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emirates airline in 2017 case study

Category: Business Paper Type: Homework Reference: APA Words: 1500

Supply Chain Management and Competitive Strategy
Background of the Company
. An emirate is the biggest international carrier in 2015. According to the revenue, it is on the seventh largest airline in the world. This airline was on the fourth number in 2014 in term of the international passenger carried, and is the third largest in term of the scheduled passengers –kilometer flown. This airline announced the civil aviation when it signed the contract for the 120 Airbus A350. In 2013 or 2014, which is the financial year, Emirates carried about the 44.5 million passengers and about 2.25 million tones of the cargo?

Emirates Qatar and Etihad make the move on the US. Three big Gulf airlines accelerate the push in the market of the world’s largest aviation. This airline delivers the more people in every week from the airport of the New York’s Kennedy to the Dubai than the airlines of America flies to the Delta Airlines or London to the Atlanta from JFK. In past years Eithad Airways, Qatar Airways In addition, Emirates boosted the large number of the flights of the US. (MCCARTNEY, 2014)

In this year Doha, based Qatar began to flying in the Miami, Philadelphia and Dallas. In the next month when Etihad adds Dallas nonstops from its home in the Abu Dhabi from all three airlines of Gulf, will compete head to head in the four cities of the US. Emirates, Qatar and the UAE have the world’s best airlines, on the business class from the Rome to Boston.

Emirate group is very gainful business with the turnover of the about US$15.6 billion over about the 50,000 employees. Emirates is the rapidly expanding their business and become the award winning international airline. Today this airline has more of the 233 latest aircrafts with the worth of about the US$ 84 billion. This airline is also monitoring and implementing the sales strategies in the territory only to ensure that the traveling public and the travel trade in general have awareness about the competitive prices, variety, existence and the quality of the products of the Emirates that are available. Emirates must take the competitive advantages, core competencies to overcome the kind of the situations and for mapping out the strategic objectives for sustaining in the future.

Strategic Analysis of the Environment, Resources and the Objectives
PEST Analysis
Political Forces:
Air travel between the different countries is by the agreement of the negotiation. Regulations of the Aviations between the governments greatly affect the success of the operations of the Emirates airline. In Dubai Emirates airline is an unprotected mark. Emirates has grown in the stature and the scale not through the protectionism but with the help of the competition. Emirates enjoy the different benefits in the shares of global market from the entering of the international destination such as the New Zealand, America, and Australia due to the full traffic right agreement from the two governments. Due to the further liberalization in the industry, competition is becoming intense in this industry.

Economic Forces
Emirates demand for the travel depends on the enormous economic conditions. Elliot, Pride and Waller contended that the changes in the economy and the current economic condition have great impact on the marketing strategies and the success of the organization. Emirates developed and grew their business in the United Arab Emirates, which have very strong economy; beside this Emirate selected the markets to operate have stable and the powerful economies. Stable economy of any country plays important role in the success and the development of the airlines due to the increasing demands of the air travel by the people who have high income for leisure and the business. Recent downfall in the economy has significant impact on the industry. Some of the major airlines cut international and the domestic capacity further in 2009 due to the fall of the economy in the last quarter of 2008.

Social and cultural:
Cultural and the social factors also influence the development of the strategies. Emirates operate have the cultural diversity in both the international and the domestic markets. Australia, Dubai, U.K, USA and Canada have multicultural. Benefits come from t e verity of the trends like lifestyle, religion, and attitude and by the values that the people have of that country. The target market of the Emirate is the countries, which have the strong economy. It is also true that in the countries of the Europe most of the people have the strong demands on the annual holidays.

Technological Forces:
Latest technology is playing important role in the success of the airline industry. For creating, the advantages in the airline industry the need of the technology become the first mover in the Emirate airline. Emirate has full awareness about the sustainable investment and the principles for pursuing the latest technology. Emirates are already most modern and the youngest fleet in all around the world. Emirates also signed in agreement of flight mobile with the Aero Mobile. In the last many years, Emirate has been awarded the different awards such as the world’s airline technological advances.

