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N.C.R.Ds STERLING COLLEGE OF ARTS, COMMERCE & SCIENCE

A Project ReportOn

Fly Emirates

Service Sector ManagementBachelor of Management Studies

UNDER THE GUIDANCE OFPROF. VIKAS JADHAV

Submitted by

Khushboo Verma - 43

Noopur Panwar - 27

TYBMS,

JULY, 2010


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Contents

Sr. No. Particulars Page No.

1. Introduction to Services 2

2. Aviation Industry in India 6

3. The Emirates Group 7

4. Features of Emirates 11

5. Fleet: Emirates Boeing 15

6. Emirates TV & Radio 21

7. Emirates Airbus 23

8. Strategies 31

9. Skywards 33

10. Effects 34

11. Conclusion 36

12. References 37


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What are Services?

Definition:The generic clear-cut, complete and concise definition of the service term reads

as follows:

A service is a set of singular and perishable benefits,

y delivered from the accountable service provider, mostly in close coactionswith his service suppliers,

y generated by functions of technical systems and/or by distinct activities ofindividuals, respectively,

y commissioned according to the needs of his service consumers by theservice customer from the accountable service provider,

y rendered individually to an authorized service consumer at his/herdedicated trigger,

y And, finally, consumed and utilized by the triggering service consumer forexecuting his/her upcoming business or private activity.

Moreover, it means, an activity or benefit that one party can offer to another

that is essentially intangible and does not result in the ownership of anything. It

production may or may not be tied to a physical product.


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Overview of Service Sector in India

Service Sector of Indian Economy contributes to around 63 percent of India's GDP

during 2009. This sector plays a leading role in the economy of India, andcontributes to around 59 percent of the overall average growth in GDP between

2002-03 and 2009-10.

The services sector has maintained a steady growth pattern since 1996-97, except

for the fall in 2000-01. Trade hotels, transport & communications have witnessed

growth, followed by financial services. The services sector accounted for 62.6% of

Indias total GDP in 2009.

While in most parts of the developed world, the services sector's share of

employment rose faster than its share of output, India witnessed a relatively slow

growth of jobs in the service sector. This is primarily because of the rise in labor

productivity in sectors such as information technology, which is dependent on

skilled labor. Growth in tourism and tourism-related services, such as hotels,

holds a large potential for employment generation.

IT enabled services, such as Business Process Outsourcing, have grown rapidly in

the recent past and will continue to rise. India's large English speaking skilledwork force has made the nation a major exporter of software services and skilled

manpower.

The service sectors of Indian economy that have grown faster than the economy

are as follows:

Information Technology (the most leading service sectors in Indian economy)

yIT-enabled services (ITeS)

y Telecommunicationsy Financial Servicesy Community Servicesy Hotels and Restaurants


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There has been a 13 percent hike in the service sectors of trade, hotels, transport

and communication in India's economy as compared to the 10.4 percent rise in

the previous year. The financial services that comprise of banks, real estate,

insurance, and business services witnessed a rise of 11.1 percent during 2006-07

against the 10.9 percent growth in the previous year. Service sectors including

community, social, and personal services experienced a growth of 7.8 percent

during 2006-07 as against 7.7 percent growth in the previous year.

The service sector of India has also witnessed a remarkable rise in the global

market apart from the Indian market. It has experienced a rise of2.7 percent in

2006 from that of2 percent in 2004. The broad-based services in the trade sector

have undergone a large-scale rise.

A statistics concerning the growth of India's service sectors are listed below:

y The software services in Indian economy increased by 33 percent whichregistered revenue of USD 31.4 billion.

y Business services grew by 82.4 percent.y Engineering services and products exports grew by 23 percent and earned

revenue of USD 4.9 billion.

y Services concerning personal, cultural, and recreational had a growth of 96percent.

y Financial services had a rise of 88.5 percent.y Travel, transport, and insurance grew by 23 percent.


