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Graduate School of Management International Islamic University Islamabad

Project On

Course code: Course Title: Level:

HRM _ _ _





26 / 05/ 2010

Submitted By: Misbah Shahzadi Hamna Qamar Ayesha Zareef

Submitted To: Name: MS. Sidra al Hassan Lecturer FMS Faculty, IIUI.

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In The Name of Allah, The Most Merciful The Most Beneficent.

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Company Overview
A world force in travel and tourism

The Emirates Group has spread its wings into every aspect of travel and tourism to become a leading global corporation in its field.
With one of the youngest fleets in the sky and more than 400 awards for excellence worldwide, Emirates airline is one of two key divisions in the group. The other is Dnata, which provides ground handling services at 17 airports around the world, including Dubai International. It is also one of the largest providers of travel services in the Middle East and has been a household name in Dubai for 50 years. Propelled forward by their united strength, the two have evolved at a phenomenal rate to establish the Emirates Group as an immense organisation, spanning a portfolio of more than 50 brands and employing over 40,000 people.

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The Emirates Group is a highly profitable business with a turnover of approximately US$ 12 billion and over 40,000 employees. The Group comprises of Dnata, the successful Airport Ground Services and Travel Industry division, and Emirates, the Group's rapidly expanding and award winning international airline. Emirates global network now sees it flying to over 100 destinations across 6 continents, operating a modern fleet of over 130 wide-bodied aircraft. Today the Airline has orders worth over US$ 58 billion for 170 more of the latest aircraft, with plans to operate to many more destinations in the months and years ahead. Essential to our continued business success as we expand will be the ongoing employment of high quality people to join our multi-cultural team of over 150 nationalities. In addition to lifestyle and tax free salary benefits, the Emirates Group also offers professional development opportunities to help employees develop new skills and grow their careers successfully.


TIM CLARK 1. Introduction
Each and every organization is trying to use strategies that would sustain or enhance their competitive advantage in the market, and Emirate Airline is never an exemption. Accordingly, the corporate strategy and management of a business describes

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the process of directing and leading the business operations within the company by exhausting their available resources extensively in order to attain the organizational objectives. This includes business plan conceptualization and monitoring the implementation of the efficiency and effectiveness of the strategy. The company considers unique strategic management to identify and enumerate the aims of the company so as to come up with sound business practices to gain profit and satisfy the needs and demands of the target market (2004). Aside from these, Emirates Airline is trying to be competitive and marketable through their leaders and the leadership styles that they are implementing and using. Primarily, the main goal of this paper is to analyse the strategies of Emirates Airline in order to sustain their competitive advantage. Moreover, this paper will also analyse the leadership style used within the company. This paper will also discuss the organizational behaviour, its internal and external environment through the use of different marketing tools such as SWOT analysis and Pest Analysis.

2. Background of the company
Emirates Airline was founded on May 25, 1985 by the government of Dubai and was supported by which is the founder of Germania (German Airline). The airline industry has started its operations with flights to Mumbai and Karachi and then followed by Delhin in September. Today the industry is considered to be a subsidiary of The Emirates Groups which is headquartered in Dubai, UAE. The company has been provided with different recognitions and in 2007 Emirates was noted to be the eightlargest airline in the global market in terms of international passengers being carried and also noted to be the fifth-largest in the global market in accordance with the scheduled international passenger-kilometers flown. Emirates are also known for being one of the only five airline industries that operates in the entire wide-body aircraft feel. It can be sent that since Emirates started its business operations, they are able to gain competitive position and advantage in the market place. Today’s leaders of Emirates are considered to be the most influential and essential people in the company as they are the one who make everything possible for the industry. Sheik and other leaders of the company have been able to show their innate ability to lead the company efficiently and effectively.