Assignment on Strategic Supply Chain Management-Case Study of Emirates Airline By ABC Date: Table of Contents TOC \o "1-3" \h \z \u Part 1 PAGEREF _Toc418880934 \h 41.1: Supply Chain Management and Competitive Strategy PAGEREF _Toc418880935 \h 4Background of the Company PAGEREF _Toc418880936 \h 4Strategic Analysis of the Environment, Resources and the Objectives PAGEREF _Toc418880937 \h 5PEST Analysis PAGEREF _Toc418880938 \h 5Political Forces: PAGEREF _Toc418880939 \h 5Economic Forces PAGEREF _Toc418880940 \h 5Social and cultural: PAGEREF _Toc418880941 \h 6Technological Forces: PAGEREF _Toc418880942 \h 6Sustainability: PAGEREF _Toc418880943 \h 6Porters Five Forces: PAGEREF _Toc418880944 \h 6Threat of the New Entrants: PAGEREF _Toc418880945 \h 6Rivalry among established companies: PAGEREF _Toc418880946 \h 7Bargaining power of the Buyers: PAGEREF _Toc418880947 \h 7Bargaining power of the Suppliers: PAGEREF _Toc418880948 \h 7Substitute Products: PAGEREF _Toc418880949 \h 7Objectives and Resources: PAGEREF _Toc418880950 \h 8Strategic Decision: PAGEREF _Toc418880951 \h 8Supply Chain: PAGEREF _Toc418880952 \h 9Finance for Supply chain: PAGEREF _Toc418880953 \h 91.2. Customer fulfillment and environmental scanning PAGEREF _Toc418880954 \h 9Satisfaction of the Customers: PAGEREF _Toc418880955 \h 10Customer Segmentation; PAGEREF _Toc418880956 \h 10SWOT analysis: PAGEREF _Toc418880957 \h 11Strength: PAGEREF _Toc418880958 \h 11Weaknesses: PAGEREF _Toc418880959 \h 11Opportunities: PAGEREF _Toc418880960 \h 11Threats: PAGEREF _Toc418880961 \h 111.3: Supply chain processes thinking and order fulfillment PAGEREF _Toc418880962 \h 11Strategies as a part of the SCM PAGEREF _Toc418880963 \h 11Supply Chain and SCOR model: PAGEREF _Toc418880964 \h 12Relationship Management and the Communication management: PAGEREF _Toc418880965 \h 12Goals and Strategies: PAGEREF _Toc418880966 \h 13Part2: PAGEREF _Toc418880967 \h 132.1. Strategic supply chain costing and performance measurement PAGEREF _Toc418880968 \h 13Tools Support the Strategies: PAGEREF _Toc418880969 \h 14Measurement tool for the operations, sources and logistics or customer satisfaction PAGEREF _Toc418880970 \h 14Measuring of the SCM Performance: PAGEREF _Toc418880971 \h 142.2: Competencies and outsourcing PAGEREF _Toc418880972 \h 15Core Competencies: PAGEREF _Toc418880973 \h 15Out Sourcing of Emirate Airline: PAGEREF _Toc418880974 \h 15Make-or-buy analysis, which influence the company: PAGEREF _Toc418880975 \h 152.3: .Supply chain rationalization PAGEREF _Toc418880976 \h 16Part 3 PAGEREF _Toc418880977 \h 163.1. Supply Chain Relationships PAGEREF _Toc418880978 \h 16Right type of relationship with SC member PAGEREF _Toc418880979 \h 16Practices that promote successful alliance PAGEREF _Toc418880980 \h 17Elements of an effective negotiation strategy for strong SC Relationships PAGEREF _Toc418880981 \h 173.2. Sharing information across the supply chain PAGEREF _Toc418880982 \h 18SC-related information technologies and information systems PAGEREF _Toc418880983 \h 18Use the Internet and e-commerce in its supply chain management practices PAGEREF _Toc418880984 \h 19Part 4 PAGEREF _Toc418880985 \h 194.1.Supply chain Mapping PAGEREF _Toc418880986 \h 20Design of supply chain: PAGEREF _Toc418880987 \h 21Business purpose: PAGEREF _Toc418880988 \h 21As-is supply chain: PAGEREF _Toc418880989 \h 21To-be supply chain: PAGEREF _Toc418880990 \h 21Integration of supply chain: PAGEREF _Toc418880991 \h 22Supply chain performance: PAGEREF _Toc418880992 \h 22Conclusion: PAGEREF _Toc418880993 \h 22Recommendations: PAGEREF _Toc418880994 \h 22References: PAGEREF _Toc418880995 \h 23 Part 11.1: Supply Chain Management and Competitive StrategyBackground of the Company. An emirate is the biggest international carrier in 2015. According to the revenue, it is on the seventh largest airline in the world. This airline was on the fourth number in 2014 in term of the international passenger carried, and is the third largest in term of the scheduled passengers –kilometer flown. This airline announced the civil aviation when it signed the contract for the 120 Airbus A350. In 2013 or 2014, which is the financial year, Emirates carried about the 44.5 million passengers and about 2.25 million tones of the cargo? Emirates Qatar and Etihad make the move on the US. Three big Gulf airlines accelerate the push in the market of the world’s largest aviation. This airline delivers the more people in every week from the airport of the New York’s Kennedy to the Dubai than the airlines of America flies to the Delta Airlines or London to the Atlanta from JFK. In past years Eithad Airways, Qatar Airways In addition, Emirates boosted the large number of the flights of the US. CITATION SCO14 \l 1033 (MCCARTNEY, 2014)In this year Doha, based Qatar began to flying in the Miami, Philadelphia and Dallas. In the next month when Etihad adds Dallas nonstops from its home in the Abu Dhabi from all three airlines of Gulf, will compete head to head in the four cities of the US. Emirates, Qatar and the UAE have the world’s best airlines, on the business class from the Rome to Boston. Emirate group is very gainful business with the turnover of the about US$15.6 billion over about the 50,000 employees. Emirates is the rapidly expanding their business and become the award winning international airline. Today this airline has more of the 233 latest aircrafts with the worth of about the US$ 84 billion. This airline is also monitoring and implementing the sales strategies in the territory only to ensure that the traveling public and the travel trade in general have awareness about the competitive prices, variety, existence and the quality of the products of the Emirates that are available. Emirates must take the competitive advantages, core competencies to overcome the kind of the situations and for mapping out the strategic objectives for sustaining in the future. Strategic Analysis of the Environment, Resources and the ObjectivesPEST AnalysisPolitical Forces: Air travel between the different countries is by the agreement of the negotiation. Regulations of the Aviations between the governments greatly affect the success of the operations