4/13/2019

“HR INSIGHTS of US-BANGLA AIRLINES”

Course Title: Human Resource Management

Course Code: BUS 601

Prepared For:

Dr. M. Nazmul Amin, PhD

Adjunct Professor

Prepared By:

Name ID

Shahriar Mujtahid Hossain 1735065060

Farhana Easmin 1835183660
Elma Ahmed 1825256660
Md. Moyeed Uddin 1835180660
Table of Content

1 Introduction 3
2 History of Airlines Industry 3
3 Introduction of US-Bangla Airlines 5
4 Competitors of US-Bangla 7
5 Career opportunity in US-Bangla 7
6 Objectives 8
7 Objective 1 9
8 Objective 2 12
9 Objective 3 19
10 Conclusion 22
11 Findings 22
11 Recommendation 23
12 Reference 25

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Executive Summary

The report is based on “HR Practices, HR Problems” Based on US Bangla Airlines (BS) Ltd. As
there is a competitive market environment existed in airline industry so HR performance
measurement is a core factor to analyze a particular company like US Bangla Airlines. The
company is considered currently a leading private sector airline industry that provides both
domestic and international flights on time basis with highest passenger’s comfort and economy
with abundant services provided by the experienced and trained personnel with their best effort.
The project report also indicates on how to make more efficient the organization with its existing
resources. The company is still taking several initiatives to build up image. Beside this, the report
also provides some evaluation of the company’s personnel. In case of studying the market of this
airline company, it ensures regular flights in all routes with maximum flight availability. Beside
this, the customer services also showed a positive side provided by the company.

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 1. Introduction
US- Bangla Airlines is considered as one of the leading industry service provider in Bangladesh.
The standard and the airline service provided by this company is obviously considered and
compared with world’s other airline industries. The flight service ensures scheduled and due time
flight operations in all domestic part of Bangladesh side by side it also covers many part of the
South and South-east Asia, middle east and also SAARC regional associated courtiers that
provided a positive image in the airline market industry. The company is currently performing a
competitive strategy in the airline sector and it is considered as one of the major portion of US-
Bangla Group.

Currently, the airline company is operated with their motto “Fly Fast Fly Safe” and the motto
indicates the company that its providing the customers flights with proper airline safety with its
accuracy indicates fastness of the operation of the flight. The airline fleet is consisted with
modern and advanced aircrafts that ensures the safety with fastness of both domestic and
international flights and its operating within due time with their team effort that majorly includes
the flight crew members.

2. History of Airlines Industry

The airlines industry provides air transportation for passengers and cargo by using aircraft such
as airplanes and helicopters. The origins of flight date back to 400 B.C., when the Chinese
invented the kite, which was used not only for fun but also to test the weather, and for later
development of balloons and gliders. In the 1480s, Leonardo da Vinci was fascinated by the
thought of flight and drew pictures and designs of his theories of flight and flying machines. The
first recorded flight was in 1783, when two French inventors flew the first hot air balloon, and
the Wright brothers successfully flew the first airplane in 1903.

The airlines industry is structured into three main components: Commercial, General, and
Military. Commercial aviation includes national carriers such as Delta and American, and
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regional carriers like GoJet and SkyWest Airlines. Commercial airlines may also focus on other
areas of business, such as crop dusting, fighting forest fires, and rescue operations. According to
the trade organization Airlines for America, commercial aviation helps drive more than $1.5
trillion per year in U.S. economic activity and more than 11 million U.S. jobs. General aviation
includes personal and business or executive flights and flight instruction. The subsectors of the
airlines industry include operations, maintenance, marketing, and finance divisions. 

Air transportation may be scheduled or nonscheduled. Most commercial airlines operate

according to a schedule, flying regular routes, even if the plane isn't full. Air carriers that don't
operate based on a schedule usually fly during off-peak hours, and usually have more flexibility
regarding choice of airport, flight times, and load factors. Nonscheduled carriers offer charter
flights of passengers, cargo, or specialty flying services. In 2014, Hartsfield-Jackson Atlanta
International Airport in Atlanta, Georgia, was ranked the busiest airport in the United States,
with more than 46 million airline passengers enplaning there. Memphis International Airport in
Tennessee was ranked number one in the U.S. for the transporting the most cargo, with departing
flights having carried nearly 23 trillion pounds of freight and mail.

