N.C.R.

D’s STERLING COLLEGE OF ARTS, COMMERCE & SCIENCE

A Project Report
On

Fly Emirates
Service Sector Management
Bachelor of Management Studies

UNDER THE GUIDANCE OF

PROF. VIKAS JADHAV

Submitted by
Khushboo Verma - 43
Noopur Panwar - 27
TYBMS,
JULY, 2010
 Contents
Sr. No. Particulars Page No.

1. Introduction to Services 2

2. Aviation Industry in India 6

3. The Emirates Group 7

4. Features of Emirates 11

5. Fleet: Emirates Boeing 15

6. Emirates TV & Radio 21

7. Emirates Airbus 23

8. Strategies 31

9. Skywards 33

10. Effects 34

11. Conclusion 36

12. References 37

2
What are Services?

Definition:
The generic clear-cut, complete and concise definition of the service term reads
as follows:

A service is a set of singular and perishable benefits,

 delivered from the accountable service provider, mostly in close coactions

with his service suppliers,

 generated by functions of technical systems and/or by distinct activities of

individuals, respectively,

 commissioned according to the needs of his service consumers by the

service customer from the accountable service provider,

 rendered individually to an authorized service consumer at his/her

dedicated trigger,

 And, finally, consumed and utilized by the triggering service consumer for
executing his/her upcoming business or private activity.

Moreover, it means, “an activity or benefit that one party can offer to another
that is essentially intangible and does not result in the ownership of anything. It
production may or may not be tied to a physical product. ”

3
Overview of Service Sector in India
Service Sector of Indian Economy contributes to around 63 percent of India's GDP
during 2009. This sector plays a leading role in the economy of India, and
contributes to around 59 percent of the overall average growth in GDP between
2002-03 and 2009-10.

The services sector has maintained a steady growth pattern since 1996-97, except
for the fall in 2000-01. Trade hotels, transport & communications have witnessed
growth, followed by financial services. The services sector accounted for 62.6% of
India’s total GDP in 2009.

While in most parts of the developed world, the services sector's share of
employment rose faster than its share of output, India witnessed a relatively slow
growth of jobs in the service sector. This is primarily because of the rise in labor
productivity in sectors such as information technology, which is dependent on
skilled labor. Growth in tourism and tourism-related services, such as hotels,
holds a large potential for employment generation.

IT enabled services, such as Business Process Outsourcing, have grown rapidly in

the recent past and will continue to rise. India's large English speaking skilled
work force has made the nation a major exporter of software services and skilled
manpower.

The service sectors of Indian economy that have grown faster than the economy
are as follows:

Information Technology (the most leading service sectors in Indian economy)

 IT-enabled services (ITeS)

 Telecommunications
 Financial Services
 Community Services
 Hotels and Restaurants

4
There has been a 13 percent hike in the service sectors of trade, hotels, transport
and communication in India's economy as compared to the 10.4 percent rise in
the previous year. The financial services that comprise of banks, real estate,
insurance, and business services witnessed a rise of 11.1 percent during 2006-07
against the 10.9 percent growth in the previous year. Service sectors including
community, social, and personal services experienced a growth of 7.8 percent
during 2006-07 as against 7.7 percent growth in the previous year.

The service sector of India has also witnessed a remarkable rise in the global
market apart from the Indian market. It has experienced a rise of 2.7 percent in
2006 from that of 2 percent in 2004. The broad-based services in the trade sector
have undergone a large-scale rise.

A statistics concerning the growth of India's service sectors are listed below:

 The software services in Indian economy increased by 33 percent which

registered revenue of USD 31.4 billion.
 Business services grew by 82.4 percent.
 Engineering services and products exports grew by 23 percent and earned
revenue of USD 4.9 billion.
 Services concerning personal, cultural, and recreational had a growth of 96
percent.
 Financial services had a rise of 88.5 percent.
 Travel, transport, and insurance grew by 23 percent.

5
Examples of service sector employment include:
 Government
 Healthcare/hospitals
 Public health
 Waste disposal
 Education
 Aviation
 Banking
 Insurance
 Financial services
 Legal services
 Consulting
 News media
 Hospitality industry (e.g. restaurants, hotels, casinos)
 Tourism
 Retail sales
 Franchising
 Real estate

6
 Aviation Industry in India
Aviation Industry in India traces back its History to 1912, with first flight from
Karachi to Delhi started by Indian State Air Services and Imperial Airways UK
collaboration.

