is emirates’strategy sustainable?

Part 5- Identification and evaluation of the main strategic options for growth................................... 17 Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. The enterprise if it has to be sustainable it has to balance these three forces i.e. Is Emirates’ strategy sustainable? We look forward to the development of biofuels that are technically safe, cost competitive, and truly sustainable, with a viable supply chain in place from feedstock to the aircraft. Is Emirates strategy sustainable Why Individual Case Assignment Offer Mr Tim from MOR 492 at University of Southern California 1-4. While comparing the usage of the company for 2010 and 2011 reveals that the company has reduced the usage of Fuel per employer 22.8 from 2010 to sustain the fossil fuels for the future purposes. The Emission of carbon to the atmosphere is lower than the base line mentioned by IATA i.e.136.5 g per passenger kilometre and efficient than other pioneer airliner. It has a lean workforce comparable to that of low-cost carriers and has a flat organization that keeps overhead costs low. Porter’s five forces model.............................................................................................................. 8 For instance, Emirates Airline shared Dubai airport with hundreds of other airlines thus encouraging competitive forces of the market to control their market share effectively. Do you have a 2:1 degree or higher? Emirates airline has been sustainable because of the measures taken by the company regarding Eco-Efficiency and environment practices reveals that they have sustainable approach in the business. The Emirates Airline focus on sustainability by recycling the wastes from the onboard wastes such as plastics, card boards, aluminum cans recyclable products. The relationship of company towards charitable organizations has a pioneer status in the field of corporate social committee. The corporate structure of the company has core value to use highly innovative technologies to promote safety and reliability to the customers. The tabular column indicates the consumption of resources of an Emirates Airline company. The indicators mentioned in the tabular column are the sustainability indicators drawn from Air Transportation Association (ATA) and International Air Transportation Association (IATA). No plagiarism, guaranteed! Marketing mix – … (1) Emirates' Strategy and competitive AdvantagesThe strategic decision and location of Emirates The growth of Emirates had its effect on many companies operating in the airline atmosphere, such as Air France, which merged with KLM, and that growth was one of the reasons that lead to merge. The core value is to provide the customers with high efficient service to fulfill them. ", Aerlines Magazine e-zine Edition, No. VAT Registration No: 842417633. What are some of the major internal issues facing Emirates that affect its competitiveness and which should be addressed by strategic planning? The company plans to use efficient aircrafts for long range flight operations. The other criteria are by taking the consumption of the company into account for two years to show the sustainability condition. The first thing to do before creating a CRM strategy is to … The Corporate values of the company include service excellence, innovation, people, financial strength and safety. (13Marks) b. One of the programs includes the introducing skywards miles for the Humanitarian doctors to help people affected by HIV in Africa. The foundation of Wolgan valley resort in Sydney Australia of 1600 hectares for promoting endangered species from extinct and more than 17,5000 indigenous trees have been planted for the welfare of the Eco-system. Knorr, A. and Eisenkopf, A. Emirates Airline vision and mission statements.............................................................................. 3 The purpose of this report is to highlight the strategic challenges and issues of the Emirates Airline. 10). What are some of the major internal issues facing Emirates that affect its competitiveness and which should be addressed by strategic planning? The foundation works include building hospitals in Bangladesh, Sri Lanka and India, supporting children in Dubai and building schools in Kenya, India and Bangladesh. The company has recently participated in tree planting initiatives as well as sponsored environmental conferences. Emirates leadership ....................................................................................................................... 