Leading Diverse Workforces in Business

The assignment discusses the crucial role of leaders in understanding and managing diverse workforces. It emphasizes that a diverse workforce reflects the changing marketplace and brings valuable perspectives to organizations. The text highlights the benefits of respecting individual differences, promoting competitiveness, and increasing productivity. It also stresses the need for appropriate management tools to educate employees about diversity and create a fair and inclusive workplace.

Running head: EMIRATES AIRLINES
Emirates Airlines
Name of the student:
Name of the university:
Author note

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Introduction
Emirates airlines of Dubai, United Arab Emirates offers transportation and travel
services along with air catering, premium lounges, entertainment inside flight and luxury
accomodations. It is owned by the Emirates group. They have their customers spread
all over the world. This company is totally Government owned under the authority of
Investment Corporation of Dubai. The emirates started operating in 1985 with the
support of the royal family of Dubai (Barros and Wanke 2015). They have 244 aircrafts
in total and received 26 new aircraft recently. Emirates have 262 planes on order of
worth US$120 billion. They fly to 141 destinations in 75 countries across six continents
from its main destination in Dubai. They are the largest operator of the A380 flights
including 96 of this type in the fleet. Moreover, they have more than 46 A380s in order
which would increase the number to 142. In UAE, there are seven emirates known as
Trucial States- Abu dhabi, Dubai, Sharjah, Ajman, Fujairah, Ras al- Khaimah and Umm
al- Qaiwain. This assignment is based on the specific route of Emirates airlines from
UAE to Australia. In Australia, the airlines halt at the major airports of Adelaide,
Brisbane, Melbourne, Perth and Sydney (Cheng et al. 2014).
Tim Clark is the current president of Emirates. Previously he was the Managing
Director of the Sri Lankan Airlines till 2008. Emirates receive 15000 applications for
cabin crew every month and at present there are 24000 cabin crews working. The
emirates group has spread in every field of travel and tourism to become the global
leader. They are the youngest among other flights but have pocketed 500 awards for
excellence, being one of the two divisions in the group. They have inspired the travelers

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with their increasing network of worldwide destinations, industry leading in flight
entertainment, regionally inspired cuisine and world- class service (De Neufville 2016).
Market analysis
Target group
A target group is referred to as a group of individuals having similar needs or
characteristics that the company has targeted to achieve. According to Emirates, their
target customers are those who travel frequently or aspire to be an adept in travelling
and who can easily adapt to the unknown and unfamiliar situation. The company will
encourage people from various communities to join together and have a positive effect
on the society instead of just serving as a series of adverts in the brand. By identifying
the target market, helps the company to develop efficient marketing communication
strategies (Gustavo 2013).
In the recent years Emirates has announced strong business growth with
increase in capacity where the result has shown that the business has resilience in the
competitive climate. The competitors of Emirates airlines are Etihad airways, Qatar
airways, Jet airways and Air India express. The airlines industry is growing so it has a
tough competition in market and moreover, the sales’ rate is increasing rapidly even
before the stabilization of the business. In today’s era of advertising and promotion, sale
is sure get more with stiff competition (Hafeez et al. 2016). To gain the competitive
advantage among the competitors, the Emirates Airlines has started adopting
differentiation generic strategies by contributing to the top class quality services. These
initiatives are taken to be the best in the airlines industry and create a differentiating

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margin from the competitors. For instance, Emirates was the first to introduce TV screen
for all classes in their flights. They have also used modern equipment, plane simulator
for providing training courses. The purpose behind making such changes is to lead the
industry and thus increasing national and international awareness which further leads to
increase in demand and profit (Kumar and Steenkamp 2013).
Fig- Competitive comparison
Source- Redpath, O'Connell and Warnock-Smith 2017
Price vs. Need Satisfaction
Emirates were considered as the world’s best airlines of 2016along with the
world’s best in- flight entertainment. This was based on the results of the largest airline

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passenger satisfaction survey in the industry. The world’s best airlines awards are
regarded as the benchmark of excellence in the airlines industry. Customers of more
than 104 countries have completed the survey of Skytrax awards on 280 airlines. This
survey actually measures the standard across 41 prime performance indicators of the
front-line products and services in the airlines industry. Emirates have consistently won
the top awards with a total of 20 Skytrax World Airlines award since 2001. They have
always put their customers as the first priority and worked whole heartedly to deliver the
best experience possible every moment and all around the world (Laeequddin et al.
2016).