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Examples of service sector employment include:

y Governmenty Healthcare/hospitalsy Public healthy Waste disposaly Educationy Aviationy Bankingy Insurancey Financial servicesy Legal servicesy Consultingy News mediay Hospitality industry (e.g. restaurants, hotels, casinos)y Tourismy Retail salesy Franchisingy Real estate


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Aviation Industry in India

Aviation Industry in India traces back its History to 1912, with first flight from

Karachi to Delhi started by Indian State Air Services and Imperial Airways UKcollaboration.

However the actual instigation of India Aviation Industry was in the form of Tata

Airline by JRD Tata in 1932. He was also the first Indian to get an A-License. In

1946, Tata Airlines was transformed into Air India. At the dawn of independence,

India had nine air transport companies providing both cargo and passenger

services.

In 1953, the Government of India nationalized all existing airline assets and

formed Indian Airline Corporation for domestic air services along with Air India

International for international air services. Until, 1991, these two companies

played monopoly in India. It was only in this year that private airlines were

allotted the 'air taxi scheme', under which they could operate chartered and non-

scheduled services for uplift of Indian tourism. In 1994, as a result of a repeal of

the air corporation act, private airline companies obtained permission to operate

scheduled air services.

Indian Aviation Industry witnessed a major change in 2003, when Air Deccan

introduced budget flying by lowering down the fares to mere 17% of what the

other airlines were charging. Now the list includes Spice Jet, Go Airways and

Kingfisher Air. 'All-business class airline' Paramount Airways also belongs to this

group. These budget airlines have taken up the major Indian Aviation Industry

market share. They have established newer trends in the aviation industry.


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The Emirates Group

Committed to the highest standards in everything we do

A fast-growing international airline with one of the youngest fleets in the sky and

more than 400 awards for excellence worldwide, Emirates is one of two key

corporations in the Emirates Group. The other is Dubai National Air Transport

Association (DNATA), one of the largest travel organizations in the Middle East

with over 8,000 employees handling passenger,

cargo, ramp and technical services for numerous

airlines at Dubai International Airport.

Emirates and Dnata are committed to providing their

respective clients and customers with the highest

possible level of professional service.

Emirates Airline is the flag carrier of United Arab Emirates and a major airline of

the Middle East. Its key hub is the Dubai International Airport, which connects it

with an extensive network of international routes. The airline is a subsidiary of

Emirates group, a public international corporation which also holds the honor of

operating four of the longest non-stop commercial flights - from Dubai to LosAngeles, Sao Paulo, Houston, and San Francisco. It offers extensive air travel in

UAE and Middle East. The airline also maintains a separate cargo division, by the

name of Emirates SkyCargo. It is amongst the fastest growing airlines of the

world, which earned huge revenue of $500 million in 1993.

Emirates currently serve 102 cities around the globe with a young and

technologically advanced fleet of 141 wide-bodied aircraft that are equipped with

industry-leading comforts in the air. Additionally, Emirates has 151 wide-bodiedaircraft on order, worth over US $50 billion, and is the leading customer of the

Airbus A380 with eight in its fleet and 50 on order. The Boston Consulting Group

(BCG) recently named Emirates to its exclusive "2009 Global Challenger" list, while

Fast Company Magazine picked the airline as one of the 50 "Most Innovative

Companies" in the world. Operations on Emirates from New York, Houston, Los


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Angeles and San Francisco connect America to the world through the airline's

route network with extensive connections from Dubai to the Far East, Australia

and Africa.

History

y Emirates Airlines was founded on March 1985, by the royal family of Dubai.In fact, two of the initial aircrafts for the airline were provided by Dubai

Royal Air wing.

y Its first flight took off on October 25, 1985, from Dubai to Karachi.Thereafter, Emirates Airlines reached Delhi and Mumbai.

y During its first year, it carried 260,000 passengers and 10,000 tons offreight. Gulf Air, part owned by the much wealthier neighboring emirateAbu Dhabi, had previously dominated air traffic in the region.

y Within the first nine months of its existence, it started showing profits. Theairline launched services to Colombo, Chaka, Amman and Cairo in 1986.

y It kicked off non-stop services to London Gatwick in 1987 and also addedFrankfurt, Singapore and Male to its network later on.

The Gulf War had its impact on Emirates Airlines and its business as well.