Jobs within the industry include aircraft mechanics and service technicians, airline pilots,
copilots, flight engineers, flight dispatchers, cargo and freight agents, flight attendants, and
reservation and transportation ticket agents and travel clerks. The Bureau of Labor Statistics
reported that in December 2018, the air transportation industry employed nearly 455,000
workers. In 2018, the top 10 passenger airlines that employed the most workers in the industry
were United, Delta, American, Southwest, US Airways, JetBlue, Envoy (previously operated as
American Eagle), Alaska, SkyWest, and ExpressJet.

Introduction of Airlines in Bangladesh

At the conclusion of the World war III, the colonial government built at airport at the original
Tajgaon airstrips, as well as a landing strip at Kurmitola to accommodate the Royal Indian Air
Force (RIAF) stationed in the city of Dhaka. Kurmitola later developed into the Shahjalal
International Airport, the largest airport in Bangladesh. Culcutta-based Orient Airways was
formed in 1946 and was the first commercial airline to use Tajgaon airport for civilian traffic,

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with flights between Karachi and Dhaka starting on June 7, 1954. The British Overseas Airways
Corporation and Pan American Airways both established flight routes out of Dhaka by 1960 and
former Royal Air Force airstrips at Chittagong, Thakurgaon, Jessore, Ishwardi and Comilla were
developed into airports.

The Liberation War of 1971 saw extensive aerial battles taking place in the skies over
Bangladesh between the Pakistan Air Force (PAF) and the Indian Air Force (IAF). The
Bangladesh Air Force was established in late July 1971, with training taking place in India, and a
number of ex-PAF pilots joining its ranks. Strikes on various key targets were carried out by the
Bangladesh Air Force during the Liberation War.

Following the Independence of Bangladesh civil aviation was resumed with the first flight from
Tajgaon Airport on January 1, 1972. Established in 1972, Biman Bangladesh Airlines was the
independent country’s first commercial passenger airline. Fully state-owned, the airline held the
monopoly for more than twenty years. Today, private passenger and cargo airlines in Bangladesh
include Aero Bengal Airlines, GMG Airlines, Bismillah Airlines, Best Aviation, Zoom Airways,
Air Bangladesh, Royal Bengal Airline, Regent Airways and United Airways.

3. Introduction of US-Bangla Airlines

US- Bangla Airlines (BS) Ltd Company started its journey on 17th July 2014. The company is a
part of the project of US-Bangla Group considered as a giant group of company in Bangladesh.
The airline company is conducted under Civil Aviation Authority of Bangladesh (CAAB) AND
also conducted under Civil Aviation Ministry of Tourism. The company covered with many part
of businesses and industrial sectors, service sectors and so on that provides overall opportunities
to fasten and dynamically operate the company. The company covered all domestic destinations
with 50% market share with maximum number of passengers through flight transportation.
Therefore, the company is also can be similar zed as a chain company because the all the part of
the companies different sectors are co-related and inter-related among each other such that in
Future if any kind possible major kind of threat can be minimized. The US- Bangla Group
contain the following enterprises-

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  American Purbachal City
 East-American City
 Holidays Home Project in Kuakata
 Green University of Bangladesh
 US-Bangla Medical College & Hospital
 US-Bangla Leather Products Ltd.

Airline Company Fleet Information

Bombardier Dash8 Q400 turbo prop aircraft – Out of 4, 3 aircraft Active in service (One
aircraft modeled Dash8Q 402 registered S2-AGU was crashed once performing full stop landing
at Tribhuvan International Airport (ICAO named -VNKT) killing 51 of the 71 people on board)

-Another fleet of 3 ATR 72-600 turbo prop aircrafts will be added soon.

Boeing 737-800 – 4 aircrafts active in service

-Another 2 aircrafts of this model will be added soon.

The airline initially acquired two Bombardier DASH-8 Q 400 aircraft and the 3 rd one after few
months of the operation and aircraft consisting of 76 seating passenger carrying capacity on its
cabin with a high speed turbo propeller engine. Later, the company owned 4 turbo jet engine
driven advanced Boeing 737-800 aircrafts with 08 seats in business class and 156 seats in
economy class. Therefore, the company is operating its regular flights both domestic and
international routes including SAARC countries.

Company Recognition

 The USBA has been adjudged as "The Best Domestic Airlines" - for the year 2014 &
2015 by Bangladesh Travelers Forum.
 The only Airlines to receive the ISO 9001:2008 Certification which conforms to
Universal Safety Oversight Audit Program.
 It has also been audited and certified by the Chevron Company for their officials.

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  The Airline's aircraft are being maintained by qualified and highly experienced foreign
and Local Aircraft Maintenance engineers.
 The pilots are also highly professional and experienced.

