INTRODUCTION

On 25th October 1985, Emirates flew its first routes out of Dubai with just two aircrafta leased Boeing 737 and an Airbus 300 B4. Then as now, our goal was quality, not quantity, and in the years since taking those first small steps onto the regional travel scene, Emirates has evolved into a globally influential travel and tourism conglomerate known the world over for our commitment to the highest standards of quality in every aspect of our business. Though wholly owned by the Government of Dubai, Emirates has grown in scale and stature not through protectionism but through competition competition with the ever-growing number of international carriers that take advantage of Dubais open-skies policy. Not only do we support that policy, but we see it as vital to maintaining our identity and our competitiveness. After making its initial start-up investment, the Government of Dubai saw fit to treat Emirates as a wholly independent business entity, and today we are thriving because of it. The airline has recorded an annual profit in every year since its third in operation. Continuing our explosive growth while continually striving to provide the best service in the industry is the secret of Emirates success. The airline's business includes: An award-winning international cargo division A full-fledged destination management and leisure division An airline IT developer.

With a fleet of more than 180 aircraft, we currently fly to over 120 destinations in more than 70 countries around the world, and our network is expanding constantly. Over 1,200 Emirates flights depart Dubai each week on their way to destinations on six continents. In fact, Emirates flights account for nearly 40 per cent of all flight movements in and out of Dubai International Airport. In recent years, Emirates has made numerous significant announcements regarding the future of its already state-of-the-art fleet. In 2001, Emirates demonstrated its confidence in the industrys future growth by announcing the largest order in aviation history, valued at USD 15 billion. A staggering 58 new aircraft, a mix of Airbus and Boeing, were to join the rapidly expanding fleet. In 2005, Emirates announced the largest-ever order for the Boeing 777 family of aircraft - 42 in all in a deal worth Dhs 35.7 billion (USD 9.7 billion). At the 2006 Farnborough Air Show, Emirates signed a Heads of Agreement for 10 of Boeings new 747-8F aircraft, to be powered by General Electrics GEnx jet engines, in a deal worth USD 3.3 billion. At the Dubai Airshow in November 2007, Emirates announced a historic civil aviation aircraft order when it signed contracts for 120 Airbus A350s, 11 A380s, and 12 Boeing 777-300ERs, worth an estimated USD 34.9 billion in list prices. The agreement with Airbus comprises firm orders for 50 A350-900s and 20 A350-1000s, plus 50 options for the A350-900s. The first A350 will be delivered to Emirates in 2015. During 2010, in line with the airlines strategic growth plan, Emirates significantly increased its order for new aircraft. In June at the Berlin Airshow, Emirates announced an order for an additional 32 Airbus A380s and in July at the Farnborough Airshow, 30 more Boeing 777-300ERs were ordered. The combined value of these orders is USD 13.4 billion. In 2011 at the Dubai Airshow, Emirates placed the single largest aircraft order in dollar value in Boeings history when it requested an additional 50 777300ERs, worth approximately USD 18 billion. The order also included 20 777300 ER options valued at USD 8 billion, for a total of 70 aircraft valued at USD 26 billion. Underscoring its incredible growth, the airline is currently the worlds largest operator of both the Airbus A380 and Boeing 777. Emirates order-book stands at more than 230 aircraft, with a total value of approximately USD 84 billion as of November 2011. In combination with what is already one of the youngest and one of the most modern fleets in worldwide commercial aviation, this commitment to the future reflects our goal to develop Dubai into a comprehensive, global, long-haul aviation hub.

In the financial year 2011/2012, Emirates carried 34 million passengers and 1.8 million tonnes of cargo. We look forward to a bright future in which we carry many millions more across a growing network of international destinations.

