INFO

1.0 Introduction

2.0 Company’s information

2.1 Lists of products / services

2.2 Lists of potential / target customers

3.0 Organization chart

4.0 Departmental function

4.1 Aviation Department

4.2 IT & Management Department

4.3 Financial, Marketing and Retail Department

4.4 Customer Service Department

 INTRODUCTION OF EMIRATES

Emirates (Arabic: ‫ َطيَران اإلمارات‬DMG: Ṭayarān Al-Imārāt) is one of two flag carriers of the United Arab
Emirates (the other being Etihad). Based in Garhoud, Dubai, the airline is a subsidiary of The
Emirates Group, which is owned by the government of Dubai's Investment Corporation of Dubai. It is
also the largest airline in the Middle East, operating over 3,600 flights per week from its hub at
Terminal 3 of Dubai International Airport before the COVID-19 pandemic. It operates to more than
150 cities in 80 countries across 6 continents through its fleet of nearly 300 aircraft. Cargo activities
are undertaken by Emirates SkyCargo.

Emirates is the world's fourth largest airline by scheduled revenue passenger-kilometers flown, and
the second-largest in terms of freight ton kilometers flown.

During the mid-1980s, Gulf Air began to cut back its services to Dubai. As a result, Emirates was
conceived in March 15th 1985 with backing from Dubai's royal family, with Pakistan International
Airlines gifting two of the airline's first aircraft. With $10 million in start-up capital, it was required to
operate independently of government subsidy. Pakistan International Airlines provided free training
facilities to Emirates' cabin crew at Karachi airport. The airline was headed by Ahmed bin Saeed Al
Maktoum, the airline's present chairman. In the years following its founding, the airline expanded
both its fleet and its destinations. In October 2008, Emirates moved all operations at Dubai
International Airport to Terminal 3.

Emirates operates a mixed fleet of Airbus and Boeing wide-body aircraft and is one of the few
airlines to operate an all-wide-body aircraft fleet (excluding Emirates Executive). As of December
2021, Emirates is the largest Airbus A380 operator with 119 aircraft in service, and with one aircraft
having been retired. Since its introduction, the Airbus A380 has become an integral part of the
Emirates fleet, especially on long-haul, high-density routes. Emirates is also the world's largest
Boeing 777 operator with 134 aircraft in service. The company slogans have included Be good to
yourself and fly Emirates, From Dubai to destinations around the world, Fly Emirates Keep
Discovering, The finest in the sky, and Hello Tomorrow (also used nowadays sometimes); the
current slogan is Fly Emirates, Fly Better
The services provided by an airline

 In addition to passenger handling and ground handling in airports, we also provide air cargo
handling, baggage wrapping, delivery, temporary baggage storage services and WIFI rental
services.

passenger and
freight transportation

reservations air catering

Products and
services of
Emirates
airline

tickets bookings first-class lounges

in-flight entertainment.
What is the product of an airline

 Typically, airline products include, full-service carriers offering different classes of service,
low-cost carriers (LCCs), inclusive tour packages, connecting services, stopovers, fly/drive,
fly/cruise, incentive packages, charters, et cetera. These airline products possess tangible
and intangible elements.

How many airline services are there

 Lists are also given by size, by business model and by other characteristics. There are  over
5,000 airlines with ICAO codes. The world's largest airline by fleet size and passengers
carried is American Airlines, operating from the United States.

Emirates Airlines understands the game-changing role of marketing

quite well. The company uses different strategies and tactics to market
its services. In general, the marketing of this giant is focusing on
the experience provided to the customer. It tries to create an emotional
connection with the customers and ensure positive associations with the
brand.
The company uses conventional and unconventional marketing, along
with various loyalty programs to attract new customers and retain the
existing ones. At the same time, Emirates Airlines use engaging and
interesting campaigns to market the brand and its services.

A company like Emirates Airlines needs to use a slogan that would give
an accurate and attractive description of the company and the services
it provides. The reason for this is that services are not a tangible product
and the only way to get an insight about them is by experiencing.
Throughout the years, Emirates Airlines had different slogans.

The most recent slogan of the brand was introduced in October of 2018.

This slogan was presented with the launch of the new brand promise.
Emirates Airlines believe that its customers fly better than others
traveling with any other airline company.
“Fly Emirates, Fly Better.”
The slogan is short, simple, and clear. It is easy to remember and
evokes positive associations with the brand. Everyone can easily
understand the idea that the company tries to transfer with it. The
slogan shows that Emirates Airlines is a very self-confident brand that
clearly understands its power, influence, and place among other airline
companies.

