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1.1 Introduction to the company
Emirates have a clear goal for the company, which includes ensuring good long-term visitor and civil safety. The organisation aspires to give the highest level of service and quality of experience to passengers flying on these carriers. There are a lot of improvements which the organization had done before Covid-19 situation in the firm has taken investment for example technological aspect so that there is a higher running. The establishment is also running for the benefit of the employees so that they can provide them with the best of environment to operate within. The business is trying to connect between long distances for the passengers to find a comfort zone to travel freely. Family or individual travelling is all given the same importance in the company that is very crucial so that they would be able to have a stable reputation in the market.
There are 59,519 numbers of employees which are running in Emirates airlines as of 2020 and revenue $16.7 billion for the higher operation. The business is having the right profitability in the market to be able to make sure that they are having a stable working and functioning. Destinations which Emirates is covering are 157 and as of 2019 there were around 60 million passengers that the business has been able to serve successfully (O’Connell and Bueno, 2018). The company is having a fair treatment for the employees as well as to make certain that the objectives can be achieved effectively and efficiently that would impact on the reputation in a positive manner.
1.2 Current business scenario
1.2.1 Current changing business and analysing the competitors
There are a lot of challenges that Emirates airlines is having for themselves in the market which has to be well analysed and decisions must be taken on this aspect. The company has not been able to have passengers because of the safety and health guidelines from the government that has been put out. The scenario in the business right now is that Emirates airlines is not being able to have a stable working and processing that is very crucial for the firm (Wafik, Abou-Shouk and Hewedi, 2017). Strength of the firm is that there are better running experiences making the organization have a better competitive advantage. Focus must be on the branding and promotions that make the company have a good set of passengers. Weaknesses of this organization are that there are slow with decision making and in situations like Covid-19 they are not able to take the right actions. Competitors who are present for Emirates Airlines in the market are Fly Dubai, Qatar airways, Etihad airways, etc that are also trying to provide the best of quality services and products for the clients (O’Connell and Bueno, 2018). Competitive advantage that Emirates airlines is having from a long time for themselves is that there is a better experience and decisions making quality which the company that they have better future. This is a futuristic company that is focused on the external as well as internal running of the firm so that they would be able to have a stable running.
1.2.2 Porter’s 5 forces and Business portfolio analysis
Porter’s five forces
Current strategies are also good for the company but due to the current Covid-19 situation the organization will have to make changes in the working. There are improvements that have to be done according to the situations which are rising to make the working of the organization be better. Performance of the company has to be maintained in order to have a higher operations and activity so that that is better running.
Threat of new entrants (Low)
There is a great advantage that Emirates Airlines is having in the market that is that the company is having an ability to be able to gain higher profitability. Competitors entering this industry require investment but Emirates airlines have already gained the trust and loyalty of the clients that is going to make certain that there is a stable processing that would exist (Muscalu and Górecki, 2018). Barriers also exist for the entry for new companies to come and in aspect to this Emirates airline has already been able to settle them well in the market.
Bargaining power of buyers (High)
Passengers are the most important element in Emirates airlines because they get in the right placing in the industry therefore the company is improving according to make certain that they are having the right experience. Switching the costing and making the loyal clients have a better discounts and sales for travelling is very important to make certain that there is better functioning and processing in the organization.
Threat of substitute products (Moderate)
Switching the company in airlines is very easily when the costing is going to be lower. The organization has to make certain that they are using the right information to be able to implement the methods to make accurate running and performance (Van der Vliet and et.al., 2018). Substitute are not present since the firm is very futuristic in nature and has taken all the actions in respect to technology, promotions, etc in advance for the better satisfaction level of the clients.
Bargaining power of suppliers (High)
For the company's production level to be higher, Emirates Airlines must be selective with its raw materials. The firm's quality of services and goods must be higher in order to ensure that they are functional and functioning properly, which is critical. Uniqueness must be present in the organisation in order for it to operate and function more efficiently.
Rivalry among existing competitors (Moderate)
The rivalry among the existing companies existing in airlines industry but this factor can be improved when the company is having a good control in the market. Business has been able to work on internal and external factors effectively by having the right strategies that is why there is less competition for Emirates airlines that is present.