3. Leadership Definition
The performance of the organization not only relies on the financial resources, the company is also dependent on the people who are working in the company. One of the most essential members of an organization is the leader. Accordingly, the presence of a strong

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and effective leadership in the information generation imposes great accountabilities to the company’s team and management networks. This is because leadership context implies the entire capacity of the company’s performance. Different authors have provided their perception and assumptions about leadership. Today, leadership serves as a critical element of organizational success. In motivating employees to learn, leaders must set a way towards a given goal, inspire, or motivate them to follow (2005). The leaders should know how to recognize success and how to praise those who deserve praises. Several studies found positive linkage between leadership styles and job satisfaction, except for the initiating structure leadership style, which similarly shows negative effect on job satisfaction (2004.). Deserving employees can be effectively praised and recognized through awards and bonuses. Developing a program were a particular employee with good performance would be branded as employee of the week can also be a good idea. Of course, this should also come with small rewards to make employees feel that their efforts pay off (2005). Further, motivation is the interaction between the individual and the situation. Under different situations, individual will respond differently. It all depends on the individual motivational drive or individual needs and varies from situation to situation (2004). It also leads motivation treated as a need-satisfying process; an unsatisfied need creates tension that stimulates drives within the individuals. These drives generate search behavior to find particular goals that, if attained, will satisfy the need and lead to the reduction of tension (2004). To be an effective and efficient leader, an individual should have encompassed the attitude and behavior based on the leadership contexts. As mentioned above, (2004) has noted that effective leaders help others, specifically their subordinates to find their voice and to express it. This means that an effective leader considered the voice or the opinions of his subordinates to have as successful outcome. In addition, this could also mean that an effective leader enables his or her people to express what they feel or how they feel to build a strong relationship. In order to achieve such responsibilities, the leader can consider different ways and one of these is through empowerment. It is known that any organizations need empowerment of people. The leader can use empowerment as an approach for enhancing the satisfaction of employees (2005). Through empowerment, the leader allows his or her staff to voice out their opinion or suggestions in any project to come up with a better solution or options. This can be done through monthly meeting to know from the employees how they are able to do their job and to know which organizational activities need some improvement. Through empowerment, employees will have self-confidence in making decision in the future. Further, this can also satisfy the employees and create good and harmonious relationship among the leader and the staffs (2005).

4. Leadership Style in Emirates Airline

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As mentioned above, the competitive advantage and position of Emirates can be attributed by their leaders. The leader of the company are composes of. Accordingly to, the success of the airline industry and the other Dubai-owned industries can be associated with the leadership style of family. It can be said that they are able to integrate patience as well as their will to attain consensus with the capability to act quickly and decisively. The current leader is able to use a leadership style that brought the company where it is right now, can be considered as a charismatic leader as he was able to teach his subordinates to strived more to become productive members of the airline industry. In addition, has also been described to have comprehensive decision-making abilities which are greatly helped by the lean management structure. In the case of Emirates leader, he can be considered as an influential and democratic kind of leader. It is known the leadership composes the aptitude and skills to inspire as well as influence the behaviour and the thinking of the people or the subordinates. It is a process of social influence in which an individual can able to provide the support and assistance for others to achieve common goal (2005). It can be said that the decision of Emirates leader to requisition an extraordinary board meeting to deal with the issue and other leaders like Flanagan suggests that he is possess the democratic type of leadership. It can be perceived in the given case study that Emirates leader looked for final decisions made by the other members of the corporation especially the shareholders. Emirates leader can be considered as perseverance and empowering leader as she made salient arguments when she associated the privileges of limited-liability construct to problems like corporate social responsibility (CSR) and the expectations of the society for a corporation. Furthermore, he also argued that a leader must consider that the contexts of a limited-liability company, specifically given among employees should be broaden to attend to any aspects which affect the reputation of the company, particularly the perceptions that it generates for its care as well as consideration for the customers, human resources and the business environment.

