Strategic Management Of Emirates Group: Leadership And Managerial Competencies

Selected Company: Emirates Group

Strategic managers are responsible for planning, analysing and to govern business operations through their leadership style. They are also responsible for oversight and development of different corporate strategies to effectively support business growth and stability. Generally, there are three different roles of strategic managers such as: environmental scanning, strategy formulation and implementation of the strategy (Behery, et. al., 2018). For this report, the selected company is Emirates Group. The Emirates Group is a state-owned Dubai-based international aviation holding company. The headquarter of the company is in Garhoud, Dubai. In the year 2019-20, the company was able to generate revenue of AED 104.00 billion. For the year 2019-20, the company generated net income of AED 1.67billion (Cdn.ek.aero, 2020). Apart from this, the aims and objectives of this report is to enable the readers about managerial and leadership competencies, attribute skills from management theory, information about the staff welfare, etc. The scope of this report is to helping readers by providing knowledge related to the strategic skills of the leaders who are operating in a complex environment, different environment conditions which provides an opportunity to support leadership development, etc.

Vision of the Emirates Group:

The vision of the company is to maintain international recognition by becoming leading aviation and security services business in the world.

Strategic objectives of the company

This report will revolve below strategic objectives of the company:

• To develop a managerial and leadership competency.
• To identify 2-3 skills that the organization will likely to need in the next 3-5 years.
• To focus on developing effective leadership.
• Personal development plan to direct leadership development in a complex environment.
• To focus on the welfare culture of the selected organization.

Leaders make an important key decision to accomplish vision and strategic objectives of the organization. As, leaders are highly responsible for proper functioning and the entire strategic management process is depended on the decision-making capabilities by the leaders. In the strategic objectives, leaders are required to develop an action plan which involves discrete tasks and they build an organizational culture to executive different strategies (Bekdash, 2019).  

1.2

 Following competencies will be require by the leaders of the Emirates Group:

• Skill to conduct effective delegation of key work responsibilities: developing the competency of effective delegation can empower managers to delegate responsibilities and authorities among the right or appropriate team members. Although, while focusing on delegation of work responsibilities there are three key elements of delegation such as: responsibility, authority and accountability of operations.
• Social skills to inform interpersonal and interactions: development of this competency will effectively empower a leader to understand different social situations and team dynamics. Although, social intelligence skill refers to an ability of a leader to understand and manage different interpersonal relationships in the effective way (Martinez-Leon, et. al., 2020).
• Appropriate motivation skills to govern team members in the effective way: there are 5 appropriate skills of leadership such as: self-development, team development, strategic thinking, ethical practice and helping team members to develop innovate ideas (Matira and Awolusi, 2020).

Four most significant skills that the company to enhance to deliver the strategic direction:
1: Leaders of Emirates Group should start incorporating the skill of Artificial Intelligence (AI) and Machine Learning (ML) based operations. This skill will help the leaders to develop new operations which will help them to develop new AI based functions so that they can handover repetitive work to the AI rather than handling it through the human intervention.

2: Customer relationship management (CRM) skills: it will help in effectively fascinating the clients.

3: Behavioural skills to influence the behaviour of the team members: the leaders and managers of the Emirates can focus towards the development of behaviour skills because it will help them to learn different measures to influence behaviour of the employees.

4: Decision-making skills: working on the decision-making skill can effectively resultant in the following key aspects such as: leadership, reasoning, team-work and time management (Oorschot, Moscardo and Blackman, 2021).

Three skills in the next 3-5 years with skill gaps.

1: Skill for the use of data science and automation to reduce the load of human resources.

2: Skill for demand forecasting.

3: Emotional intelligence skills to create higher team satisfaction.

Strategic Objectives

In order to fulfil the gap, the company will require to effectively conduct detailed training of the leaders so that they can learn about artificial intelligence powered operation as well skills to create team satisfaction (Patwary, et. al., 2020).