Business portfolio analysis
Business portfolio analysis is very important for Emirates airlines to have for them to make certain that they are having a stable working and processing that is present for them. Investments that the organization is having are high and they have to be well analysed in order to make certain that there is going to be right running and performance that exist (Ahmadaali and et.al., 2018). Emirates Airlines is currently unable to maintain steady operations and work in the market, both of which are required for the company to have a superior portfolio. Important duties must be completed in order for the airlines to achieve greater and higher performance and to ensure that the firm runs smoothly.
Step one
This analysis has two steps: first, the company must assess its current status in order to better plan investment and make future decisions. It is critical for the organisation to ensure that the appropriate standards are in place to ensure that the firm can work more efficiently and effectively.
Second step
The second step entails developing plans after gaining an awareness of the requirements that the organisation must meet in order to advance. Future expansions of the business are required to ensure that the organisation is capable of better working and processing in the long run.
1.3 Organizational design and lifecycle
Sustainable running must be present in order to make sure that there are greater operations and operational that must be current in order for the company to have a better future plan. There must be good functioning and designing that is close by so that the sense of direction can be improved and a nice profit can be ensured. Democratic style of leadership is very good for the firm to have to make sure that there is a better standard that the establishment is going to have for the best (Oliveira and et.al., 2017). Emirate Airlines employs a differentiation strategy in the market to ensure that they have a distinct identity in the marketplace, allowing the company to run smoothly. To provide better working conditions and client appeal, the company's social influence must be greater. The market is highly competitive, and the company must endeavour to ensure that the appropriate measures and development of planning can be taken by Emirates Airlines.
Emirates Airlines' strategies are cutting-edge and new to the industry, allowing them to ensure that there will be better operating and functioning. Products life cycle of the airlines industry is not having a drastic change but small changes that can be implemented by the establishment very easily. Satisfaction of the clients have to be constant in the company that is going to make certain that the company is having a better working (Khattak and et.al., 2019). There are stages in the life cycle that introduce the phases so that the business may ensure that there is a higher level of development. Employees must be worked on on a regular basis in order to not only comprehend them but also to make adjustments in the workplace once they have been trained in order to reduce risk.
2. ENVIRONMENTAL ANALYSIS AND NEED FOR CHANGE
Emirates Airlines must ensure that they understand both the exterior and internal workings of the company so that proper planning can be made. Businesses must ensure that they are taking the proper steps in order to achieve optimal production. The next paper will cover internal and external aspects using models to better comprehend this feature. The further report will use models to examine internal and external elements in order to better comprehend this issue.
PESTLE
Political factors
Capabilities of the organization in the market are high but the regulations different from location to location that has to be well understood. Emirates airlines can have the right working by understanding the different rules and regulations which have been put by the population so that there is better functioning (Alonso?Almeida, Perramon and Bagur?Femenias, 2017). After Brexit, for example, there were changes that came in that were not simple, but development and planning according to them in order to be able to have the correct promotions were necessary.
Economic factors
The company has to invest in the fuels for which the rates are rising and also differs from country to country. It is critical for the company to ensure that it is experiencing proper economic growth in order to be able to accommodate more people and properly please them. More products and services are going to result in more clients’ satisfaction level.
Social factors
Networking has to be good to make sure that there is higher communication with the clients so that there is a better branding that the company can have. There has to be good connected of flights that are present as well to make certain that the firm be being able to have a better working (Manzoor and et.al., 2019).
Technological factors
Investments which Emirates airlines have made in the products and services must be effective in order to make certain that there are better strategies. Changes are important in the technological aspect to make sure that there is higher working and make implementation to be present and training must be given to employees.
Legal factors
Treating all the employees in the organization equally is very important to be able to have better operations and make certain that there are better policies and common grounds which can be planned and created effectively (Fatima and Siddiqui, 2020). Profitability of the company has to be right therefore following the actions and needs of the customers and employees is very essential for Emirates airlines to have for the long run.
Environmental factors
The quantity of fuel consumed to ensure that proper environmental friendly action is taken by the company has a high carbon footprint in this industry. Because the climate is rapidly changing, the organisation may suffer significant consequences. As a result, the corporation must take appropriate carbon-free initiatives.
SWOT
Strengths
The company has a powerful backer in the form of the Dubai government, which owns the company that will carry out the operations. Excellent advertisements have to be done by the company in order to make certain that there is going to be better branding that exists.