Emirates Fleet
Emirates operates an exclusively wide-bodied aircraft fleet making up from 3 aircraft families: the Airbus A330/A340, Airbus A380 and the Boeing 777. In keeping with its policy of maintaining a young fleet, which stands at an average of 6.7 years in December 2011, it renews its fleet frequently. The airline also ranks as the largest in the world by international seating capacity, according to the latest annual report by IATA FLEET The Emirates passenger aircraft fleet consists 173 aircraft as of September 2012 with an average age of 6.5 years. A further 202 aircraft are on order.
Emirates Fleet

Aircraft

Total

Orders

Options

Passengers
(First/Business/Economy)

Haul

Airbus A330-200

24

237 (12/42/183) 278 (0/27/251)

Short - medium haul

Airbus A340-300

267 (12/42/213)

Short-Medium haul

Airbus A340-500

10

258 (12/42/204)

Medium-Long haul

Airbus A350-900 XWB 0

50[135]

50[136]

TBA

Medium haul

Airbus A350-1000 XWB 0

20

TBA

Long haul

Airbus A380-800

26

65

489 (14/76/399) 517 (14/76/427)

Short-Medium - Long haul

Boeing 777-200

346 (0/42/304)

Medium haul

Emirates Fleet

Aircraft

Total

Orders

Options

Passengers
(First/Business/Economy)

Haul

Boeing 777-200ER

290 (12/42/236)

Medium - Long haul

Boeing 777-200LR

10

266 (8/42/216)

(Ultra -) Long haul

Boeing 777-300

12

364 (12/42/310)

Medium - Long haul

Boeing 777-300ER

78

64

354 (8/42/304) 358 (12/42/304) 364 (12/42/310) 427 (0/42/385) 442 (0/42/400)

Long haul

Total

173

202

50

Cargo Emirates SkyCargo is the air freight division of Emirates. It began operations in October 1985, the same year Emirates was formed. Since then it has been the main cargo division of Emirates, and the anchor cargo airline at Dubai International Airport.
Emirates SkyCargo Fleet [137] Aircraft Boeing 747-400F Boeing 747-8F Boeing 777F Total 5 5 Orders 5 3 Cargo capacity 117,000 kg (260,000 lb) 140,000 kg (310,000 lb) 103,000 kg (230,000 lb) Notes operated by Atlas Air and TNT Airways lsf Dubai Aerospace Enterprise one operated by TNT Airways

Total

10

13

Emirates Services
Through credit card for ETicketing In cash in Reservation offices, also by credit or debit card. Emirates official website. Information counters on Airports. Suggesting flight & seats No other consultation services.

Online Receipts Computerized invoice and bill generation

E-ticketing online Reservation counters on Air-port. Especial Reservation offices Comfortable seats. Personalized cabins Easy ticketing procedures Free food and drinks Good physical environment Enormous Terminal etc

Airhostesses to solve customer problems. Feedback cards Luggage carrier cabins Safety demo Emergency exits Safe Luggage handling

Cabin First Class There are 3 types of first class seating; the full suite with doors, flat bed 'Skycruiser' seat (without doors) and 'Sleeper' seats. The full suite options comes complete with closing doors to ensure privacy, a mini-bar, a coat rack and storage. They also feature the ICE system on a 23 in (58 cm) LCD screen. The seat converts into a 2 m (6 ft 7 in) fully flat bed. Private suites are available on all A380-800, A340-500, Boeing 777-200LR aircraft, as well as 27 of 39 3-class Boeing 777-300ER aircraft. 'Skycruiser' seating is available on the remaining 12 Boeing 777-300ERs, Boeing 777-200s and Boeing 777-300s feature seat that extend to flat beds using