However, it was the only airline of the region that continued operations even inthe last ten days of the war. By the end of 1987, Emirates was serving 11

destinations.

y On April 1, 1998, Emirates Airlines acquired a financial stake of 40% in AirLanka, along with a management contract, and subsequently changed its

name to Sri Lankan Airlines.

y At the Paris Air Show in June 2003, Emirates announced the largest aircraftorder in aviation history, worth US$19 billion, adding 71 new aircraft.

y It is now the main launch customer for two innovative ultra-modern aircraft- A340-600 HGW and A380 double-decker super-jumbos.


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Destinations Covered

y Emirates Airline covers 101 destinations, in 60 countries of the world.y It flies to Canada, U.S, Brazil, Australia and New Zealand.y In Europe, it serves France, Germany, Greece, Italy, Russia, England,

Switzerland, Turkey and Malta.

y The airline carries passengers to destinations like India, Pakistan,Bangladesh, Maldives, Sri Lanka, Malaysia, Singapore, Thailand and

Philippines in Asia and Egypt, Morocco, Sudan, Libya, Angola, Kenya,

Mauritius, Uganda, Nigeria and Ghana in Africa.

Fleet

y Emirates Airlines maintains a fleet 127 aircrafts, consisting of Airbus A330-200, Airbus A340-300, Airbus A340-500, Airbus A380-800, Boeing 777-200,

Boeing 777-200ER, Boeing 777-200LR, Boeing 777-300, and Boeing 777-

300ER. The airline reviews its fleet frequently, in keeping with its policy of

maintaining a young fleet.y In 2008, Emirates became the second airline to fly Airbus 380-800, after

Singapore Airlines. It has also ordered for 58 Airbus A380-800, making it the

largest customer of this airbus. The airlines utilization of its aircrafts is the

highest in the industry, amounting to 13.7 hours in a day.


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Achievements

y Emirates Airlines is one of the top 10 carriers in the world, on the basis ofrevenue, passenger kilometers. It is also the largest airline in the Middle

East, in terms of revenue, fleet size, and passengers carried.

y The airline is the seventh-largest in the world, in terms of internationalpassengers carried. It holds the status of world's fourth-largest airlines, in

terms of scheduled international passenger-kilometers flown.

y In 2009, Emirates was voted the fifth best airline in the world by researchconsultancy firm Skytrax, the earlier positions being ninth (2008), ninth

(2007), fifth (2006), third (2005), second (2008) and today, it is the worlds

largest passenger aircraft.


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Normal Features of Emirates Aircrafts

With their award winning, international cabin crew and one of the youngest, most

modern fleets in the skies, their aim is to provide the most comfortable, relaxingenvironment for your travels.

First Class

Wide aisles and an airy, expansive environment mean more room for each

passenger. And supremely comfortable sleeper seats mean that you should arrive

at your destination refreshed, even on long journeys.

An advanced hand-held controller lets you personalize your experience, from

adjusting your seat to selecting a movie. And seven course meals on long haul

flights, a selection of fine wines, and award winning in-flight entertainment add

up to a stylish, refreshing flight.

Business Class

The experience starts with our award winning serviceour cabin crew will see

that you have everything you need throughout the flight.

With laptop charging, SMS, phone and email from your seat on all aircraft, you

wont have to miss out on a second of work.

And when its time to relax, sleeper seats and lie-flat seats on selected routes

provide plenty of room to spread out and get comfortable, and recline to a lie-flat

position on many of our aircraft.

Economy Class

Emirates Economy Class is designed to give you more room, more comfort and

better service, for an all-round better flight. Thoughtfully designed cabins meanmore space for each passenger.

Complimentary beverages and superb multi-course meals are provided, as well as

personal seatback monitors to enjoy our outstanding in-flight entertainment,


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whether its over 600 channels of on-demand programming on ice or the superb

selection of film, TV and audio on TV & radio.

Economy passengers can stay in touch with SMS, phone and email at their seats,

and of course, every passenger will enjoy the same high standard of service fromour multi-lingual crew that is offered in all cabins.


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Keep in touch from 40,000 feet

Emirates make it easy to stay connected to family, friends and colleagues on the

ground with a wide range of communications options.

