Emirates airlines' value chain

Emirates airlines is a Dubai based Airline Company which first started its operation in 1985 with just 2
operational fleets. Ever since, the company continues to develop till date giving its rivals a tough
competition in the industry by taking the market leader position.

Emirates airlines believe in offering its passengers the premium experience of flying. They strive to
maintain the highest level of comfort for their passengers by continually adding value added services to
the in flight experience. The passengers of emirates airline always feel important, which is a part of their
exemplary services.

The firm's infrastructure is derived from a vertical integration arrangement where each Business under
the emirates group produces a market specific function or service which enhance the services of
Emirates airlines overall. Other support systems include the government partnership and the tax free
environment.

Human resource management - The Company is one of the leading employers in the region with over
62,000 employees currently. The recruitment process is done through campus placements from their
very own institute - Emirates Aviation College, where students are taught aviation industry specific
subjects, potentially shaping them to become a future employee of Emirates. Emirates consider its
people as one of its core values and offer a mnyriad of benefits in terms of cash and non cash elements
to its staff. Further, they also have a reward program to enhance staff performance (Emirates group,
n.d.).

Technology development - Emirates has its own in house technology research centre to ensure they
have the latest technology on board. Allowing use of mobile phones and wifi on board is one of its
recent accomplishments in this field

Procurement - Emirates airlines procures its resources from multiple sources within and outside the
emirates group. The fleet of airlines is procured through the leading airline manufacturers - Airbus and
Bocing. The technical assistance needed is provided by 'emirates engineering' whilst the in flight catering
services are offered by Emirates flight catering

Primary activities

Operations - Emirates tries to reduce the time a passenger spends waiting in queues in the airport by
providing self services for check ins, Service desk kiosks, Lounge and boarding services for their
passengers

Marketing and sales- Emirates airlines portrays itself as a premium brand ensuring utmost safety and a
luxurious in-flight experience. They have been dedicated to sponsorships in various sporting events
around the world for more than two decades. With a separate division of corporate communication
under the emirates group, the emirates brand name and image is handled by skilled professionals
experienced in brand management (Emirates group careers, n.d.).
 Services - The in flight entertainment service has been voted the best for 10 years straight by
passengers across the world. In addition to the movie on demand services in the flight, the in flight
services allows the passengers to communicate via the internet or mobile phone and also keeps the
passengers up to date with the current news on their screens. They also offers after sales services in the
form of skyward miles where passengers can benefit by spending their earned miles in the partnered
groups who are spread across the Hospitality, banking and retail industry. Further they also allow their
passengers to check in at least 24 hours before their flight, and gain access to their boarding passes via
mobile phone.