Management Assignment 2022

Management
8/3/2019
Emirates Airline

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Contents
1.0 Introduction to organisation.......................................................................................................2
1.1 Organisation overview...........................................................................................................2
1.2 Products/services of organisation..........................................................................................2
1.3 Customers and their needs.....................................................................................................2
1.4 Purpose, goals, and financial structure..................................................................................3
1.4.1 Financial structure and decision making........................................................................3
1.4.2 Previous financial performance......................................................................................4
1.4.3 Future Financial goals.....................................................................................................4
1.5 PESTLE analysis...................................................................................................................5
2.0 Structure of the organisation......................................................................................................6
2.1 Organisational structure and four functions..........................................................................6
2.2 Functions working together...................................................................................................8
2.3 Organisational culture............................................................................................................9
3.0 HRM/L&D Function...............................................................................................................10
3.1 HRM/L&D Function activities supports the organisation...................................................10
3.2 HRM and L&D professionals supporting managers and employees...................................11
4.0 References................................................................................................................................13

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1.0 Introduction to organisation
1.1 Organisation overview
Emirate is a well-recognised airline that is based in Dubai, UAE that started the journey in year
1985 when they began with their operations along with the two aircraft. In the current era, the
company fly the world’s biggest fleets of Airbus A380s and Boeing 777s that are providing the
customers with comforts of latest and with the most efficient wide-body aircraft in the skies
(Emirates, 2019).
1.2 Products/services of organisation
The airline offers the service to the customer to travel from one place to another that
accomplishes their destination. The services that are provided by the company include first class,
business class and economy class for the passengers who generally visit for the tourist purpose
(Emirates, 2019). In addition to this, the cargo services and ground services are provided by
Emirates with experiences and knowledgeable personnel that add value to their experience.
1.3 Customers and their needs
The customers major include domestic and international customers either tourist or people who
visit the place for their business meetings. In the year 2018, Emirates Company carried more
than 4 million passengers on its US routes with an average seat factor of 81%. Moreover, this
global airline serves their services in 155 airports with 83 countries in the hub of Dubai. The
airline offer high-yield tourists with business travellers from diverse developing markets in
Middle East, Africa, and Asia Pacific (Emirates, 2019).

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The needs of customer include safe, secure, quick, easy, and quality experience in the flight of
Emirates with affordability in terms of ticket prices of flight (Emirates, 2019). The customers of
are looking for easy travel with the help of flight.
1.4 Purpose, goals, and financial structure
1.4.1 Financial structure and decision making
Finance function structure of the emirates include the detailed description of the elements like
short-term liabilities, short-term debt, long-term debts and many other the elements that the
business uses to finance its assets. The financial function structure shows changes in equity and
liability of the Emirates from the 2018-19 to 2017-18 (Emirates, 2019). It has been found that the
liabilities of the company have been decreased and assets are improved.
(Source: Emirates, 2019)
The company has different department that deals with financial and its management in Emirates
that is conducted by manager of department and its subordinates.

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1.4.2 Previous financial performance
The previous financial performance of emirates is evident with the image given below as it
shows the revenue of company that has improved in 2018-19 from 2017-18 with 6.7% change.
However, the revenue of the company has declined with 25.7%, which affects the performance
in UAE (Emirates, 2019).
(Source: Emirates, 2019)
1.4.3 Future Financial goals
Goal: - Goal of Emirates is to reach on top by excelling at what they do.
Objectives

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 Emirates objective is to retain and enhance the frequent business class travellers by 25%
until the year 2022.
 To improves the market share of the company by 10% by the end of 2020.
 Promote and develop tourism activities of Dubai to the world to increase customers by
10%.
1.5 PESTLE analysis
PESTLE analysis Description
Political factors
(High)
 Terrorism: - The rise in the terrorism in UAE has affected the airline
industry the most because people do not travel the place as a tourist.
Economic factors
(High)
 GDP: - GDP of UAE is continuously improving and lastly it is
registered as 414.8 in 2018 that improves visit of people from UAE to
different countries (Trading economics, 2019). In addition, it has
been found that high cost of fuel is one of elements that are required
to be considered as it fluctuate cost of travel.
Social factors
(Moderate)
 Population and emigrants: - The population of UAE is 9,692,911 on
August 2019 that leads to rise in the emigrants to their countries that
leads to the rise in visit (Worldometers, 2019).
Technological
factors
(High)
 Improvement in technology: - The improvement in the technology
in the services helped Emirates to offer the delight experience to
customers (Baker, 2014). For instance; online check-in facilities,
online booking, personalised services and many others.
Environmental  Recyclable cutlery: - Emirates airline is concerned about the
environmental factors that are clearly witnessed from the new service

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factors
(Moderate)
of company that include recyclable cutlery that has enabled the
passengers to get attract. However, it has been found that airline
contribute in air population which is clearly witnessed with the fuel
omissions.
Legal factors
(Low)
 Major policies: - The major policies, which are followed by them,
include law, health, and safety concerns, trading laws and regulatory
bodies.
2.0 Structure of the organisation
2.1 Organisational structure and four functions
The below given is the organisational structure of Emirates that shows the division of Finance
and Administration (FAD). The company implement matrix structure that shows the grid or
matrix rather than any sort of traditional hierarchy (Bartl and Bartl, 2019).

