Emirate Airline

IBUS 5711
Individual Assignment Instructor : Professor Cray Student : Mohammadmehdi Gharaei manesh ID : 100841683 July 2012

Emirate
Emirate airline is the largest middle eastern airline with a main hub on terminal 3 Dubai international airport. It has over 2500 flight per week to more than 122 cities in 72 countries on 6 continents over the world. ITs founded on 1985 with a 90 million$ investment of Dubai government and truly passed this investment with a positive growth rate on net profit almost every year. Now it became the sixth largest airline in the world. The main destination for flight are India with 10 and US and UK with 6 airport for emirate landing while there are a strong potential for Europe and Australia as the next main markets for Emirate flights. (Wikipedia, 2012) Emirate has a special policy that makes it the first growing airline in the world. This help it to order tens of new plane while other airline force to close or report a huge decrease on their profit.(Wikipedia Farsi, 2005) This could be

classified in tangible and intangible section. Economy and financial situation comes in tangible part while we have service, brand and culture in terms of intangible division. For first part, there are many items which make Emirate completely different with other air lines. Emirate is one of few airline which made its fleet completely by wide body aircraft. This help to carry extra baggage and increase the profit. Also it is in second place of cost saving airline after Ryan air. Emirate refuse to enter to any air cartel to prevent their huge cost replace of finding new customers. Finally It take advantage of aircraft price decrement after Sept 2001.(Wikipedia,2012) As intangible part, branding can mentioned as the strongest point. Sponsoring, good services and be in 6 continent all help Emirate to make a good name for it. Additionally some of its internal standards act as a cultural parameter for the company. Some of these points are: 1) Using cosmopolitan crew staff which enable at list 7-8 languages be available on board in each flight. 2) Monitor is available for every seat in economy flights 3) New definition for first and business class seats . (Emirates, 2012) 4) serving Halal food in all flights while there are variety of wines available(Emirate, 2012) 5) 2 Baggage carries for long distance per person

All mentioned above help company to increase marketing by absorbing peoples which each of these services are valuable for them. Dubai government is the only shareholder for Emirate airline. There are many issues talking about Fuel subsidies that Dubai government give the airline but it doesn't prove yet. But it's clearly that it have some governmental support like visa issue and full night flight schedule which help Emirate to use fleet capacity in most efficient way. (leaders we deserve,2010) Refrences: (Wikipedia, Emirate, retrieved July 2012) http://en.wikipedia.org/wiki/Emirates_(airline) (Wikipedia Farsi, Emirate, 2005 retrieved July 2012) http://fa.wikipedia.org/wiki/%D9%87%D9%88%D8%A7%D9%BE%DB%8C %D9%85%D8%A7%DB%8C%DB%8C_ %D8%A7%D9%85%D8%A7%D8%B1%D8%A7%D8%AA

(leader we deserve, Kamel Mnisri, Emirates Airline: the Secret Story of a Successful Company
,2010) http://leaderswedeserve.wordpress.com/2010/06/21/emirates-airline-thesecret-story-of-a-successful-company/