Faculty of Business Management
CFD 3013: INTRODUCTION TO BUSINESS
INDIVIDUAL ASSIGNMENT
Title: Emirates airline
Due Date: October 06, 2023
Name: Thol Kimhouy
Student ID: 601007353
Signature:……………………..
Lecturer: Dr. Kim
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Table of content
Table of content
I. Executive summary
A. Introduction & company overview…………………………………………………….02
II. Business concept……………………………………………………………………………02
A. product………………………………………………………………………………………….03
B. Mission……………………………………………………………………………………….….04
C. Vison …………………………………………………………………………………………….04
D. Core values………………………………………………………………………………….…05
III. Business environment
A. swot analysis……………………………………………………………………………………05
B. pest…………………………………………………………………………………………………06
C. Competition………………………………………………………………………………….…07
IV. Management & operation
A. Organizational chart …………………………………………………………………………07
B. partnership ……………………………………………………………………………….…….10
C. personnel………………………………………………………………………………………...11
V. References
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I. Executive summary
1.introductions & the company overview
Emirate airline situated in the UAE; Dubai is one of the leading
global aviation sectors. It was founded in 1985 And it is a subsidiary
of the emirates groups which is wholly owned by the government of
Dubai. Ever since it was established, it has shown a remarkable
growth and has evolve into a symbol of luxury and innovation.
The Emirates are known for its luxurious facilities as well as
services, moreover it’s famous for its excellent winning in-flight
entertainment system and exceptional customer services and
hospitality offered by the cabin crews. From all around the world of
different ethnicity.
The Emirates Airlines is deemed as the largest and one of the
busiest airlines in the Middle East operating around 3500 flight per
week. They operate as a full-service carrier with a modern fleet,
offering passenger and it offer a cargo service to over 154
destinations across six continents (81 countries) making it one of the
most extensive route networks in the world.
Figure 1: Apple logo
I. Business Concept
A product
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Besides providing an air travel services they also offer an additional
service for each cabin classes.
• Economy: The airlines provided the passenger with multiple course
meals ranging from local to western. A built-in entertainment set like tv for
passenger to enjoy including small children, A free Wi-Fi, amenities for each
passenger, and finally a spacious seat.
Figure 3: economy class cabin
• Business class: For business class the airlines will provide the
passenger with their own mini bars, lie -flat bed, soft leather fabric chair to
their own comfort including a 23-inch tv, a gourmet meal made with only the
best foe the customer satisfaction.
Figure 4: business class cabin
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• First class: Emirates first class provided the customer with their own
private space, fine dining at any possible time, on board shower spa and
ultimately a lounge bar with will set a fantastic experience for passenger,
finally a chauffeur drive services which you are provided with different
kind of luxury cars to drive you from one destination to another.
Figure 5: first class cabin
Amazingly the emirates airline has won the best first class of 2020
because of their luxurious facilities and excellent customer services which they
promised no customer would leave disappointed.
B. Mission
Emirates missions are “Committed to safeguard all customers, staff, and
assets against acts of unlawful interference through continuous reviews,
training, and education. Implement internationally established industry
standards and practices, to ensure a safe and secure environment while
facilitating business growth.” As stated by the Emirates group.
C. Vision
The emirates vison is “to be recognized as one of the leading aviation or to
be a leader in the airline industry as well as security services business in the
world and set a benchmark within the industry.”
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D. Core values
Emirates airlines core values has been stated as “We believe that our values
define our behaviors towards people, challenges, and opportunities.” And they
focus on
Excellence: in everything we do.
Agility: move as one, with the impact of thousands
Innovation: remain ahead of the game of innovation
Leadership: leading both the industry and our people with a strong
example.
Reliability: count on us to get result
Figure 2: Dubai international airport
II. Business Environment
1. SWOT
Strengths:
❖ Strong brand recognition in the global stages
❖ Extensive route network and global connectivity
❖ High quality and modern fleet
❖ Strategic hub location in Dubai international airport
Weaknesses:
• Hight priced
• Reliability on a single hub
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• Too much dependency on premium travel and traffic
• Limited local market
• Cost of fuel
Opportunities:
• New market expansion
• Introducing Fleet diversification
• Pay attention to improving digital capabilities and sustainability
• Building alliances and partnership
• Take advantages of tourism growth
Threats:
• The effect of pandemic and corona virus.
• Emersion of competitors
• Downfall of economic
• Risk of computer security
2. The Marketing Environment
a. PESTEL
Political:
• Government regulations: The changes in the government regulation can
affect airline operations and profitability. This includes route limits,
safety guidelines, and immigration policies.
• Bilateral agreements: This agreement could have an impact on Emirates
Airlines' ability to enter foreign markets. These agreements may also
influence industry competition.
• Taxation policies: Taxation policies such as Aviation and fuel taxes can
influence airlines' cost structures. As a result, the ability to compete may
suffer.
Economic:
• Fluctuating fuel prices: this can impact the airline operational costs and
profitability.
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• Unstable exchange rate: The purchasing power of customers and impact
demand might be affected.
• Economic fluctuations: can result in lower consumer expenditure on
airline tickets.
Social:
• Increasing cultural diversity: leading to a greater demand for
international travel, fostering a sense of connection and exploration.
• Social attitudes towards sustainability and climate: This might influence
customer need of eco-friendly flights regarding the climates.
• The impact of social media: This might have an impact on consumer
perception and brand reputation.
Technological:
• Enhanced efficiency: technology can help with the airline process, which
mean shorter waiting time, faster check in, and a greater baggage
holder.
• Personalized customer experiences: provided the passenger with inflight
entertainment and travel recommendation.
• Ensure safety: With the help of advanced technology the airline can
reduce accident and incident and ensure a safe protocol.
