Strategic Planning of Emirates Airline Commerce Essay [PDF]

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Strategic Planning Of Emirates Airline Commerce Essay This Assignment includes three parts. The first part is strategic planning of Emirates airline. The second part discusses the type of decisions which are made in different levels of Emirates and explain the information systems used in these levels. The last part highlights the ethical issues involved in the organization's processes. The purpose of this part is to consider the overall strategic management process and consider what is happening in the environment in order to judge how those happening may affect the organization. In addition there is a consideration of organization's strengths and weaknesses and the opportunities and treats that has significant impact on the organization process. 1.1 Company overview Emirates is a national airline of Dubai in the Middle East. Emirates flees to over 100 destinations in 60 countries around the world from Dubai International Airport with a fleet of 137 aircraft. Emirates Air line has been existed for 25 years. Although Emirates is a young airline, over one decade it has become one of the most respected brands in the world. The key of their success is using new technology and information systems in their business processes. (Emirates group, 2010) Ans: All organisations have products and processes. The products are assembled and every product has a good amount of time spent on planning and engineering. Each product serves a specific purpose to a customer. If the customer is satisfied with the product he will come back for more. Operations management is all about standardising the process for reduced variation. It is getting thing done for the productivity of the organisation. It is about outsourcing, benchmarking, supply chain management, inventory management, supplier relationship management, third party logistics and most importantly JIT that means Just in Time. Resource Inputs Material Capital People Information Product Output Goods Services



Planning Feedback Controlling OPERATIONS MANAGEMENT Managerial Decision Making and Problem Solving Fig.1. Operations Management; managing the transformation of resources inputs into product outputs (Source: Schemerhorn, 1989, p 482) cited by Gene (2006)



ROLE OF OPERATIONS MANAGEMENTJUST IN TIME (JIT) - JIT is used for continuous improvement, visibility, simplicity and flexibility. JIT saves time and money. Example, Products that are made would have to be stored hence the business will be spending for storage facilities. JIT removes that area by immediately providing the product right in time for sale. According to Podolsk (1996) JIT is a Japanese Philosophy and has risen in popularity and is being studied further. Operation management has to ensure the quality as well as the delivery of the product in time to unaffected by mishaps and losses. PRODUCTION OF GOODS AND SERVICES- According to Pycraft (2007) operations deals with the allocation of tasks that are to be reserved for people with certain skills. What sequence it can be carried out. The standardised sequence of duties is premeditated to stop mistakes from happening. An operation also has to deal with the location of jobs that is to make sure there is no loss from where the good is produced and the selling point. Example, if the goods are made at one point and sold at a very place thus incurring transport loses or if the materials are very far from the factory. DESIGN MANAGEMENT- Best (2006) states that design management is an important aspect that has to be considered when building a new product or process. Designers and Managers both have to be creative. When a business chooses a design the operations come into force as they deal with the establishment and promotion of the designs. Ensuring there is a smooth order of the process.



SRATEGIC OBJECTIVESIMPORTANCE OF EFFECTIVE OPERATIONS- According to Gene (2006) Every organisational strategy requires operations management because operations management provides an economic benefit one kind or another Example- Toyota is into production of cars that are utility and stores provide a place and custody of the car until sale. ROLE OF OPERATIONS- Top management must ensure that they stress on high quality by making decisions that personify the operations. Thus determining the equipment to be used and the control that has to be exercised by operations Gene (2006).



PERFORMANCE MANAGEMENTBENCHMARKING- According to Damelio (1995) Benchmarking is used to make improvements in the organisation. It is used to discover the best way to do a business. Benchmarking is targeting the best competitor or successful organisation and understanding the elements that make the business victorious. Adapting their elements with certain changes to rise in the market. Benchmarking can be used for a particular process or for the organisation in whole. BALANCED SCORECARD- The balanced scorecard represents how the company deals with different stakeholder groups. It is aimed at senior management but operation managers can find themselves accountable for activities that are seen on the scorecard Brown (2011).



Q2 Learners will be expected to understand the importance of managing quality in an organisation by; Explaining the importance of effective quality management in achieving organisational objectives. Evaluate the success of existing quality management processes in meeting an organisation's overall strategic management objective.