Operational Management Report: Emirates Group's Competitive Strategies

This report provides a detailed analysis of the operational management strategies employed by the Emirates Group, a leading multinational aviation company. The report begins with an executive summary and an introduction to the organization, followed by an evaluation of the success of operational and quality management in achieving strategic objectives. It examines techniques such as Total Quality Management (TQM), Six Sigma, and benchmarking, highlighting their contributions to organizational objectives and competitiveness in both domestic and global contexts. The role of Information Management Systems (IMS), ICT, and Artificial Intelligence (AI) in optimizing operations and gaining competitive advantages are also discussed, along with their associated challenges. The report concludes with recommendations and includes a project network diagram and a scheduling analysis using CPM to meet crucial project objectives.

OPERATIONS MANAGEMENT

TABLE OF CONTENTS
TASK 1............................................................................................................................................3
1. Executive summary of the report............................................................................................3
2. Introduction of organisation....................................................................................................3
MAIN BODY...................................................................................................................................4
3. Evaluating success of operational and quality management in achieving organization
strategic objectives......................................................................................................................4
4. Evaluating tools and techniques contributing to achieve organizational objectives and
competitiveness through operational management in domestic and global context...................6
5. Discussing role of Information Management System (IMS) and ICT in operation
optimization to gain competitive advantages..............................................................................8
6. Role of AI in enhancing business operations in both domestic and global along with its
challenges....................................................................................................................................9
7. Conclusion & recommendation............................................................................................10
TASK 2..........................................................................................................................................12
1. Project Network Diagram.....................................................................................................12
2. Scheduling the whole project with CPM in order to satisfy these crucial objectives...........14
REFERENCES..............................................................................................................................16

TASK 1
1. Executive summary of the report
The current report is based on operational management which is responsible for
managing the process of creating goods and services. The present study is based on Emirates
Group. The objectives of the airlines firm in industry is to be top company and achieve
competitiveness. In report the actual operational and quality management process of EG are
mentioned which is TQM and quality control centre. In addition to this, these strategies focuses
on improving grade of service of airline business by achieving standard practices for fulfilment
of organization vision and mission in longer term. For attaining objectives of the business the
report has presented two operational management techniques such as six sigma and
benchmarking. For optimizing competitiveness in the industry the firm has set the quality
standard for its facilities to achieve client stratification in domestic and global organizational
environment. Beside this, the study has analysed the role of ICT application in optimization of
competitive advantages in the market. The current report has as well included benefits and
challenges of artificial intelligence in aviation industry in context of EG. The present study has
involved development of project network diagram by stating critical activities.
2. Introduction of organisation
Operational management is concerned with planning, organizing, supervising in relation
to production or provision of services. It ensures that business makes inputs and outputs in
effective manner. The chosen company in the current report is Emirates group (EG) which is
multinational aviation company that is the largest airline in middle east. The organization has
airline flies to over 150 destinations across 6 contents and operating fleet over 250 wide bodies
aircraft. In addition to this, it has turnover of 28.3 billion and employees approximately 105000.
The enterprise is fully organized and governed by the government of Dubai. The objectives of
the organization is to building up quality of airway to make Dubai popular aviation centre.
Another objective is to increase seat factor to 90% in order to maximize effectiveness of
operations of generating revenue. The current firm EG has objective is to provide high quality
services of security and become market leading company in the UAE. Developing global
network is to enhance operations of the organization to achieve international status is another
goal . Apart from this, managing profitable growth of company through adding value to supply

chain of passengers. The present report explains the operational and quality management
processes along with tools & techniques contributing to achieve competitiveness of EG. In
addition to this, the explains role of ICT and AI application in operation optimizing.
MAIN BODY
3. Evaluating success of operational and quality management in achieving organization strategic
objectives
Operation management (OM) is concern with designing and controlling the process of
production or services (What is operational management, 2021). It ensures that business
processes are using materials in effective and efficient manner to meet the customers
requirements. Quality management refers to setting standard targets for services or commodities
(Benjaafar and Hu, 2020). The organization is facing cut-throat competition from other firms so
for achieve competitiveness it must analyse its procedures to evaluate the current strategy and
make suitable changes.
The Emirates Group follows the OM process which gives emphasis on designing of
services, capacity arrangement, location, layout, human resource and job design, supply chain
management, scheduling and maintenance (Slack and Brandon-Jones, 2018). In addition to this,
for operational procedure it firstly evaluates the service along with its capacity of organization to
accomplish the market segment. It checks out the location of markets in which it wants to
provide services. To succeed effective trading operations of the company the EG focuses on
evaluating require job roles and responsibilities. With respect to this, it examines its distribution
channels to evaluate long duration flights are working effectively or not. Operational is one part
of strategic function of the organization which specifies its importamnce in accomplishingtask of
system. The essential step the establishment takes for achieving objectives are scheduling &
maintaining to avoid confusion among passengers and renovation of seats, food quality, etc. to
meet the requirements of customers.
The company apply Total Quality Management (TQM) to pursue its organizational
growth and success in both domestic and foreign markets (Mendling and et.al., 2018.). This has
provided assistance to firm to achieve an ISO 9001 certificates which is an essential element that
contribute to its success. Additionally, to obtain desire outcome institution that follows the

