Emirates Airline is a company that basically started gaining prevalence in 1980s. It is an airline company that offers flight services to people the world over. It has grown to be the best company in the airline industry operating in more than 75 countries operating approximately 3,400 flights per week (Harvey, 23). Despite the hard economic times that the Middle East has experienced, the company has still managed to manage its services majorly due to the quality of their services and its devotedness to its mission statement which states, "We exist to deliver the world's best in-flight experience" (Harvey, 36).
Its market is segmented geographically with its most profitable market being in the Middle East. Businessmen constitute about 65% of its customers while business women constitute 17%, and the senior members of the society constitute 18% (Harvey, 83). These are people aged between 22-55 years and are those who are time conscious and wants to obtain quality services and a lasting flight experience. Recently, the company started targeting the children market as it is considered to be one of the growing markets in the hospitality and tourism industry.
The market needs quick, reliable, quality and effective services that will leave the customer smiling all the way. Quick and reliable means that that the services are delivered as required and the flight and arrival time is upheld without failure. Quality implies that the services offered should be pleasing to the customer in that they will have a comfortable experience when receiving the services and will not have to endure any hassles (Schmenner, 109). Emirates Airline is aware of this and has always strived to meet the various needs, tastes and preferences of the customers who guarantee it its success and continuity. It has established face-to-face total customerization and on-site-technology contact with its customers to ensure that services are delivered as demanded. It is due to its ability to match its services with the demands of the market that the company has consequently been growing.
Below is a flow chart of the activities that Emirates Airline does both in the front room and backroom (Schmenner, 132).
Customers arrive to the airport with their tickets, reports that they are around, and submit they luggage so that it can be packed. After that, they wait to board the plane and when time to board comes, they get into the plane and find look for their respective seats before the plane takes off. In the backroom section, the plane is fueled, hostess allocated, baggage is packed the time is scheduled, maintenance is undertaken and the plane is then ready to take off. Customers take a few minutes to relax before they then start eating and then relax as they wait the plane to reach its destination. When the plane lands, they alight and claim their baggage and finally leave the airport. Relaxing and baggage handling are the most important activities as far as customer wants are concerned.
Relaxation is achieved by ensuring that the plane has good seats, fresh air circulation and an overall appealing environment free from noise or any other disturbances (Schmenner, 142). Baggage handling is attained by having good closets where the items are kept, responsible hostess and a system that monitors the movement of luggage in and out of the luggage section. This has entirely enabled the company to attract millions of customers thee world over.
Works Cited
Harvey, Jean. "The Emirates Story | About Emirates." Emirates. N.p., n.d. Web. 23 Jan. 2014.
Schmenner, Roger W. Service Operations Management. Englewood Cliffs, N.J: Prentice Hall, 2005. Print.
