Global Connection through Technology - Etihad Airways - Case Study Example

ETIHAD AIRLINE Name Code & Course Professor’s name University City Date Etihad airways need to have a comprehensive Emiritasition unit. The unit main objective will be to invest in recruiting and training United Arab Emirates nationals. As such, the Emiritasition program will enable Etihad Airways to have more than 227 current employees (Etihad Airways 2015). The resourceful employees will include pilots, engineers and call centers among other stuff members hence improving on the company leadership position. Abu Dhabi city pose a contributing resources for Etihad Airways. Abu Dhabi city has a population of 1. 4 million people while the airport has the capacity to handle more than 12 million passengers (Etihad Airways 2013). Statistics indicate that Etihad Airways has continuously experienced passenger growth from 340, 000 in 2004 to 7 million in 2009 (). In this retrospect, the passenger’s growth showcases an outstanding resource for Etihad Airways. An increase in passenger’s growth has contributed towards Etihad company increase in fleet number. From 2004 with only 6 fleets, by 2012 Etihad Airline had managed to purchase up to 65 fleets (Etihard Airways 2013). Etihad Airline has the capacity to attain a diversified infrastructure. Etihad airline has the capacity to continuously purchase more fleets purpose to improve on its network so as to serves more than the current 57 destinations across the continents (Karim 2014). Currently, the company has built a code share agreement with the America Airways hence the capability to operate in Europe like in the East continents. In this retrospect, the campany has a room to build a code share agreement with Asian Pacific countries hence improve on attaining leadership position away from the East continents. It is high time for the company to implement the cloud-based technologies and services that will enable the airline to have a global information technology system that is flexible and agile for the company. Such a strategic plan can be realized by having a digital infrastructure through innovations. Transactional informational flows positions a company into competitive advantages in attracting customers. Etihads Airways uses “your car is waiting” as a transactional informational flow. Passengers travelling in both first and business class are entitled to book limousine services from the company websites. Customers are picked by the limousine from their door side and drive them to airport and picked by airline concierges, who escorts them to premium check-in. The company seats reservations are made online by logging into the company website and selecting a seat reservation hence purchasing for the flight ticket. Additionally, the technological developments have made it essential for the company to offer convenience transactions for customers by paying quickly and efficiently by the click of the mouse. Lastly, the company fashonista technological approach needs to attract more customers by promoting free flights for customers after reaching specific point redeemed from the clients continues use of Etihad airline. Additionally, the points redeemed needs to come with free vacation flights during holidays and festive seasons. Unification business operating model that is both integrated and standardized are basically designed to serve and meets the needs of the customers. Delta airline unification business operating model has been argued to be the best foundation for the execution of any full business service in airline industries. Developing a new Unification Business Operating Model for Etihad Airways will help the management and the IT stuff to attain the full capability of the company for the future strategies. Unification Business Operating Mode Process Outcome Automating Technologies Linking Technologies From the above diagram, Etihad company requires three elements. The Airline has to identify its key customers through segments and channels that the airline serves. Next, Etihad company the unification process requires the company to list down the key processes required for the standardization and integration. Thirdly, the model enables the management to identify the share data needed for integrating processes and to serve customers. As such, the unification operational model enables the company to have a competitive advantage in sharing data by making products and services more available to customers. Etihad Airline digital capability position the Airline company into a fashionistas. The company is continuously designing more and advanced digital features in social media applications and mobiles. Currently, the company has designed a 3D micro site for showcasing its services and the company products. The 3D system named Experience Etihad gives the consumers and customers a unique look into the three aircraft cabins, limousine services and the company airport lounge services. Etihads airways digital transformations based on the fashionistas play book are essential in helping Etihad company attain success in customer insight, experience design and the customer engagement. Based on social media platform for showcasing the company products and services, the company uses the data framework for joining the social media data with the operational data to create the company unique insights. As such, the fashionista strategy is easily attained by a strategic service transformation. Etihad company apps are designed in a way that it easily understands the multichannel flight passenger’s experiences hence supplemented based on the operational consequences. Currently the company uses the data silos system. Due to the unavailability of integrated data informational system, each department uses a different silo to promote Etihad Airways. Each silo for fashionsta is marketing department, customer management department and commerce management thus financial resources. Based on the cultural practices it can be presumed that the existences of the data silos is due to the different departmental organization goals, priorities and the responsibilities. The fashonista digital capabilities position the Etihad airline to have internal completion across the organization unit. This implies that the company will be using different social apps for different type of flights across its operational continents. In this retrospect, the company Etihad airline encounters poor coordination system for the effective functioning. This is attuned to poor collaboration strategy, accessibility and efficiency. As such, it can be argued that Etihad company is on the verge of growing due to code share agreements across continents, an indication that the company is still promoting itself through ads. References Etihad Airways, 2015, ‘Etihad Airways Honored for Emiritisation Program’, Accessed from http://www.etihad.com/en-us/about-us/etihad-news/archive/2015/etihad-airways-honoured-for-emiratisation-program/ [retrieved on 31st October 2016]. Etihad Airways, 2013, ‘Etihad Airways Facts and Figures’, National Airline for UAE. Accessed from www.etihadmediacentre.com/.../Corporate_Facts_and_figures-English.pd...[Retrieved on 31st October 2016]. Karim, A 2015, ‘The Rise of the Emerging Middle East Carriers: The Outlook and the Implication for the Global Airline Industry. Accessed fromhttps://dspace.mit.edu/bitstream/handle/1721.1/89852/890140089-MIT.pdf?sequence=2. [Retrieved on 31st October 2016]. Read More