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ASSIGNMENT 2 FRONT SHEET QualificationBTEC Level 4 HND Diploma in Business Unit number and titleUnit 32: Business Strategy (574) Submission dateDate received (1stsubmission) Re-submissiondateDate received (2ndsubmission) Student nameNguyen Nho Minh TuanStudent IDGBD17061 ClassGBD0818Assessor nameLe Xuan Nguyen Student declaration I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism.I understand that making a false declaration is a form of malpractice. Student’s signature: Grading grid P2M2
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Table of Contents I.Introduction:.......................................................................................................................................................4 II.Main content of the report:................................................................................................................................4 1.Strategic capabilities:..........................................................................................................................................4 2.VRIN/VRIO framework:.......................................................................................................................................7 3.Strengths and Weaknesses:................................................................................................................................9 III.Conclusion:....................................................................................................................................................10 IV.Reference:.....................................................................................................................................................11
I.Introduction: To serialize the analysis circuit of assignment 1, this assignment will continue to analyze the Emirate Company. This assignment, strategic capabilities and VRIN / VRIO framework will be analyzed and clarified from that identify and analyze the strengths and weaknesses of Emirate. Internal analysis will be conducted in three parts. Identification of the resources and competencies of the company through value chain model. Distinction between threshold and distinctive resources and competencies with the help of competency framework. Appraisal of the resources and competencies through the application of the VIRO framework. With these analysis it will be possible to determine the strengths and weaknesses of the company. II.Main content of the report: 1.Strategic capabilities: Value Chain model:Identification of the Resources & Competencies of the company will be identified using Value chain model. Porter's value chain model is highly popular in the business world. However, Emirates Airlines must not take it as a rigid, standalone framework by assigning the equal importance to all activities. The effective Value Chain Analysis requires Emirates Airlines to realise that all activities or functions do not require same scrutiny level. Hence, the first step of adapting the Porter Value Chain framework is to identify the importance of activities according to their role in product/service delivery process. Here is the list of primary value chain activities as proposed by Porter: Primary Activities Inbound logistics- Developed catering system6ntryvalrystitution - Route selection - System that sets pricing - Scheduling logistics - Private terminal for fuel storage
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- Aircraft purchasing (Emirates, 2017) Operations- Ticket operations - Check in service - Information desk - Boarding services (Emirates, 2017) - Lounge locations (Emirates, 2017) - Baggage and cargo services - On-board services (Emirates, 2016) Outbound logistics- Baggage and cargo system - Connecting flights system (Emirates, 2017) - Rental car and hotel system (Emirates, 2017 Marketing and sales - Various slogan promotion - Pricing strategy - Promotion of various campaigns - Obtained awards (Emirates, 2017) - Advertising of outstanding service & highest quality products - Advantage programs - Celebrity endorsement (DailyMail, 2015) Service- Lost cargo service - Customer service to deal with issues (Emirates, 2017) - Emirates hotels and resorts Support Activities: Firm Infrastructure - Government support (financial & political) (Emirates, 2017) - Differentiation strategy based on exceptional service and product quality - Reputation and multiple awards (Emirates, 2017) - Training centre (Emirates, 2017) - Standardised aircrafts (Emirates, 2017)
- Accounting, legal, administrative, and general management Human resource management - Highly skilled pilots, staff and other workers - Bad HR practices (Kiedis, 2017) - Accommodation and transport allowance - Advanced training (Emirates, 2017) Technological development - In-house innovation and research centre - In-flight entertainment systems - Aircrafts that are more fuel efficient - Online ticket services - Flight scheduling - Baggage tracking systems - Devices that ensure high security Procurement (purchasing) - Fuel handling operations - Catering system procurement (Emirates, 2017) - Information and communications Competencies Framework:Distinction between threshold and distinctive resources & competencies will be identified using Competency framework. Threshold Resources - Reliable products and services - Wide range of available destinations - Developed catering system - Fuel storage & handling operations - Boarding services - Baggage and cargo system - Ticket operations - Information desk - Lost baggage or cargo service - Below average customer service to deal with issues (ConsumerAffairs, 2017)
- In-Flight Entertainment Threshold Competencies - Pricing strategy - Quality control - Research skills - Ongoing development - Ability to supply the demand - Good HR practices Distinctive Resources - Premium lounges - High quality products and services - Reputation - Modern aircrafts - Advanced training facility - Slogans such as ”Fly Emirates”, ”Meet Dubai” and “Hello Tomorrow” - Distinctive functionality combined with design - Many features and on-board services - Celebrity endorsement - Government support (financial & political) - Risky growth plan purchasing new aircraft (Emirates, 2017) Distinctive Competencies - Unique differentiation strategy - Advantage program - Ongoing CSR campaigns - Technical capabilities - Expertise in industry - Ability to innovate - Ability to provide exceptional service 2.VRIN/VRIO framework:
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Appraisal of the Resources & Competencies ValuableRareInimitableOrganizedCompetitive implications Reliable and high quality products and services YesNoNoYesCompetitive Parity Wide range of available destinations YesYesYesYesSustainable Competitive Advantage Developed catering systemYesNoNoNoCompetitive Parity Below average customer service to deal with issues NoNoNoNoCompetitive Disadvantage Premium loungesYesYesYesYesSustainable Competitive Advantage Good reputation and brand image YesYesYesYesSustainable Competitive Advantage Modern aircraftsYesYesYesYesSustainable Competitive Advantage Advanced training facility YesYesYesYesSustainable Competitive Advantage Boarding servicesYesNoNoNoCompetitive Parity Ability to innovateYesYesNoNoTemporary Competitive Advantage Advantage programYesYesNoYesTemporary Competitive Advantage Financial and politicalYesYesYesYesSustainable Competitive
government supportAdvantage In-Flight EntertainmentYesYesNoYesTemporary Competitive Advantage 3.Strengths and Weaknesses: The main strength is support from the government, being able to use Dubai’s airport allows the company access to a lot of customers. The fact that the government is interested in the success of the company and creates regulations to prevent competition from damaging the company is very beneficial. The main weaknesses of the company are following unsustainable future growth plan. Emirates have purchased over 40 new planes to be used in future but this seems overly ambitious move. (Emirates, 2017). The high employee turnover rates and bad reviews from customers. Strengths Weaknesse sStrengths Weaknesses - Wide range of available destinations that increase the amount of potential customers -Premiumloungesthatappealtocustomers looking for comfort throughout their journey - Modern aircrafts that increase comfort, safety and is more cost efficient - Good overall reputation and brand image that increasesbrandawarenessandpersuades customerstochooseEmiratesovertheir - The airline has to face strong competition - All the exceptional quality standards for goods and services have high costs - Risky growth plan, purchasing 40 new planes - Focused primarily on premium travel segment - Multiple bad reviews that indicate poor customer service (ConsumerAffairs, 2017) -Complaintsfromstaffandhighemployee
competitors - Advanced training facility allows to train staff up to higher standards than competition - Financial and political government support gives various benefits - Ability to finance further expenditure - Expertise in industry turnover rate (Maceda, 2014) III.Conclusion: With the analysis in this assignment, we can see with a clearly defined and rigorous value chain model. Emirate aviation is making strong strides in the aviation industry. According to personal assessment, flight services are in a saturated direction, Emirate needs to have more bold and innovative operation strategies to take advantage in this one of the most competitive market.
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