates in the context of the open skies policy promoted by the government of Dubai, and its commercial potential is constantly increasing (Oxford Business Group 28). The objective of the installation was to provide customers with an opportunity to listen to music through their iPods and video players. Subsequently, it is imperative for the firm to plan whether its current infrastructure such as aircrafts and airbuses will support this growth (Emirates par. The airlines training programs are held at the Emirates Aviation College, which is located in Dubai. 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). 2010. This will lead to improvement in the airlines capacity to serve its key routes such as the Tokyo-Narita route. The UAE airline industry is characterized by intense competition due to its high market potential. The rivals in the airline industry market are active, and Emirates need to focus on expanding their services and selecting more routes because such approach guarantees the stable leading positions in the market. The airline is cognizant of the importance of creating a unique customer experience. Emirates Airlines is one of the rapidly developing airline companies in the world. Differentiation. The above analysis shows that Emirates Airlines is ready to cope with the growth in the aviation industry in the Middle East. It is the part of the Emirates Group and headquartered in Dubai, the United Arab Emirates. In order to enhance its competitiveness, it is imperative for Emirates Airlines to consider the following issues. Longernecker, Justin. On behalf of Emirates, Lakshminarayanan discussed profitable network growth, aero-political access, airport constraints and commercial partnerships. The firms commitment towards market growth is evidenced by the rate at which the firm is introducing new aircrafts. The competition in the industry increases and recommendations for Emirates should also include the market expansion. "Emirates Airline's Differentiation and Innovation." The development of an assortment of key projects in Dubai creates a center of attention amongst tourists and investors. Small business management; an entrepreneurial emphasis, London: Cengage Learning, 2006. The costs associated with buying new aircrafts for the fleet are rather high for Emirates today. This amount is intended to enable the firm improve its services (Black par. The company aircrafts carry the EXPO 2020 logo to ensure the promotion of the cause. professional specifically for you? Emirates Airlines Business Strategy. The increase in the level of profitability arises from growth in the volume of passengers. Wit and Meyer define differentiation to include the process through which an organization seeks to be unique (269). According to Chennai 360, Emirates Airlines is not only concerned with getting customers from point A to point B (par. For the global and business strategies to attain the specified objectives, the firms must adopt both long-term and short-term financial, marketing and operational strategies enhanced by appropriate information systems and sound human resources management. These stages include product or service development, introduction phase, growth stage, maturity, and decline as illustrated by figure 1 below. In fact, people are offered with the prospect of not travelling at all by air. The airport is also equipped with effective passenger and cargo facilities. In this context, passengers often choose cheaper services while planning their business or holidays trips. A Competitive Analysis of Airline Industry: A Case Study on Biman Bangladesh Airlines. Journal of Business and Management 17.4 (2015): 23-33. The bags are wrapped using a strong transparent plastic hence maintaining their condition. Through the KIS system, the airline has been in a position to offer customers personalized services. In fact, new competitors often collaborate with each other in their operations thereby benefiting from the economies of scale. Complete Marketing Strategy of Emirates Airlines | IIDE This trend is mainly evident in the emerging markets such as the UAE. Differentiation Strategies Wit and Meyer define differentiation to include the process through which an organization seeks to be unique (269). 9). 4). Although the strategies followed by the company today are rather efficient, the problem is in the fact that the airline industry and market can face significant challenges in the future if the economic crisis in the Middle Eastern and Western countries develops. The aviation industry suffers from a range of political and economic obstacles and challenges today, and much attention should be paid to the strategy followed by Emirates to compete in the market. Emirates 13). Web. 2). The new ERP system will enable Emirates to consolidate its data across the world. Emirates Airlines is the part of the Emirates Group headquartered in Dubai, the United Arab Emirates (UAE). In the global competitive markets including Dubai, the many airline and transport companies offer the consumers with a considerable power due to the availability of the services. The maiden flight, EK600, was from Dubai to Karachi. The cost controls should be the major aim of the financial strategy (Sundaresan, 2013). New entrants, threats of substitute, bargaining