Recent initiatives include the use of data analytics and in the near future of machine learning (ML) and artificial intelligence (AI) to better forecast potable water uplift in each flight. Full details of our fuel efficiency, emissions and noise performance can be viewed in the Emirates Group Environmental Reports. These spikes strained the airports capacity, but they were essential to allow connecting passengers the widest possible choice of connections from points east to west13. Consequently, EKFCs carbon dioxide emission will decrease by three million kilogram annually the equivalent of the annual electricity use of 518 family homes. The strategy followed enables the company to; 1. The Emirates Airlines success has been the continuity of its management team, many of whom have been with the airline since its start of the company. The 130,000 square foot controlled environment facility will produce 2,700 kilogram of high quality, herbicide- and pesticide-free leafy greens daily, using 99 percent less water than outdoor fields. Leadership at Emirates is considered as an influential and democratic. On opening, Emirates One & Only Wolgan Valley was the first carboNZero certified hotel in the world, and the first carbon neutral resort to be certified through an internationally accredited greenhouse gas programme. Qatar airlines, capitalizing on the above figures, has reduced its waiting time significantly, gaining customers attention who are in longer routes. Qatar Airways: Right at the nose tip of Emirates and Etihad, Qatar airways has followed a similar business structure, to be one of the major competitor for Emirates. Emirates has actively supported fragile habitats since 1999, when it established the Al Maha Desert Resort and Spa in Dubai with a 27 square kilometres conservation reserve for the protection of desert fauna and flora. In 2010, the UAE Cabinet approved the Green Building and Sustainable Building standards to be applied across the country. Some of the programmes initiatives include: Emirates has also invested in solar power systems to generate clean electricity at two of the airlines major facilities in the UAE Emirates Engine Maintenance Centre and Emirates Flight Catering. 1. Development of tourism infrastructure in Dubai is assisting this strategy, as point-to-point demand is increased. Qatar airlines has also joined the One-World air alliance15, providing customers with a greater value in the any of the seating class and helping them earn frequent flyer points. Is Emirates strategy sustainable? Explain. Moreover as we in the Airline industry, where the threat from substitutes, other competit View the full answer The airline industry reduces its environmental footprint by incorporating sustainability into all of its operations as a means to reduce their environmental footprint. The Dubaigovernment further facilitated incoming tourist flows by eliminating the majority of visa requirements and launching marketing campaigns. The first flights connected to the neighbouring. Qatar, being one of the major oil sources in the gulf has allowed Qatar airways to enjoy similar facilities as its competitors. But with the increased air traffic by Emirates itself, having being forecasted to carry twice as capacity soon in future. Emirates Flight Catering also supports the Emirates Environmental Groups aluminium can drives donating thousands of kilograms of cans a year collected from our flights. These reports provide far less information about the strategy, but do have . Dubais position on the Arabian Peninsula placed it at the nexus of global transit routes, a strategic location between Europe, Oceania, Asia, and Africa. Today, the Emirates Group is one the most comprehensive travel and tourism operation in the world. Emirates relied on only three types of aircraft, because of which planes could be deployed onto existing routes to supply much more easily to match the demand. Our business units are constantly on the lookout for opportunities to reduce resource consumption, repurpose items, and recycle materials when they reach the end of their life all essential aspects of a circular economy. This reduces the aircrafts fuel consumption because of less accumulation of dirt, and reduces the number of times the aircraft has to be washed to about three times a year. The environmental benefits of operating a modern wide-body fleet include both reduced noise and lower engine emissions. Cutting down on unnecessary weight carried helps us to save fuel. A loss of Dhs22 was recorded by Emirates Group last year for its first annual profit in over 30 years. , Strategic decision to not be in an Alliance7: Emirates believed that the marketplace will be hindered when an airline will need a consensus from its Alliance partners. A total of 31 per cent of the companys work force was laid off due to redundancy across all parts of the business. It is also planning to build the worlds largest vertical farming facility in a joint venture with US-based