5. Strategy Analysis
Indeed, making an organization successful in a specific setting needs crucial and detailed studies as well as investigation of the aspects which will generate the best results which will serve the organizational aims of company like Emirates Airlines. In this regard, the management of Emirates Airlines has always been constant to look out with its rivals companies and their overall status as well as events internally and externally. Accordingly, analysis of the status of the strategies and approaches as well as resources of the business is very important as it enables the company to determine how they will be able to sustain competitive advantage in the years to come. In addition, this also enables them to determine

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their strengths and how they will maximize their strengths and eliminates their weaknesses (2004). Emirates Airlines has been considered to be at the forefront of industrial aviation throughout the years. The company successfully navigates through the company’s different highs and lows. The management of the company has been able to lead the charge for innovating in the airline industry and championed their excellence. Having flights to more than different cities all over the world, Emirates Airlines corporate strategy gives importance with the diversity of their stakeholders, specifically with their clients. As the company is committed with the diversity of their clients, the diversification management approach of the company enables them to ensure that clients and communities receive excellent service provided by passionate and dedicated staffs and employees. Emirates Airlines are in the business to provide the passengers with sage, dependable and most of all friendly transportation to their valued clients along with other relevant industrial services. The company is dedicated to make each flight memorable and special for clients. The safety, convenience and comfort are the company’s most essential concerns as they provide quality airline service for their clients. The success of Emirates Airline is also attributing to the generic strategies which include focus-leadership strategy (2005). The current approach of Emirates Airliners is to put itself as an airline industry leader with a focus strategy in the airline industry. In this regard, the management of Emirates Airlines expands their business to reach more clients which enable them to be more profitable (1997). The marketing approach of Emirates Airline is also considered as a customeroriented approach. The management has been able to cater each of various types of clients. They have been able to implement routes to a broader range of destination all over the world. 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. Through this strategy, Emirates Airlines outperform most of their competitors in the airline industry. Through the strategy used by the Emirates Airlines, they have been able to gain market share and improved the overall demand for air travel among clients (1994). The major opportunity for Emirates Airlines is their ability to expand their business all over the world without compromising the value and importance they give for their clients in each nation. In addition, the company’s diversity management approaches in handling customers are the key approach that they use to ensure that they always provide the needs and demands of their clients in the global market. On one hand, the threats of the company are the existence of airline industries which provide affordable and quality services like other airlines. Their weakness can also be drawn from their diversified markets. However,

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with the 24-hour customer service of the company, Emirates Airlines enables them to immediately meet the needs of the clients.

6. Organizational Behaviour
In terms of organizational behavior it can be said that the company has been able to gain competent and effective organizational behaviour (2005). In the company, the managers are able to consider ethical aspects. Since the leaders of the company believes that ethics provide the basic for deciding whether a specific action is morally bad or good, the management are able to develops ethical perspectives, moral values and standards. Being on one of the most regarded companies in the global market, Emirates has been able to use effective human resource management approach for recruiting or selecting the best employees that suits their needs. In the case of Emirates Airlines, the company is seeking to have employees who have the ability to handle down the corporate values and perspectives (2005). The company sees to it that they are able to adhere to the needs of the society and community and their values are able to meet the needs of the environment. Their leaders aim on generating organizational behaviour that will serve as a model for other airline industry. In doing so, the management are also able to make sure that their employee adhere to the needs of their employees and internal and external environment.

7. SWOT Analysis
This part of the paper will analyse the strategic position of Emirates Airline through the use of SWOT analysis. Based on the given case, the strategic position of the Emirates Airline specifically their airline and aviation position has been challenged because of the changing situations of the airline market. Rival industries of the company has been able to announced the establishment of the their business approach in the global market which offers diversified airline industries to cater to the needs of the passengers, cargo and shipment services. The announcement of this company affects the strategic position of the entire Emirates Airline. In order to make sure that the company will not be left behind, Emirates Airline has been able to involve themselves into the expansion to technological developments. Through the use of SWOT analysis, the strategic position of Emirates Airline in 2006 will be analyzed. Strengths. As a competitive and globally recognised airline industry, Emirates Airline has been able to have strategic position in the global market. In fact, when Emirates Airline streamlined their business, it already had the advantage of size. With several consecutive years