AeroMobileUse your own GSM mobile phone on selected flights to make and receive calls, as

well as send and receive SMS messages, just as you would do on the ground. The

service is available on over 100 Emirates flights per day and that number is

growing.

In-seat telephone

Use the satellite telephone in every seat to call any phone in the world at only

USD 5 per minute. All major credit cards are accepted, as well as pre-paid

telephone cards (available onboard). You can also use the phone to speak to

someone seated elsewhere on board.


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SMS and email

You can send and receive SMS and email messages from your TV screen to any

mobile phone or email address in the world for USD 1 per message.

Up to the minute informationFollow the progress of your flight on our moving map channel, Airshow; or enjoy a

birds eye view from one of the external cameras. Read up on Dubai, Emirates, or

Skywards, or see live BBC text news headlines, refreshed regularly during the

flight. You wont have to miss a thing while youre in the air.


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Emirates Boeing 777-220LR

INSIDE

Cabin

The Emirates Boeing 777-200LR has one of the most modern,

technologically advanced cabins in the world.

With extra headroom, more space between in all classes, and features

including ICE on-demand entertainment, SMS email and satellite

telephones in every seat, the 777 brings a new generation of in-flight

comfort and convenience to Emirates passengers.

Award-Winning Service

A high passenger-to crew ratio means an exceptional level of discreet,

personal service from our award-winning multilingual crew.

Whatever your needs, the Emirates crew are there to make your flight

comfortable and enjoyable.

Ambient Lighting

Unique lighting simulates the time of day at your destination, providing the

perfect environment for time zone transition. At night, soft stars shine

overhead.


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ICE

The Emirates Boeing 777-200LR features the ICE system, your personal, and

on-demand entertainment centre, with over 900 channels of video, audio

and games and over 150 movies.A new feature allows you to view your own videos and pictures in your

personal widescreen monitor via a USB port in every seat. Or become a DJ

for a day and create your own playlist from thousands of songs and

podcasts.

Stay Connected

Stay in touch with family, friends and colleagues on the ground withsatellite telephone, email and SMS via your wireless seat controller.

Dont lose a moments work with USB and laptop chargers in your seat.

Stay informed with real-time news headlines, and track your flight with

Airshow.

DiningFresh ingredients, prepared by internationally renowned chefs, make up

the award-winning Emirates dining experience in every class.

From a la carte dine on demand in First class to a variety of choice in

Economy class, superior cuisine is a highlight to every Emirates flight.

Wine

World-class cuisine requires a world-class wine list. Emirates sources thebest quality wines from world-famous regions across its vast route network,

such as France, California, South Africa and New Zealand.


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First Class

Privacy

The first class compartment

provides the passengers with

Private Suite facility where you can

choose the DO NOT DISTURB sign

on your controller, and relax in

total privacy.

Mini-Bar

The Private Suite comes with a mini-

bar that serves you drinks and snacks

at any time during the flight.

Dine On-Demand

Emirates first class allows you to order

a snack or a full meal at any time from

the attentive staff.


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Seating

The first class is arranged with

luxurious extra-large seats that

comes with massage settings and is

fully adjustable with the suites

wireless controller. It converts into a

large 78 fully flat bed, and attentive

staff turn over the bedding,

complete with mattress, duver and

pillows, when it is time to sleep.

Cosmetic Counter

The first class passengers are provided with their own selection of high-quality

toiletries and cosmetics.

Storage

Each private suite has its own shelf and seat belt for bags them both secure and

handy, and an in-suite rack means coats and jackets remain fresh and wrinkle-free

during flight.


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Business Class

Lie-FlatSeating

Emirates now offers a new

generation of lie-flat seating in

Business Class on selected aircraft.

With ample room for all passengers

at 78" long when reclined, the new

minipod seats include personal

storage, massage features and a

privacy divider.

An in-seat power supply, dual port

USB and extra-large table provide a

comfortable workspace, while hundreds of channels of entertainment are

available on a 17" widescreen TV.

PrivacyScreen

Business class does not obstruct

you whether you are working,

relaxing or sleeping. Emirates

Business class offers the

passengers a new level of privacy

with passenger-controlled

screens between adjacent seats.