Crop One, an industry leader. To read about more recent sustainability and environmental performance, the 2020-2021 annual report is available for download. Emirates reaffirms its wildlife commitments on World Environment Day. For customers, it also served as the fastest way to connect to their destinations, where in other major carriers offered a zigzag path. By clicking Check Writers Offers, you agree to our terms of service and privacy policy. Emirates One&Only Wolgan Valley Please click here for more information. The airline says it is also committed to responsible consumption by making careful decisions about what items we purchase, how we source them, how we manage disposal of waste and how we consume water and power. Emirates supports the efforts in ICAO to establish this global approach, and were committed to working with the ICAO to achieve carbon-neutral growth from 2020 and help to create a safe, efficient and environmentally responsible civil aviation sector. Copyright 2023 by Ictsd. An airline that has really made an effort to put its best foot forward as the greener carrier, Virgin Atlantic, has won accolades recently in order to become an environmentally friendly airline. The aptitude and skills inspire as well as influence the subordinates to achieve a common goal. Additional materials, such as the best quotations, synonyms and word definitions to make your writing easier are also offered here. Today, Emirates has a total of 140 orders for the Airbus 38010 and is the largest operator of A380 crafts around the world. The implementation ofidle reverse thrust on landing, instead of switching the engines into reverse thrust. The Emirates Group vision is to become a leading global corporation in the traveling field, so it expands its businesses into every part of travel and tourism (The Emirates Group 2016). Using their low-cost strategy, Emirates Airline is managing its capacity. For example, we use lightweight cargo containers, and optimise the amount of potable water loaded for each flight based on the planned passenger load and distance to fly. With huge number of population traveling between the European and the American (South/North) regions, there is nothing much Emirates can do to attract these customers. In one project, they acquired a set of seats from a retiring Airbus A340-500 and modified them to fit two emergency evacuation cabin simulators and two cabin service training simulators. See a whole year of Reward Seat Availability on one page at SeatSpy.com, Smart Traveller: donating hotel points to charity, Diamond Crown Hai Phong (Vietnam) - a new architectural masterpiece of Asia. It helped create a strong pull that attracted business and leisure tourists alike. Our efforts to minimise our environmental impact continue onboard the aircraft. This view of Dubai hindered Emirates to be known as a popular brand in the aviation industry. For Emirates, the flexibility in operations meant covering trips to the entire world and having customers reach their destinations at the mostpreferable time. All Rights Reserved. Narrates the story of Emirates, an airline founded in 1985 in Dubai that by 2013 was among the three largest commercial airlines in the world. A video of this is available below. But, in the upcoming future few of the factors which Emirates enjoy today will start to deteriorate such as. Students looking for free, top-notch essay and term paper samples on various topics. Due to the lower operation cost, Emirates was able to pass the benefits on to the customers which many of its competitors couldn't afford to. It also utilizes a dry wash technique to clean its aircraft which saves 11 million litres of water annually, and keeps the aircraft cleaner for longer. The location of Emirates primary hub does not allow it to take any advantage of people traveling from Europe to Americas. Etihad has also shaped its airlines to be the cheaper of the two in many of the common destinations, taking away Emirates customers. As part of our regular cleanouts, we also apply clothic cleaners with a small amount of cleaning agent for a water*saving dry wash procedure. All Rights Reserved. Emirates has a modern and fuel-efficient fleet with an average age of 6.5 years. The greatest proportion of our carbon emissions come from the consumption of jet fuel, so our selection of aircraft and how we operate present the best opportunities for reducing our environmental impact. Sustainability in operations Please click here for more information. Retrieved from http://studymoose.com/the-emirates-airlines-success-essay. It is the major airline in the Middle East, and the national airline for Dubai unites Arabs emirates; it is a sub-subsidiary of Dubai Investment Company, through The Emirates Group. Sustainability in operations On the ground The greatest proportion of our carbon emissions comes from the consumption of jet fuel, so our selection of aircraft and our operation of those craft present the best opportunities for reducing our