4 Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. We are actively working on ways to reduce resource consumption, while investing in conservation and wildlife protection. Of the advantages considered, Emirates’ ability to make quick decisions, due partially to a flat hierarchy and strong corporate culture, is the only sustainable competitive advantage found. The social activities of the Emirates Company has in a pioneer growth, the company has to continue its service by building schools and hospitals to countries facing inflations. Why? The Boeing 747-8F has fuel efficiency of 16% greater than B 747-400. The airline maintains sustainability by flying younger aircrafts and has an emission record of 25% less than the emission mentioned by International Air Transportation Association (IATA). Why? The efficiency of the Emirates is 12.5% better than the IATA, these values depicts that Emirates is a sustainable company. The sustainability of Emirates airline is proved using the Environment indicators of the company i.e. The competitive advantages are the position that the company’s signature occupies, especially against its rivals. The company has research for the use of alternate fuels for the engine operations to reduce the fuel consumption because the price of Aviation fuel increases tremendously. The company has also started Dubai desert conservation to conserve plants and animals in the desert. Our Vision defines who we are and gives us our reasons to exist as a growing organization. Emirates spends billions of US dollars on fuel each year, so naturally we are monitoring the development of biofuel technology with great interest. All work is written to order. Discuss and illustrate Ghemawat’s CAGE Framework. Competency framework............................................................................................................... 13 What are some of the major external issues facing Emirates that affect its competitiveness and which should be addressed by strategic planning? See our User Agreement and Privacy Policy. The Emirates airline company is a sustainable company which has been described in the report. One central pillar of our corporate responsibility initiatives is our environmental sustainability program, which focuses on fuel efficiency. 1. The Passenger fuel efficiency is the measure of number of fuel (in liters) burned to fly 100 kilometers distance and IATA has fixed a target to airline industry as 5.4 liters per 100 passenger kilometers in 2010 to control the carbon-di-oxide emission to the environment. What are some of the major external issues facing Emirates that affect its competitiveness and which should be addressed by strategic planning? The Emirates airline is one of the pioneers in Airline industry in Asia. Emirates airline operates the largest fleets of Boeing 777 and A380 Aircrafts. In Senegal and Brazil the company has started renewable power generations for the green ecosystem to these countries. The fundamentals of green building include “sustainable sites, energy efficiency, water-use efficiency, environment-friendly materials and indoor environmental quality” (Janardhan, 2010, par. The wastes recycling has been promoted by the Emirates company to collect the wastes from the flights and ground operations and to recycle them for the future use this will reduce the consumption of paper, aluminium cans, cardboards to promote sustainability to the environment. The success of Emirates Airline is also attributing to the generic strategies which include focus-leadership strategy. All airlines are understandably desperate to get their revenue-generating machines back into the air and some basic (actually quite complicated) calculations do prove an insight into Emirates thinking. You can change your ad preferences anytime. Discuss and illustrate Porter’s Diamond Framework. So the enterprises has to concentrate on sustainability. The Boeing 777 has also uses advanced technologies for maintaining sustainability so the company uses advanced innovative aircrafts to promote sustainability. Vrio analysis for Emirates Airlines case study identified the four main attributes which helps the organization to gain a competitive advantages. Why? To become the number one airline for families traveling from Australia for leisure by 2015 (3 years) which will assist Emirates with global goal to become number one airline in world by 2017 (5 years) Operational: Through the development of new technical partnerships, enhance Company Registration No: 4964706. If you continue browsing the site, you agree to the use of cookies on this website. Clipping is a handy way to collect important slides you want to go back to later. Fuel efficiency of the aircrafts of Emirates Company on 2010-2011 is 4.12 Liters per 100 passenger kilometers. The airline is enhanced with Wolgan Valley conservation resort and recycling efforts to maintain sustainability. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. The other sustainability drivers include corporate social responsibility of Airline industry. To generate insight into Emirates’ strategy and the trends it is subject to, this section explains relationships between Group business units and their role in driving the Group. Emirates have positioned as most favoured when it comes to airline services and therefore uses value-based positioningstrategies. The Emirates has to implement environment emission control practices for the aircrafts to reduce the carbon-di-oxide emission to the atmosphere, use of bio-degradable materials for flight services and employer’s has to create awareness to the airline customer’s society to promote sustainability in the environment. ° ° Yes, the Emirates’ strategy is sustainable. Emirates airline has been sustainable because of the measures taken by the company regarding Eco-Efficiency and environment practices reveals that they have sustainable approach in the business. 