Evaluating the Role of Information Technology

This study evaluates the role of information technology in Emirates Airlines at Dubai, including competitive advantages, value chain analysis, and business process development.

Running head: EVALUATING THE ROLE OF INFORMATION TECHNOLOGY
Evaluating the role of information technology
(Emirates Company)
Name of the student:
Name of the university:
Author Note

1EVALUATING THE ROLE OF INFORMATION TECHNOLOGY
Executive summary
The following study demonstrates various competitive advantages of Emirates Airlines at Dubai. For
this, Porter’s 5 Force investigation is done. After that two primary activities with different
supporting tasks for Emirates under the value chain are discussed. Further, the strengths and
weakness of airlines are explained. Then different understandings have been summarized and the
methods in which the business could be deployed have been reflected. Here, different innovative
concepts are used to develop the business process along with competitive positioning.

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Table of Contents
1. Introduction:......................................................................................................................................3
1.1. Introducing the study and prospect of this report:......................................................................3
1.2. Background of Emirates:............................................................................................................3
1.3. The present business strategy:....................................................................................................3
1.4. Products and services of Emirates:.............................................................................................4
2. Analyzing the competitive environment of Emirates:.......................................................................5
3. Evaluating the primary activities and supporting activities in the value chain of Porter with
weakness and strengths in the business of Emirates:.............................................................................8
4. Understandings from the activities, and summarizing and reflecting on how Emirates can deploy
IT and utilize ideas to develop competitive positioning and business process:..................................11
4.1. Various activities regarding information technology:..............................................................11
4.2. Ideas for Emirates in enhancing competitive positioning and business process:.....................12
5. Conclusion:......................................................................................................................................14
6. References:......................................................................................................................................15

3EVALUATING THE ROLE OF INFORMATION TECHNOLOGY
1. Introduction:
1.1. Introducing the study and prospect of this report:
The “Emirates” is a popular airline in Dubai, in the United Arab Emirates. This is the biggest
airline situated in the Middle East. It operates to more than 80 countries with about 3,600 flights
every week.
In this report, the different competitive scenario the Emirates is identified. This is done with
Porter’s 5 Force analysis. Next two main activities and supporting tasks in Porter’s Value chain are
demonstrated. Then the weakness and strengths of the business are highlighted. Next, the various
understandings are summarized and the ways business can deploy that is reflected. For these
innovative ideas are utilized for improving the process of marketing and develop competitive
positioning.
1.2. Background of Emirates:
The Emirates is considered to be at the fourth position in the list of largest airlines are
considered. It is under the scheduled revenue of the passenger-kilometres flown. Moreover, it is
ranked fourth in terms of the overall international passengers carried. Further, it is the second-largest
as per the freight tonne kilometres that is flown (Clark 2017). Their yearly profit has soared to about
700 million dollars. Their revenue of the long-haul has been developed since the previous fiscal
year. Thus they have reached 25 billion dollars having the gains rising to 760 million dollars.
1.3. The present business strategy:
Under the marketing strategy of Emirates, the various distinct measures are discussed below.

4EVALUATING THE ROLE OF INFORMATION TECHNOLOGY
Distribution strategy:
As the maximum of the operations is being handled by different meta-handled organizations
of Emirates, this is helpful for the organization’s business in prospering and flying in more than a
hundred fifty destinations across the world.
Competitive analysis:
Having more than twenty years of experience in this field, the organization has come with
establishing itself in this sector. Further, it has competed with a business like Qatar Airlines, Etihad
Airlines, Air Asia, Singapore Airlines. There is a rise in fuel prices, regulations of government and
different competition from various other players at the Middle East where the company has a
stronghold (SADIK 2018).
Market analysis:
It is competitive and different forces like an investor and consumer confidence, socio-
political instability, fluctuating of oil prices, pressure on margins because of competition are
affecting the organizations in that sector.
Customer analysis:
The customers of Emirates are mainly the upper middle and people of high-income social
groups who travel for business or vacations. The customers are primarily the people of age between
25 to 55 years (Khan et al. 2018).
1.4. Products and services of Emirates:
They have been providing best-fight experiences. Their cabin crew has been assuring to get
unrivalled care over the board. The Calogi is a protected internet service portal offering ranges of the

