Quality Management

Examining the quality and global competitiveness of a local airline company

Student ID: 20210237

Student Name: Christina Shnoudi

Due to confidential reasons, I am not allowed to share the company’s name or the interviewee’s
personal information.

The following document is an assessment of a local airline company regarding its

implementation of quality and global competitiveness measures.

Firstly discussing the strengths of this airline company deduced from the interview
conducted with two different level employees in the company. This airline company admits a
range of high-quality safety measures during travel, these include mandatory mask-wearing
during the flight, installment of HEPA filters ensuring filtered air, crew members are
professionally prepared for suspected situations, ensuring that the aircraft is disinfected and
properly cleaned after arrivals, and many more safety measures that allow both passengers and
employees to feel protected, enhancing its customers’ trust and confidence.
Apart from the high-quality safety measures, this airline is a member of the Oneworld
alliance which provides numerous advantages to its quality provision and global
competitiveness, these include access to a global network allowing the company to offer a broad
range of destinations to its customers as well as expand its market reach, this company’s
customers will additionally enjoy the benefits offered by Oneworld alliance including lounge
access, priority boarding, etc. Being a member of this alliance also allows it to have interline
agreements providing ease and comfort for customers and expanding the company’s revenue
scale. Additionally, the airline company can enhance its brand image and recognition globally
through marketing collaborations with other members of the Oneworld alliance.
Additionally, this airline company provides top-tier training to its employees to guarantee
high-quality services to its customers. Training includes training on the latest safety and security
measures, language and communication training given its global operations, cultural knowledge
training sessions to allow crew members to create personalized services to worldwide customers,
and lastly, aircraft system knowledge and technical training granting the crew the ability to
rapidly respond to issues.
 On the other hand, despite its numerous strengths in terms of quality and global
competitiveness, it also has weaknesses that are recognized from the interview answers I have
received. First, this company tends to have a limited fleet which depicts that it has a limited
number of destinations it can offer which can make it less competitive in its market in
comparison to airlines offering greater destination options, also limited fleet leads to limiting the
number of passengers per flight which can lead to its inability to adapt during high demand
periods especially if an aircraft faces maintenance issues which can all lead to customer
dissatisfaction and reduce customer loyalty.
To add, it has been deduced that the company is not a CSR or environmentally
sustainable airline company. Given the increase in awareness regarding the environment and
corporate social responsibility, nowadays companies are expected to be eco-friendly to greatly
attract customers. This airline company contributes to several pollution issues including
greenhouse gas emissions, noise pollution, waste pollution, etc. Despite taking measures to
minimize these environmental impacts such as investing in more fuel-efficient aircraft and
utilizing waste management to reduce waste pollution, this airline company cannot be considered
environmentally friendly as its operations negatively impact the environment making it less
competitive in the airline industry as this impacts the quality of its services.
Also, this generation is heading towards social media, applications, and mobile services,
and seeking global competitiveness requires keeping up with these changes. This airline
company lacks a prominent digital presence as it doesn’t have a mobile application, however, it
provides online services but needs to increasingly offer more. This weakness might lead to
customer dissatisfaction and hinder the attraction of new potential customers as most customers
nowadays deal with such procedures through their mobiles. With the growth of the mobile world,
digital presence is one of the quality factors that are assessed especially for companies seeking
global competitiveness.

Below are some recommendations for this airline company to improve its quality and
global competitiveness weakness after reflecting on the interview and observations implemented.
It is recommended that this airline company expands its fleet since as explained above its limited
fleet hinders its global success, despite having a limited fleet reduces operational costs,
expanding its fleet would allow it to serve a significantly greater range of services to its
customers.
Investing in R&D through which the company will enhance its digital presence and its
technological systems and innovation. This would allow the company to satisfy its customers
given that nowadays customers rely on mobile services to execute transactions and attract a
greater customer base. While technological advances would lead to a more modern and
appealing travel experience for customers. These investments would hence enhance the quality
and global competitiveness of the company.
Also, the company needs to pay closer attention to environmental sustainability given its
substantial concern for the airline industry. It could address this concern by investing in aircraft
that consume less fuel to reduce carbon emissions, using renewable energy sources, utilizing
waste management, investing in carbon offset programs, integrating CSR into its culture, etc.