Storage

With extra-large overhead lockers, Business class passengers can keep their

carry-on luggage safe and secure. And, as the lockers are set higher in the

ceiling, there is a whole extra foot for headroom, adding up to a roomier,

more spacious cabin.


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Economy class

Greater comfort, improved legroom and

more features mean a more relaxing

flight.

New Generation EconomySeats

The Emirates Boeing 777-200LR

offers a new generation of travel

for the economy passengers, with

redesigned seats offering more comfort. Also, because of the operation of

ICE, it becomes a new economy experience.

Seating

The latest generation of seats

offers more space. Setback LCD

widescreen opens up a new world

of on-demand entertainment.


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Emirates TV & radio

Enjoy great entertainment from around the world

y Emirates TV & radio is offered on many of our routes, offering 15 video and26 audio channels, as well as 50 video games.

y We can catch the latest Hollywood blockbuster, keep your childrenentertained with a classic Disney film, or enjoy top rated TV shows and

sports.

y If we prefer to listen, rather than watch, enjoy music and radio from allover the world as well as exclusive interviews and the latest albums.

y We can play a round of golf, or even save the world from alien invasion byplaying our extensive collection of video games.

y Live BBC headlines will help us stay in touch with the rest of the world,while Airshow keeps us informed about your flight and external camerasgive you a birds eye view of the world.


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D i n i n g

An award winning dining experience combining the finest local ingredients with

exquisite flavors and impeccable service.

Emirates has extended its commitment to offering not just the finest dining

experience in the skies, but a dining experience worthy of the finest restaurants

all around the world.

Eating well is an essential part of the Emirates travel experience and always

impressed its first class passengers on the firsthand and showed how committed

they are to the planning, preparation, and service of cuisine that is worthy of their

passengers eminent good taste.

Breakfast on longhaul flights includes freshly-squeezed fruit juice, assortedyoghurts and cereals, a choice of three hot breakfast dishes, pastries, bread

and preserves, and a selection of teas and freshly-made coffee.

Lunch and dinner, which are both preceded by hot canaps, feature sevencourses served from the trolley: a choice of three hors doeuvres; soup;

salad; four entrees; two desserts along with five types of cheese, served

with port; fresh seasonal fruit; freshly-brewed coffee, a selection of teas

and liqueurs and friandises/sweets. First Class passengers enjoy a complete range of complimentary drinks in-flight, including cocktails, champagne, and vintage wines, except on flights

to Saudi Arabia.

With a phone call to the crew on many of our flights, First Class passengersmay order multi-course meals and snacks from an extensive menu at any

time.

Stylish sundries include hot toast and cappuccino coffee in the morning,and hot chocolate, Ovaltine and Horlicks in the night on sleeper services.

All meals are served on bone china tableware, on tray tables laid with finelinen and flowers.


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The Emirates A380

The future of air travel has arrived

The Emirates A380 promises customers in all classes a whole new travel

experience. Designed to transport passengers on long-haul journeys in

unmatched comfort, the Emirates A380 boasts First Class Shower Spas, a spacious

onboard Lounge, and our award-winning ice in-flight entertainment system

offering over 1,200 channels of movies, music and games on-demand in all

classes.

Emirates A380 First Class

The Emirates A380 revolutionizes the First Class travel experience

Enjoy your own sanctuary in spacious private suites, each equipped with anelectrically operated sliding door, a personal mini-bar, adjustable ambient

lighting, and its own vanity table, mirror and wardrobe.

Every seat has a built-in massage system,

with adjustable speed

and intensity. Our

Emirates A380 crew

will convert your seat

to a fully flat bed with

a mattress, so you can

arrive at your

destination relaxedand refreshed.


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Each suite in the A380 has a 23 television screen, allowing you to exploreover 1,200 on-demand video and audio channels of our award winning ice

Digital Widescreen entertainment system.

The privacy divider separatingthe adjoining suites in the

centre row can also be

lowered, allowing you to share

the experience with your travel

companion.

Dine-on-demand mealservice, allows you to order

from our a la carte menu any

time you desire.