5EVALUATING THE ROLE OF INFORMATION TECHNOLOGY
business from across the globe. This is to negotiate and then sell services and products over the
Internet. Next, the Cargo Partners is the service and sales arm of Dnata Cargo and offering
supporting more than the quarter of every airline that has been operating out the airport of Dubai.
The Dnata-PWC Airport Logistics LLC has been providing the services of cargo transport for
international and local customers (Delgado 2016). Further, the Freightworks has been using the
systems of cargo data for offering tailor made logistics solutions. Then, SDV-UAE LLC is the most
significant logistics and transport providers in place of the Middle East with multinational contacts at
the cargo industry. Additionally, there are various hotels and resorts like the Harbor Hotel and
Residence. Apart from this, loyalty programs are offering a comprehensive range of CRM and
different solutions. Next, there is the Emirates Skywards for the four tier flier program has operated
by the Emirates. There is membership also known as the IO or Invitation only where one is invited
to those group of members. Thus, the benefits are provided and have been provided above Platinum
benefits (O'Connell and Williams 2016).
2. Analyzing the competitive environment of Emirates:
Here, this is done through Porter’s 5 Force Analysis.
Threat of new entrants:
The industry of airlines has consisted of large barriers to entry. These are fundamentally
related to the costs of start-ups. Apart from this, there are entering the airline industry needed for
taking approval of governments to standards for aviation associations. Next, opening the sector
requires taking of the support of the government to fulfil the criteria of aviation associations. Current
airlines have been already presenting in the industry of private aviation to make that complicated to
receive notable market share profit in the initial years. Thus, Emirates Airlines has been facing a

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lesser threat of various entrants (Sweis et al. 2019). However, since it has been operating for many
decades, it has the capacity of handling the pressure from new entrants. Apart from this, the massive
threat of entry indicates that the new competitors are attracted to the industry’s profit and never can
enter the sector quickly. The latest competitors who have to enter the market can decrease or
threaten the share of market and profitability of the current competitors and results in changes to the
current quality of product and levels of price (Redpath, O'Connell and Warnock-Smith 2017).
Bargaining power of the buyers:
The buyers of the airline sector have been unable to exert important control in the process
that is charged for the air face. As Emirates has been establishing the image as the provider of
quality service, the customers are ready to pay higher prices than no other type of frills airlines.
From the analysis, it can be said that the buyers of Emirates have consisted of lesser bargaining
power (Wafik, Abou-Shouk and Hewedi 2017). This concept of the control of bargaining of the
buyers has affected the competitive landscape and inflecting the ability of the sellers in gaining
profitability. These strong buyers can pressure the sellers for lesser prices and enhance the quality of
products by offering better and more services. These represent the expense of the seller (Turney
2017).
Bargaining power of suppliers:
The minimum number of supplies for showing the restricted flexibility in the structure of the
price, through maintain huge power of bargaining. Thus, they have been able to comprise the higher
potential to bargain while dealing with the Emirates. Here, the suppliers have been getting
advantages to gain agreements with the leading airline of the world (Lord 2018). Further, the
management can get development closely tying to the suppliers and making collaboration with the
reason to develop the designs of aeroplanes equipped with necessary technical mechanisms for

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enhancing the experience of customers. This power has affected the competitive scenario along with
the profit potentials of the clients of Emirates. This bargaining power is seen as the essential force
shaping the competitive landscape of Emirates and useful to find the industry’s attractiveness.
However, other effects including the competitive rivalry and bargaining powers of the buyers are the
threat of new entrants and threat of substitutes (Tarabasz, Selaković and Abraham 2018).
Threat of Substitute products:
The Emirates has been witnessing a moderate level of risks in the airline sector. Here, the
substitute is the available people travel nearby segments through modes of transportation like
automobiles. On the other hand, it must be reminded that as it comes to world-wide travel, air travel
is the primary choice for the consumers. Besides, Emirates has concentrated on service quality,
charging a premium price (Zook and Graham 2018). First, there are attractive prices for substitutes.
This has been acting as the ceiling to the subject product line price. This attractive price of the
substitute activity has been inhibiting Emirates from reaching their potential of profit. Rise in quality
of the substitutes. Whenever the class gets high, there is a rise in pressure to raise the quality of the
product of the subject. Next, there is a low switching cost for the consumers. Further, the switching
cost to the consumers has been coming for various monetary values. This financial cost has been
rising the expense of the substitute products (O’Connell and Bueno 2018).
Competitive rivalry:
The worldwide industry of airline consists of a huge degree of competitive rivalry. This takes
place through putting of pressure over the business in developing a strategy in maintaining economic
supremacy. This is despite the intense level of contention. As per the management, there must be a
focus over improving the quality of service and updating the infrastructures and aircraft helping to
maintain the competitive edge in the sector. Though Emirates comprises of the benefit to be the

