Air Maestro Software Product in Etihad Airlines Company - Case Study Example

Introduction With the increased interest in global travels, the recent reports states that most of airline transport agencies around the globe have experienced conflicts within their information systems. Therefore, for efficient run of activities in the organization, air line industries have to update their IT systems in order to resolve these issues. The purpose of this project is to determine how Etihad Airline Company is going to introduce Air Maestro software product into their information system department that is aimed at reducing the system conflict. Air Maestro product is environmental friendly in terms of it usage. The report has an order of how the software works in the system, strength, weakness, opportunities and threats are described. The four elements of marketing mix of the product (price, product, place and promotion) are as well discussed that aims in successful implementation of the new software in the system. An explanation of usefulness and benefits of the software in operational activities are analysed by comparison of pre-implementation and post-implementation of the new software in the system. Ultimately, the basic recommendation and conclusion is made towards the implementation of this software. Overview of the software 1. Aircraft Registration The software monitors the information of the flight and gives the details that concerns base destinations, registration, truck number and the whole aircraft model of any flight. This information aids the management to easily identify the flight/flights experiencing problems and requires urgent attention. Thus it safes time as well as inconveniences posed to passengers in the flight. 2. Software documentation The software documents all the operational information in secure mode, i.e. in the IT department library, that will enable easy disbursement and retrieval of useful insight that pertain air line operations. This provides the management with an ability to instantly access receipts and passport documents that may have developed conflict in the flight. 3. Alert system The software is designed in such a way that habitual notifications concerning relevant information that may need corporate attention are send to the consumers (passengers and employees in the organization) through emails and short message service. This essential information may include; change fin time schedules, important safety issues and recent audits by the organization. 4. Employees management The software in the system handles employees contact details, airline verifications and obligatory rights. The system will as well keep an eye on compliance and efficacy of the personnel using an integrated scheme. 5. Internet acquaintances The software monitors website links of the personnel and enables them to access the information whenever they don’t have any computer link available in their locations or areas of destination. Functions and usage of the software (Air Maestro) Air Maestro software enhances security management, employees planning and operational activities in an airline company. It is a recent software application that was introduced in the year 2005 to serve the purpose of daily operations of activities in the organization as well as enacting compliances to the personnel. It is much advanced in the developed countries like United States, Australia, China and even Japan. The software was first implemented by Helicopter companies but recently it has diversified to cargo and passengers airlines. We can say that the software not only sever the risk operational daily activities in the company but also monitors the information of both the clients and the personnel. Up to date, the software contentedly resolves the system conflict that results from audits, risk compliance, daily reports and trends in the advancement of technology in the industry. The management attains conflict resolution by using the software to interact technicians, safety departments and consultants together. Thus, the software will remain functionally updated in enhancing compliance to the community at all. Apparently, it is very vital for Etihad Company to register, document and manage information records of the personnel. Thus in implementing Air Maestro, all the department including financial and engineering will be featured out and there will be no compromised situations at all. As we understand, conflicts arise when there are no clear definitions of activities in an organization. In this case therefore, the software makes every individual get acquainted to the right information that may need his or her concern. Application to the current system Air Maestro is diverse software that is applied and incorporated into various information systems in the industry, in this case, airline companies (Etihad Airline). These systems include; airport bureau systems, logistics department system, airlines management technologies, organization’s digital system and computer management system. In airport bureau system, the software is applied by the cargo handling agents to effectively disburse the luggage to the respective places and persons. This will at largely ease and reduce the cases of conflicts that usually arise when there is wrong delivery of cargo. The information department in this case will have to monitor the channels in which the cargo passed so as to reaching that destination. In airline management technologies, the software provides a safe, wireless relay of information concerning technical and operational issues within the industry through portable devices. This application enhances timely delivery of urgent information and any other relevant insight too. Both digital system and computer system department carry a similar application of this software in such a manner that they adopt correct pathways of handling cargo and passengers in the international community by monitoring changes in location and enhancing right forwarding. Logistic department uses this software in management of the real-time operation of the warehouse so as to avoid any inconveniency that perhaps rise when there is much convergence of flights in the same terminal in whichever way possible. The attention is easily responded to by use of this software. SWOT Analysis of Air Maestro United States Department of Agriculture and Risk Management Agency (2008) updated that company’s swot analysis aids in improving business decisions in marketing strategies. These are strengths as well as weakness, opportunities as well as threats that make the business to endeavour in a competitive society. Etihad Airlines Company has an objective of improving information management in the company, and one way of doing so is to incorporate Air maestro to the information technology department. This software will enhance safety, efficiency as well as compliance in the organization. For Etihad Company to adopt this software, it has to conduct a detailed analysis (SWOT) of the product using the four parameters of the marketing mix which include; price, product, place and promotion. I. Price The price of Air Maestro is much diversified in that both small and large consumers can acquire for usage in their industries for their operations. The software price starts from minimal users of 5 units to over 500 units. The price also is determined by the initial cost of setting up the product which encompasses personnel skills and system network configuration. Consequently, all modules which are very essential in the information technology department are priced together with the establishment of Air Maestros software. This will ensure the competitiveness and popularity of Air Maestro in the market. II. Product Since Etihad Company needs to resolve system conflict, Air Maestro software would be the right product to combat the situation. This is because the product is readily established with modules that will enhance continuous updating of operations. However, the establishment of the product will require technical skills and experience of employees thus posing a challenge to Etihad Company. III. Place Etihad Company can easily access the software product (Air Maestro) online without any difficulty. The company can as well order the product online without geographical displacement. However, improper placement of the product in the market to the potential consumers would lead to lower demand of the product (Air Maestro). The marketer should choose the right channel of product placement that is less costly but profitable in the long run. IV. Promotion The market threshold of this product (Air Maestro) is reached when the marketer deploy online advertisement that radically appear on the search engines. Many of the consumers will be reached through online promotions since airline industries have advanced their information systems. The marketer should provide post-sales services like free installation of the Air Maestro in the industry. However, the competitors may offer extreme trade discounts due to lower cost of their production thus affecting your sales. An opportunity arises when the marketer identifies a potential merger in the market and enjoys the associated economies of scale. Recommendations Since we have many departments in Etihad Company (logistics, financial, cargo, passengers and flight management), it is advisable for it to purchase a number of these software in order to resolve its frequent information conflicts. It is clear that the software exists in small units and can be used by a small number of users in the information department. Air Maestro is a web-based application which very secure, efficient and effective on its use. As a result, the consumers are confident of using this software in managing its global conflicts instantly. It highly recommended for Etihad Company in managing their intimation systems. Currently, there is a gradual advancement in technology which needs a great attention to the management of the company in order to keep base with the prevailing technology level. Thus it is advisable for Etihad Company to adopt this software in it operations so to gain competitive advantage in the airline market. Conclusion Most airline industries recently are subjected to information conflicts in their management systems. Etihad Company being among the air line industries will manage its daily operations by adopting Air Maestro software for the purpose of system conflict resolution. On the other hand, for efficient marketing of Air Maestro product in market, the marketer should incorporate the marketing mix elements to attain competitiveness in the market. Further, the marketer should carry out detailed analysis (SWOT) for a successful implementation of the product in the market. Reference United States Department of Agriculture Risk Management Agency. (2008). SWOT analysis: A Tool for Making Better Business Decisions. University of Minnesota: U.S. Dept. of Agriculture, Risk Management Agency. Read More