integrated passenger seat control, along with the ICE system and a 19 in (48 cm) screen. First class seats may also include a personal minibar. 'Sleeper' seating is available on 3-class A330-200 and A340-300 aircraft. The seats feature a pitch of 72 inches (A330-200) and 86 inches (A340-300) and lie nearly flat. On its newly delivered A380-800, first class features private suites, two shower-equipped lavatories and spa, and access to the first/business class bar area and lounge. Premium class seating is located on the entire upper deck of A380-800 aircraft. Business Class Business class on Boeing 777-200LRs, Boeing 777-300s and 29 of 39 3-class Boeing 777-300ERs as well as 5 of 14 2-class 777-300ERs feature seatswith a 60 in (150 cm) pitch that recline to 79 in (200 cm)-long, angled lie-flat beds. Amenities include massage function, privacy partition, winged headrest with six-way movement, two individual reading lights and an overhead light per seat, in-seat power supply, USB Ports and an RCA socket for laptop connection, over 600 channels of entertainment on ICE, shown on a 17 in (43 cm) wide TV screen. The A340-500s have deeply reclining sleeper seats which have a 60 in (150 cm) pitch and are 18 in (46 cm) wide. All A340-500 aircraft feature the ICE system in all three classes. The Boeing 777-200s and remaining 777-300ERs have deeply reclining seats which are almost lie-flat. They have a 58 in (150 cm) pitch and are 20.5 in (52 cm) wide. The Boeing 777-200s also feature the ICE system. On Airbus A330 aircraft and A340-300s, the seats are standard business class recliners and feature a leg rest and seat back screens. These business class seats are smaller than other business class seats in the Emirates fleet as these aircraft are used predominantly on short-medium haul routes. On Airbus A380-800 aircraft, the seats recline to form a fully flat bed and are equipped with personal mini-bars. Due to the unique staggered layout, half of the business class seats on Emirates A380 are 9 inches shorter than the others, at only 70 inches long. Business class passengers also have access to an onboard bar at the rear of the aircraft. Business class passengers have the ability to customize and save seat and in-flight entertainment settings to a memory key for re-use on future flights Economy class Emirates Economy Class offers a 3132 inch seat pitch (7981 cm) and standard seat width (except on the Boeing 777 fleet). The seat features adjustable headrests, a 6001000 channel ICE In-Flight-Entertainment and in-

seat laptop power-outlets on newer aircraft and laptop recharging facilities in galleys in older aircraft. There is additional recline on A380 Economy Class seats. In-flight entertainment system Emirates became the first airline in the world to introduce a personal entertainment system on a commercial aircraft after introducing the worlds first seat-back screens in 1992. All three classes feature a personal in-flight entertainment (IFE) system on Emirates aircraft. There are three types of entertainment system on Emirates: ice; ice Digital Widescreen; and Emirates tv&radio. Emirates has won the award for best in-flight-entertainment from Skytrax for their ICE system every year since the system's inception in 2003. At present, almost 70% of the fleet has the ice in-flight entertainment and by 2011 the entire Emirates fleet is set to have the system. ICE offers more channels than any other in-flight entertainment system. Emirates TV&radio is also offered mainly on short haul routes, and 30% of the Emirates fleet offers passengers with 15 video and 26 audio channels, as well as 50 video games. Also available are BBC headlines, an airshow and external cameras giving a birdseye view from the plane. ICE ICE (Information, Communication, Entertainment) is the in-flight entertainment system operated by Emirates. Introduced in 2003, ICE is available on all new aircraft and features between 600 and 1200 channels to all passengers. ICE is found on the airlines Airbus A380-800, Airbus A340-500, Boeing 777-300ER/ULR and Boeing 777200LR/ULR aircraft. It is also available on all Boeing 777300 aircraft which have all been retrofitted. In July 2007, Emirates introduced ICE Digital Widescreen, an updated version of ICE. It offers over 1200 channels of entertainment (up from 600) available to all passengers. ICE Digital Widescreen is available on all new aircraft. Information The system is based on the 3000i system from Panasonic Avionics Corporation. ICE provides passengers with a direct data link to BBC News. ICE is the first IFE system to be connected directly to automatic news updates. This is complemented by ICE's Airshow moving-map software from Rockwell Collins. Exterior cameras located on the aircraft can be viewed by any passenger, through the IFE system, during takeoff and landing. Emirates was also one of