processes that strictly examine which doesn't allow any mistake in its functions. The main
objective of the organization is to become top airline enterprise for which it utilizes Quality
Control Centre (QCC) to attain the goal (Operational management, 2021) The chosen strategy
by the company aid it to reach effectuality and competitiveness to attract large numbers of
customers. It becomes crucial for the organization to improve its quality with changing time to
cooperate with existing and new developed firm. It is also analysed that the management of the
organization believes that there is no value of its airline services if its does not meet with
acquirements of customers (Ivanov, Tsipoulanidis and Schönberger, 2017.). With respect to this,
it is not possible for the organization to cooperate with according to each passenger need as
every person has different level of expectation.
Further, the organization focuses on continuous improvement strategy. EG for quality
assurance comply with national and international regulatory bodies and authorities. It as well-
developed the document of control and record management system. For the purpose of quality
assurance it establishes internal superior and the spot inspection. In this aspect, it makes sure that
employees get superior awareness training programs. The mentioned company has opportunities
in the UAE as it contributes to the development of the company for which government of the
nation provide assistance in obtaining qualified raw material, assets, etc. Emirates group also has
highly qualitative cargo system in which it uses QCC for expansion of the firm. This enables it to
get the better opportunities in the current competitive scenario of aviation industry.
The challenges that firm facing is large competition from other companies, frequent
changing preferences of customers, low prices of tickets, increase in fuel prices, over capacity,
labour uninterested, emergences of low cost carriers. Globe threats such as currency fluctuation
highly affect its way of working. Entry of potential rivals in international airline environment
gives the biggest threat to the firm as it becomes difficult to cooperate with customer demand
with changing oil prices. For dealing with such issues Emirates Group can take effective majors
like providing better upper-class service with low prices, reducing operation cost to get good
profit margins, investing in creation of aeroplane to get enough seats for passengers. In addition
to this, it should make sure that it fulfils employees goal along with company to provide mental
and monetary satisfaction. These are some operational strategies that can help the organization to
acquire both sustainability and profitability for longer duration. To meet the new challenges

presented by the aviation industry it has embarked on TQM and QCC as these are approach to
providing the highest prime product and service.
4. Evaluating tools and techniques contributing to achieve organizational objectives and
competitiveness through operational management in domestic and global context
There are several strategies that assist the Emirates Group to achieve its business goals in
both domestic and global environment.
Six sigma
It is the technique that provide assistance to domain to improve capability of its business
process. This procedure helps in defect reduction, improvement in employees morale, profit and
choice of service etc. The main objective of this tool is to implement the measurement based
strategies that reduced the process defects and variation in quality of performance (Ma and et.al.,
2018). In addition to this, each six sigma process related to operation management carried out
with defined sequence of step which includes reduce process cycle time, pollution, cost and
increase in customer satisfaction and earnings.
This method of 6 sigma manoeuvre Emirates Group to reach its primary objective of
higher profits. With respect to this, the margins of profits can be accomplished by conducting
operation effectively by reducing the waste of materials use for delivering services to the end
customers. EG can implement this strategy to assure that its products and services are up to the
mark or not as the business it allows the organization to set standards, measure and analyse
performance. Additionally, it removes issues related to operations management by contributing
significantly in the development of polices.
There are several benefits of this method that aid the business to derive desirable outcome
. Emirates can achieve competitiveness by focusing on improved bottom line, employees and
client satisfaction. For these purpose, company utilizes six sigma so that it can enhance grade
serveries in its operations of aviation which in turn into ultimate gratification of consumers.
Once passengers are happy they will be converted into the loyal customers of the organisation.
An improved revenue stream can be attained by good word of mouth which will be given by
those passengers who have been quenched with facilities. Six sigma assist the leaders of
company to provide clarity regarding vision and mission for longer sustainability of firm. With