Making your experience ofthe Emirates A380 truly

memorable, you will betreated to the excellent

service from our award winning multilingual crew from over 100 nations.


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First Class Social Area & onboard Lounge

In the First Class Social Area, located at the front of the upper deck of the

Emirates A380, a unique water feature together with mood lighting creates aserene ambience.

A selection of delicacies by

leading international chefs,

have been prepared to entice

the most discerning of palates. On offer at the bar, will be a selection of

beverages, as well as some of the finest world-class wines carefully selected by

our sommeliers.


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Emirates A380 Shower Spa

For the first time in aviation history you can indulge in an invigorating shower at

43,000 feet.

Located on the upper deck of the Emirates A380, in front of the First Class cabin

are two exquisitely designed onboard Showers for our First Class customers.

Arrive at your destination revitalized and refreshed.

Emirates A380 provides

signature Timeless Spa

products with a choice of

two shower kits - The

Timeless Spa Revive Kit and The Timeless Spa Relax kit.

This range has been designed

exclusively for Emirates, using

only the finest natural and

indigenous ingredients.


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Emirates A380 Onboard Lounge

Sit back on one of our sofas and

Enjoy your flight in a relaxed and social environment

Stretch your legs during the flight and take a walk to the spacious Lounge on

board the Emirates A380. Read a newspaper, listen to music or simply enjoy the

view from the aircrafts external cameras.

A variety of drinks and hot

and cold beverages are

available throughout yourflight. Our Lounge attendant is available at all times to assist customers with their

requests, ensuring that your

time in the First Class and

Business Class Lounge is a

tasteful and enjoyable

experience.


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Emirates A380 New Generation Seating

New generation Economy Class with non-stop entertainment

Adjustable headrests, more space and a sliding base allowing deeper seat recline,

means more comfort for our Economy Class passengers on the Emirates A380.

Of course, the award-winning, multilingual cabin crew from over 100 nations is on

hand to provide everything the passengers need throughout the flight.


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Introducing ICE Digital

Widescreen

ICE: Experience Ground-Breaking In-flight

Entertainment

INFORMATION

Follow the progress of your flight, or take in the view from the aircrafts

external cameras. Keep in touch with live business, news and sport

headlines from BBC News, and read up on Dubai and Emirates.

COMMUNICATIONS

Phone, SMS or email the world below direct from your seat or call friends

and family seated elsewhere on the aircraft.

ENTERTAINMENT

Over 1200 channels of premium entertainment to keep you busy during the

flight. The latest and best movies, television, audio and games from around

the world.


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Strategies

Emirates Airlines has an extremely attractive business model, which has paved

the way for them becoming the fastest-growing international airline. Thecompany is well renowned within the industry for excellent service around the

globe. This success is widely attributed to Emirates' attention to fundamental

strategic detail, and has thrived through competition, despite by being owned by

the government of Dubai.

Quality Control

Quality control is the cornerstone of Emirates Airline's fundamental success. From

the creating and maintaining a state-of-the-art airline fleet to keen attention on

how they treat their customers in each aspect of their business, everything is

done with the very highest standards being applied.

Extensive Aviation Training

The aviation education arm of the airline's business is a key fundamental strategy

to the company's success. Not only does it continue to add and keep key aviation

talent within their employment, but it creates a huge footprint as it trains other

people within the industry. This image and brand recognition alone that is

generated from this particular business segment renders it a valuable strategy.

International Airline Information Technology Development

Emirates Airlines has leveraged their international airline domain knowledge into

another key profit center, involving the development of software for the industry.

The strategy of using their knowledge and trained programmers to create an IT

development company for the international airline industry is an excellent

addition to Emirates' portfolio of business strategies.


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Resort, Hotel and Tourism Strategy

One of the more unique fundamental level strategies is how the company has

successfully moved into the resort and tourism space: They have done so through

the creation and acquisition of various resorts and spas, as well as by placing ahuge emphasis on quality control, all of which has drawn great praise and, at the

same time, lots of business. In addition, the company has built a tourism service

around this area of the business, fueling more growth from this particular

fundamental level strategy.


