The Emirates Group is composed of airport services provider DNATA (the Dubai National Air Transport Association) and Emirates Airlines. Owned by the government of Dubai and based at the busiest airport in the Middle East, Emirates has flourished under the sheikdom’s ‘wide open skies’ policy, in spite of the restrictions placed on it by other countries. The airline, renowned for its luxurious in-flight service, was unique among long-haul airlines in that it had not joined a global alliance such as the Star Alliance or oneworld by the beginning of the new millennium.
The Maktoum family led the tribe throughout the 19th and 20th centuries.Dubai became one of seven sheikdoms in the United Arab Emirates, which was formed in 1970. Gulf Air began to cut back its service to Dubai in the mid-1980s. As a result, Emirates Airlines was conceived in March 1985 with backing from Dubai’s royal family, whose Dubai Air Wing provided two of the airline’s first aircraft, used Boeing 727s. (An Airbus A300 and Boeing 737 were two others. ) Because of Dubai’s unique political structure, wrote Douglas Nelms in Air Transport World, Emirates could be described as both government-owned and privately held, though most considered it state-owned.Maurice Flanagan was named managing director of the new airline.
Formerly of the Royal Air Force, British Airways, and Gulf Air, Flanagan had been seconded to DNATA in 1978 on a two-year assignment as assistant general sales manager. Chairman was Sheikh Ahmed bin Saeed Al Maktoum, nephew of the ruler of Dubai. Only 27 years old in 1985, he had graduated from the University of Colorado just four years earlier (his degree was in political science and economics). Sheik Ahmed also became chairman of Dubai Civil Aviation and DNATA itself.Although he lacked any direct experience in the airline industry, Sheikh Ahmed embraced his new role, learning to fly a variety of aircraft along the way. As Lisa Coleman duly noted in Chief Executive, he was indeed experienced in one area that would be the new airline’s defining trait: luxury. The first flight, Dubai-Karachi on October 25, 1985, was a Pakistani connection in more ways than one.
The airline leased the aircraft, an Airbus 300, from Pakistan International Airlines. Bombay and Delhi were the other two earliest destinations.From the beginning, Emirates flights carried both passengers and cargo. Emirates was profitable within nine months. During its first year, it carried 260,000 passengers and 10,000 tons of freight. The next year, Gulf Air posted a loss. In its second year, Emirates also posted a loss, before setting out on decades of profitable growth.
One reason for the success of Emirates was its aggressive marketing. Another was the high level of in-flight service in its new Airbus aircraft, which it outfitted with generously spaced seating.Our Vision ; Values The principles which propel us forward A strong and stable leadership team, ambitious yet calculated decision-making and ground-breaking ideas all contribute to the creation of great companies. Of course, these have played a major part in our development, but we believe our business ethics are the foundation on which our success has been built. Caring for our employees and stakeholders, as well as the environment and the communities we serve, have played a huge part in our past and will continue to signify our future.Our culture of respect At the Emirates Group, we place great value on corporate citizenship and social responsibility and believe our business ethics are integral to our continued success. Each member of staff’s commitment towards ongoing improvement combines to maintain the competitive edge of our operation in global markets.
We firmly believe our employees are our greatest asset and their contribution to the staggering pace at which we have developed can not be underestimated.Without them it would not have been possible and we acknowledge this with a range of excellent benefits, including a generous profit share scheme, and programmes designed to help them fulfill their career goals. These principles enable us to attract employees of the highest calibre and have helped us become the largest employer in the UAE. We now have a team of more 40,000 loyal workers, many living far away from their own families, and we are committed to caring for them within ours.This dedication to the welfare of our employees does not distract from the fundamental economic role of our business – to reward stakeholders. While rivals have faltered under the strain of fluctuating fuel prices and the intense level of competition synonymous with our industry, we have posted profits in all but one year of our history. While we are focused on maximising profit margins, as a leader in aviation innovation, we are devoted to growing our business while using fewer resources and creating less waste and pollution.
The billions of dollars we have invested in purchasing the most advanced aircraft in production mean we operate one of the youngest and most eco-efficient fleets in the world. Our commitment to the environment extends to our interests on the ground. We take great pride in our involvement with the Dubai Desert Conservation Reserve, which is dedicated to preserving the natural and cultural heritage of area. The National Park, the largest protected area in the UAE and home to more than 30 species indigenous to the Arabian Peninsula, is considered the regional benchmark for sustainable development and conservation.Our green projects do not stop at home and plans are already well under way to create two of the world’s most eco-friendly conservation-based destinations – Wolgan Valley Resort ; Spa in Australia and Cap Ternay Resort ; Spa in the Seychelles. Company Overview 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 numerous 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 more than 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, pning a portfolio of more than 50 brands and employing over 50,000 people. Growing from strength to strengthEmirates Group is always looking to expand its portfolio with strategic ventures that will enhance its commercial proposition, revenues and reputation. Among its many projects in development is a luxurious conservation resort in the Seychelles which will raise the benchmark in eco-tourism, as well as highlight Emirates’ commitment to protecting the environment for future generations. Cap Ternay Resort ; Spa Set on a spectacular tropical island in the Seychelles, the resort will give guests a traditional beach holiday combined with a taste of the lush forests, towering granite mountains and wildlife unique to this Indian Ocean sanctuary.The senior management team To build a travel and tourism empire at such staggering speed would not have been possible but for the collective talents of a group of men who have each proven to be leaders in their field of expertise.
Almost all of the executives at the helm of the Emirates Group have been with the organisation since its birth and it is their pioneering vision – combined with meticulous planning and brave yet calculated decision making – which has given flight to the fastest growing airline in the world and the Middle East’s largest provider of airport and travel services.SWOT Analysis This part of the assignment 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 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. 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. The Emirates Group – SWOT AnalysisDescription: The The Emirates Group – SWOT Analysis company profile is the essential source for top-level company data and information. The Emirates Group – SWOT Analysis examines the company’s key business structure and operations, history and products, and provides summary analysis of its key revenue lines and strategy. The Emirates Group is a conglomerate which operates through Emirates Airline, an international airline, and Dnata, a travel organization operating in the Middle East. The group is wholly owned by the United Arab Emirates (UAE) government. It provides scheduled passenger and cargo services to more than 100 destinations.
The company has operations across Middle East, Europe and Americas, Far East and Australia, West Asia and Indian Ocean, and Africa. It is headquartered in Dubai, the United Arab Emirates and employs 28,037 people. The group recorded revenues of AED42,674. 3 million ($11,621. 5 million) during the financial year ended March 2009 (FY2009), an increase of 17. 1% over FY2008. The operating profit of the group was AED2,573.
3 million ($700. 8 million) in FY2009, a decrease of 42. 2% compared to FY2008. Its net profit was AED981. 7 million ($267. 3 million) in FY2009, a decrease of 80. 4% compared to FY2008.Scope of the Report – Provides all the crucial information on The Emirates Group required for business and competitor intelligence needs – Contains a study of the major internal and external factors affecting The Emirates Group in the form of a SWOT analysis as well as a breakdown and examination of leading product revenue streams of The Emirates Group -Data is supplemented with details on The Emirates Group history, key executives, business description, locations and subsidiaries as well as a list of products and services and the latest available statement from The Emirates Group Reasons to Purchase Support sales…
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