With this slogan, the company wants to ensure that its initial promise to
the customers hasn’t changed. They strive to provide the best possible
experience and environment for their customers and aim to not only
satisfy and exceed their expectations.  
 OVERVIEW OF COMPANY (EMIRATES AIRLINE)

~ The decentralized mode of organization structure that Emirates Airlines has is also effective in
the management of its operations. To support its operations, the structure of the airline comprises
of several departments. Each department has specific goals and objectives that it has to achieve.

His Highness Sheikh Ahmed bin Saeed Al Maktoum

[ Chairman and Chief Executive, Emirates Airline &

Group]

Sheikh Ahmed has contributed immensely to Dubai’s global stature as a leading business,
tourism, trade and transport hub, with aviation now accounting for 28% of its GDP. With
several leadership roles in government, his role in the formulation of policies and strategies
has helped strengthen Dubai’s vision, economy, communities and culture. He is a patron of
many charitable organisations, and has won prestigious national and international accolades.
 Chairman and Chief Executive, Emirates
Airline & Group
[ His Highness Sheikh Ahmed bin Saeed Al
Maktoum ]

Aviation Finance, Marketing

Customer Service
Services & Retail
IT & Management Department
Department
Department

Logistics Flight Emirates

Air Cargo Emirates Flight
Operations Holiday
Support Tour Catering Services & Product &
Emirated operator& Crews Consumers
Group Event
Security Managemen
t

Emirates
Leisure
Emirates
Retail
https://www.emirates.com/my/english/about-us/our-people/leadership-team/

It has a narrow ownership structure, wherein the airline President oversees the entire aviation
business and reports to the executive Vice Chairman of the whole Group. The President has other
responsibilities like taking charge of the central carrier operation, to include the freight business,
airport services, and the hotel and holidays business.

This flat structure, which permits clear communication and rapid decision, has contributed to its
growth. Because of team work, jobs are accomplished faster than before the advent of the
information age. A team-based structure can help provide leadership effectiveness because it
allows vertical and horizontal interactions, in which team leaders and members can directly
communicate with each other and with top management at the same time.

This means they communicate without the traditional communications protocol. Decisions are
made right away without much hustles. Management encourages the formation of teams, and
managers are always there to respond to the needs of the teams.
Aviation services department

The Airport Aviation Department specifies dealing with ground and passenger handling
services of the airlines. The main objective of this department is to ensure that
passengers as well as their cargo are handled with care. It has been a normal practice
for aviation companies to mix up cargo. Moreover, passengers’ luggage has always
been misplaced, mixed up, or lost during a normal flight. Therefore, the main role of this
department is to ensure that these problems do not arise within the airline. 

Emirates Aviation Services Department leads three other departments under its care,
which are the air cargo support department, logistics department, and flight operations
department. Each of these departments has its responsibilities that contribute to
Emirates.

Logistics department 

Therefore, the Logistics Department refers to all the activities required to make sure the
resources are moved at the right time to the correct place by air transportation,
independently of whether the resources are the passengers of the cargo on the aircraft.
Moreover, the role of the logistics department is also to investigate and optimize the
process in individual subsystems of integrated logistics systems of the airport and to
harmonize the operations, not only at the airports. Cooperating with carriers and airports
should lead to an increase in the transport system capacity as a whole.

Air cargo support

The functions of air cargo in the Emirates are to accept and handle consignments that
are ready for carriage in compliance with the operator and IATA (International Air
Transport Association) regulations, as well as with exporting and importing rules of the
countries through which the cargo will transit. In general, all items that have to be
transported using commercial aircraft must pass through an acceptance process. There
are certain procedures that must be followed regardless of the type of cargo. Other
procedures may only apply to certain types of cargo.