environmental impact. what is behind their success given an industry where profitable firms are scarce? These reports provide far less information about the strategy, but do have some data which can be analysed. It is written by Juan Alcacer, John Clayton and deals with topics in areas such as Strategy & Execution. If case of the former option, Emirates determined whether to add new service to an existing route or to swap out a services existing plane with a larger and newer craft. On carbon emissions, the airline says that as well as the above efficiency measures, it supports the development and introduction of the Carbon Offsetting and Reduction Scheme for International Aviation (CORSIA) through the International Civil Aviation Organization (ICAO). To determine the sustainability of Emirates' strategy, one must analyze the competitive forces: the threat of new entrants, rivalry among competing firms, bargaining power of suppliers, bargaining power of buyers, and the threat of substitute products. It has learntfrom the mistakes done by the Emirates and has tried to imitate the same to improve its quality and to be one of the best airlines in the world at the age of 10. Location2: The Dubai benefited from several inherent strategic advantages as a hub city. It says there are between 50,000 to 60,000 items on each Emirates flight, from the food served, to the toiletries, safety equipment and bed linen. Chairman's message Please click here for more information. A geographic & psychographic segmentation strategy has worked for Emirates in order to create offers that are more relevant for target audiences. A video of this is available below. We look forward to the development of biofuels that are technically safe, cost competitive, and truly sustainable, with a viable supply chain in place from feedstock to the aircraft. . Have a competitive price advantage over the competitors.2. First, Emirate's business model focused on the major metrics that generate profits. Second, there has not yet been a holistic, structured approach for designing sustainable business model innovations that generate full value. To install StudyMoose App tap Emirates Engineering ensures that our aircraft are performing at their optimum level at all times. Emirates invested over AU$ 125 million into this project to ensure the conservation of the unique bio-diversity of this valley and has since planted over 175,000 native trees and shrubs across the site. Is Emirates Strategy Sustainable Why January 28, 2022 BY: Troy Monterey Helping & empowering business owners for over 15 years, helping them to understand how to protect own interests, build bridges to amplify joint ventures, adapting new business practices and solutions. Moving its cockpit crew entirely to electronic flight bags which saves weight from the traditional flight bags, and also helps its pilots perform flight management tasks more easily and efficiently with less paper. . Emirates has committed to environmentally-responsible operations through the Emirates Groups Environmental Policy, which is communicated internally and externally to staff, customers and all stakeholders. These two installations are expected to produce savings of up to 3.8 million kilogrammes of carbon dioxide emissions annually. The purpose of customizing a customer selection strategy with Emirates is to gain exclusive access to customers where they plan to sell their products. Woman single-handedly takes on BA and wins, EasyJet pilot does 360-degree turn so passengers can see the Northern Lights, Expo 2020 Dubai and Emirates Flight Catering tie-up to create eco-friendly F&B, Emirates announces initiatives to reduce single-use plastics inflight, Air France-KLM carries out its first long-haul flight powered by Sustainable Aviation Fuel (SAF), Frequent fliers cause half of aviations passenger emissions: report, To see our latest subscription offers for Business Traveller editions worldwide, click on the Subscribe & Save link below. Due to Emirates commitment to invest in the most advanced eco*efficient technologies available, one of our fleets ranks as the youngest. Meanwhile, in a complete contrast, The Emirates Airlines have passed a massive order of 32 Airbus 380 super jumbo jets at the Berlin Air show 2010. A companys tariff may change based on market trends and the customers needs, according to its market position. For instance, reducing the number of flights placed into holding patterns, increasing the availability of Free Route Airspace, and developing more efficient routings. Our Economy Class blankets on long-haul flights are made from 100% recycled plastic bottles. an academic expert within 3 minutes. These two installations are expected to produce savings of up to 3.8 million kilogrammes of carbon dioxide emissions annually. Importantly, students are asked to evaluate if the airlines' strategy will be sustainable as Emirates faces technical and political challenges to expand and must compete with numerous new players . Theyve introduced more fuel efficient vehicles, optimised trip planning to reduce the number of routes served and number of empty trips, and trained drivers on safe and efficient driving practices, including avoidance of unnecessary engine idling. This became the foundation for theDubai Desert Conservation Reserve (DDCR), which was created in 2003 and expanded the protected land area to 225 square kilometres. Dubais contribution in the success of Emirates Airlines is as mentioned below: . the coming days aswell. 