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(Source: Bartl and Bartl, 2019)
Functions of Emirates airline
Emirates airline perform different functions in the UAE market that are given below: -
 Planning: - Planning includes forecasting of operation that airline will perform with the
motive to manage the activities and operations. Emirates airline include the planning of
the network as well as aircraft scheduling planning. The network planning is consisting of
fleet and route planning, while on other hand aircraft scheduling include aircraft routing,
schedule publishing, seasonal schedule changes and minor schedule changes (Emirates,
2019).

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 Operations - Another function performed by the emirates airline includes flight
operations according to the planning. The operations include the different sort of facets of
the operational side within the airline. The function is performed in such a way that they
ensure the safe, legal, as well as efficient operations of aircraft. Airport operations is
performed which include passenger and baggage handling, planning for labor, and many
others.
 Customer service: - Operations of emirates contribute in improving the customer service
of customers. The major activities directed include maintenance, arrivals, weather, crew
problems, and many others. Emirates inspire the domestic and international travellers
across the world with the emerging network of the worldwide destinations, regionally
inspired cuisine, leading inflight entertainment, and excellent service (Emirates, 2019).
 Finance: - The function of finance is performed by Emirates airline in which they ensure
that they are able to maintain a consisting profit or revenue in the market that leads to the
success. The management of profit or loss is part of financial activities that include
management of investment in projects, managing the assets and liabilities. The function
performed by the employee includes administrating salaries, pensions, loan repayments
and many others.
2.2 Functions working together
Planning, operations, customer service, and finance are considered as major functions of
Emirates work together with the motive to optimize performance. Planning function is essential
for the airline for the effective planning of scheduling and activities that are taking place. All the
departments of Emirates rely on this function for the effective operations. Finance function is
required to start the functioning of organisation that includes the workforce, investment in

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projects and many others (Armstrong, Adam, Denize and Kotler, 2014). The operations of the
Emirates are linked with the sales that lead to profit and for meeting need of customer by
offering them delight experience. The customer service is essential department for emirates
because this is the only way through which they can attract maximum customers and retain them.
Emirates can generate the revenue for investment and offering an experienced employee with
knowledge.
2.3 Organisational culture
The reason behind the success of the company is its organisational culture which is every strong
and involves diversity. The corporate culture of the company involves innovation and pioneering
spirit that is combines with make it happen attitude that is shared at every level of organisation.
In addition to this, the culture of Emirates includes the diverse workforce that adds value to
company’s operations.
 The culture affects company in positive manner as diverse workforce shows the
differences in culture and nationalities among the personnel which makes the workplace
more productive and improves the working via teams efficiently.
 Contribute in improving the quality of the products of organisation that leads to rise in
sales and revenue of Emirates.
This shows that the company follow the task culture type of organisational culture which is
introduced by the Charles handy in their model. Task culture is considered as job-or-project
oriented and it is providing the support to the structure (Business balls, 2019). The strength of
this culture that is avail by emirates airline majorly includes focusing on the getting the work
done as well as the culture seeks to bring together all the essential resources and diverse people

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in order to meet work. However, CEO of the Emirates airline finds difficulty in controlling the
operations in such sort of culture.
3.0 HRM/L&D Function
3.1 HRM/L&D Function activities supports the organisation
In Emirates, the human resource or learning and development activities are essential for the
proper implementation of company’s organisation policies as well as strategies (Armstrong,
Adam, Denize and Kotler, 2014). The aim of the organisational goals by performing different
function linked to HR: -
 Workforce planning, recruitment and selection: - The practices of HR include the
hiring, selecting and recruiting of personnel for diverse departments in Emirates. HRM of
Emirates identifies need of workers at workplace as per the job description that can meet
the goals and objective of emirates. HR decides hiring of the best sources at the minimum
cost to be incurred on training and to become capable enough in understanding structure,
policies, and strategies (Cascio, 2015). The selection of right employees for diverse jobs
at emirates helps them to work according to goals and objectives of Emirates airline.
 Training and development: - HR activities include providing training and development
to employees for enhancing their skills that can be used by them in achieving the goals
and objectives in effective and efficient manner (Waite, Robinson-Moss, Kopelic and
Bergman, 2018). Training and development makes the employees capable enough to
perform the duties and responsibility that contributes in devising and applying the
strategies.

