Business Excellence at Emirates Airlines (Research Paper Sample)

Business Excellence at Emirates Airlines
Course code:
Name:
Student number:
Date of submission:
Summary
Established in the year 1885, Emirates Airlines has become one of the household names, across the Middle East and globally. In the recent years the company has seen a lot of growth, relative to the successful business model. The company has applied some of the most revolutionary strategies to rise to its current status in the industry. Currently the airline manages more than 3000 flights every week. This is relative to the fact that flies it planes to more than 78 countries across the globe within more than 142 cities. Due to its revolutionary services and quality of operations it has received a myriad of national and international awards and accreditation.
Introduction
Started in the year 1985, the Emirates Airlines is the leading carriers in the Middles East and a top airline globally. With emphasis on passengers and cargo, the airline has continued to grow beyond most of the world’s biggest airlines that have been around much longer. Over the years, the company has risen through the ranks to join the leaders in the industry (Emirates, 2014). Over the course of the rise, the company has employed conventional and revolutionary strategies to ascertain it position in the industry. Despite the fact that some of the leaders in the industry across Europe have raised concerns over the revolutionary nature of the company and business model, the company continues to receive accreditation awards of excellence stamping it authority and influence in the industry. This paper brings out the Quality Management strategies on a Business Excellence Model that has seen the company rise to in the industry.
Background
It is owned by the government of Dubai under the Dubai investment corporation of Dubai. Currently the airlines prides in providing the best services in the Middle East, with over 3000 flights every week, travelling to more than 78 countries across the globe within more than 142 cities globally (Emirates, 2014). The Emirates Airlines is managed under the Emirates Group, which also handles Dnata, which is an aviation company that carries out ground handling. Over the years, the company has built one of the biggest brands in the world, much of which can be attributed to the company’s commitment to excellent services, revolutionary growth in the airline industry and consistence in profitability. It has redefined the industry for quite sometime, bringing in some fundamental improved baselines for the rest of the industry players to follow (Emirates, 2014).
Literature Review
Business Excellence Model
The business excellence model, is the backbone of all the revolutionary developments and growth that the company has seen and more so the influence in the industry. Using a business excellence model that focuses on visionary leadership, customer satisfaction, valued workforce, personal learning, and redefinition of the future through innovations and a sober perspective on social responsibility, the company has risen to the top. It is a model that has been embedded in the culture of the firm observed throughout the chain of command in a holistic manner.
All the strategies adopted by the company this far, relates to the key aspects of a business excellence model which are leadership, strategic planning, customer focus, measurement, knowledge management, analysis, workforce focus, operations focus and the results.
The rationale for this business report is to establish some of the key milestones that the airline has made over the course of rise and how its current business excellence model has aided in it’s ascend within the industry. The company prides in more than 500 international and national awards of excellence, but this has not stopped the company from breaking down the norms that have been held previously by other players, disturbing the status quo. As recent as last year in 2013, the airline received an award from Skytrax, rating it as the world’s Best Airline of the year (Emirates, 2014).
The excellence business model used by the company allows for measurable goals and performance overtime, with a key emphasis on results. The airlines embraces a business excellence model that has strong pillars in technology, lean staffing while at the same time the business structure is flat. Majority of the staff are sourced from India and Pakistan and due to the fact that there aren’t any staff unions, there is plenty of staff to peak from at lower staffing costs. Although it is large company, it is able to minimize the operational and overhead costs and operate as a small airline. The airline has been at the forefront of integrating its operation with technology making the service delivery smooth and unmatched in the industry (Emirates, 2014). The company’s strategies rest on massive campaigns to market and advertise its services among them sponsoring European football teams and venturing into the mobile applications industry to offer clients seamless services everywhere (James, 2014).
In the recent past, the airline started using the wide body planes such as the Boeing 777 and the A380s airbuses, to minimize the costs of operation; a move that has since yielded results. It is this liberal approach that has given the airline an advantageous leap into the top ten players of the industry. An aspects that has seen most of the key players in the industry among them; Air France, Heathrow, Frankfurt Airlines and Amsterdam among others citing foul play. Most of the companies that are aggrieved cite that they company may be receiving fuel subsides, referencing the fact that the company has been doing well even in light of the recent fuel crisis in pump prices (Emirates, 2014). Other major accusations are related to exemption or subsidies from local taxes, airport charges at the home airports and low costs of labor relative to its affiliation with the government and the local policies. These are allegations that the company has defended vehemently, even on its website under the business model tab, citing that biased competitive advantages would only cripple the national benefits and interests (Centreforaviation.com, 2014).
Data collection
All of the data presented has been collected from credible secondary sources among them airline’s website which is rich with well organized information. At the same time some of the sources include airlines authorities that have information on the company and the industry at large.
ISO Applications
Among the various ISO certifications that the airline has applied for, it has been awarded the ISO 9001:2000, which relates to Quality Management Systems. This is an accreditation certificate that is awarded companies that are able to offer their client quality services with consistency, through quality management systems in operations (Asiatraveltips.com, 2014). Dnata, which is part of the Emirates Group, also received accreditation for ISO 14001Environmental Management System (Ameinfo.com, 2004). This is a certificate that recognizes the firm’s ability to offer services as per the environmentally, sound and sustainable requirements (Asiatraveltips.com, 2014). Dnata Airport Operations is the section of the emirates that offers the ground handling services. These are certificates the shows the commitment of the Emirates Airline management staff, to the course of offering quality services with assurances on satisfaction and sustainable environmental conservation. The airline has also been awarded the certificate for ISO 17025, for quality and safe food items offered to the clients onboard the planes.
Awards
National awards
In 2013, the airlines received an award from Dubai Airports Health, Safety and Environment Excellence Awards, for being the most excellent choice with reference to safety for the stakeholders. The award titled; Overall Excellence in Safety for Stakeholder epitomizes the commitment of the company to its stakeholders and their vision for the future of the company and the industry as well (Businessexcellence.gov.ae, 2014). The company has also been awarded a sporting certificate for the Emirates Flight Catering Cricket Team, which won during the 2013 inter-hotel competition organized and held in Dubai. The company has also received the Dubai Quality Award, which recognizes companies that maintain high standards and quality management systems in their operations.
International awards
The airline, in light of its revolutionary development has also received quite a number of international awards. In 2013, the company was named the best airline in the world. This year the airline has also received a number of awards. Among the recent international awards is the Caterer Middle East Awards which is was awarded in recognition for the best chief steward of the year to David D’Souza. At the same awards, the airlines also received Pastry Chef of the Year 2014 Finalist - Yana Murashova. The company also won the Aviation Industry Awards, as the Aviation Company of the year and the Aircraft Operator Award. It also emerged as the winner of several awards at ...