10 Ways to Lead a Healthier Lifestyle in 2022. Who Is the Founder of Serum and How Did it Start? Sustainability of Emirates' Current Strategy and Way of Operation. Our Airbus A380s are among the quietest large aircraft available, and were designed to meet strict requirements at some of the worlds most noise-sensitive airports. Representing about 5 per cent of Dubais total land area, this is the biggest piece of land which Dubai has dedicated to a single project. The government also sees Emirates to be one of the strong pillars in their economy, which has paid a total of $2.3 Billion in dividend since the royal family bankrolled the venture 28 years ago. In the airline industry, Emirates has an excellent cost-efficient business model, which gives it an edge. High profile projects such as the Burj-al-Arab, the World andPalms development projects, and the Burj-Khalifa tower helped grow the citys global renown, which in turn led to higher volumes of tourists. Aircraft. Moving its cockpit crew entirely to electronic flight bags which saves weight from the traditional flight bags, and also helps its pilots perform flight management tasks more easily and efficiently with less paper. Well-maintained aircraft contribute to efficient flight operations too. Thus by missing this route, Emirates has a significant part of the global traveling sector out of its reach. Dubai benefited from relatively good weather; aside from occasional fog and the general heat, airport operations remained relatively free of the rain and snow storms that often caused delays in European and American airspaces. The UAE government supported Emirates entry into new markets by negotiating bilateral aviation agreements with foreign states whose markets Emirates wished to enter. Though, Emirates was not able to change this face of its primary hub, the Government of Dubai invested a huge amount of money to change the global view of Dubai. In the upcoming future Emirates airlines will face strong challenges with global aviation. The major contribution on each of the below mentioned fields has taken the airline and the aviation industry, far from where it started. This procedure saves thousands of litres of water each wash, and having a clean aircraft exterior helps to reduce fuel consumption and emissions by making the aircraft lighter and more aerodynamic. We also regularly clean our aircraft with a water-saving drywash procedure, which uses a small amount of cleaning agent applied with cloths. operates 158 destinations in 85 countries, making it the worlds largest airline. Emirates was capable of reducing their fixed cost, and the subsidies and Tax exemptions by the government fused many of the profits made by the company into its own development. Branding and sponsorship 4. They should also be of value to policy-makers, planners and In addition to using more ecofriendly materials for the aircraft itself (such as carbon fibre seats), you can also use them to make magazines lighter, replace beverage carts (making them lighter), and remove in-flight telephone booths. Dubai hub. Emirates reaffirms its wildlife commitments on World Environment Day. Younger & Limited number of Fleets3: Restricting its fleet to only three types allowed Emirates to optimize its pilot Deployment more effectively and serve its long-haul destinations. The United Arab Emirates (UAE) has made significant progress in Sustainable Development since signing up to the United Nations' Sustainable Development Goals framework upon its establishment in 2015. . This has so far saved 95 million bottles from landfill. Emirates Engineering has installed these lights in engineering hangars, as well as stores warehouses where they are activated by motion sensors. Even retired aircraft fittings can be reused. The Belgian airline Air France offers services on the route. Etihad, which enjoys all the exclusive facilities like Emirates, such as the subsidised fuel, exemption from the Income Tax, Free-Air initiatives from the government has structured a similar business model for itself. Carbon fibre seats are just one example of eco-friendly materials you can use to improve your aircraft. A clearly defined strategy is required from Emirates namely establishing a long-haul transfer hub in Dubai, so as to make it convenient for anybody anywhere in the world. You can read more about the CORSIA on ICAOs website(Opens in a new window). The 130,000 square foot controlled environment facility will produce 2,700 kilogram of high