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Fig- Financial and operational performance of Emirates
Source- Kumar and Steenkamp 2013

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(Figure: Customer satisfaction awards in International Airlines
Source: Redpath, O'Connell and Warnock-Smith 2017)
Marketing mix
Product
Emirates serve its customer through mixed fleet in their product portfolio such as
Boeing and Airbus. They have never failed to maintain their tradition of operating with
the largest size planes. They cater to the customers at both the personal and
professional level of flying services in separate classes. The first class delivers all types
of premium comforts including adjustable seats which are convertible to minibars, beds

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for privacy and security. They also provide a great deal of entertainment and wide
choice for food items to keep the customers satisfied (Lawton 2017).
Price
As the headquarters are situated in Dubai, so Emirates have kept the ticket
prices low as compared to its competitors. Their pricing strategy also varies in the
marketing mix. So they have developed short and low priced routes without any kind of
layover (Redpath, O'Connell and Warnock-Smith 2017).
Place
The main operation is carried from Dubai and connects both the eastern and
western parts of the world. They connect 140 cities in 78 countries across 6 continents
(Lawton 2017).
Promotion
Their promotional activities include advertisements in newspapers, magazines,
TV, radio, etc. They have also been the sponsor of ICC Cricket World Cup of 2011 and
2015. They often offer promotional discounts during the off season (Shaw 2016).
SWOT and Value Chain Analysis
Strength
Emirates get the strong support from Dubai Government; has a workforce of
more than 50000 employees; satisfied customers.

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Weakness
Dependent on the internationally moving traffic; limited market share; high cost of
maintaining the standard.
Opportunities
Brand new flights; improvement in the customer confidence; spreading to more
popular and international destinations.
Threat
Increase in the competition of the market in Middle east; increase in the fuel
price; change in government norms and policies (Stephens Balakrishnan 2012).
Value chain analysis
Emirates airlines have had a tough competition in the industry by taking the
leading position in the market, since its inception. They have always believed in
delivering the premium experience to the passenger while flying. Their infrastructure is
derived from a vertical integration arrangement where the business of Emirates
produced a market specific function or service. This is one of the leading companies in
the region in terms of employment. They have their own in- house technology to ensure
the latest technology on board. They also procure the resources from a variety of
sources within and outside the group (Vij and Vij 2012). The fleet is procured through
the leading manufacturers, Airbus and Boeing. They also provide additional services
like reducing the time or waiting in the queue for long, providing service desk kiosk and
lounge and boarding services. They portray themselves as the premium brand by
ensuring maximum safety and a luxurious experience inside the flight. Their services

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have been voted as the best by passengers all over the world. They also provide the
facility to communicate via internet and mobile phone inside the flight and keep the
passenger updated about recent news. The passengers can access their boarding
passes via mobile phones (Stephens Balakrishnan 2012).
Fig- Sales profit of Emirates airlines
Source- Hafeez et al. 2016