However the actual instigation of India Aviation Industry was in the form of Tata
Airline by JRD Tata in 1932. He was also the first Indian to get an A-License. In
1946, Tata Airlines was transformed into Air India. At the dawn of independence,
India had nine air transport companies providing both cargo and passenger
services.

In 1953, the Government of India nationalized all existing airline assets and
formed Indian Airline Corporation for domestic air services along with Air India
International for international air services. Until, 1991, these two companies
played monopoly in India. It was only in this year that private airlines were
allotted the 'air taxi scheme', under which they could operate chartered and non-
scheduled services for uplift of Indian tourism. In 1994, as a result of a repeal of
the air corporation act, private airline companies obtained permission to operate
scheduled air services.

Indian Aviation Industry witnessed a major change in 2003, when Air Deccan
introduced budget flying by lowering down the fares to mere 17% of what the
other airlines were charging. Now the list includes Spice Jet, Go Airways and
Kingfisher Air. 'All-business class airline' Paramount Airways also belongs to this
group. These budget airlines have taken up the major Indian Aviation Industry
market share. They have established newer trends in the aviation industry.

7
 The Emirates Group
Committed to the highest standards in everything we do

A fast-growing international airline with one of the youngest fleets in the sky and
more than 400 awards for excellence worldwide, Emirates is one of two key
corporations in the Emirates Group. The other is Dubai National Air Transport
Association (DNATA), one of the largest travel organizations in the Middle East
with over 8,000 employees handling passenger, cargo,
ramp and technical services for numerous airlines at
Dubai International Airport.

Emirates and Dnata are committed to providing their

respective clients and customers with the highest
possible level of professional service.

Emirates Airline is the flag carrier of United Arab Emirates and a major airline of
the Middle East. Its key hub is the Dubai International Airport, which connects it
with an extensive network of international routes. The airline is a subsidiary of
Emirates group, a public international corporation which also holds the honor of
operating four of the longest non-stop commercial flights - from Dubai to Los
Angeles, Sao Paulo, Houston, and San Francisco. It offers extensive air travel in
UAE and Middle East. The airline also maintains a separate cargo division, by the
name of Emirates SkyCargo. It is amongst the fastest growing airlines of the
world, which earned huge revenue of $500 million in 1993.

Emirates currently serve 102 cities around the globe with a young and
technologically advanced fleet of 141 wide-bodied aircraft that are equipped with
industry-leading comforts in the air. Additionally, Emirates has 151 wide-bodied
aircraft on order, worth over US $50 billion, and is the leading customer of the
Airbus A380 with eight in its fleet and 50 on order. The Boston Consulting Group
(BCG) recently named Emirates to its exclusive "2009 Global Challenger" list, while
Fast Company Magazine picked the airline as one of the 50 "Most Innovative
Companies" in the world. Operations on Emirates from New York, Houston, Los

8
Angeles and San Francisco connect America to the world through the airline's
route network with extensive connections from Dubai to the Far East, Australia
and Africa.

History

 Emirates Airlines was founded on March 1985, by the royal family of Dubai.
In fact, two of the initial aircrafts for the airline were provided by Dubai
Royal Air wing.
 Its first flight took off on October 25, 1985, from Dubai to Karachi.
Thereafter, Emirates Airlines reached Delhi and Mumbai.
 During its first year, it carried 260,000 passengers and 10,000 tons of
freight. Gulf Air, part owned by the much wealthier neighboring emirate
Abu Dhabi, had previously dominated air traffic in the region.
 Within the first nine months of its existence, it started showing profits. The
airline launched services to Colombo, Chaka, Amman and Cairo in 1986.
 It kicked off non-stop services to London Gatwick in 1987 and also added
Frankfurt, Singapore and Male to its network later on.

The Gulf War had its impact on Emirates Airlines and its business as well.
However, it was the only airline of the region that continued operations even in
the last ten days of the war. By the end of 1987, Emirates was serving 11
destinations.

 On April 1, 1998, Emirates Airlines acquired a financial stake of 40% in Air

Lanka, along with a management contract, and subsequently changed its
name to Sri Lankan Airlines.
 At the Paris Air Show in June 2003, Emirates announced the largest aircraft
order in aviation history, worth US$19 billion, adding 71 new aircraft.
 It is now the main launch customer for two innovative ultra-modern aircraft
- A340-600 HGW and A380 double-decker super-jumbos.

