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Emirates Airlines Operations Insights

1. The document describes an out-of-class assignment asking the student to list amenities they would want on a long flight and to fill out a table summarizing what Emirates Airlines does behind the scenes and how it serves customer wants. 2. The student lists several amenities they would want, including on-time flights, optional toiletries, adequate tray tables, power outlets, and onboard entertainment. 3. The student fills out a table explaining that Emirates intensively trains flight attendants for safety, thoroughly cleans tableware using industrial equipment for quality food service, and employs over 1800 chefs to create menus catering to passenger destinations and ensure good service.

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15 views2 pages

Emirates Airlines Operations Insights

1. The document describes an out-of-class assignment asking the student to list amenities they would want on a long flight and to fill out a table summarizing what Emirates Airlines does behind the scenes and how it serves customer wants. 2. The student lists several amenities they would want, including on-time flights, optional toiletries, adequate tray tables, power outlets, and onboard entertainment. 3. The student fills out a table explaining that Emirates intensively trains flight attendants for safety, thoroughly cleans tableware using industrial equipment for quality food service, and employs over 1800 chefs to create menus catering to passenger destinations and ensure good service.

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Copyright
© All Rights Reserved
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GB 214 Out-of-class Assignment

Integration of Marketing and Operations Management

1. As a customer taking a long air flight (5 hours or longer), list all what you want the airline
company to provide for you (e.g., safe travel, on time flight, etc.). Please use bullet points.
- On time flight
- Optional amenities like toothbrushes, toothpaste, etc.
- A tray table large enough to place a laptop on
- USB plugs (at least) or a power outlet of some sort would be appreciated
- Onboard entertainment would be appreciated
- Good service

2. Below are links to two youtube videos related to the operations of Emirates Airlines. After
watching the videos, fill out the table below based on the content of both videos.
[Link]
[Link]

What does Emirates Airlines do behind the What are the customers’ wants that Emirates
scenes? Airlines is preparing to serve through these
activities?
1. Flight attendants are intensively trained 1. Customers can feel assured they are safe
and prepared for any emergency because the crew is very well trained
onboard (safety)
2. Tableware is thoroughly cleaned 2. Customers don’t have to compromise
through their industrial equipment + the quality food on their flight (quality food)
overall food preparation and tableware 3. Customers receive the sophisticated
cleaning process is supported by experience, in everything from the crew to
Emirates’ efficient monorail system the food, that is associated with the
3. Emirates employees 1800+ chefs that Emirates Airlines brand. (Good service)
create curated menus for passengers’
destinations + the highly selective
process of hiring flight attendants helps
ensure customer satisfaction with
service

3. Below is a link to a video clip showing how checked-in luggage is handled at Dubai International
Airport, the home of Emirates Airline. As you watch this clip, be mindful of the fact that these
operations are handled mainly by Dubai Airport and not exclusive to Emirates Airline. What does
Emirates Airline need to do to make sure its customers get their luggage properly channeled?

The system processes necessary to get passenger bags loaded onto the correct plane, excluding
supporting processes that primarily provide the flow of information, like the control center, are
about four operations/activities and two decision points in the following order:

1. Bags are tagged at check-in counter


2. Bags are then transferred based on tag either through the customary baggage system or
transferred as a non-conveyable baggage through a separate process [not described in the
video] (decision point)
3. If they are transferred through the customary baggage system, the bags are moved through
conveyer belts and security scanned
4. Bags are then transferred onto tubs
5. The tubs are then transported to the “makeup carousal area”, or stored for a short while in
the “early bag store” until the flight is ready and then moved to the makeup carousal
(decision point)
6. The bags are then moved to ULD’s (unit load devices) and placed onto the aircraft

The process map, I assume, would look similar for airports around the world but what is
impressive about Dubai’s airport is the scale of their operations. For example, 13,000 bags per
hour is quite impressive.

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