power for customers as well as bargaining power for suppliers and current rivalry are the sources of competitive forces. Lancaster, P. (2013). Today, Emirates provides its services in more than 70 countries all over the globe, and its staff is more than 55,000 employees (Emirates Home par. The company believes that the strategy will enable the airline search for appropriate measures to control costs and improve its effectiveness in its services delivery. Sundaresan, S. (2013). If you want to get in touch with our media team, please mail us on: If you're a customer and you have a general question about our services or would like some help, please Chennai 360: Emirates harnesses new technologies to deliver better travel experiences 2013. This element aids in developing optimal and credible judgment that an organization can utilize in formulating business strategies. The growth in profit margins the recent financial years indicates the manner in which the company is efficient in attaining its corporate goals, strategies and objectives. Course: Strategic Management MGT4802(GEN) Submitted to: Major General (Retired), Bir Protik Prof. Alauddin M A Wadud Submitted by: Group-1 Fabliha Anbar B18231006 Nabil This assessment on Emirates Airlines Differentiation and Innovation was written and submitted by your fellow and the flag carrier Ingram, David. Strategic Management Project: Emirates Airlines. Print. The UAE policies regarding the protection of the environment are rather strict, and Emirates is one of those companies that concentrates on the development of effective and working sustainable programs. CSR for HR: A necessary partnership for advancing responsible business practices, Greenleaf: Sheffield, 2010. The current financial situation in the region also affected the progress of the company, and it had to review its industry for the following fiscal year. The mentioned cost control strategies should be pursued in the long-term. Its major competitors include Etihad, British Airways, Air France, Qatar Airways, Virgin Atlantic, and Swiss Airlines. Through employee training, the firm has equipped its workforce with sufficient skills to serve customers. 9). Emirates Home. The company does not serve needs of middle-class passengers while reducing the number of potential customers. Firms in the service sector can greatly benefit from effective forecasting (Hoshmand 4). Abeyratne, Ruwantissa. The reduced cost in terms of wages falls within the reduced cost strategy of the airline and is significant in increasing the global competitiveness. Emirates Airlines has organized its operations into a number of operational areas commonly known as departments as illustrated herein. The company further develops the course for expanding the markets. In most cases, the firm undertakes in-house training in order to uphold the differentiation strategy. The operations of the company cover the Middle East, America, Europe as well as Asia. Emirates Airlines does not only deal with passengers but also cargo, which is handled by Emirates SkyCargo. The airport acts as a trading link between the developed and the emerging economies. 1. The Emirates Airlines operations are based at Dubai International Airport, which is a public facility. From the above analysis, one can assert that Emirates Airlines has managed to attain an optimal market position over the past two decades. Based on the major global expansion aim, the firm business objectives and goals include. Emirates Airlines can be positioned in the growth phase as evidenced by the high rate at which the airline is establishing new services. In addition, the returns on the shareholders funds also grew from 21.6% to 28.3% representing 6.8% growth. The first recommendation is to revise the differentiation strategy and pay more attention to the diversification strategy in order to make the companys approach more adaptable to the changes in the airline industry and markets. The weaknesses in the strategy of Emirates are associated with the high reliance on the economic situation as the external factor and on changes in financial and oil markets. The main financial strategy of the airline is to keep its costs under scrutiny particularly the cost of operations. The threat of new entrants in this industry is minimal because of the necessity to have significant capitals, propose differentiated services, and gain the customer loyalty within the short terms. In the course of its operation, Emirates Airlines has adopted a comprehensive facility planning ad process selection. Consequently, the road provides customers easy access to the airport. Currently, the firm is ranked as the leader with regard to the number of its A380s, which are the largest aircrafts in the world. Emirates Airline is one of the largest companies in the Middle East. Emirates Airlines also accesses the services of Dubai Metro, which has stations located at terminal 3 and 1. The strategy is in line with countrys bid to host world major EXPOs 2020 and beyond. The active political cooperation of the UAE with the countries from the mentioned regions contributed significantly to the development of the aviation sector. The buses also provide travelers with transport facilities to over 80 hotels and restaurants located within Dubais city centre.