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SKYWARDS

Member Rewards

With Skywards, it's not just about earning and spending Miles - it's about

managing your journey, going beyond the travel experience and enjoying the real

privileges of a more rewarding frequent flyer programme.

One of the most exciting aspects of being a Skywards member is the ability to

earn and spend Skywards Miles with Emirates, and our prestigious global

partners.

Earning Skywards Miles

Skywards membership gives you three easy and direct ways to earn Skywards

Miles - through flights with Emirates, our partner airlines and through our non-

flight partners, such as Le Meridien, Jumeirah, Citibank, Hertz, Damas,

InterContinental Hotels and many more. The more Miles you earn, the more

rewards you can enjoy.

Spending Skywards Miles

There are a host of opportunities for redeeming your Miles, with the most

popular reward being flights to hundreds of exciting destinations. You can also

use your Skywards Miles to upgrade your flights, shop at The Emirates High

Street, or broaden your travel experience with exclusive holiday and leisure

rewards offered by our partners.


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Effects on Customer, Society and Organization

Customers

Satisfaction

The passengers and regular travelers of Emirates have a high satisfaction level

because they are very much pleased by their services. Due to such reputed and

world-class services the customers have become frequent flyers and thus they

enroll themselves to the SkyWards scheme by Emirates.

Benefits

y Elegant class of traveling:o The customers enjoy pleasured services of first, business and

economy class. The customers are therefore provided with choices to

opt for the seating according to their preferences.

y Entertainment for Kids:o There are separate services for kids where they are entertained via

the ICE entertainment. Kids can play virtual games similar to the way

of Xbox and PlayStation.

o The games are available for kids ranging from 5 to 12 ages.Competitive Advantage

y Emirates main surviving factor is their world-class services to theirpassengers because of which the customers travel on their fleet for long

time.

y The cost of traveling, as compared to other international players, is verylow. Thus, customers enjoy economy.


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Society

It is a known fact that Airline Companies need to adopt strategies that provide

them with a good corporate image. For instance, some Airlines may decide to

take part in environmental sustainability projects such as tree planting.Additionally, some companies may also exercise extra caution in terms of the

quantity of waste that they send to the landfill. This is something that seems to be

taking a lot of attention from Airline companies. Lastly, the issue of recycling is

also taking up a lot of precedence in the Airline industry. Emirates are offering

recyclable cutlery to their clients in order to further this campaign. All in all, it

should be noted that most environmental campaigns in the Airline industry are

part of the corporate responsibility strategy within a specific Airline Company.

Organization

y Profitso Emirates marked Record Profit Increase in 2009-2010.o Emirates Group net profits increased to US $1.1 billion for the

financial year, which ended March 31, 2010.

o Group revenue remained stable at US $12.4 billion reflecting lowerpassenger and cargo yields offset by increased traffic.

o Profit margin improved to 9.1 percent from 2.6 percent a yearearlier.

y Market Shareo Based on management's ongoing success in expanding the

Company's double-hull bunkering fleet, combined with the recent

acquisitions of Verbeke Bunkering N.V. and the Shell Las Palmas

terminal, they expect to significantly increase their market share for

the global supply of marine fuel and drive future performance."

o Emirates as on today have gained 55% market share of internationalairlines.


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CONCLUSION

y Emirates Airlines was started in the year 1985 and has undergonenumerous changes over those two decades. It is now the best Airline in theAsian Pacific region with awards for innovation in its in-flight entertainment

systems.

y It has got the best of services for its passengers which tempts them totravel with Emirates frequently.

y The first class cabins and its services in Emirates fleet are world class and atreat for the passengers.

y Moreover, Emirates belongs to the Dubai government which means thatthere cannot be any deficiency in terms of infrastructural and tourism

development.

y The company has also gained a lot of mileage for its Open skies strategy. Itbelieves that free market solutions are the best drivers for any Airline

Company and this is why the company has stayed away from mergers and

acquisitions.

y However, the company needs to embrace more global markets and this willforce it to comply with some of the rules in operation within those markets.

This means that the company will have to relax some of it open skies policy.

It will also have to embrace online systems as a sound marketing tool in the

global arena.


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SSM Emirates

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Transcript of SSM Emirates