1. The company is well renowned within the industry for excellent service around the globe. The Emirates airline has an efficiency of 4.12 liters per passenger kilometers in 2010. Why? Judicial independence and the appointment mechanism of judges in ireland, The Impact Of Old Drain On The Drainage Compared To New PVC Pipes, No public clipboards found for this slide, Emirates Airline: Strategic Management Report. Introduction and Company Background............................................................................................. 3 The financial results indicates that the Emirates company is sustainable in their economic perspective which has been shown in the tabular column in that the operating profit increase gradually the decline in 2008-2009 is because of the Global recession and uncertainty in the large scale economy which affects Emirates airline market growth in 2008. The company spends the profit to conserve the bio-diversity of the trees and animal species in Australia to have sustainable business environment throughout the world. The company has eight hangers to carry out maintenance and servicing of aircrafts. Of note, Emirates’ brand strength and strategic location in Dubai are also competitive advantages, but they cannot be considered sustainable as they are not without a substitute. If you continue browsing the site, you agree to the use of cookies on this website. Part 4- Identification of issues and challenges faced by the company ............................................... 16 MARKETING STRATEGY 277 | FALL 2015. VRIO Framework........................................................................................................................ 13 The company has funding to Africa for the welfare of the children and arranging water facilities to Bangladesh. The company has taken welfare measures to use eco-efficient and bio-degradable materials on flight operations to promote sustainability. The market is instead responding with improvements and alliance proposals which for the time being have been shelved by the Emirates Airline. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. The company also started projects like clean water production, rain water harvesting and bio digester in Tanzania. 1 | P a g e Emirates has one of the most cost-efficient operations in the airline industry giving it a competitive advantage. The corporate social responsibility of the Emirates includes the formation Non-profitable Emirates foundation to take of the children suffering from poverty from different locations around the world to maintain humanity. The chairman of the Emirates is Ahmed bin Saeed AL-Maktoum and has more 140 aircrafts comprises of Boeing and Airbus in its fleet. DUBAI, U.A.E – Emirates will continue with its growth trajectory, in spite of global challenges like regional political … Is Emirates’ strategy sustainable? PESTEL Analysis.......................................................................................................................... 6 The Environment policy of the Emirates airline focuses on developing sustainable and eco-efficiency in air and in the ground. The sustainability can be achieved by focusing on emission and fuel savings, air traffic control, supply chain and by recycling the wastes. The innovative technology in the wing, fuselage, and propulsion systems induces the efficiency to greater extent. Passenger fuel efficiency of Cathay Pacific, Lufthansa Group is 4.84 and 4.20 per 100 passenger kilometer. Bibliography ................................................................................................................................... 20. The statement is valuable for the Airline Company to focus on sustainable structures to promote the greener bio-diversity for the future generation’s life existence on the planet. In an industry where profitable firms are scarce, Emirates has delivered solid growth and solid financial performance for years. 4) Is Emirates’ strategy sustainable? Our academic experts are ready and waiting to assist with any writing project you may have. The Carbon-di-oxide emission for 2011 is 17,702,341 tonnes includes passenger and air cargo and the efficiency of Carbon-di-oxide is 101.83g of carbon-di-oxide per passenger kilometer. The tabular column below shows the consumption of electricity, water by the employees (i.e.20,000 employees) and 38 commercial building in Dubai of Emirates Group to analyze for the sustainability of the company. The control of carbon emission has done by promoting younger Aircraft flights with life time of less than six years. Each week 1500 flights are operated across the Globe (Emirates , 2017). Source (http://www.vanderbilt.edu/sustainvu/who-we-are/what-is-sustainability/). Growth options using the ANSOFF Matrix.................................................................................. 