respect to this, employees can get idea of what is expected from them which assist them in
providing desirable results.
In international environment the six sigma plays role in improving company performance
by analysing where the quality of service lies in domestic environment (Gupta, Modgil and
Gunasekaran, 2020). It aids business to analyse that how it can reach international standard to
become leading organization in the industry. Along with this, functioning of operational
management also become smooth which resource EG to accomplish its future goals in effective
style.
Benchmarking
It helps the Emirates Group to get the effectual performance by identifying and applying
best practices to operation and sales. The tool used in operation management refers to using
action that resource business to optimize its activeness. It also compares the automation level of
activity performed and respectively essential for the company. The current process assist
business to identify irrelevant, ineffective and gap activities.
There are basically two types of benchmarking internal and external. In internal step
companies conduct SWOT, Best practice, financial and functional (Alhuraish, Robledo and Kobi
2017). In the current report internal operational functional benchmarking is analysed which is
suitable for Emirates Group. On the other side, external consist collaborative, corporate, strategic
and global.
Operational benchmarking evaluates variation in current and previous procedure. It
provides different advantages that enhance growth of Emirates Group which includes, clarity in
objectives for decision-making, stake holder satisfaction, process modification, competitiveness
through motivation maximizing gains and efficiency (Eisert and et.al., 2020). Further, quality
improvement by analysing industrial standards makes business to manage its operations
efficaciously by taking corrective actions.
Another reason for which EG can employ this to understand relative cost position. This is
exerted by following a strategic process that implies selecting area for benchmarking, identifying
key performance indicator metrics, collection of data related to actual performance, analysing
information to evaluate opportunities for betterment parts and implementing reasonable strategy
for better outcome. This is the sequence procedure that assist enterprise to comply with
requirement of both domestic and international objectives.

5. Discussing role of Information Management System (IMS) and ICT in operation optimization
to gain competitive advantages
IMS is used for decision-making, coordination, controlling and analysing information. It
helps EG to enhance its organizational execution by enabling firm to take strategic decision
related to its functional procedures. With respect to this, it sets a link between managerial
planning and control (Fedotova and et.al., 2018). It enables the Emirates Group to minimizing
confusion of information overload through summarizing relevant data. It also makes possible
decentralization in lower level of management as there is control over operation at all stages of
EG. With help of these benefits company become able to optimize facilities.
Information and Communication Technology (ICT) refer to all connecting devices such
as internet, wireless net working, cell phones, video conferencing, social networking, etc. which
enables user to access the information. There are several ways in which ICT can be utilized to
enhance Emirates Group such as more efficient daily transaction, better customers experience,
decision-making etc. In addition to this, communication technology play important role in
making strategic decision by recoding all transactions in summarized way. It gives assistance to
the business to analyse and evaluate subject matter related to its all functions such as marketing,
sales, manufacturing, finance, etc.
ICT helps the company to develop marketing and distribution system to promote more
sales. Every layer of airline industry is heavily occupied with information technology (ICT,
2021). With respect to this, the sector is dependent for the operational and strategic management
on these devices. Emirates Group requires efficient, quick, inexpensive and accurate records for
being independent firm in the ravel industry. For this purpose, the EG need internet, intranet and
extranet to facilitate competitive and operational characteristics to obtain innovation in the
market. Internet allows the organization to succeed competitiveness along with directly
communicate with their customers for the purpose of booking tickets, providing details regarding
reservation. The crucial role of ICT plays is making customers comfortable by use of web portal
passengers can plan or cancel with just one click in less time which enable them be secure
regarding their data and loss of money.
With assistance of ICT firms like EG in airline industry are able in code sharing,
operations management of the crew roaster for revenue management, network planing, price

distribution, etc. In current scenario the organization has the website which shows all
information relate to booking, availability, confirmation, etc. which makes the operational
process impelling. The functions like managing inventory, optimizing supply chain, bridging the
manager talent gap innovation and continuous improvement of products are conducted
impressively with usage of technologies. There are various ways of ICT that helps the
organization to achieve different advantages for optimization of operational process. With
respect to this, Emirates Group has achieved competitiveness that has enabled it to become world
leading airline firm.
6. Role of AI in enhancing business operations in both domestic and global along with its
challenges
Artificial Intelligence (AI) refers to the framework of human ability in machines that are
used for impressive working and problem solving. In addition to this, it is utilized for taking
strategic best action for achieving specific goal. In modern world the aviation industry is using
AI to enhance their quality of operation and providing best experiences to customers (Shmelova,
Sikirda and Sterenharz, 2019.). There are many ways in which EG utilizes the AI for passenger
identification, baggage screening, customer support, predictive maintenance.
Emirates Group in both domestic and international uses artificial intelligence for
successful functioning of the organisation. With respect to this, journey management system
generates automated price calculation according to the distance in turn customers become can
take suitable decision. Cost optimization by AI aid the EG to identify buying pattern of
customers accurately so that real time price strategy can be identified. It makes possible to find
compensation between price and product specification to offer attractive discount at the right
time (How Is the Aviation Industry Enabling Innovation with Artificial Intelligence? 2021).
Fraud detection is another benefit that company can attain through AI resource industry to
anomalies accurately to serve safe online transaction to the travellers (Chatterjee and et.al.,
2021). Using chatbots, travel industry can provide full day passenger assistance which reduces
workload of personnel management team that enhances enterprise performance (Willner,
Mariani and Doty, 2020.). An effecious reply to customers queries improves satisfaction and
make good image in the market. Chatbot provide assistance to the new traveller by giving details
of nearby visiting place and booking for transportation facility.

