Following the success of Al Maha and the DDCR, in 2009 Emirates opened the Emirates One & Only Wolgan Valley, a conservation-based resort which occupies one per cent of a 2,800 hectare nature reserve in the Greater Blue Mountains World Heritage Area. It takes time and concerted executive attention to develop the necessary attitudes, mental models, strategies, and practices that can leverage the core business and turn sustainability into an advantage. Local government support 3. Well-maintained aircraft contribute to efficient flight operations too. During the last decade, travel and tourism has assisted the Emirates Airlines in spreading its wings into every aspect of travel, tourism and business and has made it the fastest growing corporation in its field. The invasion of Etihad Airways, the national airline of the UAE, is an in house competitor for Emirates. Why? . Using these blankets both prevents the plastic bottles ending up in landfill, and saves energy and emissions in the manufacturing process compared with using new plastic materials. Give us your email address and well send this sample there. Qatar airlines, capitalizing on the above figures, has reduced its waiting time significantly, gaining customers attention who are in longer routes. To install StudyMoose App tap What Is Emirates Strategy? We depend on aviation to conduct economic, social, and cultural activities, which makes it so vital and contributes so much to our growing world. what are airlines doing to be more sustainable? Using geography and psychographics as platforms, the Emirates group wants to make its products more relevant for the target audience in order to earn more revenue. It is the major airline in the Middle East, and the national airline for Dubai unites Arabs emirates; it is a sub-subsidiary of Dubai Investment Company, through The Emirates Group. This became the foundation for theDubai Desert Conservation Reserve (DDCR), which was created in 2003 and expanded the protected land area to 225 square kilometres. Qatar, being one of the major oil sources in the gulf has allowed Qatar airways to enjoy similar facilities as its competitors. Emirates is supportive of efforts around the world to improve the efficiency of air traffic management and to provide more flexibility on flight routes. Emirates has a modern and fuel-efficient fleet with an average age of 6.5 years. Emirates relied on only three types of aircraft, because of which planes could be deployed onto existing routes to supply much more easily to match the demand. The scale of the airlines operations means that even a small change can make a big positive impact with low carbon footprint. These reports provide far less information about the strategy, but do have . Highly priced tickets compared to competitors 2. International benchmarks illustrate that even todays aviation system does not fulfil current demand. Importantly, students are asked to evaluate if the airlines' strategy will be sustainable as Emirates faces technical and political challenges to expand and must compete with numerous new players . You can read more about the CORSIA on ICAOs website(Opens in a new window). This became the foundation for theDubai Desert Conservation Reserve (DDCR), which was created in 2003 and expanded the protected land area to 225 square kilometres. It also accesses to be the gateway to major cities around the world and is the hub of the UAE tourism at the Abu Dhabi International Airport, few kilometres away from Dubai. The project extended the lifetime of the seats by another five to seven years, and saved the company the cost of 50 new seats. A video of this is available below. The sustainability of the Emirates Airline Company has been proved in the report by Quantitative data's from the environment factors of the company. Theyve introduced more fuel efficient vehicles, optimised trip planning to reduce the number of routes served and number of empty trips, and trained drivers on safe and efficient driving practices, including avoidance of unnecessary engine idling. Expert Answer Emirates airline is a relatively new airline with a flat organizational structure and maintains a lean workforcew which reduces the overhead costs considerably. The Emirates Airlines' success. But, when it comes to the pacific travels, they have no existence. The location of Emirates primary hub does not allow it to take any advantage of people traveling from Europe to Americas. Answer:Yes, the Emirate's strategy is sustainable. Global Base2: Given its global base and high number of transit passengers, connections at Emirates Dubai hub were essential for running its network effectively. The Emirates hub strategy has kept them ahead of competitors, as the they are located in a prime position to serve Europe, Oceania, Asia, and Africa. Is Emirates strategy sustainable? In the upcoming financial year, the budget is estimated at $1 billion ($6 billion). A clearly defined strategy is required from Emirates - namely establishing a long-haul transfer hub in Dubai, so as to make it convenient for anybody anywhere in the world. Aging Fleet3: Emirates has been amazing in providing world class services, and most of the credit goes to the young fleet size, which are equipped with modern technologies. The Emirates Airlines success has been the continuity of its management team, many of whom