9
Destinations Covered

 Emirates Airline covers 101 destinations, in 60 countries of the world.

 It flies to Canada, U.S, Brazil, Australia and New Zealand.
 In Europe, it serves France, Germany, Greece, Italy, Russia, England,
Switzerland, Turkey and Malta.
 The airline carries passengers to destinations like India, Pakistan,
Bangladesh, Maldives, Sri Lanka, Malaysia, Singapore, Thailand and
Philippines in Asia and Egypt, Morocco, Sudan, Libya, Angola, Kenya,
Mauritius, Uganda, Nigeria and Ghana in Africa.

Fleet

 Emirates Airlines maintains a fleet 127 aircrafts, consisting of Airbus A330-

200, Airbus A340-300, Airbus A340-500, Airbus A380-800, Boeing 777-200,
Boeing 777-200ER, Boeing 777-200LR, Boeing 777-300, and Boeing 777-
300ER. The airline reviews its fleet frequently, in keeping with its policy of
maintaining a young fleet.
 In 2008, Emirates became the second airline to fly Airbus 380-800, after
Singapore Airlines. It has also ordered for 58 Airbus A380-800, making it the
largest customer of this airbus. The airline’s utilization of its aircrafts is the
highest in the industry, amounting to 13.7 hours in a day.

10
Achievements

 Emirates Airlines is one of the top 10 carriers in the world, on the basis of
revenue, passenger kilometers. It is also the largest airline in the Middle
East, in terms of revenue, fleet size, and passengers carried.
 The airline is the seventh-largest in the world, in terms of international
passengers carried. It holds the status of world's fourth-largest airlines, in
terms of scheduled international passenger-kilometers flown.
 In 2009, Emirates was voted the fifth best airline in the world by research
consultancy firm Skytrax, the earlier positions being ninth (2008), ninth
(2007), fifth (2006), third (2005), second (2008) and today, it is the world’s
largest passenger aircraft.

11
 Normal Features of Emirates Aircrafts
With their award winning, international cabin crew and one of the youngest, most
modern fleets in the skies, their aim is to provide the most comfortable, relaxing
environment for your travels.

First Class
Wide aisles and an airy, expansive environment mean more room for each
passenger. And supremely comfortable sleeper seats mean that you should arrive
at your destination refreshed, even on long journeys.

An advanced hand-held controller lets you personalize your experience, from

adjusting your seat to selecting a movie. And seven course meals on long haul
flights, a selection of fine wines, and award winning in-flight entertainment add
up to a stylish, refreshing flight.

Business Class
The experience starts with our award winning service—our cabin crew will see
that you have everything you need throughout the flight.

With laptop charging, SMS, phone and email from your seat on all aircraft, you
won’t have to miss out on a second of work.

And when it’s time to relax, sleeper seats and lie-flat seats on selected routes
provide plenty of room to spread out and get comfortable, and recline to a lie-flat
position on many of our aircraft.

Economy Class
Emirates Economy Class is designed to give you more room, more comfort and
better service, for an all-round better flight. Thoughtfully designed cabins mean
more space for each passenger.

Complimentary beverages and superb multi-course meals are provided, as well as

personal seatback monitors to enjoy our outstanding in-flight entertainment,

12
whether it’s over 600 channels of on-demand programming on ice or the superb
selection of film, TV and audio on TV & radio.

Economy passengers can stay in touch with SMS, phone and email at their seats,
and of course, every passenger will enjoy the same high standard of service from
our multi-lingual crew that is offered in all cabins.

13
Keep in touch from 40,000 feet
Emirates make it easy to stay connected to family, friends and colleagues on the
ground with a wide range of communications options.

AeroMobile
Use your own GSM mobile phone on selected flights to make and receive calls, as
well as send and receive SMS messages, just as you would do on the ground. The
service is available on over 100 Emirates flights per day and that number is
growing.

In-seat telephone
Use the satellite telephone in every seat to call any phone in the world at only
USD 5 per minute. All major credit cards are accepted, as well as pre-paid
telephone cards (available onboard). You can also use the phone to speak to
someone seated elsewhere on board.

14
SMS and email
You can send and receive SMS and email messages from your TV screen to any
mobile phone or email address in the world for USD 1 per message.