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 4. Competitors of US-Bangla

The US- Bangla Airline (BS) BD, Ltd which is considered as the country’s leading airline
private service provider has to face many competition both domestically and also around the
world as the expansion of the airline business industry is growing in the world faster so the
completion and business strategy is becoming more widen and more difficult. Currently all the
airlines both public and privately owned companies are governed by the Civil Aviation Authority
of Bangladesh (CAAB).

Currently, there are four passenger carrier airlines these are- Biman Bangladesh Airlines (BG),
Novo Air (VQ), Regent Airways (RX) and US-Bangla Airlines (BS). These airline industries
Operate their passenger flights both domestically and internationally. Beside this, there are some
cargo airlines services these are- Bismillah Airlines, Sky Air, Easy Fly Express and Hello Air.
Both passenger carrier airlines and cargo airlines perform cargo supply duties both in domestic
and international routes. Therefore, there exists a huge completion in the airline industry not only
within the Bangladeshi airline companies but also other foreign airline companies that make a
good collaborations and business transaction through export and import of both local and foreign
products.

5. Career Opportunity in US-Bangla Airlines

US Bangla Airlines company ensure career opportunities for the fresh and talented graduate and
postgraduate employees in the relevant sectors. The following are the several departments of US
Bangla airlines which are shown below-

 Flight Operations
 Engineering
 Airport Service
 Marketing & Sales
 Brand & Communication
 Administration

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  Finance and Accounts
 Human Resource
 Information Technology

6. Objectives

1. What are the HRM Problems and issues facing your selected Company/Industry

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 2. What sort of HRM approaches do you think need to be taken to ensure ongoing strategic
competitive advantage?
3. What HRM challenges will your company face in the 21st century?

7. Objective:1

What are the HRM problems and issues facing your selected company/Industry?
The HRM problems and issues that are facing by US Bangla:

We can talk about two cases that arise collision in US Bangla. They are given below-

 A total of 26 people including pilot and three crewmembers among 36 Bangladeshis were
killed in the plane crash of the US Bangla flight in Kathmandu, reports UNB.
Marketing support and PR of US-Bangla Airlines, general manager Md Kamrul Islam
disclosed it at a press briefing at their Baridhara office on Tuesday.
The letter, a copy of which was obtained by the Dhaka Tribune, is printed verbatim
below: I’m so depressed and disturbed.

 “The Cox’s Bazar-bound flight from Dhaka made a ‘technical landing’ at 1:12pm on
Wednesday,” airport Manager Wing Commander Sarwar-E-Zaman told the Dhaka
Tribune.

The problems are faced by US Bangla are discussed below:

I. One of the fundamental aims of HRM is to maintain employee relations and knowledge
management which lies under the key concept of training. Training presents a prime
opportunity to expand the knowledge base of all employees, but many employers find the
development opportunities expensive. Employees also miss out on work time while
attending training sessions, which may delay the completion of projects. Despite the
potential drawbacks, training and development provides both the company as a whole
and the individual employees with benefits that make the cost and time a worthwhile
investment.

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 Addressing Employee Weaknesses: Most employees have some weaknesses in their
workplace skills. A training program allows you to strengthen those skills that each
employee needs to improve. A development program brings all employees to a higher
level so they all have similar skills and knowledge. This helps reduce any weak links
within the company who rely heavily on others to complete basic work tasks. Providing
the necessary training creates an overall knowledgeable staff with employees who can
take over for one another as needed, work on teams or work independently without
constant help and supervision from others.

Improved Employee Performance: An employee who receives the necessary training is

better able to perform her job. She becomes more aware of safety practices and proper
procedures for basic tasks. The training may also build the employee's confidence
because she has a stronger understanding of the industry and the responsibilities of her
job. This confidence may push her to perform even better and think of new ideas that
help her excel. Continuous training also keeps your employees on the cutting edge of
industry developments. Employees who are competent and on top of changing industry
standards help your company hold a position as a leader and strong competitor within the
industry.

Structured Training and Development: A structured training and development

program ensures that employees have a consistent experience and background
knowledge. The consistency is particularly relevant for the company's basic policies and
procedures. All employees need to be aware of the expectations and procedures within
the company. This includes safety, discrimination and administrative tasks. Putting all
employees through regular training in these areas ensures that all staff members at least
have exposure to the information.