the first airlines to introduce high-speed, in-flight Internet service along with Singapore Airlines, by installing the Inmarsats satellite system and became the second airline in the world to offer live international television broadcasts using the same system. Communication ICE also contains a link to an in-flight email server which allows passengers to access, send or receive emails for US $1 per message. ICE also contains a seatto-seat chat service. In November 2006 the airline signed a deal with mobile communications firm AeroMobile to allow in-flight use of mobile phones to call or text people on the ground, on selected 777s. The service was first introduced on a commercial service between Dubai and Casablanca on 20 March 2008. Entertainment The ICE system includes movies, music, and video games. ICE offers over 130 on-demand movie titles and 15 video on demand channels, 60 prerecorded television channels, 350 audio channels, and around 50 videogame titles. ICE can also be accessed in 10 languages such as English, French, German, Spanish, Arabic, Korean, and Japanese. Since 2003, all entertainment options are available on-demand to all classes with options to pause, forward, and rewind them. Emirates now features docking capability for Apple Inc.'s iPod portable music and video player as of mid-2007. This allows the device's battery to be charged, but also allows integration with Emirates' in-flight entertainment (IFE) system. This also enables the IFE system to play music, television shows, or movies stored on the iPod, as well as function as a control system. Ground services Passengers may check-in between two to 48 hours prior to flight departure. This may be done over the counter or at the lounge within the airport. Selfservice kiosks are also available at Dubai International Airport, as well as at certain stations of the Dubai Metro. Alternatively, they may check-in through the Internet or by short message service. Online printing of boarding passes is available through Internet checkin. Passengers on short trips may also check-in on their return flight upon departure from the city of origin. Lounges First and business class passengers, as well as Skywards Gold and Silver members, have access to Emirates Lounges. The airline has 32 lounges in 28

cities. Skywards Silver members can use the lounge in Concourse 1 at Dubai Airport. At airports in which Emirates does not operate a departure lounge, a third party departure lounge is usually provided for First and Business class passengers as well as Skywards Gold members. Chauffeur-drive First and business class passengers can make use of complimentary chauffeurdriven airport transfers in selected cities.

Internation Business

Marketing
Marketing Strategy of Emirates:

1) The Four Ps evaluation 2) The Four Cs evaluation 3) Additional Campaigning.

The Four Ps at Emirates Airlines

The marketing mix has the four Ps which include the Product ,Place, Price and Promotion.

The Pricing At Emirates, the distinguished part about Emirates airlines is the pricing strategy. The lost cost fares compared to the most of the European Airlines and the convenience in the ticketing procedure are key reasons for the success of this airline. The European airlines falling between 25 30% costlier than Emirates Airlines Target airports such as Auckland, Sydney, Melbourne, Bangkok, and Singapore are planned carefully in terms of ticketing fairs. Keeping the air fares low and provision of excellent in flight experience is the chief indicator for the increasing number of passengers wanting to fly by Emirates Airlines.

The Place The question of the airlines flying to major airport hubs isnt going to be profitable. Emirates Airlines introduces many new routes to the existing ones. With the provision of various travel offers travelling through Emirates is of comfort and cost saving process. Also the airlines provide nonstop flights to various destinations around the world and many new to put on the list.

Fly Emirates. Keep Discovering

The Product We consider the aircraft and the services in connection the airlines for this purpose. As stated earlier the Emirates Airlines uses the Boeing 777 and Airbus which also includes the A380 airplanes which was after Singapore airlines. Emirates are well known in the industry for its aircraft purchases for example it has purchased 127 aircrafts alone in the year 2007.

An Airbus 380-800 The corporate management Emirates airlines are well known for its excellent customer services from the cabin crew to the ground staff. It has paid dividend of AED 956 million in the year 2010. Emirates live up to its slogan of: Fly Emirates. Keep Discovering

The Emirates way

A business class

Excellent product services

When was the last time when you did something for the first time?

