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12 pages/≈3300 words
Business & Marketing
Research Paper
English (U.S.)
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Strategic supply chain management (Research Paper Sample)


This research focused on the assessment of strategic supply management in Emirates Airline.the research was based on identifying the areas of risk and develop applicable solutions to manage the risks.


Student’s name
Table of content
1. TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc353914200" Research Objective  PAGEREF _Toc353914200 \h 3
 HYPERLINK \l "_Toc353914201" 2.Research Methodology  PAGEREF _Toc353914201 \h 4
3. HYPERLINK \l "_Toc353914202" Executive Summary  PAGEREF _Toc353914202 \h 6
4. HYPERLINK \l "_Toc353914203" Company Profile & Company Structure  PAGEREF _Toc353914203 \h 7
5.  HYPERLINK \l "_Toc353914204" Business Model  PAGEREF _Toc353914204 \h 8
 HYPERLINK \l "_Toc353914205" 6- Supply Chain Practice including it Key Elements and its Role in the Overall Supply Chain:  PAGEREF _Toc353914205 \h 9
 HYPERLINK \l "_Toc353914206" 6.1. Vision  PAGEREF _Toc353914206 \h 9
 HYPERLINK \l "_Toc353914207" 6.2. Mission  PAGEREF _Toc353914207 \h 10
 HYPERLINK \l "_Toc353914208" 6.3. Supply Chain Practice  PAGEREF _Toc353914208 \h 10
 HYPERLINK \l "_Toc353914209" 6.4. Key Partners  PAGEREF _Toc353914209 \h 10
 HYPERLINK \l "_Toc353914210" 6.5. Key Activities  PAGEREF _Toc353914210 \h 11
 HYPERLINK \l "_Toc353914211" 6.6. Value Added Services  PAGEREF _Toc353914211 \h 11
 HYPERLINK \l "_Toc353914212" 7-Lecturers review:  PAGEREF _Toc353914212 \h 12
 HYPERLINK \l "_Toc353914213" 7.1 Review across the geography  PAGEREF _Toc353914213 \h 12
 HYPERLINK \l "_Toc353914214" 7.2Review across the theory  PAGEREF _Toc353914214 \h 12
 HYPERLINK \l "_Toc353914215" 7.3Review across the methodology (new approaches & dimensions)  PAGEREF _Toc353914215 \h 13
 HYPERLINK \l "_Toc353914217" Reference list  PAGEREF _Toc353914217 \h 15
 Strategic Supply Chain Management, ‘The Emirates Airline’
Research Objective
The main aim of this research proposal is to explore the factors that affect strategic supply chain management of the Emirates Airline due to global financial crisis. In this era, the world has changed thus affecting the supply channels of many companies. This research will try to point out the main factors that will affect the Emirates Airline motivation to participate in overseas trips, which requires high capital during the traveling period. From the provider’s side, the paper will identify the marketing and management strategy used by the Emirates Airline in order to offer quality services to customers. The Emirates Airline has been chosen because it is highly developed and one of the top airline in the world. The Emirates Airline is located in Dubai and the entire United Arab Emirates and serves many countries in the world. The aim of this research proposal is to examine whether the management team of the Emirates Airline has met the expectations of making it an excellent airline. This is by meeting the demand and needs of their clients. Based on these goals and purpose, the following objectives will be observed during the research proposal
Examine the motivations of the Emirates Airline consumers for going on overseas trips.