Employee Job Satisfaction: Employees with access to training and development

programs have the advantage over employees in other companies who are left to seek out

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 training opportunities on their own. The investment in training that a company makes
shows the employees they are valued. The training creates a supportive workplace.
Employees may gain access to training they wouldn't have otherwise known about or
sought out themselves. Employees who feel appreciated and challenged through training
opportunities may feel more satisfaction toward their jobs.

US Bangla Airlines company ensure career opportunities for the fresh and talented graduate and
postgraduate employees in the relevant sectors.

But there is no evidence of training department set to maintain the standard or the technical
activities associated to any airlines company like US Bangla.

II. Total Quality Management:

Aircraft maintenance: As the airline company ensures massive flights in their regular schedules
and to give more concentration on generating the income of the company with huge market
expansion sometimes the company had to face trouble in ensuring proper maintenance of their
aircrafts. The maintenance inspections as for conducting time to time basis flights with revolving
method of using same aircraft in both long route and short route destinations makes aircraft 25
technical difficulties. Beside this, due to the shortage of the maintenance check aircraft had to
face sometimes technical difficulties. But, this technical difficulties is minimized once it is faced
by the pilot during or after airborne the pilot can immediately detect the problem and pilot can
immediately take quick decisions to neutralize the aircraft error with his technical knowledge as
it is said that the majority of this airline company are very skilled and professional pilots they
can neutralize any kind of aircraft faults.

Training improvements of the personnel: The employee training facilities shall be given more
emphasized. Several training programs will improve employees working efficiency side by side
increase the moral of the work. The training can be improved through conducting several
procedures through instructions given by the instructors to the trainee employees. More training
aids will help to increase employee’s ability of doing work. Beside this, team work, progressive
group task, critical situation analysis test etc. are some of the training technique procedures can

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be conducted. In addition, employees shall be conducted with several tests and exams for
increasing their level of intelligence and quick decision taking attitude.

Problems of Aviation Industry:

Capital: Bangladesh is a third world country. So to open a aviation company is a beg deal with
10 to 15 air. Though the company can run their operation in domestic but it also takes huge
amount of money.

License from the Government: To get an airline operation license from the government is very
long and hazard procedure in Bangladesh, long and procedure decrease the investors and
creditors to invest in this sector.

Few Cargo Service: UPS, FedEx, DHL and Biman are the main cargo service provider in
Bangladesh. It is very beg barrier to proper in this industry. Though other few airlines provides
very few amount of cargo Service.

Training center: Only one government training center cannot provide enough trained people to
this sector, whereas every year needs more than 1000 people for this sector.

Low security system: For the reason of low security system our airline companies are not
getting enough revenue as they want or need to touch for target line.

Undeveloped Tourism sector: Another beg issue is our less facility full tourism sector.

Not enough airbus for rush time: In the summer and other pick time our aviation company’s
airbus is not good enough. They should have more airbus. Like: HAJ time, New year and on
different festival time they does not provide extra airbus for handle rush.

Cargo facilities: Less cargo facilities brings less revenue from a huge potential arena.

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 8. Objective: 02

What sort of HRM approaches do you think need to be taken to ensure ongoing strategic
competitive advantage?

Human resource management approaches focus on functional activities such as human resource
planning, job analysis, recruitment and selection, performance appraisals, compensation
management, training and development. Here we will discuss about human resource
management approaches for US Bangla.

Human Resource Planning: HRP is the process of including forecasting, developing and
controlling by which a firm ensures that it has the right number of people & the right kind of
people at the right place at the right time doing work for which they are economically most
useful. The main purpose of HRP is to set the goals and objectives of the company. In other
words, it is to have the precise number of employees, with their skills matching the requirements
of the organization, so that the organization can move towards its goals. Chief objectives of
Human Resource Planning for US Bangla are as follows:

 Guarantee ample supply of resources, whenever there is a need for it.

 Make sure that the current manpower in the company is being used properly.
 To foresee the potential requirements of manpower at various skill levels.
 Evaluate excess or scarcity of resources that are available at a given point of time.
 Predict the impact of technological changes on the resources as well as on the
kind of jobs they do.
 Manage the resources that are already employed in the organization.
 Ensure that there is a lead time available to pick and train any supplementary
human resource.
Us Bangla develop their human resource planning with the help of national level, sector level,
industry level, and individual enterprise. Different level, sector they use to build their human
resource planning more industrial.

