S.R.

LUTHRA INSTITUTE OF MANAGEMENT

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 INTRODUCTION

Emirates Airline is a Dubai based company that has carved a niche for itself in the

international scenario. The airline, in addition to the domestic market (UAE), caters

to the needs of several countries around the globe. Due to arrival of new entrants

and the stiff global competition, airlines have to adopt various measures for

sustenance.

Background of the company

‘Emirates Airline’ is the leading company of ‘The Emirates Group’ (The Emirates

Group, 2014). The Dubai government is the sole owner of the airline. “On

25th October 1985, Emirates flew its first flights out of Dubai with just two aircraft – a

leased Boeing 737 and an Airbus 300 B4” (Emirates, 2014a, p. 1).

The airline has always stressed on quality rather than quantity, and it is due to this

policy that the airline has become one of the most favoured airlines of the world.

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After inception, the initial two years were a bumpy ride for the airline but third year

onwards, the airline posted substantial profits without fail

PROCESS DESIGN

Distinguish between the different process types and facility layouts

The basic aim of a facility layout is to ensure smooth working and unhindered

transfer of goods and information. An effective layout can help in minimizing the

handling costs and utilizing the available space and manpower in an efficient

manner. The bottlenecks are eliminated and communications between different

stakeholders becomes fast and easier. ‘Customer service time’ and the ‘inventory

handling time’ are minimized. There are three types of layouts namely, process,

product, and fixed-position.

• ‘Process layout’

Process layout is, “A layout that groups similar activities together in departments of

work centres according to the process or functions that they perform” (Facility layout,

n.d., para. 3).

• ‘Product layout’

Product layout is a layout that arranges the functions in a symmetrical manner so

that they are performed one by one in order to achieve the required results.

• ‘Fixed-position layout’

As the name suggests, fixed-position layout relates to projects where the products

are delicate and huge and it is risky or difficult to shift them.

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 Setting the standard

Providing the ‘world’s best in-flight experience

The Emirates Airlines operations are based at Dubai International Airport, which is a

public facility. Dubai Airports Company operates the airport and it serves Dubai. The

airport is located at Al Garhoud in Dubai. All the firm’s operations depart from

terminal 3 at the Dubai International Airport.

The choice of Dubai International Airport, as the airlines’ hub, was subject to a

number of factors. First, the airport is strategically located and it serves as the hub

for most airline companies in the Middle East such as the Emirates Sky Cargo, Fly

Dubai, and Emirates Airlines. The airports’ strategic position enables Emirates Airline

to serve over 90% of the total passenger population through its non-stop flights.

Emirates Airlines accounts for approximately 64% of all passengers in the Middle

East. The airport covers an area of 8,640 acres. Consequently, it is in a position to

serve a large number of airlines.

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Emirates Airlines selected Dubai International Airport due to the level of its services,

safety, infrastructure, terminals, and effective ground transportation. The airport has

integrated an effective flight management system. For example, the cargo and

passenger flights have different terminals. Moreover, the airport has a well-designed

VIP pavilion. The organization of the terminals has provided Emirates Airlines with

an opportunity to serve diverse customer groups.

The airline also selected Dubai International Airport due to its level of safety and

security. The Civil Aviation Authority (CAA) of Dubai is charged with the

responsibility of managing safety and security. CAA has implemented effective

security and safety mechanisms. Consequently, the airline is in a position to assure

the security and security of its customers. The airport is also equipped with effective

passenger and cargo facilities. For example, the airport is fitted with optimal

immigration-processing systems. These facilities enable Emirates Airlines to be

effective in certifying the customers’ travel documents.

The airport is also served by effective ground transportation systems, which include

rail, road, taxi, and buses. The Dubai International Airport is connected to road D89,

which is the longest intra-city road in the region. Consequently, the road provides

customers’ easy access to the airport. Emirates Airlines also accesses the services

of Dubai Metro, which has stations located at terminal 3 and 1. For example, terminal

1 and 3 are served by the Red Line.