of the Emirates airline. In Dubai Emirates airline is an unprotected mark. Emirates has grown in the stature and the scale not through the protectionism but with the help of the competition. Emirates enjoy the different benefits in the shares of global market from the entering of the international destination such as the New Zealand, America, and Australia due to the full traffic right agreement from the two governments. Due to the further liberalization in the industry, competition is becoming intense in this industry. Economic ForcesEmirates demand for the travel depends on the enormous economic conditions. Elliot, Pride and Waller contended that the changes in the economy and the current economic condition have great impact on the marketing strategies and the success of the organization. Emirates developed and grew their business in the United Arab Emirates, which have very strong economy; beside this Emirate selected the markets to operate have stable and the powerful economies. Stable economy of any country plays important role in the success and the development of the airlines due to the increasing demands of the air travel by the people who have high income for leisure and the business. Recent downfall in the economy has significant impact on the industry. Some of the major airlines cut international and the domestic capacity further in 2009 due to the fall of the economy in the last quarter of 2008. Social and cultural:Cultural and the social factors also influence the development of the strategies. Emirates operate have the cultural diversity in both the international and the domestic markets. Australia, Dubai, U.K, USA and Canada have multicultural. Benefits come from t e verity of the trends like lifestyle, religion, and attitude and by the values that the people have of that country. The target market of the Emirate is the countries, which have the strong economy. It is also true that in the countries of the Europe most of the people have the strong demands on the annual holidays. Technological Forces:Latest technology is playing important role in the success of the airline industry. For creating, the advantages in the airline industry the need of the technology become the first mover in the Emirate airline. Emirate has full awareness about the sustainable investment and the principles for pursuing the latest technology. Emirates are already most modern and the youngest fleet in all around the world. Emirates also signed in agreement of flight mobile with the Aero Mobile. In the last many years, Emirate has been awarded the different awards such as the world’s airline technological advances. Sustainability:Environment degraded the climate changes and the global warning and the industry of the airline has been a factor to faster growing the sources of the greenhouses and the emission of the gas. Emirate airline is also working hard to develop the biofuel for the jets. Emirate airline need to enter in the partnership of the environment for the builders of the aircraft for the eco-friendly aircrafts, landing and the quieter takeoffs and the sustainability reducing the impact of the environment. CITATION Vin09 \l 1033 (Vinh, 2009)Porters Five Forces:Threat of the New Entrants: Markets with the high profit are increasing the level of the competition. To compete with their competitors some of the firms enter to take some of the markets shares away. Asia Pacific region is example which have the dynamic markets, which enjoys the increasing growth rate and outbound with 25% in 2010. Emirates with the other players in this industry have thrives to exploit high profitable and the new regional markets as the demand growing. Rivalry among established companies: Emirate compete with some of the other airlines such as the Lufthansa and the Air France-KLM, these are the two largest airlines of the Europe, in the Asia Pacific region with Cathy Pacific, and in America with the united airlines. The network of the well established airlines operate with the same destinations such as the UK, NZ, Hong Kong and America. With the latest technology, the competition in this industry is becoming aggressive. Bargaining power of the Buyers:Due to the intense competition in the Airlines Emirates now faces many threats the customers have ability to the demands of the product, with the high quality and low prices with the higher services. That is the reason, that Emirate is unlikely to exhibit the high rate of the turn over only for reducing the prices of the different products and investing more in the innovation of the products. Bargaining power of the Suppliers: Airbus and the Boing are the two important dominant aircrafts producers in the world of the airline. Emirates still is facing some of the threats of the delivery delays and paying high prices of the products. Emirate depend o the suppliers who require the differentiated products while the suppliers have high expertise. Substitute Products: Most of the airlines have the similar features like the good quality, low prices and excellent services. For example, substitute products to the Emirates are the Cathay Pacific, Qantants and the Singapore airline. Emirates also face some of the challenges when their competitors launch new products on the global level. Objectives and Resources: The objectives and the goals of the Emirates is to improve and retain the travelers of the frequent business class to market share and also increase the market share in every year. Emirate also promotes the tourism activities of the Dubai and introduces Dubai to the world. It is also an objective of the Emirate is to tap the markets of the low carriers to achieve the company’s return on the investment. Emirate group of the human resources department support the vision of the company and struggling for the creation of the flexible and the innovative human resources solution. These solutions support the commercial targets and the business growth of the Emirates airlines. The team of the resources also ensures about the effective relations of the employees through the professional compliance with the different procedures and the policies. Emirate planning unit of the resources is