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Job Analysis: It is the determination of the tasks that comprise the job and of the skills,
knowledge, abilities & responsibilities required of the worker for successful performance &
which differentiate the job from others. It establishes similarities and differences in the work
contents of the jobs and helps establish an internally fair and aligned job structure. It is a tool to
collect job-related data. The process results in collecting and recording two data sets including
job description and job specification. Any job vacancy cannot be filled until and unless HR
manager has these two sets of data. It is necessary to define them accurately in order to fit the
right person at the right place and at the right time. This helps both employer and employee
understand what exactly needs to be delivered and how.

Both job description and job specification are essential parts of job analysis information. Writing
them clearly and accurately helps Us Bangla and workers cope with many challenges while
onboard. Though preparing job description and job specification are not legal requirements of Us
Bangla yet play a vital role in getting the desired outcome. These data sets help in determining
the necessity, worth and scope of a specific job.

 Job Description

A job description is a list that a person might use for general tasks, or functions, and
responsibilities of a position. It may often include to whom the position reports, specifications
such as the qualifications or skills needed by the person in the job, or a salary range. Job
descriptions are usually narrative in US Bangla, but some may instead comprise a simple list of
competencies; for instance, strategic human resource planning methodologies may be used to
develop competency architecture for an organization, from which job descriptions are built as a
shortlist of competencies.

Creating a job description

A job description is usually developed by conducting a job analysis, which includes examining
the tasks and sequences of tasks necessary to perform the job. The analysis considers the areas of
knowledge and skills needed for the job. A job usually includes several roles. The job description
might be broadened to form a person specification or may be known as Terms of Reference
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US Bangla job description may include relationships with other people in the organization:
Supervisory level, managerial requirements, and relationships with other colleagues. US Bangla
job description need not be limited to explaining the current situation, or work that is currently
expected; it may also set out goals for what might be achieved in future.

US Bangla job description is a written statement of what the jobholder does, how it is done,
under what condition and why. Us Bangla has job descriptions for its every designation. Before
recruiting any employee, US Bangla outlines the activities of that particular job.

Purpose of Job Description

 The main purpose of job description is to collect job-related data in order to advertise for
a particular job. It helps in attracting, targeting, recruiting and selecting the right
candidate for the right job.
 It is done to determine what needs to be delivered in a particular job. It clarifies what
employees are supposed to do if selected for that particular job opening.
 It gives recruiting staff a clear view what kind of candidate is required by a particular
department or division to perform a specific task or job.
 It also clarifies who will report to whom.

 Job Specification

Also known as employee specifications, a job specification is a written statement of educational

qualifications, specific qualities, level of experience, physical, emotional, technical and
communication skills required to perform a job, responsibilities involved in a job and other
unusual sensory demands. It also includes general health, mental health, intelligence, aptitude,
memory, judgment, leadership skills, emotional ability, adaptability, flexibility, values and
ethics, manners and creativity, etc.

Purpose of Job Specification

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  Described on the basis of job description, job specification helps candidates analyze
whether are eligible to apply for a particular job vacancy or not.
 It helps recruiting team of an organization understand what level of qualifications,
qualities and set of characteristics should be present in a candidate to make him or her
eligible for the job opening.
 Job Specification gives detailed information about any job including job responsibilities,
desired technical and physical skills, conversational ability and much more.
 It helps in selecting the most appropriate candidate for a particular job.

Job description and job specification are two integral parts of job analysis of Us Bangla. They
define a job fully and guide both employer and employee on how to go about the whole process
of recruitment and selection. Both data sets are extremely relevant for creating a right fit between
job and talent, evaluate performance and analyze training needs and measuring the worth of a
particular job.

Recruitment: Recruitment is of the most crucial roles of the human resource professionals. The
level of performance of Us Bangla depends on the effectiveness of its recruitment function.
Organizations have developed and follow recruitment strategies to hire the best talent for their
organization and to utilize their resources optimally. A successful recruitment strategy should be
well planned and practical to attract more and good talent to apply in the US Bangla.

For formulating an effective and successful recruitment strategy, the strategy should cover the
following elements:

 Identifying and prioritizing jobs: Requirements keep arising at various levels in every
organization; it is almost a never-ending process. It is impossible to fill all the positions
immediately. Therefore, there is a need to identify the positions requiring immediate
attention and action.
 Candidates to target: The recruitment process can be effective only if the US Bangla
completely understands the requirements of the type of candidates that are required and
will be beneficial for the organization. This covers the following parameters as well:

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 o Performance level required: Different strategies are required for focusing on
hiring high performers and average performers.
o Experience level required: the strategy should be clear as to what is the
experience level required by the US Bangla. The candidate’s experience can range
from being a fresher to experienced senior professionals.
o Category of the candidate: the strategy should clearly define the target candidate.
He/she can be from the same industry, different industry, unemployed, top
performers of the industry etc.