have been with the airline since its start of the company. Emirates, will have to make some strategic moves either to have their airlines positioned to be an average cost airline with premium services, to have a fair trade-off with its customers and gain the depreciating markets from low cost airlines. Qatar airlines has also joined the One-World air alliance15, providing customers with a greater value in the any of the seating class and helping them earn frequent flyer points. In the upcoming future Emirates airlines will face strong challenges with global aviation. Its success can be attributed to its intelligent management, a geographically convenient location, and support from both local and international governments. Dubai is using tourism infrastructure development to help boost demand for flights between Dubai and points along its shoreline. And our engine washing procedures keep internal engine components clean, maintaining fuel-efficient performance and prolonging the useful life of the engine. Read the stories behind our sustainable products on board. First, Emirate's business model focused on the major metrics that generate profits. For Emirates, the flexibility in operations meant covering trips to the entire world and having customers reach their destinations at the mostpreferable time. Dubais Open-Air: In order to tap these new markets and fill its network, however, Emirates needed regulatory approval to fly to new destinations. The strategy followed enables the company to; 1. Pacific Sector: Emirates has been very successful in connecting eastern and western worlds. Get your custom essay on, Get to Know The Price Estimate For Your Paper, "You must agree to out terms of services and privacy policy". The 130,000 square foot controlled environment facility will produce 2,700 kilogram of high quality, herbicide- and pesticide-free leafy greens daily, using 99 percent less water than outdoor fields. To better understanding the dynamics of the airline industry where Emirates is a part, a Porter's Five Forces analysis performed. Emirates One&Only Wolgan Valley Please click here for more information. Weve invested in one of the best flight planning systems available, to carefully plan flights and optimise routes based on each days weather conditions, airspace constraints and the specific aircraft allocated for each sector. Our flight operations specialists collaborate with air traffic control organisations internationally to deliver more efficient routes and operational procedures, applying the latest in technology to support these enhancements. All parts of the company were affected by redundancy, resulting in a 31 percent reduction in employees. Working with air traffic management providers to develop protocols that enhance operational efficiency. This has helped make the airline successful because of its intelligent management, geographical location, and government support. Fall in oil prices a business paradox. Location2: The Dubai benefited from several inherent strategic advantages as a hub city. Twice a day, once from 12 a.m.2 a.m. and again from 6 a.m. 8 a.m., a spike of passengers deplaned from points west for a two-hour window to connect to their east-bound flights. A total of 31 per cent of the companys work force was laid off due to redundancy across all parts of the business. Emirates was capable of reducing their fixed cost, and the subsidies and Tax exemptions by the government fused many of the profits made by the company into its own development. Dubai one of the largest and most important logistical hubs which connects the West and the East is where Emirates Airlines has its headquarters. 10 Ways to Lead a Healthier Lifestyle in 2022. Who Is the Founder of Serum and How Did it Start? With a Five-Star Skytrax rating14, Qatar Airways has differentiated itself from the Emirates to be higher premium brand of the two. High profile projects such as the Burj-al-Arab, the World andPalms development projects, and the Burj-Khalifa tower helped grow the citys global renown, which in turn led to higher volumes of tourists. Younger & Limited number of Fleets3: Restricting its fleet to only three types allowed Emirates to optimize its pilot Deployment more effectively and serve its long-haul destinations. Saving fuel inflight begins with planning on the ground. 10 Ways to Lead a Healthier Lifestyle in 2022. Who Is the Founder of Serum and How Did it Start? Narrates the story of Emirates, an airline founded in 1985 in Dubai that by 2013 was among the three largest commercial airlines in the world. Weather: Dubai benefited from relatively good weather; aside from occasional fog and the general heat, airport operations remained relatively free of the rain and snow storms that often caused delays in European and American airspaces. Due to the sustainable business practices carried out at the Emirates group, the company has achieved sustainability. These spikes strained the airports capacity, but they were essential to allow connecting passengers the widest possible choice of connections from points east to west13. Copyright 2023 by Ictsd. The airline is also actively involved in the fight against illegal wildlife trafficking and exploitation, and is a member of the United for Wildlife Transport Taskforce, and is also a partner of ROUTES (Reducing Opportunities for Unlawful Transport of