Up to the minute information

Follow the progress of your flight on our moving map channel, Airshow; or enjoy a
bird’s eye view from one of the external cameras. Read up on Dubai, Emirates, or
Skywards, or see live BBC text news headlines, refreshed regularly during the
flight. You won’t have to miss a thing while you’re in the air.

15
 Emirates Boeing 777-220LR
INSIDE
Cabin
The Emirates Boeing 777-200LR has one of the most modern,
technologically advanced cabins in the world.
With extra headroom, more space between in all classes, and features
including ICE on-demand entertainment, SMS email and satellite
telephones in every seat, the 777 brings a new generation of in-flight
comfort and convenience to Emirates passengers.

Award-Winning Service
A high passenger-to crew ratio means an exceptional level of discreet,
personal service from our award-winning multilingual crew.
Whatever your needs, the Emirates crew are there to make your flight
comfortable and enjoyable.

Ambient Lighting

Unique lighting simulates the time of day at your destination, providing the
perfect environment for time zone transition. At “night”, soft stars shine
overhead.

16
ICE

The Emirates Boeing 777-200LR features the ICE system, your personal, and
on-demand entertainment centre, with over 900 channels of video, audio
and games and over 150 movies.
A new feature allows you to view your own videos and pictures in your
personal widescreen monitor via a USB port in every seat. Or become a DJ
for a day and create your own playlist from thousands of songs and
podcasts.

Stay Connected
Stay in touch with family, friends and colleagues on the ground with
satellite telephone, email and SMS via your wireless seat controller.

Don’t lose a moment’s work with USB and laptop chargers in your seat.

Stay informed with real-time news headlines, and track your flight with
Airshow.

Dining
Fresh ingredients, prepared by internationally renowned chefs, make up
the award-winning Emirates dining experience in every class.
From a la carte dine on demand in First class to a variety of choice in
Economy class, superior cuisine is a highlight to every Emirates flight.

Wine
World-class cuisine requires a world-class wine list. Emirates sources the
best quality wines from world-famous regions across its vast route
network, such as France, California, South Africa and New Zealand.

17
First Class
Privacy
The first class compartment
provides the passengers with
Private Suite facility where you can
choose the DO NOT DISTURB sign
on your controller, and relax in
total privacy.

Mini-Bar
The Private Suite comes with a mini-bar
that serves you drinks and snacks at
any time during the flight.

Dine On-Demand
Emirates first class allows you to order
a snack or a full meal at any time from
the attentive staff.

18
Seating
The first class is arranged with
luxurious extra-large seats that
comes with massage settings and is
fully adjustable with the suite’s
wireless controller. It converts into a
large 78” fully flat bed, and attentive
staff turn over the bedding, complete
with mattress, duver and pillows,
when it is time to sleep.

Cosmetic Counter
The first class passengers are provided with their own selection of high-quality
toiletries and cosmetics.

Storage
Each private suite has its own shelf and seat belt for bags them both secure and
handy, and an in-suite rack means coats and jackets remain fresh and wrinkle-free
during flight.

19
Business Class
Lie-Flat Seating
Emirates now offers a new
generation of lie-flat seating in
Business Class on selected aircraft.
With ample room for all passengers
at 78" long when reclined, the new
minipod seats include personal
storage, massage features and a
privacy divider.
An in-seat power supply, dual port
USB and extra-large table provide a comfortable workspace, while hundreds of
channels of entertainment are available
on a 17" widescreen TV.

Privacy Screen
Business class does not obstruct
you whether you are working,
relaxing or sleeping. Emirates
Business class offers the
passengers a new level of privacy
with passenger-controlled screens
between adjacent seats.

Storage
With extra-large overhead lockers, Business class passengers can keep their
carry-on luggage safe and secure. And, as the lockers are set higher in the
ceiling, there is a whole extra foot for headroom, adding up to a roomier,
more spacious cabin.

20
Economy class
Greater comfort, improved legroom and
more features mean a more relaxing
flight.

New Generation Economy Seats

The Emirates Boeing 777-200LR
offers a new generation of travel
for the economy passengers, with
redesigned seats offering more comfort. Also, because of the operation of
ICE, it becomes a new economy experience.

Seating
The latest generation of seats offers
more space. Setback LCD
widescreen opens up a new world
of on-demand entertainment.