The Four Cs evaluation

convinience

cost

communication

Emirates Airlines

consumer

The Emirates Airlines is a perfect mix of all the 7 Cs of marketing. Keep these four Cs as the major factors affecting the decision making process? Overall these factors can be seen as contributing to Emirates phenomenal growth, but this success seems unlikely without a strong and stable leadership. The key to the Emirates success has been the continuity of its management team. At the helm of the company can be found a group of talented executives with proven track records in their fields of expertise. Sheikh Ahmed Bin Saeed Al-Maktoum, Chairman and Chief Executive of Emirates Airline, is also one of the leaders of Dubais wider transformation. Under his leadership, Emirates has grown from a regional airline with just two leased aircraft and three destinations, to an acclaimed international airline with a fleet of more than 100 aircraft and as many destinations across six continents, and fastest-growing intercontinental carrier.

The Emirates Airlines Head Quarters

Target Market & Marketing Strategies

Children are everybodys business. The Emirates Airlines target the kids markets which are of many benefits to the firm. The Emirates Airlines launched the KIDS GO FREE campaign. According to this campaign parents can take two under 16 kids along with them. Hence the kids enjoy free flights on Emirates, meal, accommodation, travel through the Dubai metro, airport transfers and various attractions along with two paying adults. The campaign attracted over 20,000 people around the world, also extending partnership with various more local and international companies. According to the calculation one European family could save upto 3000pounds by taking the advantage of the offer. It only increases the profits for the Airlines but also saves a lot of money for the families.

Partnership with over 100 hotels, key tourist attractions and destination companies in Dubai offers families a never-before integrated experience from flights to ground activity. Families are at the forefront of Emirates airlines global Kids Go Free campaign. Building on the success of its Kids Go Free promotion last year, Emirates has now partnered with Dubai Tourism & Commerce Marketing (DTCM), over 80 hotels, The Dubai Mall, the Department of Residency, and local destination management companies, to offer families even more incentives and savings when they spend their summer in Dubai.

The Kids Go Free offer gives families an unrivalled integrated destination experience, whereby two children up to the age of 16 can basically enjoy free flights on Emirates, tourist visa, accommodation, meals, rides on the Dubai metro, airport transfers, and access to numerous attractions in Dubai when accompanied by two paying adults. Families also get an attractive discount booklet at The Dubai Mall, the worlds largest.

Paying Adult passenger Non Paying passenger Indirect Target market

paying Adults

12 year old

16 year old

Kids Food

entertainment for kids

Kids shopping

discovering new places

Thus the Airlines focus on the complete package of family fun without disturbing the profit for the airlines. According to Saleh Mohammed Al Geziry, Director, Overseas Promotions & Inward Missions, Government of Dubai (DTCM), said: We are proud to partner with Emirates on their Kids Go Free initiative, which coincides with the longrunning and extremely popular Dubai Summer Surprises. Dubai is the ultimate family-friendly holiday destination. Besides the numerous world-class attractions, Dubai is a very safe city, it is easy and affordable to get around by car, taxi or our newly-opened metro, and our international resident population makes it easy for any travelling family to feel right at home. There is something for everyone, and we want to encourage more families from around the globe to come to Dubai and experience it for themselves Sponsorship: Emirates has been committed to sponsorship in both the UAE and around the world for over twenty years, beginning with the first powerboat race held in Dubai, in 1987. His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, sees sponsorship as vital in the airlines marketing strategy. We believe sponsorships are one of the best ways to connect with our passengers. They allow us to share and support their interests and to build a closer relationship with them, he said. If you are interested in submitting a sponsorship proposal to Emirates please visit our

Football Football remains one of the most prominent sports within Emirates sponsorship portfolio which is demonstrated through on-going partnerships with FIFA and some of the biggest names within European club football.

Rugby Boasting a rich heritage within the game, Emirates extensive portfolio of top class rugby sponsorships was best demonstrated when becoming the first Worldwide Partner of Rugby World Cup 2011.