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national airline in the land of Dubai, the different strong competitors consist of worldwide presence
and necessitating the requirements in striving to maintain the loyalty of customers with the help of
programs of brand loyalty (Beik and Galbraith 2016). For instance, its few of the competitors like
Air France, British Airways, Qatar Airways has a notable share of the market. It has made quality
has the primary element to differentiate Emirates.
3. Evaluating the primary activities and supporting activities in the value chain
of Porter with weakness and strengths in the business of Emirates:
The two primary activities include inbound logistics and outbound logistics. The first one
indicates the delivery, storage and transport of goods coming to the business. On the other hand, the
latter suggests a similar product that is moving out of the business (Logothetis and Miyoshi 2018).
Both of them are assimilated under the area of supply chain management as the managers find the
maximizing of the efficiency and reliability of various networks of distribution through minimizing
the storage and transport expenses.
The case of Emirates Inbound logistics Outbound logistics
Supply-chain
partners
The side of inbound concerns with
the relationship between their
suppliers and business
The outbound part has been
dealing with how they have been
gaining products from their
clients.
Liability and
Damage
As per particular terms, the
agreements of agreements between
the customers and Emirates has been
specifying with has been
economically responsible for the
FOB or the Free on Board terms
of shipping has been specifying
that Emirates’ recipient has been
loaded to the carrier of transport as
it reaches a particular place.

9EVALUATING THE ROLE OF INFORMATION TECHNOLOGY
expense of damage that has been
happening in transit at various points
Different terms are defined by the
“Internal Chamber of Commerce”
delivering goods to the buyers as
the import requirements and costs
(Wafik, Abou-Shouk and Hewedi
2017).
Materials and tools Inbound logistics has been
including every aspect that Emirates
has been ordering from their
suppliers. This includes the office
equipment, raw materials and tools
apart from inventory
On the other hand, the outbound
logistics has been dealing
exclusively with the end products.
The equipment, materials and tools
have been falling under the
outbound category as Emirates
sells with the primary business
line (Iordanova 2017).
Integration of supply-
chain
The vertical integration happens as
Emirates merges or acquires with
their suppliers and customers. The
strategy of vertical integration rises
with the efficiency of supply-chain
and developing cost advantages that
are competitive. The integrated
types of the supply chain have been
synchronizing the inbound logistics
with the order-fulfilment system,
The same goes for the outbound
logistics for Emirates. This has
included the volume contracts,
custom designing of products and
terms of delivery (Redpath,
O'Connell and Warnock-Smith
2017).

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ordering, and drivers and shared
fleet vehicles
Apart from these, the marketing and sales in a supporting activity that applies the push and
pulls strategy for raising product sales. This takes place as the profit is increased by the sales and
markets and Emirates use the tools. Besides, the marketing requires to be done in a proper manner to
create the brand equity and transactions to be done with the suitable stream instead of any fake
commitments that are provided to clients in adding value to the ultimate brand and products
(Delgado 2016). Besides, the operations can be seen as the smart activity for converting the raw
materials to the finished goods. Here the value of the customer rise mainly at this stage as the
operations are to the mark and the product gets manufactured in a proper manner and helps in
meeting the standard quality.
Demonstrating different strengths of Emirates:
Presently, the company consists of more than 230 aircraft and has been flying to various
destinations across six continents has a consistent pursuit of expansion in the future. Here, the great
span of activities has explicitly been the greatest strength of the business. Here, Dubai is seen as the
most popular destination around the globe and the central hub of the airlines. Further, the idea of the
city has been reflected in the Emirates that results in significant positive of the brand. Apart from
this, the exceptional amount of amenities and customers services has been playing an essential role
in recognition of the brand (Saberi, Paris and Marochi 2018).
Moreover, The Emirates consist of an impressive portfolio of various sponsorships having
the most popular Football Clubs like Arsenal, Paris Saint-Germain, Real Madrid and AC Milan.
Here, the aids has been dealing with Arsenal with smart scopes to name the stadium in the names of
Emirates. Besides, they have developed a deal with “Asian Football Confederation”. It has been