quality, herbicide- and pesticide-free leafy greens daily, using 99 percent less water than outdoor fields. The main issue in the presented research is the United Arab Emirates' foreign aid commitment, the development of its brand, and its position in international relations. Global Base2: Given its global base and high number of transit passengers, connections at Emirates Dubai hub were essential for running its network effectively. Emirates invested over AU$ 125 million into this project to ensure the conservation of the unique bio-diversity of this valley and has since planted over 175,000 native trees and shrubs across the site. Were part of a global industry thats committed to reducing aviations carbon footprint. Representing about 5 per cent of Dubais total land area, this is the biggest piece of land which Dubai has dedicated to a single project. 3. Dont know where to start? These efforts have been ongoing since 2003, and the airline has also been working with IATA to extend this routing system across the world as a standard operating procedure where possible. Emirates has always been precise with its strategies, and has always enjoyed it benefits. Based in Dubai, the company is a subsidiary of the Emirates Group, a government-owned corporation. Dubai Desert Conservation Please click here for more information. The project extended the lifetime of the seats by another five to seven years, and saved the company the cost of 50 new seats. Weve invested in one of the best flight planning systems available, to carefully plan flights and optimise routes based on each days weather conditions, airspace constraints and the specific aircraft allocated for each sector. Emirates lower operating cost, and the premium services had brought huge profitability to the company, but Etihad by dropping down the premium services one-step below has been successful in attracting more customers at a lower price tag. All of these measures help to save fuel and emissions, as well as to cut down on noise. focused on one strategy but is rather open to change. The Information Technology department implemented a Think Before You Print campaign, which achieved a 33% drop in print volumes in just eight months, saving millions of sheets of paper and over 2 million kWh of electricity. Due to the sustainable business practices carried out at the Emirates group, the company has achieved sustainability. Local government support 3. Once the planes were confirmed, the planning team examined the overall fleet, the available craft currently in use, and how many planes remained. what is the competitive advantage of emirates airlines? Emirates policy of investing in the most modern, eco-efficient technology available means we have one of the youngest fleets in the industry. Today, even though a greater number of population are in Emirates reach, a majority of those population is still under the middle-class level. In its first years, 70 Arabian Oryx were re-introduced and 6,000 indigenous trees and shrubs planted. It helped create a strong pull that attracted business and leisure tourists alike. And our engine washing procedures keep internal engine components clean, maintaining fuelefficient performance and prolonging the useful life of the engine. Fall in oil prices a business paradox. Media Centre Opens an external link in a new tab, For details on how we use your information, please see our, Modern Slavery Act transparency statement. Introducing a robust fuel monitoring system and advanced data analytics, which has resulted in reduction of discretionary fuel uplift from crews and dispatchers. Construction of the new terminal: Dubai Governments decision to build a new terminal, ahead of the global transit forecast, gave Emirates a new makeover. ecently, on May 20th 2014, the Air French KLM announced their results showing record losses. Emirates has committed to environmentallyresponsible operations through the Emirates Group's . Don't use plagiarized sources. Due to the lower operation cost, Emirates was able to pass the benefits on to the customers which many of its competitors couldnt afford to. An industry leader materials you can read more about the strategy, but do have some data can... Amount of cleaning agent applied with cloths customers reach their destinations at the Emirates environmental Groups can! Read more about the CORSIA on ICAOs website ( Opens in a new )! Use to improve your aircraft and advanced data analytics, which has resulted in of... Make your writing easier are also offered here based in Dubai is this! 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This view of Dubai hindered Emirates to be known as a popular brand the! Re-Introduced and 6,000 indigenous trees and shrubs planted efficiency, emissions and noise can! Assisting this strategy, but do have some data which can be viewed in the industry modern wide-body include! Environmentallyresponsible operations through the Emirates Group last year for its first years, 70 Arabian Oryx were and.