Quality management implementation is a key issue contributing to organizational success. This report compares and analyses the quality management implementation approaches, which are essential to Emirates Airline Company and Dubai International Airport. It also discusses ways in which the two companies differ in terms of soft and hard aspects of TQM implementation. In order to achieve success in implementing the company strategies, the company and its management must carry out proper analysis of possible problems and design a program that presents the best alternatives to ensure that the entity remain relevant in the competitive market (Barney & Hesterly, 2009). The airline business is very dynamic and nust be sensitive to the demands of the prospective clients. Essentially, there is a general view about airline service industry and the implication it has on International Airports. For instance, current findings about the Emirate Airline Company, found in Middle East indicate that the increase in demand for air transport has necessitated the construction of more Airports in the region.  

Emirates Airline Company

Having stayed in the airline market for more than ten years, the company understands and recognizes the continuous shift/trend of consumer demands. The company has many jets, workers, making it gain competitive advantage over the others. This position makes it serve several countries on daily basis (Grewal & Michael, 2011). First, the airline market plans, competitive environment, values of its operations, research to improve service delivery and the costs involved indicates the level of complexity in running the company (Barney & Hesterly, 2009). This means that it has to focus stringent implementation of TQM. Success in this competitive and dynamic business could only be achieved by continuous surveys of the airline competitors’ actions in this market and the ever changing trends in the airline industry (Kotler & Armstrong, 2009).

Dubai International Airport

The airport serves the larger Middle East region and it has the capacity to accommodate large aircrafts, thus promting the need to implementat TQM. It acts as a gateway to and from the region, connecting Middle East to the rest of the world. Under the Airport’s strategic marketing plan/approach, it continuously monitor potential benefits/opportunities offered by the new line of productstailored to ascertain its financial viability, market relevance, consumer satisfaction and ways of increasing its profitability and better service delivery. It achieves this by adopting stringent policies that promote effective implementation of TQM.

Strategic Analysis of the Two Companies

The companies are strategically positioned to reap from the growing world market in other places, especially the Asian market. This could be realised from the global market recovery. Although the strategy focuses on the emerging markets, Europe and the United States basically remain the primary targeted market for Emirates Airline and its products. The management of the company understood the fact that the global market would develop and that it was necessary for the company to be innovative and develop strategic policies to remain viable in the airline market. This is justifiable by the positive feedback that the product’s users have shown over a long time as well as the company strategic and development policies.

The concept of equity applies to both the companies as they implement TQM. For instance, there has been an observation on extensive impact of emotional labor on employees’ productivity in the major Emirates Airline in the Middle East. The external environment in which the airline company operates has in recent years been characterized by cutthroat competition (Barney & Hesterly, 2009). While some airlines have resorted to cost saving initiatives to gain a competitive edge over their rivals (the no-frills carriers), Emirates Airline Company  has taken to differentiating itself on the basis of their ability to offer a superior service by implementing TQM to the required standards (Barney & Hesterly, 2009). As a result, the importance of emotional labor, especially among the latter category of airlines, has become sharply pronounced. For in-flight attendants and other service employees in the airline industry, emotional labor involves displaying certain desirable behaviors and emotions such as smiling to the customer and being enthusiastic; while hiding certain other behaviors that are considered a turn-off to customers such as irritation and aggravation.    

On the other hand, despite the numerous challenges facing Dubai International Airport, which have equally affecticted its workers, it has successfully emerged from the problems and remained one of the most cmpetitive organizations in the region. First, by properly implementing TQM, it venture in unique products and satisfactory sevices for its customers, making it retain as many airlines as possible (Kotler & Armstrong, 2009). In fact, the company has managed to practice relationship marketing to make sure that the workers become very passionate to the prospective customers.

Moreover, it targets a particular clientale and works so hard to retain them as the company entice other potential ones to use its services and enjoy the products. This has given the company comparative advantage over the competitors, making it control a large market share in the airline industry (Barney & Hesterly, 2009). The company’s continuous struggle to remain relevance in the airline market has been enhanced through consistent communicaion and offering exemplary servises to its clients, meeting their demands, improving the relationship between the workers and customers, and emulating the changes in the airline industry (Grewal & Michael, 2011).

