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Emirates Airline is one of the largest companies in the Middle East. The company’s headquarter is in the city of Dubai and it employs over 28,000 people from all over the world (Graeme 36). According to Abeyratne, it is estimated that this firm carries over 27.5 million passengers and 1.6 million tons of cargo every year using its fleet of A 330-380 aircrafts (94). The global airline industry is highly competitive and this company is always under pressure to deliver superior services to manage the rivalry in the market (Jannie 78).
The airline has been keen on differentiating its products from those which are by the rival firms. One way of doing this is to uniquely modify its services to meet needs of its diversified customers (Winur and Winur 53). The firm has developed a customized entertainment system for all the passengers on board. Each passenger can now choose the kind of music to listen to or a movie to watch while in the plane. The company has also employed some of the best engineers, pilots, waitresses, and other cabin crew members who understand how to offer unique services to clients. The effort is geared towards ensuring that this firm offers top quality services to its clients at all times.
The report by Bamber, Hoffer, and Nordenflycht shows that Emirates Airline has improved its efficiency by embracing technology at the booking offices, luggage management, and flight checking to avoid long queues at the airport (45). Customers can now book their air tickets remotely as long as they have the internet access. These unique services have their disadvantages such as increased costs of operations. However, the advantages such as increased customer base and high profitability outweigh the disadvantages. This unique strategy explains why this company remained profitable in 2008 global economic recession when other firms around the world experienced economic problems. To maintain this success, Momadu advises that this firm will need to remain innovative in its operations (11).
Works Cited
Abeyratne, Ruwantissa. Regulation of Air Transport: The Slumbering Sentinels. New Jersey: Wiley, 2013. Print.
Bamber, Georhe, James Hoffer, and Dennis Nordenflycht. Up In the Air: How Airlines Can Improve Performance by Engaging Their Employees. New York: Cengage, 2014. Print.
Graeme, Wilson. Emirates – The Airline of the Future. London: Media Prima, 2014. Print.
Jannie, David. United Arab Emirates yearbook 2005. London: Trident Press, 2013. Print.
Momadu, Ahmed. Airlines of the United Arab Emirates: Emirates, Etihad Airways, Emirates Sky-cargo, Air Arabia, Daallo Airlines, Rak Airways, Fly-Dubai, Rus Aviation. New York: Cengage, 2015. Print.
Winur, Jack, and Jane Winur. Travel Industry Almanac Airline, Hotel & Travel Industry Market Research, Statistics, Trends & Leading Companies. Engels, 2014. Print.
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