To identify whether the managing and marketing strategy of the Emirates Airline is aimed at fulfilling consumers’ expectations
Explore the impact of global financial crises on the orientations of the Emirates Airline
To explore the future goals and expectations of the Emirates Airline
To identify how senior management and staff create leadership positions in their aviation industry
Research Methodology
In this research proposal, various methodologies will put in place in order to investigate the research problem to attain the aim of the research. Proper methodologies will support the whole research process in a systematic manner. The main aim of this part is to explain the methodology used in the research and to state the general principals which guide the processes used in this research. This chapter will also present the justification for the methodology chosen, including the questionnaire, sampling design and data analyzing. In order to obtain useful data and information for the outlined objectives, interviews and questionnaires will be used in this research. Questionnaires will be used to gather information on the motivations of consumers and interviews will be conducted to collect information from the Emirates Airline
Interviews and questionnaires are two types of research method used to collect data in a quantitative and qualitative research. In this research proposal, questionnaires and interviews will be used to collect quantitative data from different groups of people who often use Emirates Airline for their travel. On the other hand, questionnaires will be handed out to the Emirates Airline staff and management. The interviews will also be made with the CEO and the senior sales director of the Emirates Airline. In this research, questionnaires will be useful tools for determining various general objectives. These objectives include description, explanation and exploration of the Emirates Airline. It is considered that survey measures such as questionnaires are usefully supplement and extend the analysis from the interviews. This is because it is able to collect a large amount of data from a sizeable population in an economical way. In addition, a questionnaire survey can also help find possible reasons for particular relationships in the case study. This is the reason why it is chosen as the most appropriate method to access in this research proposal. To enhance confidentiality, it is assured that all questionnaire respondents will remain completely unidentified. The selection of respondent in this research proposal will be voluntary in order to prevent bias of the information.
It is evidenced that Emirates airline operate more than 2,200 trips across Dubai and United Arab Emirates (UAE) per week. This shows that comprehensive research have to be conducted through effective methodologies such as questionnaire in order to acquire reliable information. In order to collect efficiently data from such a large group of enterprise, questionnaires can be concluded as the most operational and economical method to use in this research proposal. A questionnaire requires multiple-choice questions. The questions are offered to the respondents in order to attain answers in response to research hypothesis. The first section of the questionnaire in this research proposal was to collect information related the Emirates Airline from the respondent through multiple-choice questions. The other section of the questionnaire will be based on the demographic questions, such as sex, age, income, marriage status. All these sections need to be will answered in order to get the facts about the Emirates Airline.
In order to gather a greater depth of information and flexibility in the structure of the questions, interviews will also be used to collect data. Structured interviews were being used as the research tool in the study. In this case, an interview schedule has to be prepared in advance containing a list of both closed and open-ended questions. The main advantage of engaging in an interview that is structured is that it will provide uniformed information. The interview will be based on five major categories such as marketing promotions, Management difficulties, customer services, and future focus.
In the process of this research proposal, the researcher will be endeavored to uphold high research ethics by training data collectors on the necessary research etiquettes. In addition, the researcher will ensure that all the interviewees and respondents were freely engaged in the research process under the principle of voluntary participation. The researcher and research assistants should inform the interviewees and respondents the processes involved in the research and the risks to be encountered. The research will also be conducted in a way that will cause not harm to any respondent. This is by ensuring that the research questions in interviews and questionnaires cannot raise any negative impact.
Executive Summary
The Emirate Airline is considered as one of the major airline operating in the Middle East. It operates about 2,200 frights in Dubai and other countries that form the United Arab Emirates every week. Emirates Airline headquarters are located mostly in Dubai, where many of its frights are usually conducted. The Emirates airline is also popular in operating the longest frights in the world. This is because it is one of the Emirates groups, which comprises of Emirates SkyCargo and Emirates Holidays. The Emirates Airline was established in 1985 after the collapse of the Gulf Air. Dubai government, one of the United Arab Emirates countries owns the airline. Currently, the airline operated in more than 100 destinations located in 62 countries across the world (Li & Frydrychowska 2008). The airline is growing at a high rate despite stiff competition in the global market. The emirates Airline has the youngest fleet in the sky compared to other ancient airlines in the domain. In it lifetime, the Emirates has received over 300 awards due to its unique and excellent services to its customers. Fleet of aircrafts is operated by the Emirates Airline will destination in almost all continents, in the world. Some of its major destinations are Middle East, Europe, Far East, North America, Australia, Asia, and Africa. Although Emirates Airline gas succeeded over the years, it faces numerous hurdles in the airline market. Some of these challenges are entry of new airlines in the market thus threatening their market share. Despite all these hurdles, Emirates Airline commands about 39 percent of the total market share in the world. It has also maintained an excellent operation of flights. It also operates under a long distance flights that are more profitable. The airline has long-term plans of continuously e...
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