Tennis Emirates has an ever increasing presence in tennis which was recently illustrated with the acquisition of the US Open Series incorporating the US Open, the fourth and final major of the year.

Horse Racing With an extensive and vast presence in horse racing, Emirates has key relationships with carnivals, governing bodies, stables and marquee races.

Golf Emirates sponsors over 15 golf events across the world and is one of the most prominent brands within golf, most notably after becoming a partner of the 2010 Ryder Cup.

Cricket Cricket continues to be a great brand fit for Emirates which is highlighted through a number of high profile relationships including the ICC, ICC Elite Umpires and Deccan Chargers.

Sailing Emirates is the lead sponsor of Emirates Team New Zealand and will be supporting the teams challenge for the 34th Americas Cup.

Australian Rules Football Emirates is proud to be the main sponsor of Collingwood Football Club, one of the biggest sporting institutions in Australia.

Arts & Culture In addition to the airlines extensive portfolio of sports sponsorships, Emirates is dedicated to the growth of global arts and culture through a number of sponsorships around the world.

EMIRATES AIRLINES HR POLICIES

INTRODUCTION:
Global giant Emirates has people queuing around the block to join its 39,000-stong global workforce. To find out why the group is such a popular employer and to discuss Emirates approach to the three Rs recruitment, retention and reward. If 300,000 job applications landed on your HR departments doormat in the space of 12 months it would be safe to assume that you were doing something right as a company. This avalanche of CVs that arrived for Emirates in 2008 illustrates just how high the group, and especially its airline business, has soared since it was launched in 1985 with just two aircraft. Today, its an instantly recognisable global Brand with a fleet of 113 aircraft flying to 100 destinations in 60 countries. Dubai as a destination is a big name and Emirates is big as an employment brand, suggests a buoyant Sophia Panayiotou, SVP of HR Business Support. We use our name to our Advantage and this helps us to recruit people. Indeed, the Dubai lifestyle is a big draw for candidates and gives the business an upper hand in the air travel industry. With the group spreading its wings into new regions of the world and other sectors like the luxury hotel and resort business, a unique mix of nationalities and cultures have been recruited. We have 156 nationalities working here at Emirates, almost as many nationalities as the United Nations, Panayiotou jokes. This makes an interesting culture and this diversity across the group, not just the airline, creates challenges. But because Emirates has been so visionary and grown so far, people have thrived on this, creating a sense of culture and a desire for them to do better.

Selection process The desire to do better will be particularly apparent with a global recession bites. Air travel is one industry that will have to fight tooth and nail to get bums on seats but how will affect staff recruitment and retention? Panayiotou, a British national who joined the company in 1993, says Emirates used to recruit from the traditional markets like the UK, Australia or the US but it is increasingly looking to emerging regions like Eastern Europe. Due to the economic climate she notes that more applications are landing in the HR wings in-tray and less staff are choosing to leave; a perfect blend it would seem. Panayiotou is bullish about the situation: To bring people in at this current time is not a problem. From a retention point of view we are able to keep people and develop good staff during these times we need to keep the high performers and manage out the poor ones. Of 300,000 applications, the check-in desk staff and cabin crew are the most sough-after positions. Last year, Emirates was employing, on average, 90 additional cabin crew per week. For cabin crew positions we have made DVDs so they can see what the job and lifestyle is like in Dubai. We really do try and create awareness of the brand. But while front of shop jobs like cabin crew and check-in staff are oversubscribed, Emirates has pressed home the need to expand the number of people who keep the planes in the air engineers and mechanics. The in slump in the aviation Industry following the 9/11 terror attacks led to a fall in the recruitment of engineers and mechanics but this shortfall is now being felt by the major carriers since air travel picked up again. Emirates expect to operate 400 aircraft by 2025 so these back room staff will be vital. In the next four years, aircraft engineers will expand by 30 percent and