Weaknesses
The company is very dependent on the international traffic and also the intense competition that is present in the market (Demir and Budur, 2019). There are a lot of crashes accidents as well in the market that is going to make the company lose on their loyalty of the clients. This industry is not supported by the environment, but it does receive support from travellers and the economy, but there is a lot of uncertainty ahead.
Opportunities
Number of fleets has to be increased in order to have better confidence in the working of the company. There are joint ventures with other organizations in the same industry like Coffee Café Day, etc. which can be opened by the firm to be able to have better opportunities and make there be able to have higher economic factor.
Threats
The clients are having a lot of other options as well of the competitors to take away the economic factor of the firm. There has been a better chance of class segmentation that can be considered by the company and the government policies and regulations which are changing rapidly are a great threat because the establishment will have to implement them from time to time.
3. STRATEGY IDENTIFICATION AND IMPLEMENTATION
3.1 Strategy to overcome challenges
In Emirates Airlines, there are tools in place to ensure that the company is working and functioning properly in the long run (Gandolfi and Stone, 2017). The further report is going to discuss 2 tools for effective strategies implementation which Emirate can used after having the Covid-19 situation and also due to the competition that us rising in the market.
Ansoff Matrix
Market penetration
There is an existing market and product in this tool that is already present in the company, and because there are fewer changes, the company will be able to have a better long-term economic element (Fiaz, Su and Saqib, 2017). There are going to be the same customers whom are going to be targeted and there is no experience and knowledge which is going to be gained by the organization.
Product development
New product is introduced in the same existing market so that there is a better standard that the organization is going to have. Emirates will not prefer this tool must but can be used in special cases when the firm wants to be sure and confirm about the changes which is trying to get in the market. This is a very helpful mode to make certain that there is going to be better understanding that is a great factor for the company to have.
Market development
The company will experiment with the existing product in a new market since there will be blind trust that will exist, and this will provide them with a stable economic factor (Al Khajeh, 2018). To complete the necessary processing and perform better in the market, Emirates Airlines must ensure that they are functional and running well.
Diversification
There is risk that is included in this process since there is new market and new product that is going to be present in this process. Emirates airlines are having a good experience of the market therefore there is an advantage which this company is current to be able to make certain that they are implementing this aspect effectively in the firm. The organization's market focus is also high, which will ensure that they are able to have superior running and processing, which is a very significant component.
Blue ocean strategies
Blue ocean strategy is a very practical tool that can be used by the businesses in the market to be able to gain the competitive edge in the market. Create uncontested market space, invest and capture new demand and customer’s value and low costing. It is critical for a company to comprehend market processes so that better capture may be achieved. This would entail creating a better plan and making decisions based on it in order to ensure proper operation, which is a critical aspect for any business (Weiser, Jarzabkowski, and Laamanen, 2020). This strategy is very important for the businesses to have so that there are good advances of technology, improvement in productivity, manufacturing capacities, brand similarity is very important for the company to have. Emirates airlines can have a better running when they are aware of the requirements of the resources which are important for the company to have. The changes that are coming to Emirates are significant, and they will ensure that the airline has a stronger long-term development. There are additional tactics that the business may apply to ensure that there is a positive influence in order to gain a competitive advantage in the market and to ensure that the proper actions and improvements are taken in the long run.
3.2 Implementation of strategy
3.2.1 Plan to implement strategies
For being able to plan an effective implementation of strategy it is very important that there is a clear objective which the organization has to be able to achieve it. Self assessment also has to be present to make sure that there is a better plan which is being decided so that there are going to be lesser risks and make sure that the company’s reputation is not going to get harmed in any way possible (Cândido and Santos, 2019).
Objectives
To be able to gain the market by 30% by the end of 2023.
To make a better assumption for customers base and better strategies to make sure that the company is having higher profitability by 40%.
There is already a lot of competition which is present in the market and it is very important for the company to make sure that they are taking the right decision to make sure that they are having the right standards and branding for themselves in the market. Assigning team is the next stage which comes in so that there is going to be right responsibilities and actions which can be followed after the strategies are being implemented in the company so that there is going to be higher working. There must be good research done by the company to ensure that the correct working and risk factors are handled in the company so that the business may have a better economic factor. There will be a lot of analysis that the organisation will have to review in order to ensure that proper operating is present.