the in charge of the resources requirements and the planning for the medium and the long term. This unit plays the important role for the restoring the duty of the staff, as well as to manage and leave the allocation the training nomination. CITATION Kam12 \l 1033 (Mnisri, 2012)Strategic Decision: The growth of the Emirates had effects on many companies, which are operating in the atmosphere of Airlines such as the Air France; this growth was on the reason that leads to the merge. Growth of the emirate drives the Airfrance with the Airline of Etihad to cooperate with the competitors of the Emirates. Strategic decisions of Emirate also affect the Air France, beside this Emirate also wanted reposition as the transporters on the global level. Emirate also serving the travelers who comes from Australia, Asia and Europe and stopping in Dubai, it is very difficult for the Australian and to European companies. CITATION Ahm10 \l 1033 (JAMMOUL, 2010) Supply Chain:The main base of the Emirate airline is in the international airport of Dubai. This airline referred by Emirates and established in 1985 by the government of Dubai, Source: http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/by-region/middle-east-and-north-africa/the-united-arab-emirates-agri-food-supply-chain/?id=1410083148794 Finance for Supply chain:The financial program of Emirate airline is too unlocks the liquidity and pay it to the suppliers immediately after providing the funding of Citi. Customer fulfillment and environmental scanning 1.2. Customer fulfillment and environmental scanning Supply chain management becomes an important part of the companies and it is the pre-requisite of each airline for maintaining the competitive position in the market. Emirate had operations department and the procurement department, which is responsible for managing the material and the information data to be the supplier’s supplier to the customer’s customer. In 2004, Emirate faces many problems in the functioning of the aircrafts. The management team of Emirate decides to restructure the operations, procurements and the logistics of the business. The engineers of the Emirates used the advanced and the best technology for the repairing of the aircraft, servicing and maintaining. to meet the benchmark of the industry all aspects of engineering including the planning ,quantity, maintenance and the logistics are efficiently implemented and managed by the highly professional and the experience professionals who have knowledge about the supply chain management. Effective supply chain management has strong IT system, and provides the support to managing all the operations and productivity of the organization. Supply chain also helps Emirate airlines to control the prices of the products and try to provide the good services to their customers. With the efficient IT system the costs of the material or the warehouses reduces. It is very helpful to bring the innovation in the products or to remove some of the issues that the Emirate is facing. With the effective supply chain system, it becomes easy for the organization to deliver products on the time. Supply chain system of Emirate is very effective which play important role to manage all the functions or the operations of the company, or to reduce all the other issues which creating problem for company. CITATION Ali121 \l 1033 (Subbar, 2012)Satisfaction of the Customers: Emirate Airline is monitoring and satisfying their customers with the help of the effective supply chain system. Because the supply chain of the Emirate have an efficient IT system. Which control or monitor all the activities of the company? Beside this for increasing the satisfaction level of the customers company provide the good services and facilitate them with the different ways. Due to their good services, this airline becomes the world’s best airline. Management of Emirate airline is very efficient, who properly perform their duties. For increasing the efficiency of the productivity, company uses the latest technology and advanced supply chain management system. Customer Segmentation; Emirate firstly targets the Elite class customers then the foreign tours, business class and the e4steem need people. However, the first preference of this airline is the Elite class people. SWOT analysis: Strength:Emirate airline has strong workforce with the 50, 000 employees. The environment of this airline is very friendly. It is well known brand in all around the world. Beside this Emirate, effectively manage the needs of the target customers and have strong corporate culture. Weaknesses: Salaries of the employees are not good regarding their performances. Labor policies of the Emirates need to be revised and does not cater lot of the places in the US. Opportunities: Tourism Australia and Emirate signed a global contract for the shared marketing actions. Emirate has contract for the development of the series of the joint activities. Emirate and Dubai open about 60 highly aviation and signed on the ministry of the tourism. Threats: Increasing costs of the fuel and slowdowns are main threat for this airline. Competition in the airline industry increases in the Middle East. CITATION Dan14 \l 1033 (Freudenberg, 2014) 1.3: Supply chain processes thinking and order fulfillmentStrategies as a part of the SCMSupply chain management of the Emirate airline is very effective and full supporting the functions of the Emirate airline, which is playing important role to increase the profitability of the company. For the effective supply, chain management of company is using the different strategies. Management of the company decides whether it is necessary to restructure the routes or not, and focus on the profitable routes. development of the leadership of emirate help firm top maximize the returns on the investments, by getting the right capabilities, right people at the right time into the right role. Emirate airline offer the services through the three key services like leadership transportation, capability assessment and talent management. Collective talent of the leadership has proved in the field of the expertise. Leadership of this airline is very talented, and