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dealing to display to indicate hoe continued and hungry the business has been for expression and
visibility across the world (Klophaus 2016). Additionally, the business has been employing
individuals from all the continents. This diversity has been coupling with high level talent makers if
the airline as a worldwide business. Emirates has been investing highly in training the staffs and
offering the competitive reward package for the crews.
Weaknesses of Emirates:
The business has currently faced the sloth in its demand in the United States of America after
many years of development. Emirates has announced that it can slash the ability on the routes from
Dubai towards Orlando, Fort Lauderdale, and Seattle. Los Angeles and Boston. Besides, various
airlines have been accusing the organization to receive subsidies from the government. On the other
and, another allegation has been that Emirates has been unable to pay their due taxes (SADIK 2018).
As the company has been found to refuting the claims, they have left an adverse effect on the mind
of various people.
4. Understandings from the activities, and summarizing and reflecting on how
Emirates can deploy IT and utilize ideas to develop competitive positioning and
business process:
4.1. Various activities regarding information technology:
It is seen from the events that self-service has been growing fast. This is helpful for Emirates
o save time. Their clients can now express more satisfaction that is rendered with the help of
technology. The ESS or the Executive Support System is a kind of information system that is used at
a strategic level in Emirates for helping the senior managers to undertake the strategic decisions.

12EVALUATING THE ROLE OF INFORMATION TECHNOLOGY
Besides, the Facilities Location System of Emirates has been helpful for the managers in accessing
the external information to locate different facilities (Clark 2017).
Further, IBM provides IT survives to Emirates in terms of passenger support functions and
systems. Under the agreement of managed services, this includes the assistance to encrypt the data of
the airlines under near real-time and systems allowing various software elements in communicating
more efficiently. Again the 3D generated graphics have been offering the outstanding rendering that
has been close to the reality. The 360-degree views also feature the elements of virtual reality for a
more immersive experience (Kuljanin et al. 2019).
4.2. Ideas for Emirates in enhancing competitive positioning and business process:
Dynamic display solutions:
This permits the communication for various transport impressions, creative contents and
flexibility. This is a great medium to message and reach to the passengers.
Passenger processing:
This helps for remote and express bag drops, tagging of self-bag among various other things.
It is helpful to make the airport operationally effective.
Information distribution:
It enhances interaction directly with customers and users to personalize the overall
experiences. Developing standards is helpful.
Imaging technologies:
Emirates must find out how much amount of distortion is introduced to the human image
prior to the screeners can lose the capability in detecting the threat objects. They can also create

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image-analysis routine sin eradicating the screener from the preliminary process of inspection. It
helps in finding the time needed for the passenger screening within solutions of realistic airport
screening. Creating a proper educational campaign over various radiation exposures from different
imaging technologies. This includes particular information over comparable levels of radiation and
denotes specific concerns. The threat level can be quantified at the image technologies acceptable for
universal screening.
Technologies of trace-detection:
For the contact processes regarding sample collection, emphasizing the tools for collecting
the secondary samples from that is touched any individual. This must involve examples from the less
personal sectors of the human body like hands.
Non-imaging electromagnetic tools:
Developing techniques for measuring operator performance of the present systems of
screening is a part of it. Analyzing operator ergonomics, training, selection and motivating operators
of current methods of screening must be included. The optimal balance can be determined between
the human operators and the automated system in the latest systems.
Cloud solutions:
Similar to other industries, Emirates can also adopt cloud solutions. This would be helpful to
maintain and then share a massive quantity of information. As their business develops, technology
can be integral in meeting the needs of customers. As Emirates can face challenges in the current
environment of industry, they can strive to create the experience of customers. Through utilizing
upgraded technologies, Emirates can encourage their passengers in returning for future flights. This

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can be done by providing a top level of customer experience. This can be done by placing the data
secured under the complex digital environment.
5. Conclusion:
The above study shows how Emirates can gain all the aspects of throwing the established
rule-book out of the window. They have been doing the things in their way by giving surprise to the
sector with a courageous approach. These are done through implementing new strategies also in the
most turbulent times that they have faced. The report portrays the remarkable story of Emirates as
per the corporate success and growth. They must understand their customers to analyze how they can
work under the current market. Besides, communication is the primary aspect of developing
communication taking place between consumers and airport officials.

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6. References:
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case of Emirates Airlines and Arsenal FC.
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Delgado, P.A.A.D.L., 2016. The United Arab Emirates case of economic success: the Federal
Government Economic Policies (Doctoral dissertation).
Delgado, P.A.A.D.L., 2016. The United Arab Emirates case of economic success: the Federal
Government Economic Policies (Doctoral dissertation).
Fan, T.P.C. and Lingblad, M., 2016. Thinking through the meteoric rise of Middle-East carriers from
Singapore Airlines' vantage point. Journal of Air Transport Management, 54, pp.111-122.
Iordanova, D., 2017. Global film at global airlines.
Khan, M., Hussain, M., Papastathopoulos, A. and Manikas, I., 2018. Trust, information sharing and
uncertainty: An empirical investigation into their impact on sustainability in service supply chains in
the United Arab Emirates. Sustainable Development.
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