3.2.2 Possible consequences
There are numerous benefits and drawbacks that the application of strategy will have in Emirates Airlines, all of which are beneficial to the organisation. It is critical for the company to have the proper operations in order to function properly. There are long term and short term goals and objectives which a company has and they have to be achieved in order to be able to have a better working. Tracking of working is going to be present and budgeting of the company to make sure that there would be right working (Obeidat, Al-Hadidi and Tarhini, 2017). The execution of strategies is beneficial for analysing the internal and external elements that affect the organisation so that better working and processing can be achieved in the long term. Evaluating rivals and their tactics are also critical for the corporation to have in order for the organisation to have the proper working and processes in place. Disadvantages of having an implementation of strategy are that the company will not be able to have a quick working. Changes are strategic implementation makes the working of the company be lower which has to be well balanced so that there will be able to have a better working. When a firm undergoes strategic changes, there will be a great deal of complexity that must be present in order to ensure that better actions are taken. Proper planning must be present in this component to ensure that there is more functioning and processing for the organisation to be able to achieve its goals (Aladag and et.al., 2020). There must be attentive working to ensure that there are appropriate actions and improvements in place in order for the organisation to function more effectively. The concepts of change management are to diagnose the problem and include the culture aspect as well, so that better functioning and processing can occur.
3.2.3 Improve innovation and change management
The requirement of having superior innovation is crucial in organisations to ensure that there will be more functioning and processing done in the company. Businesses in the market must ensure that they have the proper processing in place in order to be able to operate in a manner that is beneficial to the overall operation (Nadal?Bufí and Henriques, 2020). Employees will be resistant to the changes that the organisation will adopt, but this factor will improve with the help of strategic implementation. There is a good sense of direction in the organisation to ensure that proper functioning and processes are in place to ensure that better work is done. To make sure that there is a good development in the company’s reputation there have to be right actions which must be followed.
Businesses must ensure that the appropriate activities and improvements are taken in order to ensure that better working conditions exist. The company's readiness must be there in order to ensure that the company's operations are running well in the long run. Critical discussions have to be done by Emirates airlines to make sure that they are taking the right action and improvement to make sure that the organization is being able to benefit from it (El-Laithy and et.al., 2021). Time management is critical for organisations to have in order to achieve higher standards and benefits for the company's best interests.
4. LEADERSHIP VALUES TO MANAGE STARTEGIC CHANGE
4.1 Leadership styles and organization performance
According to Hussain and et.al (2017), to make certain that Emirate airlines is being able to have a better performance in the market there are actions which can be taken by them to make certain that there is good strategic implementation that is present in the company. Businesses must ensure that, despite the market's increasing competitiveness, proper running performance is maintained. The firm will be able to ensure that their employees are heard and that they will be able to run and function properly in the market if they have the suitable leadership style.
Yuan and et.al (2019), also states that the businesses in the market must get in talented leaders in the company which are being able to have the right relationship with the workforce to make sure that there is going to be right implementation which the business is having for themselves in the market. Leaders make certain that they are having the right planning and running according to the internal working so that the effective environment can be remained healthy and safe for the employees.
As per the view of Ravina and et.al (2017), democratic style is when the employees are involved in the decision making as well. This is a little time consuming and risky for the company to have since there is a different thinking and opinion that all the individuals are going to have in the market and this factor has to be controlled and monitored well. The firm has to make certain that the leaders are taking the right style according to the employees of the company so that there are better decisions and actions. Including the employees is a very good factor for them but the organization has to make sure that there is right working that is exist.
As stated by Bachmann, Hidalgo and Bricout (2017), democratic style is very practical and makes them be able to have the right skilled and knowledgeable employees be retained in the company as well but the working is slower. The decisions in emergency will not be taken well and the loyalty of the employees is also very important in the firm that must be maintained. Decisions has to be taken by the organization to make certain that the company has to be better to make sure that there is good planning and processing that the establishment must have to make certain that there is good working. This is a practical factor for Emirates to have in the firm to make the right implementation of changes and innovation to take place effectively.
In opinion of Chen, Chaudhary and Mathys (2019), autocratic style is when there is an implementation without asking the employees. Workforce is the backbone of the organization and it is very essential to make certain that there are right running standards that the firm would have to be able to gain the right working and processing which is going to make the running of the company is higher. This is going to get in higher resistance that the company is going to have to make sure that the establishment is having the right standards of running that the bushiness must have. There has to be good planning which has to be done by the autocratic leader to make certain that the employees are following him so that there is a better standard.