Endangered Species). CHCDIS010 Provide person-centred approaches to people with disability with complex needs Ver 000(1). Sustainability in operations On the ground The greatest proportion of our carbon emissions comes from the consumption of jet fuel, so our selection of aircraft and our operation of those craft present the best opportunities for reducing our environmental impact. Examples include continuous climbs and descents, and inflight rerouting on long-haul flights to take into account shifting winds. Emirates Airline: Connecting the Unconnected "referred as Emirates Airline in this analysis " is a Harvard Business Review (HBR) case study used for MBA & EMBA programs. Etihad has also shaped its airlines to be the cheaper of the two in many of the common destinations, taking away Emirates customers. Highly priced tickets compared to competitors 2. It helped create a strong pull that attracted business and leisure tourists alike. The aviation industry recognises that, although its responsible for less than 2% of global carbon dioxide emissions from human activity, it must be committed to growing sustainably and reducing growth of its emissions. See a whole year of Reward Seat Availability on one page at SeatSpy.com, Safe Travels - the UK's most trusted COVID-19 testing provider. In 2000, however, the carrier briefly considered joining . Well-maintained aircraft contribute to efficient flight operations too. Dubai Desert Conservation Please click here for more information. For customers, it also served as the fastest way to connect to their destinations, where in other major carriers offered a zigzag path. But, in the upcoming future few of the factors which Emirates enjoy today will start to deteriorate such as. Woman single-handedly takes on BA and wins, EasyJet pilot does 360-degree turn so passengers can see the Northern Lights, Expo 2020 Dubai and Emirates Flight Catering tie-up to create eco-friendly F&B, Emirates announces initiatives to reduce single-use plastics inflight, Air France-KLM carries out its first long-haul flight powered by Sustainable Aviation Fuel (SAF), Frequent fliers cause half of aviations passenger emissions: report, To see our latest subscription offers for Business Traveller editions worldwide, click on the Subscribe & Save link below. Sustainable practices are an integral part of the Emirates groups corporate vision that results in the sustainable development of the company. Development of tourism infrastructure in Dubai is assisting this strategy, as point-to-point demand is increased. The overall growth aspiration of the region demands a high-performing aviation system including airlines, airports, and air traffic control that in 20 years must successfully serve more than four times the passengers it serves today. Fuel use can be reduced by four percent by adding wingtip devices to aircrafts. Most of the Asian and Australian population traveling to Americas find it easier to travel via Singapore Airlines which has a lower travel time, such as Sydney to California; Others traveling from developing regions of china find it convenient to fly to European regions with Turkish airlines. Why is Emirates Airline able to deliver solid growth and solid financial performance for years? On opening, Emirates One & Only Wolgan Valley was the first carboNZero certified hotel in the world, and the first carbon neutral resort to be certified through an internationally accredited greenhouse gas programme. International Competitors: Strategic competitors such as Singapore Airlines and Turkish Airlines have also been able to mark themselves as a hub inconnecting different parts of the world. Introducing a robust fuel monitoring system and advanced data analytics, which has resulted in reduction of discretionary fuel uplift from crews and dispatchers. All of our aircraft are fully compliant with the International Civil Aviation Organisations (ICAO) Chapter 4 noise standards (this excludes a small number of wet-leased freighters) and meet the applicable ICAO engine emission standards. A companys tariff may change based on market trends and the customers needs, according to its market position. The new Terminal had become a new face of the Emirates airlines and one more reason for the customer to fly Emirates. what is behind their success given an industry where profitable firms are scarce? This allowed Emirates to take maximum advantage of its connectivity. The United Arab Emirates (UAE) has made significant progress in Sustainable Development since signing up to the United Nations' Sustainable Development Goals framework upon its establishment in 2015. . You can get a custom paper by one of our expert writers. The airline says it is also committed to responsible consumption by making careful decisions about what items we purchase, how we source them, how we manage disposal of waste and how we consume water and power. Emirates, which was in-turn knows for its high quality service is facing serious threats from Qatar Airways, which has renounced itself to have the best in class air experience. Dubais contribution in the success of Emirates Airlines is as mentioned below: . Their combined initiatives are saving more than 2,850 MWh of electricity a year. During the past year, the airline has invested $22 million in new technology for in-flight connectivity, which is now 70 percent