The recruitment policy of US Bangla specifies the objectives of recruitment and provides a
framework for implementation of recruitment programmed. It may involve organizational system
to be developed for implementing recruitment programmed and procedures by filling up
vacancies with best qualified people.

Recruiting Sources:

Recruiting is more likely to achieve its objectives if recruiting sources reflect the type of position
to be filled. Some recruiting sources may be proved to be effective while others may be proved
to be wrong. So, US Bangla recruits people from the most effective sources that are discussed
below:

 The inside Search

Many large organizations attempt to develop their own low-level employees for higher positions.
These promotions can occur through an internal search of current employees who have bid for
the job. Sometimes, US Bangla prefer to recruit people from within. Because of internal search,
US Bangla practices nepotism which results recruiting less qualified candidates. Employee
referrals and recommendations are prevalent at Us Bangla although US Bangla searches
candidates from external sources.

For encouraging the internal candidates, job vacancies in US Bangla may be advertised through
internal notices to all US Bangla employees. Recruitment from the internal source may be

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through Promotion or delegating individuals with new assignments. In case of internal sourcing,
HR along with the concerned Division/Department will identify prospective candidates on the
basis of individual Capability matching with competency/Role profile and will conduct
appropriate tests to select the most suited person.

The outside Search

In short, external sources mean collecting CVs from outside. US Bangla collects lots of CVs
from outside. Most of the times, US Bangla searches candidates from external sources.
Recruitment from external sources will be through:

 Executive search- for Senior Managers and above positions.

 Advertisement- for managers and below positions.

In case of external search, US Bangla collects CVs from following sources:

 HR CV box.
 Advertisement.

Few ways of external sources are given below:

Advertisement

US Bangla uses print media to advertise the job vacancies. The Daily Star, the Ittefaq, the
Prothom Alo are some of the newspapers on which US Bangla gives advertisements.

Recruitment of Contractual & Others

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This policy governs the appointment of individuals on Contract/Casual basis and through third
party service providers. Prior to the employment process, the Division/Department concerned
must obtain approval from the Managing Director. The manpower requisition must contain the
job specification with justification of the need along with the period.

Contract Appointment

Jobs which are temporary in nature and is likely to be for a limited period or need is for a long
term but cannot be hired on a permanent basis due to restrictions. US Bangla hires employees at
temporary/Contractual basis for 3 years. After being employed for 3 years, employees become
permanent. Within these 3 years, employees may be fired because of any misconduct or poor
performance. Standard terms and conditions similar to permanent employee especially adherence
of code of business ethics, confidentiality and full time engagement clauses must be included.

If a contract employee is made permanent (based on performance/capability/headcount) the

service length of that individual will be counted from the first day of the joining provided the
contract period. Salary & benefits will be fixed on the incumbents’ educational and professional
background. A contract employee will be entitled to same level of salary and benefits if he/she
hired in a poison that already exists in the permanent payroll.

Recruitment for Internship

Internship is one of the parts of graduation for student. In case of Bachelor of Business
Administration and Master of Business Administration, it is obligatory. For this reason
Universities and students send CVs of students to US Bangla for internship.

Recruitment of interns is almost similar to the recruitment of contractual. The candidates have to
face the interview and if they get selected then they will be appointed as intern. The requisition
for interns is send by the department head or the employee who need intern. When requisition
comes, the Manager and Asst. Manager of Employment Section of US Bangla arranges informal
interview.

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US Bangla always try to recruit and select the industrious and knowledgeable workers. It is a
particular task for US Bangla. Because of having most of the shares of Bangladesh Government,
Employment Section cannot recruit and select independently. But now the HR Department is
stronger than before. If this development continues, US Bangla will have the most competent
employees at every section.

9. Objective: 03

What HRM challenges will your company face in the 21st century?
Aviation industry is going far way with their talent and technological advancement. In 2st
century US Bangla will face some HRM challenges that need to consider for making a stable
position in the aviation industry. The rapid pace of change in the aviation industry requires
human resources professionals to be ready to change with the circumstances. Those are discussed
below.