mechanics by 50 Percent, a HR executive from the group was quoted as saying recently. For Panayiotou, the benefits are clear: If we make an investment in engineers this will see us in good stead for the future. We realise that we are struggling to bring people in with engineering skills which is why we have apprenticeship engineering programmes for both UAE nationals and expats. Career ladder Of course, staff training and development paramount the Emirates sustained growth through 2009 and beyond. The group takes a longterm view with recruitment and retention. We have a very good selection process in place when we look at recruiting people to try and get the right people who we can develop and retain, says Panayiotou. It is important not to just get people in who can do the job for now but to look at developing them for the future. To aid with training and staff education, Emirates has its state of the art aviation college, which has become a source of skilled aviation professionals, including air traffic controllers, aircraft engineers, electronics engineers, flight dispatchers and tourism specialists. The Emirates Aviation College offers a diverse range of vocational and academic programmes in the fields of aerospace engineering, aeronautical engineering, electronics and computer engineering, business management, air transport management and travel, and tourism management. There are MBA programmes, too. We are looking to use the vocational side more and we hope that will make the difference for Emirates and set us apart from the others, Panayiotou explains. Once in a job, employees have the option to try out different roles, offering them an insight into how different parts of the business work. It also prepares them for a position in the future. People may

not be promoted straight away but they move laterally so they can develop and become multi-skilled to prepare them for a bigger role later. Our finance department is currently running a job rotation programme. When looking for suitable candidate for a particular position, Panayiotou says the companys first preference is the look within. She goes on to say: We look at key managers in the company that we think we can develop and train them in different skills before they move up in the company. Of course, one key reason for the 300,000 job applications last year is the benefits dished out to employees. Indeed, Emirates prides itself on its perks, which Panayiotou describes as absolutely fantastic. But its not just the upper echelons of the business that land the spoils; junior staff also receives attractive packages, too. For instance, senior management are given free accommodation but this option has been extended so that lower level employees get the choice. Junior staff now get this options because the cost of living here in Dubai is a problem for some, Panayiotou remarks. On top of this, some people are covered for health and schooling, along with the Emirates Group Provident Scheme a fund for end of service benefits for employees. But while Emirates offers an attractive package, the unadvertised benefits get trumpeted not nearly enough, says Panayiotou. We are excellent at looking after people but this is sometimes forgotten. We have a very good welfare system in place so that if people have deaths in the family or medical emergencies we have procedures and people in place to assist; this isnt a figure you can put a price on. She notes how the group is considerate when it comes to staff requesting flexible working. We have realised that we need to be more flexible with staff hours and although we dont have an exact policy on this, we are certainly working on it. Also, we never used to have a maternity policy for cabin crew; before they used to have to resign when they got pregnant. Now they can go off and we can later

train them and they can come back to work. She adds: We have had to do these things because we have to move with the times. Sometimes it has been slower and more frustrating than I would have hoped but I think we have made progress. With all of Emirates HR efforts and practices Panayiotou suggests that Emirates has moved ahead of the UAE. I was invited to a meeting recently to discuss the introduction of part-timers in the UAE, but we are already using part-timers because we are ahead of the game and ahead of the UAE in some respects. And with Emirates HR efforts it looks as if the competition could be left trailing in its wake.

EMIRATES GROUP EMPLOYEE BENEFITS Our remuneration packages are based on the labour law of each country and are benchmarked with other reputed airlines. Emirates provides a Profit Share to all eligible staff based on company performance which has ranged from between 2 and 14 weeks of basic salary. All eligible staff can avail concessional airline rebated tickets for self and family.

Cash Elements The following benefits are applicable to all Staff: Competitive Tax Free Basic Salary Your fixed monthly cash payment related to your position and based on the knowledge and competencies you bring to the role. Salaries are benchmarked for all employees against relevant Industries and are reviewed on a regular basis to ensure they remain competitive. Company Provided Accommodation/Accommodation Allowance

 Company Provided Transport/Transport Allowance The eligibility of the following benefits is dependant upon the role and/or applicants unique personal circumstances: Profit Share Scheme The Company operates a profit share scheme based upon the profit results of the Company for the financial year. A qualifying period is applicable. Exchange Rate Protection Scheme 50% of Basic Salary is protected against adverse exchange rate fluctuations between the UAE Dirham and your currency classification. This is not applicable to currency classifications that are pegged against the USD. Professional Specialist Allowances For certain roles there are additional allowances payable in order to recognise the specialism of the role undertaken.