playing their duties effectively and efficiently and using different strategies for attracting the more customers. for this Emirate airline bring the innovation in their products for attracting more customers . CITATION Jac12 \l 1033 (Jacky, 2012)Supply Chain and SCOR model: Supply chain structure of the Emirate is very efficient and effective, SCOR model work like the supply chain. in which first of all company make the plan ,then get the external resources and make the product after making company deliver the product to the customers, and in the end get the returns. Source:http://www.intechopen.com/books/supply-chain-management-new-perspectives/information-gathering-and-classification-for-collaborative-logistics-decision-making Relationship Management and the Communication management: Emirate uses the specific database for the CRM, which run during the flights for maintaining the profitability lasting relationship with their customers. Emirate provides the 1000 pursuers with the help of the HP tablets. Emirate focused on the personalized services to attract the customers or to create the strong relations with them. Beside this Emirate offers some of the loyalty programs and the business rewards for the motivation of the employees. Emirate have friendly environment due to which they openly communicate with their employee. Management this company is very talented and efficient. They are trying to improve the profitability of the company .fort this they use the latest technology for the performing the functions of the company. Due to the friendly environment, they have strong relations with their company. Goals and Strategies: Goal of the company is to reach on the top by excelling at what we do. For achieving their goal company is making the different strategies. For attracting the more customers company providing the different facilities so that customers feel satisfaction. For this company is making the strong relations with the management and their customers. The focus of the company is their customers. for this company using the latest technology and updated the supply chain structure, in which they have the latest IT system. Part2: 2.1. Strategic supply chain costing and performance measurementEmirate operates in the highly competitive market, therefore Emirate trying to improve their services continuously. Emirate is the second company, which give orders for the biggest airplanes in the world. Because of the improvement in the services, this company is ranked o n the top according the services of the customers. Emirate made their services more differ and profession able. Emirate also launches the new marketing campaigns for competing with their competitors. Emirate competes in the pricing. Emirate receives the subsidiaries from the government for to run the fully commercial airline. Emirate also pays the same airport charges to the other airlines which operating in Dubai. Emirate also pays the comprehensive staff healthcares and housing. As the correction of the illustrate facts there is hardly a competitive advantages . Tools Support the Strategies:There are they different tools that the company is using for satisfying the customers or getting the top position in the airline industry. For this company using the latest technology and the latest or the updated supply chain system, in which they have the IT system for increasing the efficiency of the operations. Beside this company is creating the friendly environment in the company, or making the strong relations with their customers. Measurement tool for the operations, sources and logistics or customer satisfactionCompany measures the sourcing, operations and the satisfaction of the employees after getting the information from the employees. Company has the strong relations with its customers. Beside this company use, the latest advanced IT system for controlling or monitoring the operations of the airline. By the use of this system, the efficiency of the company also increases. That is the reason that customers prefer this airline than the any other. Beside this, this airline has highly talented management and the leadership who are playing the important role for increasing the satisfaction of the customers. IT system helps for the measurement of the operations or t5he sourcing of the company. Measuring of the SCM Performance: There are the different ways to determine the performance of the supply chain, different companies measuring the performance of the supply chain. Emirate also uses the different matrix for measurement of the supply. Supply chain analytics have the method for revolving into the abstract mathematical formula and the figures; nothing is simpler than the measurement of the cash to cash. in the core of the period of the time between paying the supplier and getting the money back in the form of the income. There are the three components for making cash cycle inventory payables, receivables present the accurate picture of the supply chain performance. CITATION Lar00 \l 1033 (Lapide, 2000)2.2: Competencies and outsourcingCore Competencies: Emirate has the threshold resources include the office equipment, finance resources, head quarters and employees. Emirate also has the core competencies in the shape of the management team. Resources of the Emirates have the threshold competencies, which include the operations of on time delivery, online booking and point to point routing. beside this core competencies of Emirate is no frill strategy, IT development and the route policy strategy. Out Sourcing of Emirate Airline: Out sousing, is the feature on the airline industry in the days of the commercial aviation? Emirate airline outsource a broad range of the business sources baggage, aircraft maintenance and ground handling in catering the flight, which may not be performed or provided by the airline, all, and some of its reservation departure control system and ticketing will maintained or provided by the service –providers on its behalf. Although aviation is one of the most international of the industries, it had some of the restrictive rules of control or the ownership. There are many of the aspects that the Emirate airline