Legal:
• Compliance with international aviation laws: to ensure that the
passenger is safe. And gain the trust and confidence
• Adherence to labor laws: All employee is treated fairly and generate a
positive working environment.
Environmental:
• Concern for natural resources
• The impact of pollution on health and ecosystem
• Dissatisfaction with the company that neglect the environment
b. Competitive
Even though Emirates Airline is a well-known and a globally recognized air
company, it has faced with countless competitors dividing into UAE, Middle
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east, internationally. But the most important and threatening competitor are
Turkish airlines, Qatar Airways, United Airlines, Saudi Arabian Airlines, etc.
Figure 8: Competitor of Emirates
III. Management and Operation
a. Organizational Chart
Ahmed bin Saeed Al
Maktoum
Chairman and Chief
Executive
Sir Tim clark Fredrick Owuoth
President of emirates Workplace Health and
airlines Safety Specialist
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Adel Ahmad Al Radha Jade Al Mulla
Emirates chief operating
Talent Acquisition Manager
officer
– Customer Support
People
Neil Gabriah
Emirates airline Chief
Aircraft Development
Commercial Officer,
Specialist
Ali Mubarak Al Soori Roshan Menon
Executive Vice President - Quality Assurance, Safety &
Chairman's Office, Projects Manager
Micheal doresman Syed Mohammed Ali
Chief Financial Officer, Department Officer
Emirates Group
Figure 9: Organizational Chart of Netflix
His highness Ahmed bin Saeed Al Maktoum is the Chairman and Chief Executive
of Emirates Airline & Group who oversee the strategic management and
government of the company.
Tim Clark is the president of the emirate’s airline who is responsible for the
management and performances of the airline.
Adel Ahmad Al Radha is the Emirates chief operating officer who is responsible
for the safety of and an efficient operation of flight.
Adnan Kazim Emirates airline Chief Commercial Officer is sorely overseeing the
company revenue of ticket selling, partnership, and customer satisfaction.
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Ali Mubarak Al Soori the Executive Vice President, in addition to overseeing the
Emirates Group's diverse procurement operations, he has played a key role in
the development of several buildings and assets throughout the world.
Michael Doersam Chief a Financial Officer responsible for financing, budgeting,
and planning to ensure the company the financial health and stability.
Fredrick Owuoth who is in Workplace Health and Safety Specialist who plays a
crucial role in encouraging a safe and healthy work environment for staff
members, lowering the likelihood of mishaps and injuries, and guaranteeing
adherence to health and safety laws.
Jade Al Mulla a Talent Acquisition Manager – Customer Support is responsible
for attracting and identifying talent for the airline customer support.
Neil Gabriah an Aircraft Development Specialist who’s role is divide innovation
and growth in the aviation industry by developing cutting-edge aircraft designs.
Roshan Menon a Quality Assurance, Safety & Projects Manager is responsible
for making sure that the services meet the standard and promoting a safe
working environment.
Syed Mohammed Ali a Department Officer whose role is to manage everyday
operation including staff finances and relationship between a specific
department.
Tendai Mubwanda, Senior Paint Hall Mechanic is in charge of overseeing paint
hall operations, guaranteeing superior paint finishes, preserving equipment
dependability, encouraging safety compliance, and cultivating a positive work
environment.
B. Partnership
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Emirates airline has formed a partnership with various establishment like
travels, retail and lifestyle, banks, car.
➢ Airlines: The emirates have joined hands with other airline company
like flu Dubai, air Canada, Air Mauritius, Japan Airlines, United Airlines,
etc. To expand global network and offer customer with a wide range of
destination to select from.
➢ Banks: The airlines collaborated with other banks like American Express
banks to offer a credit card with extra benefits for customer to gain more
loyal customer and generate revenue.
➢ Car rental: Emirates forms a partnership with car rental like car trawler,
Europcar, Avis & axis, which make it easier and affordable for customer
to rent a car when travelling, they also include discounts, easy booking,
and some special deals for the customer.
➢ Hotels: Emirates collaborated with hotels like emirates sky ward hotel;
your world reward, 25 hours hotel, bocking, aloft hotels, etc. the
collaboration offers emirates with value added to customer services and
strengthen customer loyalty by giving a special offer and special
discounts for passenger and easy booking for accommodation.
➢ Retails and lifestyles: The emirates joined hands with skyward every
day, skywordsmile, dubai mall, Arabian adventure, as small world, and
more in order enhance the overall travel experience for passengers by
offering exclusive discounts and benefits. This partnership helps
Emirates attract customers by providing added value and convenience.
c. Personnel
Emirates airline being the biggest airline in the middle east has a diverse
range of personnel structure and workforce. That come together to provide the
passenger with excellence services and smooth operation. Here are some
overviews of the emirate’s personnel:
➢ Number of employees: According to the statistic emirates have over
105,730 employees. Worldwide
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➢ Geographic distribution: Emirates employees come together from over
160 nations worldwide and they operate in all living continent like
Europe, America, Asia, Africa, Australia, and the middle east.
➢ Diversity and inclusion: The emirates airlines have made impressive
effort to promote diversity and inclusion within the organization. The
company workforce includes 41% of workers which are women and the
other 59% are men. They are also inclusive of people with different color
and races.
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IV. Reference
Emirates.com (2024):
https://www.emirates.com/kh/english/?linkCategory=domain&linkItem=emira
ts.com
MBA in simple words (2023):https://mbainsimplewords.com/pestel-analysis-
of-emirates-airlines/
The strategy story (2023): https://thestrategystory.com/blog/emirates-
airlines-swot-analysis/
Marketing91(2023):https://www.marketing91.com/top-emirates-competitors/
Origami emirates organizational structure (2024):
https://www.organimi.com/organizational-structures/emirates/
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