21
 Emirates TV & radio
Enjoy great entertainment from around the world

 Emirates TV & radio is offered on many of our routes, offering 15 video and
26 audio channels, as well as 50 video games.

 We can catch the latest Hollywood blockbuster, keep your children

entertained with a classic Disney film, or enjoy top rated TV shows and
sports.

 If we prefer to listen, rather than watch, enjoy music and radio from all
over the world as well as exclusive interviews and the latest albums.

 We can play a round of golf, or even save the world from alien invasion by
playing our extensive collection of video games.

 Live BBC headlines will help us stay in touch with the rest of the world,
while Airshow keeps us informed about your flight and external cameras
give you a bird’s eye view of the world.

22
 Dining
An award winning dining experience combining the fi nest local ingredients with
exquisite fl avors and impeccable service.

Emirates has extended its commitment to offering not just the finest dining
experience in the skies, but a dining experience worthy of the finest restaurants
all around the world.

Eating well is an essential part of the Emirates travel experience and always
impressed its first class passengers on the firsthand and showed how committed
they are to the planning, preparation, and service of cuisine that is worthy of their
passengers’ eminent good taste.

 Breakfast on longhaul flights includes freshly-squeezed fruit juice, assorted

yoghurts and cereals, a choice of three hot breakfast dishes, pastries, bread
and preserves, and a selection of teas and freshly-made coffee.
 Lunch and dinner, which are both preceded by hot canapés, feature seven
courses served from the trolley: a choice of three hors d’oeuvres; soup;
salad; four entrees; two desserts along with five types of cheese, served
with port; fresh seasonal fruit; freshly-brewed coffee, a selection of teas
and liqueurs and friandises/sweets.
 First Class passengers enjoy a complete range of complimentary drinks in-
flight, including cocktails, champagne, and vintage wines, except on flights
to Saudi Arabia.
 With a phone call to the crew on many of our flights, First Class passengers
may order multi-course meals and snacks from an extensive menu at any
time.
 Stylish sundries include hot toast and cappuccino coffee in the morning,
and hot chocolate, Ovaltine and Horlicks in the night on sleeper services.
 All meals are served on bone china tableware, on tray tables laid with fine
linen and flowers.

23
 The Emirates A380
The future of air travel has arrived
The Emirates A380 promises customers in all classes a whole new travel
experience. Designed to transport passengers on long-haul journeys in
unmatched comfort, the Emirates A380 boasts First Class Shower Spas, a spacious
onboard Lounge, and our award-winning ice in-flight entertainment system
offering over 1,200 channels of movies, music and games on-demand in all
classes.

Emirates A380 First Class

The Emirates A380 revolutionizes the First Class travel experience

 Enjoy your own sanctuary in spacious private suites, each equipped with an
electrically operated sliding door, a personal mini-bar, adjustable ambient
lighting, and its own vanity table, mirror and wardrobe.

 Every seat has a built-

in massage system,
with adjustable speed
and intensity. Our
Emirates A380 crew
will convert your seat
to a fully flat bed with
a mattress, so you can
arrive at your
destination relaxed
and refreshed.

24
 Each suite in the A380 has a 23” television screen, allowing you to explore
over 1,200 on-demand video and audio channels of our award winning ice
Digital Widescreen entertainment system.

 The privacy divider separating

the adjoining suites in the
centre row can also be lowered,
allowing you to share the
experience with your travel
companion.

 Dine-on-demand meal
service, allows you to order
from our a la carte menu any
time you desire.

 Making your experience of

the Emirates A380 truly
memorable, you will be
treated to the excellent
service from our award
winning multilingual crew from over 100 nations.

25
First Class Social Area & onboard Lounge
In the First Class Social Area, located at the front of the upper deck of the
Emirates A380, a unique water feature together with mood lighting creates a
serene ambience.

A selection of delicacies by
leading international chefs,
have been prepared to entice the most discerning of palates. On offer at the bar,
will be a selection of beverages, as well as some of the finest world-class wines
carefully selected by our sommeliers.

26
Emirates A380 Shower Spa
For the first time in aviation history you can indulge in an invigorating shower at
43,000 feet.

Located on the upper deck of the Emirates A380, in front of the First Class cabin
are two exquisitely designed
onboard Showers for our
First Class customers. Arrive
at your destination
revitalized and refreshed.