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Current core activities and their associated cost and resource
The Emirates Airlines industry is booming and has made orders whose net worth
is more than twenty six billion US dollars. The company is devoted in accomplishing its
mission and vision of providing its customers with luxury experience. The strategy or
management agenda of any company is defined by Porter’s approaches, which are
competitive rivalry, bargaining power of the suppliers, bargaining power of the buyers,
substitutes and threat of new entrants (Vij and Vij 2012).
In order to gain some competitive advantage among the competitors, the
company has adopted the differentiation strategy of Porter’s generic strategy. It
provides its customers with top notch services and offers. This strategy is implemented
in order to stand as the best and leading company in the market and to differentiate
itself with its competitors. Emirates Airlines is the first one to provide the passengers
with TV screens and that too for all the classes. Moreover, the company started
providing training courses, with the most innovative and modern machines, which is
known as plane stimulator. This was basically a feather to the Emirates Airlines’ hat.
The main focus of the company is being on the top of Airlines industry, by increasing the
awareness on the national as well as international platform, which results in the
increase of demand and profit (Redpath, O'Connell and Warnock-Smith 2017).
The key success factors of the company is that it offers modern and latest
services, like big and comfortable seats, modern e-ticketing system and advanced
technology aircrafts. All the factors distinguish the company from its competitors as well
as it helps in attracting new customers. Moreover, it has a strong brand name and value
which helps in maintaining a good image and loyalty in front of the customers. This is

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very important for the company’s future growth and progress. In the Airlines industry,
enhancing strong alliances between various companies is considered as a major trend.
Through this trend, other companies share their own resources, via strong network
which helps in reducing the operational costs. Furthermore, strong bonds with the
suppliers are also compulsory for long-term agreements (Laeequddin et al. 2016).
Customer needs and how it changes with time
Passengers look forward to a comfortable and safe journey with the Airlines
Company. Disabled passengers need proper assistance from the Flight Attendants.
They may require a stretcher or an incubator and medical attention during their travel.
The Flight Attendants are required to attend the patients with proper care and medical
needs. Disabled passengers may also require wheelchair services.
Customers always look forward to those which pay proper attention to their
demands. They prefer Airlines which gives more and more offers and discounts. Their
tastes and choices may change over time. Their preference depends on the magnitude
of the services provided by the Airlines group. They may prefer travelling with the ones,
who provide them with more services, offers and entertainment.
The Resource Based Approach
Emirates Airlines’ management and leadership process plays a very crucial role
in the success of the company. Without these skills a company will not be able to attain
its goals and aims. The Chairman and Chief Executive of the Emirates Airlines are
highly talented and lead all their associates for the company’s success. Emirates

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Airlines have been highly praised, with a very progressive growth in the international
platform. It operates in more than hundred locations and at over sixty countries. It
organizes, directs and controls its employees and resources with morality and provides
them with a great working environment. The talented leaders have implemented their
excellent skills and techniques of management, which helped the company become of
the largest airlines group. It has highly skilled and diverse workforce with quality
services for the customers. Leaders have always treated all the associates equally and
in a fair manner (Kumar and Steenkamp 2013).
Apart from all these, the Airlines Company’s Human Resource Management
policies are highly commendable. It has strived to provide its associates and employees
with a great working life. The company gives equal amount of importance to the non
monetary factors, like balancing professional as well as personal life, better
opportunities of growth, good leadership and a friendly environment of work and
training. Interaction with the employees have revealed that they are very happy working
there, along with all the non monetary factors. The company’s guiding principles and
culture have a significant impact on the organization’s Human Resource practices and
policies which include planning of manpower, selection and recruitment, training as well
as development, welfare initiatives and others which has made the business an
attractive one (Hafeez et al. 2016).

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Emirates Airlines Strategic Theories
PESTEL Analysis
 The Airlines industry has signed various agreements with other countries in the
Asian Pacific in order to facilitate trade.
 Fluctuations in fuel prices can affect the company in generation of profits.
 Potential investments made in Dubai’s tourism industry will encourage and bring
in more visitors.
 Increase in the population in turn increases the tourist heads as well as educated
people.
 The company encourages diversity through offering various services to different
societies and traditions.
 Improvement of the Aircrafts with innovative and modern technologies.
 Entertainment services helped in attracting more heads.
Porter’s Five Forces
 In an Airline Industry, the threats are lower but the barriers are higher.
 Capital Requirements.
 Suppliers’ switching costs.
 Presence of the substitutes.
 Buyers’ price sensitivity and bargaining power.
 Rivalry and competition (Kumar and Steenkamp 2013).
Forces Impact
Threats of New Entrants Low
Bargaining Power of Suppliers High
Bargaining Power of Buyers Moderate
Threat of Substitute Products or Services Moderate
Rivalry among existing firms Moderate