operations can be outsourced. These operations are engineering and the maintenance, loyalty programs, customer services operations and the in flight services. These are the different outsources that Emirate get to satisfy the customers. CITATION AHB12 \l 1033 (AHB, 2012)Make-or-buy analysis, which influence the company: Emirate established the strong network alliances over the international destination. Beside this Emirate continuously investing in the fleet and enjoying the high profitability ratio. Company has the ability to increase the capability for maintaining the fixed cost as compared to the other players; it has the global market with the greater geographical coverage. It creates the high barriers for the new entrants due to the high scope of the business. Brand image or the appropriate strategies influence the company for achieving the goal of the company. Customer becomes loyal and chooses Emirate for travelling. Increasing profitability of the company also influence for achieving the goal of the company. 2.3: .Supply chain rationalizationThe supply chain network of the Emirate airline primary dived into the three chains, which are interlinked. Emirate providing the facilities and the top quality aircrafts within the fleet to the Emirate group to meet the requirements of the passengers or the customers. Product management signed between the suppliers and the procurement department, to ensure that the airline provided the aircrafts according to the specifications. Suppliers of the Emirate have an agreement with the suppliers and the direct suppliers to ensure about the finest raw, material for the manufacturing of the fleet with the precision. The supply chain of the Emirate is very effective, because it have the IT system. Due to which the efficiency of the organization increases. The use of the IT system in the supply chain increased the productivity and the profitability of the organization. Supply chain of the Emirate is very effective to compete with the competitors. Company is also bringing the innovation in the products for satisfying customers to attract the more customers. Talented management is acting very carefully for achieving the mission or the vision of the organization. Part 33.1. Supply Chain RelationshipsRight type of relationship with SC memberSupply Chain means all parties, which include sales and marketing, procurement. Stores and purchase, suppliers, transportation and logistics, manufacturing, human resources, finance and operation, information technology, distribution, quality control, retailer and the customer care these are very important in the supply chain. Provide full compensate and develop the best relation to the supply chain member and provide best motivation to the SC members. So the objective of the supply chain is maximum satisfaction to customer. Emirate air lines objective is to best relation with the supply chain member and fulfill the requirement of the customer so the strategies objective of the supply chain is maximize the overall shareholders value and give the maximum rate of the return that is create the loyalty with the shareholders. SCM is an integral part of the all the organization. The airline wants to make the competitive position in the market and good relation with the supply chain. Emirates airlines supply chain management system and that its supply chain is the complementing the business strategy so the with the effective SCM systems the partners and consumers can provide to best quality of the services. with the effective supply chain Emirates air lines and its consumer can have quicker and on time orders so the customer is satisfied with the Emirates airlines and inventory management is effective done and the production planning with the full of the efficiency and effectively. Practices that promote successful alliance Supply Chain member Perform their works. The high rate of the order fulfillment rate is observed so the forecasting is effective work and completed so the performance of the company can be easily too monitored. For example promote successful alliance Emirate has insured that Supply chain management SCM strategy is properly aligned with the business strategy so the strategy of the SCM consider of the plan and then company implement for achieving its goal of capturing the target market and it is very useful to enhancing the satisfaction level of the customer. Emirates airlines give more importance to the supply chain and result is the high rate of order fulfillment that is very beneficial for success of the business. So the supply chain operation is reduced the cost that are very beneficial for the company. So it is concluded that the Emirates Airlines is able to generate the appropriate amount of the profit maintain because the one factor is the supply chain management work properly and this maintain the strong position in the industry. The effective strategy is very useful to the customer and meets the customer expectation that is the best reason for the best negotiation skills. So the Emirate like the opportunities as challenging in the industry and strong technical experience that is very useful to make the competitive advantage to handle the situation and the it is very important that effective strategy that is very useful to success of the business. Elements of an effective negotiation strategy for strong SC RelationshipsSupply chain is very important part play in the Emirate airlines. Company care the supply chain and give the benefit to the supply chain that is the reason the supply chain performing their duty properly. Company best relation with the SC and care the SC members. Emirates business collaborates with the supply chain that is the very beneficial for the business growth. The supply chain of the emirate is satisfied the customer. strategy is properly aligned with the business strategy so the strategy of the supply chain management consider of the plan and then company implement for achieving its goal of capturing the target market and it is very useful to enhancing the satisfaction level of the supply chain member. Company negotiation with the supply chain and different types of the tactics use to motivate