Going global

In the new global world, airlines may discover the hard way that age-old practices of market
analysis, fleet optimization, financing or budgeting for new routes may now be the easier part of
the equation. Deciding to fly to a new international destination, though the metrics and numbers
may be attractive, brings to bear an airline’s ability to practice the art and science of consumer
marketing outside of its comfort zone. International flight forces airlines to serve in global
markets to react to a new competitor forcing strategic shifts in channel focus, pricing, brand
message and product. US Bangla will be forced to move beyond their traditional challenges
regarding permits, slots, aircraft and passenger market size and adapt to a new environment that
requires the ability to connect better with customers, more quickly and in a sustainable way. It is
not hard for a successful domestic or regional airline, with a strong brand and loyal customer
base. But After all their accident and record their customer responses are not so much
satisfactory and they have to face some problem to go globally. Currently US Bangla operates
flights to Singapore, Kuala Lumpur, Bangkok, Guangzhou, Doha, Mascot and Kolkata.

Embracing new technology

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All airlines need a shift to see the world of customer experience through their lens. ‘The
customer has become a monster through mobile’ encapsulates how this world of mobile-
immersed passengers has developed expectations of immediacy and capability that airlines are
simply not fulfilling. Catching up with the customer is an ever more challenging target for
airlines in 2019. Customers are exposed to new user experiences and new capabilities every day.
The question for airlines in 2019 is whether they want to get left behind or embrace reality. In
US Bangla we know that recently there’s a recent occurrence that a technical fault forced a US-
Bangla Airlines flight to make an emergency landing at Shah Amanat International Airport in
Chittagong. The nose gear of the aircraft failed to open. And they have some customer record
that because of some technical problem there’s some problem with airlines fan and because of
some technical issues they stopped their airlines.

Developing human capital

The demand for talent in the aviation industry is likely to evolve rapidly from customer service
to ground operations, but is the industry equipped with skilled professionals to meet the
workforce requirement? Availability of applicants with the right skill levels and qualifications,
along with the salary demands of new applicants make recruitment the biggest challenge for
Aviation industry right now. Job applicants prioritize training and career development
opportunities as most important. They have to organize more effective and quality of training
program for their staff like cabin crew. In US Bangla, their customer service is not satisfactory.
So in 21st century they have to go through some effective training program to serve a good
customer service. And attracting and retaining talent, the HR professionals identified career
progression opportunities, development and training as high priorities in job satisfaction and
retention, besides salary packages which is clearly the top priority for talent.

Responding to the market

In many respects the aviation industry's search for greater profitability has been to the detriment
of passenger comfort. For airlines, an effective way to reach that target is to stuff more seats into
each plane. Now airlines have become much more disciplined when it comes to flooding the
market with additional flights. The capacity discipline along with a greater number of seats per
plane has resulted in full planes with less room for individual passengers. Technology has been
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great for airlines. Technology has already helped revolutionize everything from in-flight
entertainment to freeing flights crews from their cumbersome flight manuals. The airline
industry and the infrastructure that serves it become successful. So, Us Bangla will have to work
much harder to stay ahead. On the other hand they need to focus on their employee relation and
customer service also. The cabin crews need to go through some effective training program so
that they can serve their customer in a good way. So all these things need to consider to make a
position in the competitive market for US Bangla.

Containing Cost

As airlines around the world expanding their fleets, everyone is looking for people to do the
flying. But there doesn't seem to be enough people around to fill those jobs. After all, it takes a
tremendous amount of time and money to train a pilot.

Thus, the pilot shortage is real and some airlines are beginning to feel the pinch. One airline
executive clarified the situation by saying there isn't a shortage of pilots, there's a shortage of
good, qualified pilots. In US Bangla they have to concern about their Pilot.

Employee relation

According to details of the official investigation led by the Nepal government, a copy of which
was obtained exclusively by the Post, Captain Abid Sultan was going through tremendous
personal mental stress and anxiety, and a series of erroneous decisions on his part led to the crash
of the Flight BS211. Here it strongly indicate that US Bangla failed to determined their pilots
mental health, and maintain a good employee relation among the captain and the co pilot. No
airlines can force their pilot to go on a flight with such mental health and the relation between the
co pilot was not good with the captain on that flight. So in 21 st century if US Bangla want to
make a good position among all the Bangladeshi airlines then they have to concentrate on their
employee relation and mental health as well.