18 The airline was started in 1985 in Dubai and has airline operations to 120 destinations in the world. Emirates airline is a relatively new airline with a flat organizational structure and maintains a lean workforcew which reduces the overhead costs considerably. This success is widely … The sustainability awareness program has to implement in the company and the employees need to be educated about the sustainability practices. The amount of US$4 billion has been spending the purchase of Aviation turbine fuel for flight operations. Info: 3769 words (15 pages) Essay The Airbus A 350-XWB is an advanced aircraft which has fuel consumption ratio of 25% less than Airbus aircrafts. 5. Second are long-overdue traffic right additions from mainland China, where Emirates has fewer daily flights across the whole country (5) than to Bangkok alone (6). Is Emirates’ strategy deemed sustainable? Emirates Airlines has an extremely attractive business model, which has paved the way for them becoming the fastest-growing international airline. Is Emirates’ strategy sustainable? *You can also browse our support articles here >. The social works include Skyward miles offered to humanitarian doctors to help the patients suffering from AIDS in Africa countries. To promote sustainability the company has to focus innovative flights for their operations and to provide regular Over Haul maintenance practices to the turbine engines used by the company. Free resources to assist you with your university studies! As part of our commitment to looking after our planet, we operate one of the most modern and efficient aircraft fleets in the sky. The growth in the employees increased from 36,652 to 38,797 from 2010-2011 is because of the purchase of new aircrafts from Airbus and Boeing manufactures. The Emirates airlines mainly focus on development of technology in the flight operations to promote sustainability tom the environment. The ATA and IATA are committees responsible for maintaining sustainability in the Aviation sectors.The indicators which is taken by the report to prove Emirates Airline as a sustainable enterprise. The welfare schemes include the foundation of renewable energy in the countries like Brazil and Tanzania. The airline has more than 40,000 employees and comprises of international flights and Air cargo. Emirates growth strategy on track. It can be said that the strategy of Emirates Airlines is a good strategy and it enables the company to provide total commitment and support organizational operations. 6. Emirates Airline Fleet service........................................................................................................ 3 the emission of the carbon-di-oxide from the airliner is compared with other airliners in the Aviation sector to show the sustainability condition. Some of the resources that are highly contributing toward the sustainable competitive advantages of Emirates Airline include the strategic location of the headquarter, office equipment, and financial resources. The aircraft noise includes noise generated from the aircraft engines. 1. SFA Framework .......................................................................................................................... 19 Emirates Airline is the global airline that serves around 155 destinations across the world. The introduction of advanced engineered aircrafts like B777-8F and A350-XWB will be fuel efficient and well designed to compete the carbon emissions. 4. Expert Answer . The United Arab Emirates government has enabled the Emirates A… Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. Evaluate the industry that you are in using the above framework. Along with that the report will provide sustainable recommendations for the future. The policy includes creation of ‘Emvironment’ program team to govern the eco-environment practices of the company. Looking for a flexible role? Marketing. 38, pp. Emirates group has positioned itself based on geographic & psychographic segmentation strategies to make its offerings more promising to the targetaudience. The consumption of electricity, waste generation, carbon footprints from catering and ground services has to be controlled to promote sustainability in the business market. The noise emission measurement from 2008 to 2011 are mentioned as -8.38%,-8.41%,-8.26%,-8.75% which is lesser than the level mentioned by the International Civil Aviation Organization (ICAO). 119.7 grams for Cathay Pacific, 106.1 grams for British airways, 105.8 grams for Lufthansa airways reveals that the company has sustainable efficient rate for carbon-di-oxide emission. SWOT analysis on Emirates Hub-and-spoke concept evaluates strength and weaknesses of the concept. Emirates strategy and key stakeholders .......................................................................................... 