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At Emirates, we’re committed to providing you with an unparalleled journey through

our highly trained, professional cabin crew. New recruits undergo an intense seven

and a half weeks of training in the highest standards of safety and service delivery in

our state-of-the-art facility in Dubai.

The training covers both theoretical and practical aspects, with the latter taking place

in full motion simulators of all of the aircrafts in our fleet.

And our ongoing training for all cabin crew members ensures you always receive

unrivalled care on board.

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 Adding diversity to the air

Sharing a love of adventure

A cosmopolitan mix of young professionals from over 130 nationalities, our cabin

crew speak over 60 languages and bring their diverse backgrounds to the skies –

many were doctors, lawyers, artists or sports people in their previous lives.

The team welcoming you on board share your love of travel and are always ready to

enrich your inflight experience. As the face of our brand, they tirelessly exceed your

expectations on 420 flights daily across more than 135 destinations.

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 Our team on the ground

A friendly greeting – wherever you are

The Emirates team is spread over six continents, with over 2,000 staff in over 120

call centres and retail outlets outside of Dubai. Our contact centre staff support 17

languages and we help people getting in touch with us on over 50 country-specific

telephone numbers and Live Chat. Globally, our contact centres help over 4,000

people every hour during the busiest times of the day.

At the airport, you can expect a smooth check-in experience guided by our friendly

airport staff. Emirates Skywards members or those travelling in First Class or

Business Class can enjoy attentive service in our airport lounges. From a friendly

greeting when you contact our call centres to a flawlessly served beverage before

your meal, we work hard to make sure your Emirates journey inspires you.

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 Our pilots reach new heights

Flying nearly 300 aircraft to over 135 destinations

We only hire experienced pilots, and we employ over 400 experts who conduct initial

training to ensure they meet the exact standards demanded by both Emirates and

aviation regulators.

Ground school includes computer-based training, e-learning and aircraft technical

classroom sessions. Emirates pilots also complete full flight simulator training for the

specific aircraft they’re going to fly, so they’re fully prepared. The last stage is line

flying under the supervision of an experienced trainer. The course takes around

three months to complete, and we conduct recurring training for more than 4,000

pilots — it’s a regulatory requirement for each pilot every six months.

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SOFTWARE USED

During our research, we have identified that The Emirates Group has purchased the

following applications: SAP SuccessFactors Employee Central Time and Attendance

Management for Time and Attendance in 2017, SAP SuccessFactors Employee

Central for Core HR in 2017, SAP SuccessFactors Learning for Learning and

Development in 2017 and the related IT decision-makers and key stakeholders.

Our database provides customer insight and contextual information on which

enterprise applications and software systems The Emirates Group is running and its

propensity to invest more and deepen its relationship with SAP or identify new

suppliers as part of their overall Digital and IT transformation projects to stay

competitive, fend off threats from disruptive forces, or comply with internal mandates

to improve overall enterprise efficiency.

Capacity Planning

Emirates Airline has the following aircrafts in its fleet:

The Emirates A380: The Emirates A380 has the following features, “From private

suites and shower spas in first class to flat-bed seats in business class to extra room

and custom lighting in economy class, and in-flight Wi-Fi throughout the aircraft”

Airbus A340-500: Capacity of this aircraft is 258 passengers for all the three classes;

the aircraft was included in 2003.

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Airbus A340-300: Capacity of this aircraft is 267 passengers for all the three classes.

The four engines allow extra range.

Airbus A330-200: This particular aircraft has two versions; one has two classes and

the other has 3 classes. Capacity of the one with 2 classes is 278 and the one with 3

classes can accommodate 237 passengers. The aircraft was included in 1999.

Boeing 777-300ER: This aircraft also has two versions. The one with 2 classes can

accommodate 427/442 passengers and the one with three classes can

accommodate 364/358/354 passengers. This aircraft is considered to be the

backbone of the airline.

Boeing 777-200LR: This probably has the best aircraft technology in the world. All

features such as safety, comfort, distance, and speed have been enhanced in this

model.

Boeing 777-300: This aircraft was included in 1999 and has a capacity of 364

passengers in all the three classes.