the supply chain member. Emirate relation with the supply chain as business partner and gives the part of the profit and divided all the link with the supply chain so the supply chain working properly and the company productivity will increase time to time that is very beneficial for the business growth and increase the growth of the company. The company plan is to deal with supply chain and the entire right requirement is approved. The other tactic is giving extra advantages on the bases of performance. so when the company develop the strategy so the supply chain strategy focus then develop the strategy and this strategy implement in the organization that is very useful the growth of the business, emirate strategy of the supply chain is very effective so the result show that the order fulfill on the time. So the customer expectation is increase and the management team has develop the separation Emirates Engineering and the developing the effective supply chain management SCM frame wok that is very useful to fulfill the customer expectation to the Emirates air lines. The emirates Air lines has a well designed strategically and developed the effective strategy for the SC and best negotiation with the SC that is the reason the result is best and the SC performing their duty with the full of the efficiently and effectively. the effective strategy is very useful to the customer and meets the customer expectation that is the best reason for the best negotiation skills. So the Emirate like the opportunities as challenging in the industry and strong technical experience that is very useful to make the competitive advantage to handle the situation and it is very important that effective strategy that is very useful to success of the business. 3.2. Sharing information across the supply chainSC-related information technologies and information systems Mostly company uses the Internet and the e-commerce technology for information system. The use of the Internet has reduced the cost it is very important part play to communicate one another in the organization. The communication is help of the internet and the e-commerce the one another via email, Skype, videos and the audio conferencing that is very beneficial for the efficiently and the speedy information system. It is very useful to less company cost and fast. The electronic commerce is use the automation of commercial transactions using the computer and the network communication that so with the help of the e-commerce data interchange and it is very useful tool to communicate with each other. So the internet use for the information in the supply management and the e-commerce used for the data purpose so this technology very effectively reduced the cost. Use the Internet and e-commerce in its supply chain management practicesWith the help of Ecommerce control the inventory and shipment location, inbound transaction, demand and inventory information and the ticketing etc. with the help of internet and e-commerce store the inventory data computer is used in the supply chain. the Emirate like the opportunities as challenging in the industry and strong technical experience that is very useful to make the competitive advantage to handle the situation and the it is very important that effective strategy that is very useful to success of the business. The communication helps the internet and the e-commerce the one another via email, Skype, videos and the audio conferencing that is very beneficial for the efficiently and the speedy information system. It is very useful to less company cost reduced. The electronic commerce is use the automation of commercial transactions using the computer and the network communication that so with e help of the e-commerce data interchange and it is very useful tool to communicate with each other. Part 44.1. Supply chain MappingCh.11: relationship alignment Collaborating and integration with the suppliers Information sharing Support and facilitation of technology with supply chain Performance measurement Measurement of the supplier performance People empowerment (decision-making power) As-is supply chain Environmental scanning Strategic planning execution skills must be placed Supply chain mapping Sales and operational planning with market responsiveness Strategic SC costing Operational cost and trading cost Competencies and outsourcing High quality services and raw material outsourced Rationalization (Based on supply chain practice) To be supply chain SC meets real customer needs Development of supply chain relationship with the suppliers to enhance the demand forecasting Securely position of company Collaboration with the efficient process and technology in the aircraft designs as well as development of linkage with the customer satisfaction Business purpose SC strategy (Repositioning and restructuring its operations) Customer fulfillment (Highly effective facilitation of services to fulfill the customer order through the airfreight) Process thinking (cultural diversity) New product process (Highly innovated aircraft) Fulfillment process (sustainable environment to buy more investment in the aircraft and alliances made with flight and aero mobile) In discussing about the supply chain road map is that gives the clear picture of the supply chain activities done in the emirates airline. There are certain sections of the supply chain road map that must be understand to review the whole work done in the project. Each section is prescribes with the evaluation and assessment of the emirates airline that provide the design of their supply chain activities and what are their customer which they have to serve their services. Collaborative improvement Continues innovation of the products to cater the demand of the customer Design of supply chain:In designing the supply chain of emirates airline that have wide globally expanded its operations in all over the world. The procurement of aircraft is match with the certain specification of the needed requirements of the company. The emirates airline ensures the sustainability in the supply chain design to continue its operations effectively. The company has wide expansion of supplier relationship