Flight Operations department 

An airline's flight operation department is responsible for running the control center on a
daily basis. As part of their role, they ensure that delays are minimized by making sure
that the right aircraft is at the right place at the right time, and that the right crew is on
board. Also included in these services are dispatching, flight planning, flight watch,
weather data provision, operations control, ground-to-air communication,
communication with the crew, scheduling, and maintenance planning. It is also possible
to take care of gate allocation, slot control, air traffic control, and airport management as
part of this service.
IT & Management department

IT department

The IT department plays a critical role in maintaining the operations of the firm. Through
research and development, this department has come up with procedures and practices
that enhance the operations of the department and the airline as a whole. Emirates
Airlines has incorporated the use of IT and ICT in its operations. IT department also
enables effective flight, cargo, and luggage management of the airline These operations
are run and maintained by the IT department. Developing a strategic IT plan is one of
the effective means through which a firm can achieve a competitive advantage. An
effective IT plan acts as leverage that aligns the technological resources of an
organization with its strategies, goals, and objectives. This ensures that a firm operates
in an effective and efficient manner hence being sustainable both in the short run and in
the long run. With the help of the IT department, the airline has developed internal and
external services that enhance the experiences of both the employees of the airline as
well as its customers. For instance, the management can easily track the performance
of its employees, market its services and engage with its clients. Consequently,
customers are capable of booking and managing their flights via the internet from
anywhere in the world. IT has also enabled effective flight, cargo, and luggage
management of the airline. This has greatly increased the effectiveness of the airline’s
operations making it to be reliable, sustainable, and profitable.

Management department

The Emirates airline and airport management department is the administration of

airports and airlines. It includes the activities of setting the strategy of airports to
gather and provide information on airline commercial and operational priorities.
It covers a broad overview of airline management. It is also studied as a
branch of study that teaches the management of airports and airlines. This
provides a broad overview of the Emirates airline industry and creates
awareness of the underlying marketing, financial, operational, and other
factors that influence airline management. This provides information on airline
commercial and operational priorities, along with teaching key characteristics
of aircraft selection and the impact of airport decision-making. 

Emirates Group Security department

Emirates Group Security department is a multi-faceted organization that develops and
implements security strategies and measures across the Emirates network. Emirates
Group Security secures premises and personnel by patrolling property, monitoring
surveillance equipment, and access points. Investigates security breaches, incidents,
and other alarming behavior. Controls traffic by directing drivers. Completes reports by
recording observations, information, occurrences, and surveillance activities. Emirates
group security has also partnered with Transguard Group (TG) to provide better
services to the company, the airlines, and also the customers.
Tour Operator department

Tour Operators are involved in the planning, development, promotion, administration,

and implementation of tourism products in Emirates Airlines. The department oversees
all the day-to-day tasks and also supervises, motivates, and train staff. They are
employed by tour or transportation companies, resorts, or attractions. They may travel
to proposed tour sites, check them out, and experience the services first hand before
assessing their tourism potential. Other than that, the responsibilities that the tour
operator has to undertake are operations management skills, sales, and marketing
skills, managing human resources, developing products, Use financial management
skills.

Event management department

Purpose to manage events throughout their lifecycle. This life cycle stands for detecting
events, making sense of them, and determining the appropriate control action, which is
coordinated by the event management process. Moreover, event management also
involves the application of project management to the creation and development of
small and large-scale personal or corporate events such as festivals, conferences,
ceremonies, weddings, formal parties, concerts, or conventions.

Finance, marketing & retail department

Finance department

The finance department of Emirates airlines includes not only the accounting and
tax departments but also financial planning and analysis (FP&A) which is the
Financial Planning and Analysis. FP&A is a set of planning, forecasting,
budgeting, and analytical activities that support a company's major business
decisions and overall financial health. This function works almost as an internal
consultant to all other areas of the company and often runs the annual budget
process as well. Emirates Aircraft finance also refers to financing for the
purchase and operation of the aircrafts.

Marketing department

Emirates Airlines' marketing strategy is an overall business plan that aims to reach
prospective consumers and turn them into customers of the services as well as
keep existing customers engaged. When systematically planned, the strategy covers
the four P's of marketing which is product, price, place, and promotion. Emirates
marketing is an ongoing process of attracting users and tenants, developing
services, managing community relations, and positioning the airport against the
competition. One of the goals of the Marketing department is the marketing plan is to
bring in new businesses and travelers to generate revenue for the airport.

Retail department

Emirates Airline retailing places the customer at the center of the shop, order, and pay
ecosystem regardless of the shopping channel. Emirates Airline retailing processes the
selling of consumer goods or services to customers through multiple channels of
distribution to create benefits for airlines and their customers. This can be through
personalization by creating and offering a range of products and services like flight
ancillaries such as extra bags, special seats, Wi-Fi on board, and other non-air services.
Nevertheless, selling to their customer either via their direct channel, call centre, web, or
via intermediaries which are metasearch, travel agents, content aggregators, and a new
type of seller.