Boeing 777-200: This aircraft also has two versions. The one with 2 classes can

accommodate 346 passengers and the one with three classes can accommodate

290 passengers.

The airline has different kinds of aircrafts to fly passengers between different

destinations. There are different classes as well to cater to the specific needs of

passengers. Of late, there have been certain additions to the services in order to

impress the customers.

“In the financial year 2011/2012, Emirates carried 34 million passengers and 1.8

million tonnes of cargo”. Emirates Airline operates not less than 1200 flights every

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week from Dubai. The flights constitute 40% of the total number of flights to and from

Dubai

SHORT TERM AND LONG-TERM PLANNING

Example of long-term capacity planning: Buying aircrafts

Example of short-term capacity planning: Tariff fluctuation

Long-term capacity planning is done while considering the future market trends.

Location plays a key role in long-term capacity planning. Short-term capacity

planning is done in order to meet the current demand/market trend. Short-term

capacity planning is for a couple of days only. That’s why we notice the fluctuating

tariff rates.

‘Inventory’

There are various factors that have to be considered in this operation; vendors,

availability of goods, human resources, and the holding cost. As mentioned above,

Emirates Airline has a separate cargo division that works independently in order to

ascertain timely delivery of goods.

‘Scheduling’

The scheduling of goods/services should be commensurate with the requirement of

customers. UAE being an international destination for business and also for

changing long-distance flights, it is very crucial for airlines to have a suitable flight

schedule. Emirates Airline has designed its flight schedule after considering such

requirements and tries its best to accommodate the transit-passengers.

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‘Maintenance’

Maintenance of tangible assets is a must for organizations so that their customers

get uninterrupted services at all times. Emirates Airline has a full-fledged

maintenance department that caters to the maintenance needs of its aircrafts and

other equipment.

Quality Management

Emirates Airline serves food that is commensurate with the class. Like for example,

first class passengers are treated to dishes such as, “Stir fried lobster in black bean

sauce. Arabic Mezze. Glazed duck breast” (Emirates, 2014g, p. 1).

The quality and service of the food is comparable to the cuisine of best international

restaurants. Food is served in ‘Royal Doulton’ dishes. The cutlery is from ‘Robert

Welch’. In addition to the awesome food, the finest wine is also served on demand.

The best part is that food and wine are available on demand throughout the course

of journey

the freshest ingredients” (Emirates, 2014h, p. 1). The food is served in the same

quality of dishes and cutlery as in first class. Complimentary champagne and other

drinks are available on demand.

The passengers have access to Wi-Fi throughout the flight and that too from

anywhere within the aircraft. All seats have inbuilt video screens that air not less than

1000 channels (in different languages). The passengers also have the option of

using their mobile phones during the flight.

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The seats are different for different classes but irrespective of the class, the seats

are comfortable and passengers reach their destinations without any fatigue. Like for

example, in business class, the seats can be reclined into a bed. The length can be

reached up to 79 inches. The seats also have an electric plug so that the passengers

can charge their electronic devices such as laptops and mobiles.

Quality tools

Following are the seven ‘quality tools’ that are generally used by organizations for

process improvement:

• ‘Flow chart’

This quality tool analyses the progression of procedures.

Cause-effect diagram’

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As the name suggests, this quality tool helps organizations in understanding the

causes and effects of specific problems.

• ‘Check sheet’

This is the simplest of all quality tools and is used to collect and categorize data.

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 • ‘Histogram’

This tool depicts the occurrence and the degree of events in relation to two variables.

• ‘Pareto chart’

Unlike the histogram, there is no limit for the use of variables in a Pareto chart. The

main purpose of this quality tool is the same as that of a histogram.

• ‘Scatter plot’

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By the help of this tool, a link between two variables is established.

• ‘Control chart’

This quality tool is used to monitor the operational practices within an organization.

All these tools have different significance. Emirates Airline makes use of all these

tools in order to ascertain that its customers get the best quality possible. These

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tools help the airline to identify the problems/loopholes within the system and thus

enhance the quality of operations.