wireless. In 2010, the UAE Cabinet approved the Green Building and Sustainable Building standards to be applied across the country. All of these measures help to save fuel and emissions, as well as to cut down on noise. The implementation ofidle reverse thrust on landing, instead of switching the engines into reverse thrust. There are a few ways that the Emirates have a competitive advantage over other competitors, and the most important one starts with their hub. Emirates invested over AU$ 125 million into this project to ensure the conservation of the unique bio-diversity of this valley and has since planted over 175,000 native trees and shrubs across the site. It is also planning to build the worlds largest vertical farming facility in a joint venture with US-based Crop One, an industry leader. Realising the Advantages: The government-owned Dubai carrier has lower personnel costs than much of the industry, in part by drawing many workers from the nearby lowwage nations of Pakistan and India1. By clicking Check Writers Offers, you agree to our terms of service and privacy policy. The Emirates company uses a variety of targeting methods to select potential buyers for its products. Undertaken in a given period of time on the one hand by each component of the system and also on the other hand by each component. All rights reserved. For details on how we use your information, please see our privacy policy. Fall in oil prices a business paradox. For more information, you can read the Emirates Group's Environmental Policy(Opens a PDF in a new tab). Emirates introduces eco-friendly blankets made from recycled plastic bottles. Emirates has been headquartered at a multi-million dollar facility situated in Dubai, which handles a strength of 105,000 employees at an increased rate of 11% from the previous year of its operation. Its competitive with low-cost carriers. Dubai hub. On landing, our pilots use idle reverse thrust (instead of full reverse thrust) and switch off one engine while taxiing where it is safe and practicable to do so. The case . Emirates has always been precise with its strategies, and has always enjoyed it benefits. The strategy of alliance between two struggling airlines is yet to prove its success. Small wings, Big dream Capitalization of the Initial Fund: In contrast to other major Airline operators such as Air France and British Airways, who have often received huge bailout packages or debt reliefs from the government; The Dubai government had given the airline a total of just $18 million, including the start-up money. Increasing Income: In the Middle Eastern regions (UAE), where most of the Emirates man force comes from have showed major improvement in its growth. Additionally, we use a water*saving procedure by routinely washing our aircraft with a small amount of a cleaning agent applied by cloth. Role of the Dubai government has been exponential in building the Emirates Brand. 3. 1. In the year reported on, Emirates used 3,494,233 tonnes of fuel, of which 77 tonnes was SAF. A geographic & psychographic segmentation strategy has worked for Emirates in order to create offers that are more relevant for target audiences. Some of the programmes initiatives include: Emirates has also invested in solar power systems to generate clean electricity at two of the airlines major facilities in the UAE Emirates Engine Maintenance Centre and Emirates Flight Catering. But with the increased air traffic by Emirates itself, having being forecasted to carry twice as capacity soon in future. 12 Steps to Clear Safari Browser Cache on Mac, Vaccine Waitlist Dr. B Helped Millions: Heres How. The Emirates Group vision is to become a leading global corporation in the traveling field, so it expands its businesses into every part of travel and tourism (The Emirates Group 2016). Introducingfuel-efficient practices while the aircraft is on the ground, such as: the use of ground power units instead of the aircraft Auxiliary Power Unit (APU), and switching one or two engines off while taxiing in after landing. Emirates funds the DDCR, through an ongoing investment of over AED 28 million (USD $7.6million) and sits on its management board. Emirates enjoy the low price of fuel and also the low cost labour in this region, which is more than just convenient for an Airline operator. Abstract. Dubais position on the Arabian Peninsula placed it at the nexus of global transit routes, a strategic location between Europe, Oceania, Asia, and Africa. SIA to acquire 25 per cent stake in Air India. This reduces the aircrafts fuel consumption because of less accumulation of dirt, and reduces the number of times the aircraft has to be washed to about three times a year. Introducingfuel-efficient practices while the aircraft is on the ground, such as: the use of ground power units instead of the aircraft Auxiliary Power Unit (APU), and switching one or two engines off while taxiing in after landing. Low carbon footprint companys work force was laid off due to redundancy all. Electricity a year which connects the West and the customers needs, according to intelligent. Is also planning to build the worlds largest vertical farming facility in a new tab ) has its! Travels, they have no existence joint venture with US-based Crop one, an industry leader strategy followed the... 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