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of multibillion profits, the company has outshined its major rival companies to become a model firm. Also, Emirates Airline’s decision to focus on diversified market and by considering and entering the cargo shipping and their customer service was a courageous one, but it has led to its current position as one of the top global brands. The firm has likewise been characterized by many analysts to have an ability to adapt to changing market conditions in order to maximize profit. Listening to and identifying with consumers has allowed Emirates Airline to construct a corporate culture that bears little resemblance to the Emirates Airline of the past. The ability to continuously renew and improve their service in the airline and aviation while effectively managing the needs of their target audience is the key to maintaining Emirates Airline’s leader status and the key for succeeding in having strategic position. Weaknesses. Not all of diversification and approach have been successful and this can be considered as one of the flaws or weaknesses of the company. Analysts have accused the company of focusing too much on their high-end acquisitions and diversification in spite of the risky effects of such decisions. Opportunities. The basis for long-term competitiveness is the ability to develop continuously new generations of more advanced airline and aviation services. Therefore one of the company’s opportunities is to tap into more markets as a result of the innovations being introduced in the aviation. Localized capabilities enabling or even enhancing such co-operation will always make a difference when it comes to first-mover advantages. The opportunity to penetrate new growth markets where internet adoption still has room to go, Leveraging Emirates Airline’s infrastructure business to get first choice and stronger position against rivals is also an opportunity. They also have the opportunity to get ahead of their rival companies, and this should be the case, since the said market is a potential sizeable source of income. The trend of considering the internet market also shows cases new opportunities for the company. Threats. Rival companies are major threats to the business. Emirates Airline, in contrast, started out in other lines of business and entered and airline capabilities of the company. The firm’s inability to keep up with innovations, or recognize its demand, creates a threat for them, a risk that they could be displaced by other industry leaders. The legal and political environment in the countries where they operate in could potentially affect the business negatively. Their apparent complacence could be used by their rival companies to their advantage, and take Emirates Airline by surprise, with the latter realizing too late that they are not the industry leader anymore.

8. Organizational Culture

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Diversity in the workplace and the management has long been an issue debated among work organizations. It can be said that in an organization, there will exist strong positive culture or negative culture. In this regard, strong positive culture can be said to enhance or sustain the competitive advantage of the firm in various ways. For instance, in the case of Emirates Airlines, it can be said that the company has been able to show a strong positive culture specifically in terms of their cultural differences, the management of Emirates Airlines are able to promotes the sharing of a common goal among their employee, hence, make the organization and its team work efficient together. As they work together, they are able to focus on the needs of the entire organization which is to sustain their competitive advantage. Since members of the company works together, their actions are more coordinated. With organizational culture, both the managers and the employees are extremely involved in a constant joint effort to enhance the quality of the firm’s products or services at every level. This then involves an impact similar to that of a chain reaction in which, the united goal of the organization to improve its services will eventually enhance their customers’ satisfaction and minimize the firm’s total costs. In addition, organizational culture increases the employees’ sense of pride and self-worth. Hence, organizational culture positively influences the organizational behavior, which makes work teams perform more efficiently (2001).

Emirates became the first airline in the world to introduce a personal entertainment system on a commercial aircraft after introducing the world’s first seat-back screens in 1992. All three classes feature a personal In-Flight-Entertainment (IFE) system on Emirates aircraft. There are three types of entertainment system on Emirates: ice; ice Digital Widescreen; and Emirates tv&radio.

CABIN COMFORT Economy class on Boeing/Airbus aircraft was never meant to be very comfortable, so to a certain extent there isn't much airlines can do to make the economy cabin more pleasant. Emirates does, however, give more than ample legroom. The seat pitch is comparable to that of Malaysia Airlines and Cathay Pacific, and there is more room than on any of the European or North American carriers. That helps make the flight easier to enjoy. The aircraft all seem to be new as well and the seats are nicely

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padded. Furthermore, the seats had adjustable headrests and neck rests, which most airlines don't provide.

