Assignment is about downfall of highly expanding airlines company Emirates as United Arab Emirates national carrier.

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History of the Airline

Emirates Airline serviceswas foundedin 1985 as the United Arab Emirates national carrier. Its maiden route was Dubai to Karachi to Pakistan, carrying a group of the United Arab Emirates royal dignitaries on a plane leased from the Pakistan International Airlines. The airline forms part of the Emirates Group of companies owned and operated by the Government of Dubai.It started with a fleet of two aircrafts;and expanded to the current fleet of more than two hundred and sixty-five widebody aircraft. Emirates brags largest operator of Airbus A380s as well as Boeing 777s fleet of widebody aeroplanes.

The Emirates workforce

Emirates Airline consists of a cabin crew of more than twenty-three thousand members and over one thousand five hundred pilots flying passengers from their Dubai International Airport to over one hundred and fifty destinations spread throughout six continents. Thestaffis picked from almost every country in which the airline operates in. It is one of the highly expanding airlinesand has slightly over one thousand five hundred flights out of Dubai every week. 

Key Strategies used by emirates

To maintain competition Emirates undertakes an extensive aviation training strategy to its employees. Its cabin crew and pilot are well-versed with aviation regulations and customer service is part of the exemplary customer experience that Emirates relies on to increase its business revenues. Product diversification is another integral business strategy. Emirates is an airline company with cargo, tourism, resort, and hotel divisions. Emirates seek to form a partnership with various organizationsto increase its coverage also. 

Problem Confronting Emirates Airline

An aviation company that relies on superior customer experience during long-haul non-stop flights around the globe, Emirates faces a myriad of challenges when it comes to innovating travel experiences. A passenger travelling from Dubai to Panama, for example, would decide whether to use the carrier for the next trips based on the amenities provided on board the flight that takes more than fifteen hours. To make this a reality, the airline counts on its cabin crew to exemplify flight experience. However, crew-relatedshortages are some of the major challenges facing Emirates Airline. First, there is the crew shortage that forces the carrier to reduce flight frequencies to certain destinations. Secondly, the growing demand for better remuneration packages by trade unions has a direct effect on the company’s operations expenditures. Thirdly, travel restrictions placed on seven Muslim-majority Middle Eastern countries, by the United States makes flight scheduling extremely difficult for the airline. 

Emirates faces a crew shortage, thereby struggling to stuff some of the flights following a rising spate of resignations, employees calling in sick, and the large crew per flight that the widebody fleet of planes demands. The company has had to reassign flight attendants and pilotson short notices to enable the affected routes to remain in operation. The second crew related problem is the rising demand for better working conditions as well as benefits as a result of the booming aviation industry. While labor disputes are a rarity in Dubai, where Emirates has its hub, employees still engage the management on the betterment of their workplace. Moreover, a majority of the over twenty-five thousand employees are foreigners and, therefore, demand changes to rest periods on long flights as well as fair scheduling of rosters. Also, the employees are pushing for comprehensive medical insurance policies as well as the guarantee of jobs on the ground during pregnancies. However, these demands are low key since the airline offers some benefits not provided by other firms such as free transport to and from work and free housing perks. 

Trump’s administration to impose travel restrictions on those traveling from Muslim majority countries represents a newer challenge for airlines operating from the Middle East, and not just Emirates alone (Bennett, 2018). This suspension which also extends to workers from the seven countries of Yemen, Syria, Sudan, Somalia, Libya, Iraq, and Iran, has introduced logistical and administrative confusion to airlines as planning for operations becomes more complex than before.As a result of the employee problem, there is a need for change in the manner in which the Dubai-based handles its workforce. 


Emirates Airlines is an embodiment of a company realizing the constraints brought about by its success. Increased fleet numbers, more routes with a recruitment plan that does not match the rising demand ails the company as it grounds and under-staffs some of the routes. By changing the hiring policy through the Human Resource department, the airline can continue to have a competitive edge over its competitors in the delivery of a luxurious travel environment complete with showers as well as up to date technology while on board the wide-body planes.

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