Emirates catering department

Airline catering has the task of sourcing, preparing, and delivering hundreds of
meals for every flight. The operations are 24/7 and consist of four key sections which
are Flight Preparation, Airside Logistics, Transport, and Ware Wash. The meals
produced and other amenities required for onboard an aircraft are packed and loaded
into the trolleys by Flight Preparation. The trolleys are forwarded to Airside Logistics,
and based on the flight schedules are loaded and transported to the aircraft. The work is
within strict timeframes, the operations have to be conducted with clinical precision and
ensure there are no delays so that the flight departs on time. Trolleys and items off-
loaded from an aircraft are sent to Ware Wash for cleaning and the cycle starts again.
The operational environment is highly dynamic, and quick decision-making and physical
fitness are of prime importance.

Emirates hotel department (Sub department to the catering department)

This department performs various functions like reservation, reception, registration,

room assignment, and settlement of bills of a resident guest, and the front office
department is considered the nerve center of a hotel department. emirates airlines
hotels offer accommodation and, are located outside the terminal, but on the airlines'
property. They may even be a few kilometers from the airport itself but Emirates
provides Chauffeur-drive service. There are numerous airport hotels that are partnerd
with emirates airline throughout the world at any location that has a decent airport.

Emirates holiday department

Emirates holiday department also known as a holiday carrier or charter airline is

focused very firmly on providing passenger services to tourists. In most cases, however,
they do not sell airline tickets directly to passengers. Instead, they will enter into
agreements with tour operators or travel agencies, who then take responsibility for
finding passengers for them. In terms of passenger services, charter airlines are often
a “middle-ground” between full-service and low-cost carriers. As with low-cost airlines,
the business model does rely on reducing overall costs. Yet, in many cases, in-flight
meals and similar services will be included with the price of an airline ticket.

Emirates Leisure Retail department (Sub department to the holiday department)

Emirates Leisure Retail is a wholly-owned subsidiary of the Emirates Group,

headquartered in Dubai. The division franchises and manages the group's portfolio of
duty-free, food and beverage as well as lounge services. Emirates Leisure Retail (ELR),
a subsidiary of the high-profile Emirates Group, owns and operates a wide-ranging
portfolio of restaurants, cafes, and bars across the Middle East, Australia, Asia, the
USA, and East Africa. Operating over 300 outlets including more than 90 outlets across
21 domestic and international airports, ELR has the proven success and capability to
drive revenues, deliver operational excellence, and provide a compelling guest
experience. The models range from franchise to own-brand with a unique blend of
globally recognized brands and bespoke concepts.

Customers service department

This position is responsible for providing excellent customer service by handling

information inquiries, reservations, ticketing, passenger check-in, baggage check-in,
aircraft preparation, and problem resolution for all Advanced Airlines (AA) passengers
and potential passengers or guests. An Airline Customer Service is responsible
to assists customers with itinerary changes, flight reservations, and questions
about customer loyalty programs. Besides this, this department also helps
passengers with providing flight information, issuing tickets, check-in, solving ticket-
related problems, and checking baggage. A customer service associate manages
customer concerns to maintain positive customer relationships with an
organization. They interact directly with customers to listen to concerns, resolve
problems, and recommend products and services according to the needs of each
individual.

Flight services & crews

The flight service and crews are in charge of greeting passengers as they board and
exit the plane. They are also in control of showing passengers to their seats and
providing special attention to certain passengers, such as the elderly or disabled, and
serving meals and refreshments. Other than that, checking the condition, provision of
emergency equipment, and information for passengers are also in the scope of this
department. Demonstrating emergency equipment and safety procedures, administering
first aid, dealing with emergencies, supplying passengers with newspapers, magazines,
and in-flight entertainment, selling duty-free commercial goods and pursuing sales
targets, and producing written flight reports after completing a journey.

Product &consumers

The Emirates product and consumer departments are required to adhere to a customer
service plan that identifies the services that the airline provides to mitigate passenger
inconveniences resulting from flight cancellations and misconnections. The Department
monitors airlines’ actions and reviews complaints that it receives against airlines to
ensure that consumers’ rights are not violated. However, this department also has to
make sure that problems like complaints, concerning cancellations, delays, or other
deviations from emirates airline schedules. The Department’s Office of Aviation
Consumer Protection (OACP) routinely contacts airlines with widespread cancellations
or delays to make clear their obligation to promptly refund passengers who choose not
to accept the alternative offered for a canceled or significantly changed flight.