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 10. Conclusion

US Bangla Airlines is considered as the leading airline in private sector because of its wide
number of aircraft fleet size, fastness of the flight with ensuring safety, better customer service
and ultimate solution provider and conducting its market in all sides of Bangladesh. The
company committed regular and scheduled flights in a massive way. More aircrafts will be added
with introducing new international flight opportunities. Beside this, there will be a dramatic
improvement on company’s overall performance side by side it will be considered as country’s
number one ranking airline company in the private sectors. The overall current condition of US
Bangla Airline depends mainly upon customer satisfaction which indicates how much effort is
provided by the company to make the customers satisfied. As per the report it is indicating that
the customer are still satisfied because US Bangla Airline is considering its previous incidents
issues made them more aware to make the overall safety of their flights. The company code of
conduct is really sophisticated and it is formulated in a dynamic way. Therefore, overall current
performance of US Bangla Airlines is obviously in a improved condition and it is showing a
positive hope in the world market.

11. Findings

The past records claims US Bangla earned the repute of one among the 15 accidents happened in
2018 worldwide followed by another technical failure in the shortest time span.

A $19 million invested airlines has departments for Flight Operations, Engineering, Airport
Service, Marketing & Sales , Brand & Communication , Administration, Finance and
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Accounts , Human Resource, Information Technology but there are no alignments and gaps in
between set for reward based promotions based on proper training scores, no segments for
routine trainings, rather the trainings are more campaign based.

US Bangla being one of the members of the airlines industry has no relevance to the Bangladesh
Airlines Training Centre (BATC). No registration is observed until the recent the recent 2018
controversies.

The Engineering and IT departments should have had past records of low monitor and low grade
equipment and machines used which affects the TQM segment of the HR policies. The 2 largest
aircrafts are second hand refurbished Boeings that requires regular TQM monitor.

Through the two incidents reported there has been no mentions of the performance appraisal
being set or no appraisal team to blame as there is doubtful existence of appraisal

12. Recommendation
The company although as per the performance shows a very submissive and positive progress
but also some measure can improve a lot. These measures is obviously improve in relevant
sectors which are highlighted below-

 Increase more manpower planning especially in-

 Flight operation sectors.
 Aircraft maintenance sectors.
 Increase more employment opportunities in-
 Aircraft maintenance sectors because there are many talented both fresh and skilled
candidates are waiting for the career opportunities and if they are at least given primary
on the job training which will help them to do minor aircraft technical works will be both
sides benefited.
 In HR sectors more job opportunities shall be expanded.
 In marketing sectors more employees and staffs need to be recruited.

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  As pilot career opportunity is the main element of the airline sector so, recently many
fresh Cadet Pilots are taken. If the number of skilled pilots is increased then the airline
company can conduct the flights safely.
 To ensure a stress free working environment the employees from each and every
department shall be given motivational tasks. Employees are to be given job rotation and
job or department replacement for ensuring the better flexibility of work.
 In case of technical departments more sophisticated training facilities shall be provided
for the employees.
 All the personnel should abide by the code of conduct of the organization. Employees
shall build up sympathy on company so that they can perform their relevant tasks
obediently and dutifully.
 There should be an emergency campaign by the HR team to get a yearly training from
institutes like CAE Oxford aviation Academy or CTC Wings .
 Bangladesh Airlines Training Centre should be kept in to registration. As this company
has little age to handover a legacy of experience.
 There should be a noticeable Performance appraisal for every departments individually,
rather not ignoring the technician employees and setting rewards and demotions based on
performance.
 The TQM should have a separate budget to repurchase equipment.

Therefore US Bangla Airlines if can develop and follow the above mentioned steps will
minimize the lapses of the company side by side it will develop the strength of the company. An
organization’s overall performance depends upon how much dynamic the company in their
work.

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12. Reference
News Papers

1. Prothom Alo

2. The Daily Star

3. Bangladesh Protidin

4. The Independent
Miscellaneous

1. HTTPS://USBAIR.COM/CAREER

2. HTTPS://USBAIR.COM/FLIGHT_DESTINATION/SCHEDULE
3. HTTPS://USBAIR.COM/WELCOME/ABOUT_US

4. https://en.wikipedia.org/wiki/Management
5. Snyman, R., Kruger, C. J., (2004). The interdependency between strategic
management and strategic knowledge management. Journal of Knowledge
Management 8 (1), pp.5 – 19
6. French, S., (2009). Critiquing the language of strategic management.
Journal of Management Development. 28 (1), pp.6 – 17
7. Brown, P., (2005). The evolving role of strategic management development.
Journal of Management Development. 24 (3), pp.209 – 222
8. Sweeney, M.T., (1994). Benchmarking for Strategic Manufacturing
Management. International Journal of Operations & Production
Management. 14 (9), pp.4 – 15
9. Kyrgidou, L.P., Hughes, M., (2010). Strategic entrepreneurship: origins, core
elements and research directions. European Business Review. 22 (1), pp.43

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