Tourism and Hospitality Operations Management Assignment

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Tourism and Hospitality Operations Management
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Tourism and Hospitality Operations Management
Contents
Introduction............................................................................................................... 3
Background information of the Emirates Airways................................................................3
Identification and evaluation of strategic vision, mission, and aims of the organization..................5
Critical analysis of the strategic challenges the organization faces............................................8
SWOT analysis....................................................................................................... 9
Recommendations..................................................................................................... 10
Conclusion.............................................................................................................. 11
References.............................................................................................................. 12

Tourism and Hospitality Operations Management
Introduction
With the introduction of the airways, the transportation becomes easily as well thus there has
been the significant increase in the movement of the people in various parts of the world.
This has helped tourism sector to grow and see new trends (Mok, Sparks and Kadampully,
2013). Taking about the current scenario there are lots of players which are available in the
market who are delivering quality services and out of all Emirates is one of them. It is the
largest carrier in the Gulf and also has been known sponsoring some of the biggest teams in
the world. This below-mentioned task is basically an organizational report through keeping
the scenario of Emirates airlines. There will be the overview of this organization thus
highlighting the history of the company and after it, there is brief about its business activities
and its structure. After that, there is identification and evaluation of the strategic vision,
mission, and aims of the company (Buhalis and Crotts, 2013). Vision and mission help an
organization in setting their business in the organised way as they are aware that what they
want from the business activities they will be carrying out. Other than there is the critical
analysis of the strategic challenges the organization faces.
Background information of the Emirates Airways
They are the airline which has maintained the market all around the world. Today it has
become the world leader and this story started in the 1980s when Dubai flights were scaled
by airline Gulf Air (Albalate, Bel & Fageda, 2015). This was the move which has made the
concern that was in Dubai as they thought that they were assisting other flight groups by only
serving as local feeder airlifts. After this, the royal family of Dubai especially Sheikh
Mohammed Bin Al Maktoum and Sir Maurice were discussing the launching of a new airline
in Dubai. Finally, in 1985 they came out with a small airline. Sir Flanagan was appointed to
set up a new airline with $10 million as he was happy with this success of working at Dnata.
It was the just that he wanted to decide the name. He has suggested the name of the airlines as
both Dubai Airlines and Emirates but it was the Sheikh who decided that the country’s new
airline will be called as Emirates (Ashworth & Goodall, 2012). After one year the investment
of $10 million was easily repaid thus getting a better positive start of the transporter.
The official launch date of the Emirates airline is March 25, 1985, and they have decided to
work without the support of the government thus taking any kind of funds of them (Bendito
& Ramírez, 2011). Sheikh Ahmad became its Chairman and Sir Maurice as CEO of the

Tourism and Hospitality Operations Management
airlines started looking forward to starting their run. Time Clark who was working with the
organization was on the priority of becoming the president of the airline in future. As they
have enough money to purchase anything for aircrafts so they have dedicated to starting a
deal with the Pakistan International Airlines who gave the wet lease of two aircraft and
among them, one was new Boeing 737-300 and an Airbus A300 B4-200.
Other than this at the same time the royal family of Dubai gave two other aircraft from the
Dubai Royal Air Wing as a gift to them. Boeing 727-200 was the two aircrafts (Bornhorst,
Ritchie & Sheehan, 2010). The Emirates put their effort to ensure that they secure the deal
with the flights to Karachi as well as the roots of an agreement. Not only Karachi, New Delhi,
and Bombay were the major cities. The first airline of Emirates started on Oct 25, 1985, to
the Karachi destination under the flight number EK600.
Flight from the started the flights of Emirates saw a new hike and it can be said that there has
been the hike in the organization and as the result, the share of Gulf Air came down up to
56% in their profits but after that year more profit has gone down (Buhalis & Michopoulou,
2011). In the same year, they have started the flights for other four routes and these were
Amman, Colombo, Cairo, and Dhaka.
The success of the airlines continued in the year 1987 when the acquisition of their 1st new
aircraft Airbus A310 taken place (Croy, 2010). This aircraft was built according to the
specification or features which would attract the new people and was according to the Airbus
were offering a passenger superior a flying experience as compared to their opponents.
It was from the starting to the 7 years they maintained a growth rate of 30% and it was the
year in 1988 when they have started their flight to Damascus and then they were the first one
to have such growth in just 38 months of business. Till then they were offering their services
to 11 destinations and after this, it was the 12th destination.
Till the 1990s it becomes one of the world's quickest-mounting airlines and when they started
their journey they had the revenue of approx. $100 million each year. By 1993 this number
has sudden gone up to $500 million by 1993 (Danaher & Rossiter, 2011). At the same time,
they have changed the trend in this segment and do not stop here and continued with the
growth rate. Although during that time there was Gulf War started this has hardly impacted
them.