As per the view of Ahmadi, Toghraie and Akbari (2018), businesses in the market are not going to have a forceful running environment which is why an autocratic leader will have the right relationship with the employees of the company to make sure that there is a good understanding. There are more challenges that have to be overcome in order to make certain that there is good working and operations which the establishment is going to have for the long run of the organization in the market.
In opinion of Gustafsson and et.al (2017), that laissez style is a measure that is that the leader only has to monitor and evaluate the employees of the company but the decision making power is in the hands of the employees. There are a lot of accountable running which has to be present with the despite running of the company to make certain that there is a higher working and operations. Making the right decision for the firm is very important in order to be able to have the right feelings and departments that are present to make certain that there is a good planning. Employees have to be guided in Airlines industry since everyone is not going to have the same knowledge of the market and the way this industry is operating smoothly. There are efforts that are being put in the organization to make certain that there is a good working and processing which is involved so that the company can gain competitive advantage in the market. Objectives and aims of the firm have to be achieved to make sure that the establishment is having the right standards of running and make better profit margins and economic factor for further investments.
4.2 Impact on corporate values and CSR of leadership styles
Retaining and change of organization’s corporate values
Involving employees in decision-making is an important aspect for the company's smooth operation. Emirates Airlines will have a solid working and processing environment in the market, which is a critical aspect (Grimpe, Murmann and Sofka, 2019). The company is going to have the right understanding of the internal factors of the organization that is going to make sure that there are better changes that are coming and the values of the business are not being affected. Retaining the changes is very important for the company to have to make certain that there is a competitive edge which the company is having for the better running.
Leadership fulfilling corporate social responsibilities
Corporate value of Emirates airlines is high since there is a proper understanding by running with government of UAE that is making the organization have the right branding and image in the market. The airlines is providing the best at low pricing that is going to make sure that the organization is having good customer base resulting in better profitability. Leadership style is going to have a great impact on the CSR value of the company that has to be monitored and well controlled in order to be able to have the right running and processing that is very important (Nicholls-Nixon and et.al., 2020). There is a standard and reputation which the company has made in the market and this factor has to be carried by the leaders of the firm to certain that there are right actions that are being taken.
5. RECOMMENDATIONS
The changes which Emirates airlines will have to make currently are that there have to be promotions of the safety and health factors that are good for the clients. It is very important that there are good promises to provide the best from their side for the clients to be able to have a pleasant travelling from this organization (Abrahamson and Piazza, 2019). Businesses in the market are trying to make a better impact in the market from making use of the social media that is exist so that they would be able to have the right running and processing. Changes are present in all the businesses and they are important for the establishment to make these changes to be able to have a better value in the market according to the customers. Customers needs, demands and expectations are changing rapidly which has to be controlled and monitored to be having a better operations and value for themselves in the market. Issues are that Emirates does not understand the demand right now and the expected satisfaction of the clients is also not being achieved. The organization will have to work for the benefit of the population with the government so that there are going to be better operations and running that is going to be present for the company to have (Ma and et.al., 2018). Experience and value of the firm has to be higher so that they are going to have the right standards of running in the market. Businesses in the market have to make certain that they understand the clients well as well as the employees so that there is a better planning which can be done by the firm.
6. CONCLUSION
It can be concluded from the preceding study that strategic management must be present in the business in order to ensure that better decisions are made. Strategic management lacks the assurance that the business requires and that must be fully comprehended in order for the company to ensure that the proper actions are being implemented.
Strategic management issues and solutions
Proper planning has to existing in the establishment to make certain that the business is being able to have a better running in order to be able to gain the right customer base and portfolio. Emirates airlines is a very experienced and knowledgeable organization which is present in the market and this factor is going to make sure that the business is being able to gain the right running and processing that is present. Feeling and beliefs of the employees also has to be understood well to make sure that there are right actions and improvement that is present for the organization to take. Business has to make certain that there are going to be better running and make sure that there is better functioning.
Limitations and assumptions
Complex processing is present in strategic management that has to be well balanced and maintained in the company to be able to have the right working and processing which would help the business be able to gain a higher economic factor. It is tough to implement changes or strategies since there is resistance but if the employees and communication is strong then the establishment would be able to get the right support. There has to be right transparency that has to be present in the firm to be able to have the right running.
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