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 Motivation and morale forming of workforce: - HR plays an essential role by
motivating personnel and building their morale that contributes in performing the
functions of Emirates airline. The motivation to employees is possible with the help of
financial and non-financial rewards (Noe, Hollenbeck, Gerhart and Wright, 2017). This
motivation helps the employees to meet company’s want by achieving goals and
objectives. HR of the company motivates the employees by using the extrinsic motivation
as well as intrinsic motivation. Emirates HR provide the extrinsic motivation in which
they rewards and punishments to the employees. On other hand, intrinsic motivation is
self-motivation in which the employees needs get satisfied towards the work.
3.2 HRM and L&D professionals supporting managers and employees
HR managers perform vital role in providing the support to line managers and their staff because
this essential for performing the work in the effective manner.
 Decision-making: - HR managers provide the training and development to line managers
that help to acquire the skills and knowledge for making the decision for their team, as
this will lead to effective and efficient for the betterment of organisation. The strong
decision will lead to rise in productivity and improves the working (Emirates, 2019). The
training will be provides as coaching which will enhance the ability to make decisions.
 Managing daily operations: - HR of Emirates contributes effectively in managing the
day-to-day operations within the organisation. The learning and development
professionals know the ways through which they can make the staff capable by bringing
improvement in their knowledge and skills. These knowledge and skills are utilized
effectively for performing activities in appropriate manner (Noe, Hollenbeck, Gerhart and
Wright, 2017). This situation occurs when the changes in the process of department or

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company takes place that is linked with daily operations. For example; Emirates bring
new software on which the employees and managers will work on daily basis. This
makes the HR realise that there is need of learning and development of managers and
staff.
 Work as consultant: - HR or Learning and development professional also perform the
vital role of the consultant. It offers internal consultancy to managers and their staff for
the proactive control of situation that lead to something to happen irrespective of the
waiting to respond to it after it took place. HR provides advice to the manager through
which they can managers through which they can form the communication and
coordination among the staff. Along with this, they also provide advice to staff about the
way through which support the manager and company for achieving the goals and
objectives of company.

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4.0 References
Armstrong, G., Adam, S., Denize, S. and Kotler, P. (2014) Principles of marketing. 6th edition.
Welbourne: Pearson Australia.
Baker, M. J. (2014) Marketing strategy and management. London: Palgrave Macmillan.
Bartl, R. and Bartl, C. (2019) Structure and Architecture of Bone. In The Osteoporosis
Manual (pp. 9-19). Springer, Cham.
Business balls (2019) Charles Handy Model [Online]. Available from:
https://www.businessballs.com/organisational-culture/charles-handy-model/ [Accessed on 3rd
August 2019]
Cascio, W.F. (2015) Managing human resources. McGraw-Hill.
Emirates (2019) About us [Online]. Available from: https://www.emirates.com/in/english/about-
us/ [Accessed on 3rd August 2019]
Emirates (2019) Emirates and the US [Online]. Available from:
https://www.emirates.com/english/about-us/global-presence/emirates-and-us.aspx [Accessed on
3rd August 2019]
Emirates (2019) Emirates Group Announces 2018-19 results [Online]. Available from:
https://www.emirates.com/media-centre/emirates-group-announces-2018-19-results [Accessed
on 3rd August 2019]

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Emirates (2019) Emirates group annual report 2018-19 [Online]. Available from:
https://cdn.ek.aero/downloads/ek/pdfs/report/annual_report_2019.pdf [Accessed on 3rd August
2019]
Emirates (2019) History [Online]. Available from:
https://www.emirates.com/english/about-us/history.aspx [Accessed on 3rd August 2019]
Emirates (2019) The Emirates Service [Online]. Available from:
https://www.emirates.com/in/english/experience/the-emirates-service/ [Accessed on 3rd August
2019]
Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M. (2017) Human resource management:
Gaining a competitive advantage. New York, NY: McGraw-Hill Education.
Trading economics (2019) United Arab Emirates GDP [Online]. Available from:
https://tradingeconomics.com/united-arab-emirates/gdp [Accessed on 3rd August 2019]
Waite, M.M., Robinson-Moss, T.N., Kopelic, S.M. and Bergman, S. (2018) Training Employees
to Stay: T&D in Retaining Talent.
Worldometers (2019) United Arab Emirates Population [Online]. Available from:
https://www.worldometers.info/world-population/united-arab-emirates-population/ [Accessed on
3rd August 2019]

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