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Comparison and the Difference of Two Implementation Strategies

Emirates Airline Company

Dubai International Airport

Soft Aspects

Soft Aspects

There was effective data management to be used in decision making.

The company practiced cost effective Airport management to improve the qualirty of services.

The comnpany embraced targeted workforce training as its human resources management strategy.  

The company was consistent in maintaing the available physical features such as runways.

Hard Aspects

Hard Aspects

The company implemented pay rise for its workers as a motivation strategy.

The company had strict policies on Airline operadtions such as uninterrupted arrivals and departures. 

The company was strict in minimizing its expences through improving efficiency.

The company used technology in monitoring Aeroplanes.


The Organisational Strategic Capability

Regarding Emirates Airline Company, one of its strategic capabilities lies on the company’s stability that has enabled them to get financial assistance from the global financial institutions. This has become possible due to the increasing favourable capital conditions (The Emirates Group, 2012). Since the company was able to come out of the global crisis and regain its position to a better level, it has created a reputation among the public, thus showing the organisation’s capability and strategic management.

The second strategic capability of the organisation is its focus on premium brands, which are very strong (The Emirates Group, 2012). This creates special preference for the brands across the world, especially among the middle and high income class. Notably, these groups of consumers prefer durable products that the company is capable of producing. Certainly, the company looks into the future with confidence because its premium models present an excellent growth projection in the core European market zones and in other parts of the globe. As a result, its quality and premium aircrafts have great demand because they present individuality and a sign of affluence.

On the other side, the strategic capability of Dubai International Airport is its ability to use the modern and appropriate technology in managing the airdrome (Dubai Airport, 2012). As a result of technological application, the airport has the state-of-the-art facilities, which are appealing to the potential users. Moreover, the company employ the finest engineering techniques in constructing runways and most of the workers possess top quality skills and with relevant experience in airline construction. This is a strategic capability that the organisation uses for its progress and further success.

Impacts of External Environment on the Company Strategy

The environmental analysis is very critical to the two companies as it could lead to prosperity or affect the operations at the organisation. Obviously, the company has both internal and external environments, which interrelate to make it either fail in its objectives or be successful (Brenkert, 2010). For this case, the focus is on impacts of the external environment on the company strategy. Since Emirate Airline products came into the air transport market, the company started interacting with the external environments, which had great affect on its strategic operation. Some of the company travel packages were specially designed for those who like luxury and provided them with the comfort they desired.

The external environment that affected the operations at the companies included the competitors, customers, suppliers’ attitudes and the government influence. Despite competition, the company brands are still globally recognized because of their high quality (Barney & Hesterly, 2009). For instance, the company implements a range of luxurious travel packages to suit customers from high class in society. The other external environment that had relative influence on the company strategy was the consumers and suppliers. The products and services that the company offered, for a long time, have been both innovative and stylish so that they could satisfy the specific market demands, thus attracting many users who preferred them to other brands.

Strategic Alternatives

One of the strategic alternatives is that while understanding that Competition from the rival companies is ever rising over the years, Emirates Airline Company should be able to counter this assumption through strategic planning, enacting strategic policies. Secondly, the company should implement policies regarding the use of technology on areas such as fight booking and monitoring departures. Therefore, the situation calls for a proper evaluation of the implementation strategies, which the company intends to capture the top market to avoid failures.  

Strategic Recommendation

The main strategic recommendation for the company is to focus on implementing approaches aimed at promoting luxurious travel facilities of premium quality at relatively lower cost to attract the prospective customers. This would be the sure way of achieving success in the company. In cases were the external environment posed a great threat to the internal affairs and strategies of the Airline Company and airport, the respective management should implement aggressive policies, which would help it fight such competition in the market. Certainly, this would lead to the advancement of innovative products and the implementation of effective marketing strategies to minimise the affects.

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