Non Cash Elements The following benefits are applicable to all Staff: Annual Leave Minimum of 30 calendar days in addition to 10 public holidays. Leave increases above 30 calendar days in steps dependant on the seniority of the position. End of Service Gratuity In accordance with UAE Labour Law, on leaving the company you will be provided with an end of service (gratuity) payment calculated as 21 days basic salary per annum for the first 5 years of service and then 30 days basic salary per annum for each year of service beyond 5 years of service.

The eligibility of the following benefits is dependant upon the role and/or applicants unique personal circumstances: Leave Tickets Free annual leave tickets are provided to approved leave destinations for the employee and their eligible dependants subject to Company policy. Education Support Allowance Financial support towards the payment of core tuition fees is provided to staff in more senior positions. It is intended as a contribution towards the overall expenses the employee may incur for their childrens education. Personal Life and Accident Insurance/ Workmens Compensation Insurance Medical and Dental Provision/Government Health Card Government Pension Scheme Eligible UAE National and GCC citizens are enrolled into their respective Government Pension Scheme, employees and Company contributions are payable. Provident Fund On leaving the Company an employee is entitled to an End of Service Gratuity or Provident Scheme payment, whichever is higher. The Provident Scheme is a long-term savings arrangement provided to more senior positions and is designed to help plan for retirement. The company contributes 12% of basic salary. You are required to contribute 5% of your basic salary.

Additional Information Concessional Travel A range of ticket options are available for staff and their eligible

dependants on Emirates Airlines routes which now encompasses over 100 destinations. Some elements of concessionary travel are available immediately upon joining, but eligibility for others is subject to completion of a probationary period. Emirates Card By virtue of being an Emirates Group employee you can avail of attractive discounts at over 100 retail, hotel and leisure outlets in Dubai and the UAE.

S.W.O.T. OF Emirates Airlines

Introduction Emirates Airlines (also known as Fly Emirates) is a major airline in the Middle East, and a subsidiary of The Emirates Group. It is the national airline of Dubai, United Arab Emirates and operates over 1,990 passenger flights per week, from its hub at Dubai International Airport, to 157 destinations in 55 countries across 6 continents. The company also operates four of the world's longest non-stop commercial flights from Dubai to Los Angeles, So Paulo, Houston, and San Francisco, all on the Boeing 777-200LR, & has latest Airbus A380 aircrafts for destinations like Bangkok. Emirates Airlines is a subsidiary of The Emirates Group, which has over 40,000 employees from 101 nationalities, and is whollyowned by the Government of Dubai directly under the Investment Corporation of Dubai. Cargo activities are undertaken by the Emirates Group's Emirates Sky-Cargo division. Strengths Has the advantage of size Focus on a diversified market Entering the cargo shipping Recognized global brand. A strong corporate culture Continued focus on improvement and increment in efficiency Effectively managing the needs of their target audience Weaknesses Not all of diversification have been successful

 Does not cater to a lot of places in US Pricing is close to Premium class on most seats and routes. Focusing too much on their high-end acquisitions and diversification. Opportunities Development of new generations of more advanced services Taping into more emerging markets. Leveraging Emirates Airlines infrastructure business to get first choice Personalized services Focus on Budget Travelers to increase Percentage of seat utilization. Tie-ups like the Star Alliance. Threats Rival companies are major threats Gulf Air, Etihad. The firms inability to keep up with innovations, or recognize its demand Their apparent complacence could be used by their rival companies to their advantage Rising fuel costs. Low cost carriers - Air Arabia, Jazeera Airways.