CABIN AMBIENCE Being on board an Emirates flight feels like a cross between the western perception of Middle Eastern culture, and the Middle Eastern perception of continental European culture. It's a curious mix. The flight attendants seem to come from all over, and they're efficient and friendly in the manner of most European airlines, yet they observe some rather unusual (and pleasant) cultural mannerisms of the Middle East. It's a refreshing change from North American style and the passengers never had poor service on Emirates. Service is consistently prompt and efficient, while at the same time being friendly and hospitable, and the flight attendants are very good looking and presentable as well. The cabin decor as well is soothing and well appointed.

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Here's where Emirates really shows its Middle Eastern culture. All the food has been either Arab style or Arab influenced, spiced accordingly. It isn't nearly as hot as the real thing, but it's still really tasty, and they give very generous portions. Ice cream is served after dinner. The entrees taste as if they're made fresh as well. Interestingly enough, since Emirates follows Islamic food handling procedures, the flight attendants don't (technically) serve alcohol aboard...they give it out in miniature sealed bottles so that passengers may serve themselves. That's a nice touch indeed, and ironically enough, their alcohol selection is considered the best in the world.


An exceptional journey from start to finish.
Step aboard an interactive tour of all the elements that make up the Emirates difference, on and off the ground. Discover excellent service, outstanding comfort and superior technology.
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GM Technical Services Training Number of posts = 01 (one post)

Objective: To ensure continued success and growth, we are looking for a dynamic, talented and self-driven individual to join our management team in this exciting and challenging position. The Role: Reporting to the Operations Director, the successful candidate will be responsible for managing Technical Services and ensuring availability of processing equipment and facilities for both Emirates Airlines.

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Ensure that a Risk Management process is applied throughout the Emirates Airlines ground operations around the network. Any process change or initiative that could have impact on safety or security should equally be Risk assessed. • Contribute to the definition and development of the Emirates Airlines standard level agreements with our Ground Handling services providers. • Manage and ensure the development and training of the outstations managers. • Ensure the consistent and cost effective delivery of ground handling services to agreed scope and standards. • Ensure that Local working practices adequately apply company policies principle and prevent corruption in the workplace. • Plan and support efficient station opening in accordance to company policy. • Coordinate stations’ activities with the various Emirates Airlines stakeholders and promote the Emirates Airlines hub support throughout the network. • Ensure participation of all Emirates air station’s management in the deliberations of their Airline Operators Committee. • Work closely with Regional General Managers, Area/Country Managers to identify new revenue and cost saving opportunities at all airports.

Key Responsibilities: Developing and reviewing technical services policies and procedures in all units • Compiling records and classifying status and performance of all units • Ensuring continuous improvement of production techniques and methods, including processes • Managing capital projects and ensuring implementation within approved budgets and schedules. • Designing and establishing maintenance, safety and production standards • Ensuring documentation of standards in all the production units • Participating in the development of procurement policies, procedures and specifications for materials, equipment and spare parts • Ensuring that products processed meet standards and specifications • Ensuring observation of laid down Legislation. • Managing the process of transfer and adoption of new technologies within the Group

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Qualifications/Skills/Experience: The ideal candidate must possess the following qualifications and competencies:Bachelor of Science degree in Mechanical, or Production Engineering or equivalent, • A Post-graduate Diploma in Project Management. • Those in possession of a Master's degree in a relevant field will have an added advantage. • Should be registered by the Kenya Engineers Registration Board. • At least seven (7) years experience in the relevant field.

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Leadership. Results orientated. Service focused. Analytical & objective approach. Communications/interpersonal skills An example of honesty and integrity in the company.

Minimum Training & Qualifications:
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Airside Safety Training (Function 5 as described in training matrix AHM 611) Risk Management Station / Ground Handling Management (IATA) or equivalent experience. Dangerous Goods Cat 9 Aviation Security Awareness

Monitor, measure and report on staff training and development plans and achievements within agreed formats and timescales

Maintain awareness and knowledge of contemporary staff training and development theory and methods and provide suitable interpretation to directors, managers and staff within the organisation • Ensure activities meet with and integrate with organizational requirements for quality management, health and safety, legal stipulations, environmental policies and general duty of care

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