5 The Emirates Company has 57,000 employees from 163 countries and has a diverse workplace to motivate the workers with incentives and arranging extracurricular activities to have a involvement in their work. We're here to answer any questions you have about our services. The percentage of Noise emission of Emirates airlines is measured in decibel (db) a unit of sound waves measurement. The author of this theory suggests that firm must be valuable, rare, imperfectly imitable and perfectly non sustainable. But the company has overcome in the next fiscal year by starting a central hub in Dubai and open air policies formed by the Airline Company. With this launch, Emirates set a record of purchasing 150 new aircrafts for $76B, which was recorded as the current largest aircraft deal. The employee’s productivity of the Emirates airline rose by 5.7% 38,797 in 2010-2011 because of the development of the company in the airline industry. The IATA has set as 136.5 grams of carbon-di-oxide as a base limit to all airliners in the world. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. The growth of Airline industries creates a fuel demand in the industry and the steep rise in price makes the company to invest more and it affects the economic sustainability of the company. Marketing operations activities The social indicators of Emirates Airline focus on the charitable works by starting an Emirates foundation program in 2003 for the welfare of the society. With rising fuel prices and falling air freight rates, the economics of operating passenger freighters is becoming less sustainable, leaving many to question Emirates’ strategy. What are some of the major external issues facing Emirates that affect its competitiveness and which should be addressed by strategic planning? Registered Data Controller No: Z1821391. The carbon-di-oxide emission efficiency percentage of 0.75 kilogram of carbon-di-oxide per tonne kilometer is also most effective than other airlines value. Fuel consumption(ground operations) litres. Emirates Airline supports environmental initiatives towards a sustainable future environment. Along with that the report will provide sustainable recommendations for the future. http://www.emirates.com/english/about/about_emirates.aspx, http://www.airployment.com/emirates_airlines.php, http://www.emirates.com/in/english/index.aspx?cid=GoogleSEM07India24&pkw=yes, http://www.theemiratesgroup.com/english/default.aspx, http://www.emirates.com/english/environment/efficiency_and_technology/emirates_fleet.aspx, http://www.towards-sustainability.co.uk/infodir/susquote.html, http://www.vanderbilt.edu/sustainvu/who-we-are/what-is-sustainability/, http://www.airportsgoinggreen.org/Content/Documents/Kevin%20Welsh.pdf, http://www.emiratesairlinefoundation.org/english/News-and-Updates/News-Letters/Emirates_Airline_Foundation_seven_years.aspx. For the analysis the variables are taken from2010-2011 environment report of Emirates Group, Source (http://www.emirates.com/english/environment/environment.aspx). The International Air Transportation Association (IATA) is the Governing body for the Airline companies for promoting sustainability. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. The report proves sustainability of an Emirates airline company on analysis of their environment context of the company. Fuel consumption of Emirates airline in 2010-2011 is 5,619,791 tones and it increase than 2010 because of the introduction of 10 newer aircrafts for flight operations. Part 3- Company’s corporate and business strategy.......................................................................... 15 Therefore, an analysis of Emirates’ competitive advantages was performed in order to assess which of its competitive advantages was sustainable. The Emirates airline is a company which concentrates on Eco-Environment practices in order to maintain sustainability with the environment and the usage of technologies like flextracks programme, iflex, and single engine taxiing and ground electric power to reduce burning of fuel and to minimize the carbon-di-oxide emission. The future of the environment depends on the present eco-system cycle, if there is an imbalance occurs it results in destruction of the environment. Why? It reflects how Emirates strategies are sustainable at present day business. The sustainability has been achieved because of the corporate goals of the Emirates group concentrates sustainable practices in the business. The employees are the members of the Emvironment programme to support the environment to attain sustainability. Part 1- External analysis .................................................................................................................... 6 The sustainability concept has been clearly demonstrated in the spherical diagram. Europe/Amsterdam. The controlled emission is because of usage of aircrafts which has reinforced composite material in the fuselage layout which reduces the weight. While comparing with other airliners value i.e. Differentiated targeting strategy is used by Emirates to select the potential customers to whom they want to sell their products. Our goal has always been to build a profitable, sustainable, and responsible business based in Dubai, and these principles continue to guide our decisions and investments.