For obtaining success in the market it is essential to cooperate with changing
requirements of the clients. Artificial intelligence succour to match business need with customers
in efficient manner. Dynamic pricing, flight delay prediction, route optimization, identifying
travel disruption, crew scheduling are another reasons that airline industry avail AI to drive
aggressiveness.
The challenges that Emirates Group face through utilization of AI is that it is quite
expensive that also increases price of tickets that result into lack of consumer pleasure. AI
makes the better future for the aviation but it has some pitfall as well like it takes much time in
implementation by worldwide. It makes business full dependent on the machines which might
affect adversely as damage and interruption in machines can stop company process for certain
duration. Another issue can be development of software for which organization need to recruit
other team of developer for better outcome that can negatively impact as there is threat of misuse
of confidential information of the company. With respect to this, it might give heavy losses to
EG so it should be prepared for such consequence to avoid such challenges.
7. Conclusion & recommendation
From the above report it can be stated in nut shell that Emirates group uses operational
management process for the effective evaluation of service design, location, supply chain
management, etc. to reach its objective of becoming leading airline firm in the industry. In
addition to this, current strategy of QM is TQM and QCC which enable the organization to get
improved standards of its services that aid EG to obtain competitiveness and higher profitability
from potent and efficient operational functioning of the structure. On the other side, changing
preferences of customers, increasing cost of fuel, availability of low cost carriers, etc. are the
biggest challenges that pitfall the company. It is also concluded that the organization uses six
sigma tool for improving capabilities, declination of defects, enhancement of employee morale
for effective management (Pinchuk and et.al., 2020). Operational benchmarking technique is
utilized for evaluation of standard performance with actual in both domestic and international
business environment which assist it to amend the working of Emirates Group. Information
management and communication technology bridges gap between managerial planning &
control, strategic decision-making through summarized data, connection with customers,
optimizing supply chain, managing inventory and crew of the firm, etc. AI plays vital role in

airline industry by facilitating benefits like fraud detection, use of chatbot for giving flights
information, identification of route disruption elements, dynamic pricing strategy, etc.
Recommendation
 It is recommended to EG for developing long term strategy related with customer driven
and development of competitive priority for worthwhile operational management of the
organization so that it can achieve longer sustainability in industry. In addition to this, it
can be obtained to through utilization of sequential pattern in the process so that
confusion can be avoided.
 Another suggestion that can enhance competitiveness is taking critical evaluation of
marketing trend through research and development to modify business policies to meet
with the changing need of customers.
 Creating open environment for collection feedback is advisable to Emirates Group by
using various business based platforms like social media will help the EG to increase
customers satisfaction so that it can attain its organizational objectives.
 It is recommended to company to adopt advanced technology to avoid changes like over
capacity, dissatisfaction of employees and customers, etc.
 This can be advised to Emirates Group to focus on portion of budget to invest in flying to
new places around the globe. It will provide assistance to the company for enhancing its
operational activities that can increase its revenue.
 Focusing on advertising campaign to win competition against Etihad and Qatar airways
to make strong market base in domestic market then only it will be able to concentrate on
international practices.
 The Emirates Group follow premium pricing strategy which largely focuses on luxurious
seeker travellers. It is suggested to the company to give emphasis on cutting cost to a
extent so that it can cover other segment of passengers by increasing sales it will be able
to earn according to its profit margins.
 It is suggested to the company to use artificial intelligence for the purpose of identifying
risk of hijackings by enemies countries so that clients can safe from uncertain situation
(Feher, 2020). In addition to this, the aviation industry should concentrate for safety and
security of passengers as this is highly risky commercial enterprise because it is
completely related with safe guard of country.

 Another recommendation for attaining competitiveness and to deal with the new rivals
company can make partnership with strong competitors which will help it to give on and
off board excellent customers experience.
TASK 2
1. Project Network Diagram
It is the visual presentation of the diagram of workflow of a project. It shows duration,
activities and interdependencies of task within the project. In addition to this, it represents
sequential and logical relationship in activities in the constructed project (Radujković and
Sjekavica, 2017). The primary challenge of project management is to achieve all the goals
within the given constraints. With respect to this, there are five stages which consists initiation,
planning, execution, monitoring and closure levels (Papke-Shields and Boyer-Wright, 2017). The
following chart shows the time confused, steps followed, sequence of project for production of
plant.