Emirates A380 provides signature Timeless Spa products with a choice of two
shower kits - The Timeless Spa Revive Kit and The Timeless Spa Relax kit.

This range has been designed

exclusively for Emirates, using
only the finest natural and
indigenous ingredients.

27
Emirates A380 Business Class
To ensure you arrive at your destination rested and relaxed, every Business
Class seat on the Emirates A380 has an aisle access and converts into a fully flat
bed

Using your touch-screen wireless seat controller to adjust your seat and to select
channels on demand, you can tailor the entire experience to suit your own
preferences.

Your seat extends to form a flat bed

up to 79" long. The seats include
personal storage, massage features
and a privacy divider. For your
convenience, every seat has access
to the aisle.

An in-seat power supply for

laptops, dual port USB and extra-large table provide a comfortable workspace,
and over 1,200 channels of ice entertainment are available on a 17" Digital
widescreen TV.

To add to your personal comfort

you’ll find a built-in mini-bar in
every seat.

28
Emirates A380 Onboard Lounge
Sit back on one of our sofas and
Enjoy your flight in a relaxed and social environment

Stretch your legs during the flight and take a walk to the spacious Lounge on
board the Emirates A380. Read a newspaper, listen to music or simply enjoy the
view from the aircraft’s external cameras.

A variety of drinks and hot and cold beverages are available throughout your
flight. Our Lounge attendant is available at all times to assist customers with their

29
requests, ensuring that your time in the First Class and Business Class Lounge is a
tasteful and enjoyable experience.

Emirates A380 New Generation Seating

New

generation Economy Class with non-stop entertainment

Adjustable headrests, more space and a sliding base allowing deeper seat recline,
means more comfort for our Economy Class passengers on the Emirates A380.

Of course, the award-winning, multilingual cabin crew from over 100 nations is on
hand to provide everything the passengers need throughout the flight.

30
 Introducing ICE Digital
Widescreen
ICE: Experience Ground-Breaking In-flight
Entertainment

INFORMATION
Follow the progress of your flight, or take in the view from the aircraft’s
external cameras. Keep in touch with live business, news and sport
headlines from BBC News, and read up on Dubai and Emirates.

COMMUNICATIONS
Phone, SMS or email the world below direct from your seat or call friends
and family seated elsewhere on the aircraft.

ENTERTAINMENT
Over 1200 channels of premium entertainment to keep you busy during the
flight. The latest and best movies, television, audio and games from around
the world.

31
 Strategies
Emirates Airlines has an extremely attractive business model, which has paved the
way for them becoming the fastest-growing international airline. The company is
well renowned within the industry for excellent service around the globe. This
success is widely attributed to Emirates' attention to fundamental strategic detail,
and has thrived through competition, despite by being owned by the government
of Dubai.

Quality Control

Quality control is the cornerstone of Emirates Airline's fundamental success. From

the creating and maintaining a state-of-the-art airline fleet to keen attention on
how they treat their customers in each aspect of their business, everything is
done with the very highest standards being applied.

Extensive Aviation Training

The aviation education arm of the airline's business is a key fundamental strategy
to the company's success. Not only does it continue to add and keep key aviation
talent within their employment, but it creates a huge footprint as it trains other
people within the industry. This image and brand recognition alone that is
generated from this particular business segment renders it a valuable strategy.

International Airline Information Technology Development

Emirates Airlines has leveraged their international airline domain knowledge into
another key profit center, involving the development of software for the industry.
The strategy of using their knowledge and trained programmers to create an IT
development company for the international airline industry is an excellent
addition to Emirates' portfolio of business strategies.

32
Resort, Hotel and Tourism Strategy

One of the more unique fundamental level strategies is how the company has
successfully moved into the resort and tourism space: They have done so through
the creation and acquisition of various resorts and spas, as well as by placing a
huge emphasis on quality control, all of which has drawn great praise and, at the
same time, lots of business. In addition, the company has built a tourism service
around this area of the business, fueling more growth from this particular
fundamental level strategy.

33
 SKYWARDS
Member Rewards
With Skywards, it's not just about earning and spending Miles - it's about
managing your journey, going beyond the travel experience and enjoying the real
privileges of a more rewarding frequent flyer programme.

One of the most exciting aspects of being a Skywards member is the ability to
earn and spend Skywards Miles with Emirates, and our prestigious global
partners.