with the procurements of fleet components in the organization. Business purpose:The business purpose of the emirates airline is to provide the high quality of services to their customers and maintain the relationship with its customers. The finest raw material is executed in the process of supply chain that gives the strategic planning for the company to derives its objectives and remain sustainable in the environment. The procurement of aircraft with high quality is sourced to gain the competitive advantage towards their competitors. The emirates airlines provide high quality services to their customer and ensuring the core competencies are delivered to their customers. As the company utilize its resources of human capital and analyzes its competencies with the competition to ensure the capability of the company in delivering of services. As-is supply chain:This section describes the costing factors, performance and policies of outsourcing. The emirates airline follows the strategic supply chain management with the procurement of aircraft and manufacturing parts of fleet. The emirates airline earn many competitive advantage in delivering the value of services to its customer like high quality services, long haul seat capacity, highly development infrastructure of aircraft and airport and is owned by the Dubai government. This shows that the company has followed the rules and regulation to compete into the market and realize the value for the company. One of the major competitive advantages of the company is the central location of the region and have move from any location of the country. To-be supply chain:In deriving the successfully supply chain for the emirates airline the company have to follow the relationship with the supplier and recognizing the information sharing through integration communication system in the organization. Integration of supply chain:The company reaches its goals and objectives through the effective implementation of the applications of strategic supply chain management. The sales and operational planning must be ensured in the emirates airline to get the access of customer demand and maintain the relationship with the suppliers. Supply chain performance:The company have the ability to improve its supply chain process by integrating the supply of supply chain with all supply chain department sand develop the relationship with the suppliers. Alignment of supply chain policies with the strategy of the company to derives its core values for the company. The company has the ability to improve the performance through the shorter lead-time with effective fulfillment of customer order. Supply chain risk management as well as business continuity planning must be enhancing to ensure the strategic planning of the company. Conclusion:To conclude the overall strategic process of supply chain in the emirates airline they have to sustain their capabilities and gain effective operations of fleet management. The strategic development of supply chain fulfillment must be realized in gaining the more business opportunity of the business. The growth and profitability are the factors gained by the effective procurements strategy of the company that derives the sustainability approach of the emirates airline. Recommendations:In giving the recommendations to the emirates airline, they should implement the strategic costing structure in their supply chain process to ensure the effective supply chain process. The supply chain strategy matches with the objectives of the company to capturing the target market and reduce the lead-time in delivering of services. The emirates airline must fulfill the customer requirements according to the demand predictability of the customers. This shows the satisfaction of the customer and pursues the more values for the company. The relationship with the supplier and had to gain procure to pay P2P process in the supply chain that enhances the operations of the emirates airline. The information is sharing with the suppliers as well as customers to develop the relationship with the forward and backward supply chain design. To maintain the core competency of the emirates airline the company has to evaluated the performance of suppliers and give training to the employees that how to achieve more objectives of the company. Business continuity planning process must be ensured in gaining the benefits of the company Supply chain process. References: BIBLIOGRAPHY \l 1033 AHB. (2012, july 1). Airlines and outsourcing: is it really a financial saving or an actual longer term costly mistake? Retrieved may 8, 2015, from http://www.airlinehubbuzz.com/airlines-outsourcing-really-financial-saving-actual-longer-term-costly-mistake/ Freudenberg, D. (2014, july). SWOT Emirates Airlines Engels . Retrieved may 8, 2015, from https://prezi.com/l4elwwaoycm3/swot-emirates-airlines-engels-12-06-2014/ Jacky. (2012). Supply Chain Management In Emirates Airline Commerce Essay. Retrieved may 8, 2015, from http://www.ukessays.com/essays/commerce/supply-chain-management-in-emirates-airline-commerce-essay.php JAMMOUL, A. (2010). THE STRATEGIC DIAGNOSIS, EMIRATE AIRLINE. Retrieved mAY 8, 2015, from http://www.academia.edu/5494792/Emirates_Airlines_Strategy Lapide, L. (2000, april 14). What About Measuring Supply Chain Performance. Retrieved May 8, 2015, from http://mthink.com/article/what-about-measuring-supply-chain-performance/ MCCARTNEY, S. (2014, NOVEMBER 6). Emirates, Etihad and Qatar Make Their Move on the U.S. Retrieved May 8, 2015, from http://www.wsj.com/articles/emirates-etihad-and-qatar-make-their-move-on-the-u-s-1415226589 Mnisri, K. (2012). Emirates Airlines: the Secret Story of a Successful Company. Retrieved May 8, 2015, from https://leaderswedeserve.wordpress.com/2010/06/21/emirates-airline-the-secret-story-of-a-successful-company/ Subbar, A. (2012, may 16). Emirate Catering . Retrieved may 8, 2015, from https://opsmgt.edublogs.org/2012/05/16/emirates-catering-a380/ Vinh. (2009). Strategic Analysis on Emirate Airlines. Retrieved May 8, 2015, from http://www.scribd.com/doc/57017999/Strategic-Analysis-on-Emirate-Airlines#scribd

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