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Strategic Analysis
Strategies Ratings
Threshold Resources 10
Financial Performance 10
Customer Services 10
Brand Image 10
Leadership Skills and Management 10
Low Cost Operations 7
Online Booking 10

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(Figure: Strategic Analysis
Source: Redpath, O'Connell and Warnock-Smith 2017)

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Current position of Emirates and what needs to be done
In modern era, with increased technology and innovative services, consumers’
demands and desires are changing over time. These changes have helped and bought
in great opportunities for the Airlines Company to flourish and win the consumers’
hearts. Emirates have always provided its customers with high class and executive
services. They are able to serve the preferences and expectations of their customers
belonging to different nationalities.
The company has achieved market share of around 40%, which is very beneficial
and a huge success for the Airlines Company. Furthermore, it has plans to achieve
about 70% share in the industry, in near future.
(Figure: Emirates Airlines growth
Source: Redpath, O'Connell and Warnock-Smith 2017)

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Improvement Audit
In this fast and competitive market of Airlines, Emirates has been able to stand in
a well known position due to its effective leadership and management. It is a globally
recognized industry which provides the customers with superior services. Moreover, the
company encourages diversity at the workplace, which has helped in its progress in a
huge way. The team is more powerful than before, with new and innovative strategies.
In order to provide the customers with premium services, the Airlines recruit superior,
experienced and talented people from various countries and ethnic groups across the
world. The leadership also provides new ideas and strategies which are actually
beneficial for the company’s growth and progress. It also helps the company to upgrade
and improve their services for their customers. The employees are offered with
professional training, which encourages and motivates them. This also helps them in
building a good relationship with the leader (Gustavo 2013).
The economy is becoming increasingly global which is leading to an increasingly
diversified workforce. An organization’s competitiveness and success fully depends on
its ability to manage diversity in its workplace. Diversity trainings take place on a
monthly basis, which helps in shaping the company’s diversity policies. Leaders
organize employee satisfaction survey as it provides a comprehensive reporting. It
helps in implementing and building successful workplace diversity in the company’s
policies. Assessment and reassessment of workplace diversity is necessary as it is an
integral part of any organization’s management system. Apart than this, the company
also encourages diverse group of stakeholders in order to provide with excellent
management services to the customers (Cheng et al. 2014).

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(Figure: Marketing P’s
Source: Gustavo 2013)
Management Agenda
The company manages a culturally diversified customer which is a fundamental
element for any business. Each and every company has a specific cultural frame and
successfully leading the cultural structure proves highly beneficial for the company’s
progress. The Emirates Airlines Company encourages culturally diverse group of
employees and staffs. They also happily serve the customers belonging to different
ethnicity or culture and diverse people (Gustavo 2013).
Moreover, effective communication is the key element for a company’s success.
The leaders encourage their employees or staff members to communicate openly, in
order to avoid any miscommunication. Emirates understand the demands and desires of
their customers and moreover, listens to their employees’ suggestions. This helps them

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provide the customers with superior services, which makes the passengers feel special
(Kumar and Steenkamp 2013).
Conclusion
To conclude, in today’s business world, the leaders are required to know and
understand how to lead, in order to motivate their workforces for the company’s growth.
A diverse workforce is regarded as a reflection of changing marketplace and the world.
It is responsible for bringing in high values to any organization. Respecting differences
of each and every individual proves to be beneficial at the workplace. It creates
competitiveness and increases work productivity as well. Managing diversity benefits
the associates by creating safe and fair environment where each and every employee
has the access to opportunities as well as challenges. Proper management tools must
be applied in a diversified workplace to educate the employees about diversity and the
issues related to it, including rules and regulations. Most of the workplaces comprise
diverse cultures and thus the organizations must learn how and what to adapt in order
to have a successful future.

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