Evaluating TQM of Emirates Airlines - Essay Example

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A strategy is important for all companies, because it provides a plan and a map for following it by agreeing on a set decision on the activities and operations of an organization. Strategizing helps in pinpointing the activities needed to achieve the goals of the organization…
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Evaluating TQM of Emirates Airlines
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Download file to see previous pages By providing a skeletal support for the strategies, it will be easy to allocate resources to the important goals respectively without wastage of precious resources. They also make the task easier for ever employee as it makes clear what they have to do or aim to do and they will be motivated towards a strategy. (Basil Henry Liddell Hart, 1967)
Mission and vision of Emirates:
The mission statement of Emirates is:
“To become a leading airline with good customer relations by encouraging transparency and fair competition and adopting open skies policy.”
The vision of Emirates is:
“To become a leading airline by setting new industry standards that has focus on innovation, diversity and customer service.”



Strategies and Goals
• To become a global airline and carrier of choice all over the world.
• To promote UAE especially Dubai as one of the safest, modern, technologically advanced. Progressive and modern commercial centers of the world.
• To encourage sustainability and economic efficiency through various programs
• To encourage diversity by having multi-cultural staff
• To develop and train employees and provide them opportunities to enhance their skills.
To apply and develop new technologies internally as well as in the services and products that are offered t the customers. To expand and grow in the new markets. Core Competencies The core competencies of Emirates include its: Strong leverage to brands: Focus on marketing and promoting the brands by investing on them Competitive cost structure: Focus on low costs so as to offer low fares. Spoke and hub operation: The mega hub of Emirates Airlines is at Dubai International Airport that is the centre connecting the whole world. (Emirates, n.d.) Strategic Control Strategic control is very important to monitor the internal and external environment. It helps in evaluating the company’s programs from a long term perspective. For Emirates it is very important to systematically and continuously check the implementation of plans, monitor all the events that take place inside and outside the company in all situations. (Porter, 1996) Stakeholder analysis Government: Government of UAE is the major stakeholder of Emirates Airline as it is also one of the owners of the company. They have high power and are very much interested in the operations of the company. The government has the authority to build pressure and question the decisions. The government is so much involved with the company that it created a liberal market for the Airline to operate in Fast east Share holders: they are the people who have bought the shares of Emirates. They have high level of interest in the affairs of the business as they have invested their money, but they have low level of power. It is very important to develop engagement strategy for them and keep them informed about the activities. Employees: employees are one of the main stakeholders of a company as they have the power that can either make the company or break it. They are directly linked to the company. It is thus very important to keep them satisfied by providing training and development opportunities, good compensations and a good environment. Their needs should be catered and taken care of. Customers: without the customers a company cannot survive. Customers thus are very important and play a very important role. They have the power to influence the company and its success. Strategies should be made to keep the customers engaged and updated about the products and services. Public: on a larger scale the ...Download file to see next pagesRead More
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