Emirates – 25 Years of Excellence, Essay Example

Significance of Internalization of Emirates Airline

Internalization of the Emirates Airline is significant because it exposes the company to the outside world. This creates better opportunities for growth and expansion, since the airline does not limit its service to the limited region. Internalization of this company has shifted its services to a better competitive edge. It can now receive investors from other regions and countries worldwide. This increases its development and expansion opportunities, which in turn improves its cash flow. Thus, the company has better growth chances compared to when it was not globalized. Internalization also opened up new markets for the airline company. Internalizing the company increased awareness to people from various regions in the world, such that they started using it. The consequences were increment of the customers; hence more income.

Impact to the United Arab Emirates

Undoubtedly, internalization of the company has affected greatly on the UAE. Internalizing the company opened up UAE to the external world. This invited investors to the region who in turn invested in different sectors (Bamber et al. 2009). For example, it opened up the oil sector to investors from different countries in the world. This led to more development in the region. This also had cultural impacts to the people living in the region. With more people coming settling in the region from different regions in the world, the culture of the people was influenced (Bamber et al. 2009).

Company Profile

Emirates Airline is a passenger transportation company that is owned by the Dubai Government. A public company is under The Emirates Group. The company’s perspective is ‘We have never copied other airlines, nor imitated any business model, or joined any airline alliance. We have concentrated on trying to provide a superb service for our passengers and cargo customers (Emirates Airline, 2010).’ Emirates Airline provides airline services. The Company offers travel and transportation services, air catering, first-class lounges, young flyer accommodations, and in-flight entertainment. Emirates Airline serves customers worldwide.

Interview with the Company Executive

An interview with the executive of the company revealed some very important information about the company. For example, the company has a well-established management structure. The highest-ranking official is the Chief Executive Officer known as Sheikh Ahmed bin Saeed Al Maktoum (Emirates Airline, 2010). The President Emirates Airline, who is called Tim Clark, follows him. The president Group Services & dnata is the next official currently known as Gary Chapman. The Executive Vice President Human resources known as Abdulaziz Al Ali then follows him. The chief operations officer is the next office, currently held by Adel Ahmad Al Redha and finally, the Chief Commercial Officer, who is currently Thierry Antinori.

The company has had several successes in the future. Today the company is recognized as one of the best in striving to give the best services to the customers. However, the company started its international processes in 1985 with only two leased planes. The airline company now has the most flights in the UAE (Emirates Airline, 2010). The company also succeeded to disconnect itself from the government for it be treated as a wholly investment company that saw it rise to the level it is now. The company is challenged by the fact that is has a poor local market hence its local flights are stunted.

The executive acknowledged the fact that Airline KLM Saudi Arabia is their main competitor. However, they have strategized for overcome through the 4Ps of marketing. The company’s plan is to beat their competitors by marketing themselves widely. This marketing strategy involves the product, price, promotion and place. In overcoming competition through their products, they have decided to improve their services to customers by training the plane crew on better ways of handling customers. The company has also decided to review their prices by the end of this year to come up with suitable prices for customers (Bamber et al. 2009). Additionally, the company has assigned a board to come up with strategies in how it can offer promotions to market itself. Finally, the company has expanded their routes in order to cover more places. This will help them get wider markets.

Emirates Airlines believes that international expansion is wise strategy that will enable the company to gain more profits. Therefore, they have plans underway to expand to the international market. They plan to extend their services to USA by doubling their destinations. As a matter of fact, the company is aspiring to expand to a total of fifteen cities in the USA in the next five years. It also plans to establish direct connection African countries to enhance trade between Middle East and Africa.

References

Emirates Airline (2010). “Emirates – 25 Years of Excellence: Building a global network.”  Airliner World Stamford, UK: Key Publishing

Bamber, G.J., et al. (2009). “Chapter 5”. Up in the Air: How Airlines Can Improve Performance by Engaging their Employees. Cornell University Press, Ithaca.