Strategic Planning Of Emirates Airline

Commerce Essay
This Assignment includes three parts. The first part is strategic planning of Emirates airline. The
second part discusses the type of decisions which are made in different levels of Emirates and
explain the information systems used in these levels. The last part highlights the ethical issues
involved in the organization's processes.
The purpose of this part is to consider the overall strategic management process and consider
what is happening in the environment in order to judge how those happening may affect the
organization. In addition there is a consideration of organization's strengths and weaknesses and
the opportunities and treats that has significant impact on the organization process.
1.1 Company overview
Emirates is a national airline of Dubai in the Middle East. Emirates flees to over 100 destinations
in 60 countries around the world from Dubai International Airport with a fleet of 137 aircraft.
Emirates Air line has been existed for 25 years. Although Emirates is a young airline, over one
decade it has become one of the most respected brands in the world. The key of their success is
using new technology and information systems in their business processes. (Emirates group,
2010)
Ans: All organisations have products and processes. The products are assembled and every
product has a good amount of time spent on planning and engineering. Each product serves a
specific purpose to a customer. If the customer is satisfied with the product he will come back for
more. Operations management is all about standardising the process for reduced variation. It is
getting thing done for the productivity of the organisation. It is about outsourcing, benchmarking,
supply chain management, inventory management, supplier relationship management, third
party logistics and most importantly JIT that means Just in Time.
Resource Inputs
Material
Capital
People
Information
Product Output
Goods
Services

Planning Feedback Controlling

OPERATIONS MANAGEMENT
Managerial Decision Making and Problem Solving
Fig.1. Operations Management; managing the transformation of resources inputs into product
outputs (Source: Schemerhorn, 1989, p 482) cited by Gene (2006)

ROLE OF OPERATIONS MANAGEMENTJUST IN TIME (JIT) - JIT is used for continuous improvement, visibility, simplicity and flexibility.
JIT saves time and money. Example, Products that are made would have to be stored hence the
business will be spending for storage facilities. JIT removes that area by immediately providing
the product right in time for sale. According to Podolsk (1996) JIT is a Japanese Philosophy and
has risen in popularity and is being studied further. Operation management has to ensure the
quality as well as the delivery of the product in time to unaffected by mishaps and losses.
PRODUCTION OF GOODS AND SERVICES- According to Pycraft (2007) operations deals with
the allocation of tasks that are to be reserved for people with certain skills. What sequence it can
be carried out. The standardised sequence of duties is premeditated to stop mistakes from
happening. An operation also has to deal with the location of jobs that is to make sure there is no
loss from where the good is produced and the selling point. Example, if the goods are made at
one point and sold at a very place thus incurring transport loses or if the materials are very far
from the factory.
DESIGN MANAGEMENT- Best (2006) states that design management is an important aspect
that has to be considered when building a new product or process. Designers and Managers
both have to be creative. When a business chooses a design the operations come into force as
they deal with the establishment and promotion of the designs. Ensuring there is a smooth order
of the process.

SRATEGIC OBJECTIVESIMPORTANCE OF EFFECTIVE OPERATIONS- According to Gene (2006) Every organisational

strategy requires operations management because operations management provides an
economic benefit one kind or another Example- Toyota is into production of cars that are utility
and stores provide a place and custody of the car until sale.
ROLE OF OPERATIONS- Top management must ensure that they stress on high quality by
making decisions that personify the operations. Thus determining the equipment to be used and
the control that has to be exercised by operations Gene (2006).

PERFORMANCE MANAGEMENTBENCHMARKING- According to Damelio (1995) Benchmarking is used to make improvements in

the organisation. It is used to discover the best way to do a business. Benchmarking is targeting
the best competitor or successful organisation and understanding the elements that make the
business victorious. Adapting their elements with certain changes to rise in the market.
Benchmarking can be used for a particular process or for the organisation in whole.
BALANCED SCORECARD- The balanced scorecard represents how the company deals with
different stakeholder groups. It is aimed at senior management but operation managers can find
themselves accountable for activities that are seen on the scorecard Brown (2011).

Q2 Learners will be expected to understand

the importance of managing quality in an
organisation by;
Explaining the importance of effective quality
management in achieving organisational
objectives.
Evaluate the success of existing quality
management processes in meeting an
organisation's overall strategic management
objective.