HEALTH AND SAFETY MANAGEMENT PEOPLE

PRESSURE CHANGES

During take-off and when the aircraft is climbing, a reduction in cabin air pressure

causes gases to expand. Trapped gases can expand more than 25% compared to

sea level. When the aircraft descends, the volume of gas decreases. Trapped air in

areas of the body such as the sinuses, ear and bowel can cause discomfort.

To lessen the effects of this pressure, change on your body, avoid carbonated

beverages and gas-producing foods like beans and cabbage, and avoid sleeping

during the last hour or so of your flight so that you can yawn, swallow, or 'pop your

ears' to equalise the pressure as the aircraft descends.

The risk of problems with ears and sinuses greatly increases if you are congested or

‘blocked up’ due to a cold. You should consider delaying your flight if you are sick or

discussing with your healthcare provider as decongestant medication may also help.

Eating and drinking

Digestion slows down when the body is inactive, so eating lightly will make for a

more comfortable flight. It is also best to avoid excessive alcohol and caffeinated

drinks such as coffee and tea, as these drinks act as diuretics which increases the

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need to visit the toilet. Instead, drink juices and water frequently to maintain proper

hydration.

Inflight exercises

To stay refreshed during and after a long flight, try performing these in-seat

exercises which can also be found in your in-flight magazine every few hours:

• Feet circling: circle your feet at the ankles, 20 times each foot.

• Bottom lifts: lift one buttock off the seat, tightening the muscles on that

side. Hold to the count of 5. Repeat each side 5 times.

• Knee presses: press the knees and thighs together and tighten buttock

muscles. Hold to the count of 5. Repeat 5 times.

• Back presses: press the small of your back into the seat, letting your

shoulders come forward. Alternate with pressing your shoulders into the

seat. Repeat 5 times.

• Shoulder circles: with arms at sides, circle shoulders forwards 10 times

and then backwards 10 times.

• Head circles: slowly circle your head in one direction and then the

other. Repeat 10 times.

• Foot presses: lift heels and press toes into the floor, then lift your toes

and press heels into the floor. Do this 10 times for each foot.

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Motion sickness

Motion sickness is caused when a body’s sense of balance doesn’t match what is

being seen, and may worsen during air turbulence. If you are prone to motion

sickness, we recommend that you:

• Request a window seat over the wings

• Avoid alcohol before and during the flight

• Avoid dehydration by making sure you drink enough water before and

during the flight

• Eat small, non-spicy meals

• Wear loose fitting comfortable, cool clothing

• Keep your eyes fixed on the ground, sea or horizon if the weather is

clear

• Concentrating on an activity and keeping your brain active (but avoid

reading if this tends to make your symptoms worse)

• Locate the air sickness bag when you take your seat and keep it close

at hand

• Discuss the use of appropriate medications with your doctor. There are

also many over-the-counter preparations that can be used.

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Cabin air quality

Our modern aircraft are quiet and comfortable, with excellent levels of ventilation.

The rate of air change in the aircraft cabin has been shown to be better than office

buildings and trains and is comparable to that seen in hospital operating theatres.s

In addition, all Emirates flights are non-smoking, so the level of airborne pollutants is

far lower than on most city streets or buildings. Fresh air is constantly added to

recycled air through very fine filters (HEPA) to remove 99.997% of all dust, viruses,

fungi and bacteria.

However, the air in the cabin has low humidity levels, which can cause mild drying of

the skin, nose, throat, and eyes. To minimise the drying effects, you should:

• Avoid alcohol and caffeine drinks

• Remove contact lenses and wear glasses instead during your flight

• Use a moisturiser to hydrate your skin.

Medical Assistance inflight

Emirates cabin crew are trained in first aid in case of onboard medical emergencies.

Our aircraft are equipped with comprehensive medical kits and defibrillators for use

by the cabin crew.

Some flights have the latest telemetry equipment so that ground based medical staff

can assess the patients whilst they are still in the air. Please note that passengers

are responsible for the cost of any medical care they may require on the ground.

Therefore, comprehensive travel insurance is strongly recommended.

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