Earning Skywards Miles

Skywards membership gives you three easy and direct ways to earn Skywards
Miles - through flights with Emirates, our partner airlines and through our non-
flight partners, such as Le Meridien, Jumeirah, Citibank, Hertz, Damas,
InterContinental Hotels and many more. The more Miles you earn, the more
rewards you can enjoy.

Spending Skywards Miles

There are a host of opportunities for redeeming your Miles, with the most
popular reward being flights to hundreds of exciting destinations. You can also
use your Skywards Miles to upgrade your flights, shop at The Emirates High
Street, or broaden your travel experience with exclusive holiday and leisure
rewards offered by our partners.

34
 Effects on Customer, Society and Organization

Customers
Satisfaction
The passengers and regular travelers of Emirates have a high satisfaction level
because they are very much pleased by their services. Due to such reputed and
world-class services the customers have become frequent flyers and thus they
enroll themselves to the SkyWards scheme by Emirates.

Benefits
 Elegant class of traveling:
o The customers enjoy pleasured services of first, business and
economy class. The customers are therefore provided with choices to
opt for the seating according to their preferences.
 Entertainment for Kids:
o There are separate services for kids where they are entertained via
the ICE entertainment. Kids can play virtual games similar to the way
of Xbox and PlayStation.
o The games are available for kids ranging from 5 to 12 ages.

Competitive Advantage
 Emirates’ main surviving factor is their world-class services to their
passengers because of which the customers travel on their fleet for long
time.
 The cost of traveling, as compared to other international players, is very
low. Thus, customers enjoy economy.

35
 Society

It is a known fact that Airline Companies need to adopt strategies that provide
them with a good corporate image. For instance, some Airlines may decide to
take part in environmental sustainability projects such as tree planting.
Additionally, some companies may also exercise extra caution in terms of the
quantity of waste that they send to the landfill. This is something that seems to be
taking a lot of attention from Airline companies. Lastly, the issue of recycling is
also taking up a lot of precedence in the Airline industry. Emirates are offering
recyclable cutlery to their clients in order to further this campaign. All in all, it
should be noted that most environmental campaigns in the Airline industry are
part of the corporate responsibility strategy within a specific Airline Company.

Organization
 Profits
o Emirates marked Record Profit Increase in 2009-2010.
o Emirates Group net profits increased to US $1.1 billion for the
financial year, which ended March 31, 2010.
o Group revenue remained stable at US $12.4 billion reflecting lower
passenger and cargo yields offset by increased traffic.
o Profit margin improved to 9.1 percent from 2.6 percent a year
earlier.
 Market Share
o Based on management's ongoing success in expanding the
Company's double-hull bunkering fleet, combined with the recent
acquisitions of Verbeke Bunkering N.V. and the Shell Las Palmas
terminal, they expect to significantly increase their market share for
the global supply of marine fuel and drive future performance."
o Emirates as on today have gained 55% market share of international
airlines.

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 CONCLUSION
 Emirates Airlines was started in the year 1985 and has undergone
numerous changes over those two decades. It is now the best Airline in the
Asian Pacific region with awards for innovation in its in-flight entertainment
systems.

 It has got the best of services for its passengers which tempts them to
travel with Emirates frequently.

 The first class cabins and its services in Emirates’ fleet are world class and a
treat for the passengers.

 Moreover, Emirates belongs to the Dubai government which means that

there cannot be any deficiency in terms of infrastructural and tourism
development.

 The company has also gained a lot of mileage for its Open skies strategy. It
believes that free market solutions are the best drivers for any Airline
Company and this is why the company has stayed away from mergers and
acquisitions.

 However, the company needs to embrace more global markets and this will
force it to comply with some of the rules in operation within those markets.
This means that the company will have to relax some of it open skies policy.
It will also have to embrace online systems as a sound marketing tool in the
global arena.

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References
1. www.google.com
2. www.emirates.com/in
3. www.managementparadise.com
4. www.dubaitourism.ae
5. http://www.fundinguniverse.com/company-histories/The-Emirates-Group-
Company-History.html
6. http://www.indiahousing.com/infrastructure-in-india/aviation-industry-in-
india.html
7. http://www.prnewswire.com/search-
results/news/emirates+market+share-7-days-page-1
8. http://www.prnewswire.com/news-releases/emirates-group-marks-record-
profit-increase-in-2009-2010-93591614.html

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