Favourable environmental conditions which support leadership development are as follows:

• Monetary incentive policies for the leaders: monetary incentive policy for the leader can effectively motivate them to develop new strategies so that they can accomplish organizational goals.
• Positive culture of the organization: it is a duty of the higher-level management and human resource management to shape an environment for leaders in which they can share true and honest feedback with the team members. For example: sometimes, an organization restrict middle-level management to impose direct rules in the form of feedback on the lower-level management. So, in such cases, it creates dis-satisfaction among the middle-level management. Thus, it becomes a duty of the company head and human resource manager to provide an environment to the leaders in which they can effectively coordinate with their team members (Putri, 2018).
• Regular reward and recognition (R&R) for the leaders: R&R create high level of motivation among the leaders to compete with other leaders (Pereira, Lohmann and Houghton, 2021).

Unfavourable environment conditions which create hindrance for the leadership development

• Sometimes, top level-management imposes lot of restrictions on the middle-level management deal with the team members. In such cases, it creates dis-satisfaction among the team members.
• When team members started ignoring the orders of their leaders then also it resultant in creating an unfavourable condition for the leadership development (Safavi and Bouzari, 2021).

Following two personality tests are as follows:

1. Assessment model to judge leadership style on the bases of my basis personality traits:

On the bases of above personality test, I can figure out that I processes democratic leadership style. However, I think that the Emirates Group should govern their leaders to operate with the situational leadership style.

By combining the skills from the task 1.3, 1.4 and 2.2 following three skills are designed for the Emirates leaders as well as employees. In order to get effective results, it is suggested that the leaders of Emirates should focus on attaining these three skills such as:

• Gaining automation skills.
• Customer relationship management skills.
• Skills for creating high level of team engagement (Sandybayev, 2019).

S – specific: the goal is specifically related with the development of following skills such as: skill for understanding automation functions, skill for customer relationship management and skill for team motivation.

M – measurable: yes, it is measurable and leaders are required to monitor whether team members and clients are showcasing more satisfaction towards the business operations or not?

A – attainable: yes, above key skills are attainable because there is a high probability that leaders of Emirates are already aware about the functions such as: automation, customer relationship management skills and skills for creating high level of team engagement (Susilawati, Fitria and Eddy, 2021).

R – relevant: above skills are relevant with the development of team operations.

T – timely: 3 to 4 years.  

From the above results (from task 2.1) it is concluded that I process the democratic leadership style.

Original objectives: The human resource objective of the Emirates is to create a loyal workforce and to empower their workforce to deliver great customer services which satisfies their high-standards (Temelkova, 2018).

From the task 2.1, following three objectives are selected from the long-term perspective of Emirates Group such as (by combining the skills from the task 1.3, 1.4 and 2.2): the company should take use of advance technological transformation so that the management of Emirates can be able to provide a learning opportunity for the employees as well they can train employees to foster better customer satisfaction with the help of advance technological methods.

• 1: Educating employees about the use of automation functions as well as the use of artificial intelligence – accomplishing this objective will help the organization to effectively automate various tasks as well as it will resultant in reducing work loaf from the human resources.
• 2: Helping employees in gaining effective customer relationship management skills: in the global aviation market, Emirates Group is known for its customer hospitality. Similarly, if the company develop consistent methods so that they can empower their workforce with creative methods to conduct better customer hospitality. For example: the company can teach the skills to their workforce to deliver customized recommendation to the employees (Susilawati, Fitria and Eddy, 2021).
• 3: Another key skill for leaders is to focus on the higher-level of team engagement. For the leaders, it is important that they should be aware about higher team engagement. Although, the reason for including this basic skill is that after COfi-29. The company started work from home or remote based working model. So, in such a case, it becomes difficult for a team leader to foster higher level of employee engagement. Thus, it is suggested that the company should focus on empowering leaders as well as employees with the effective employee engagement skills.

In order to accomplish these objectives, it is important that team leaders should start involving diverse feedback or opinions from the team members. However, from strategic viewpoint it is suggested that the company should focus on creating a platform in which all the employees can share their opinions. Following this recommendation will also resultant in creating high level of transparency among the operations which will effectively create team satisfaction.

The adverse condition for the HRM of the Emirates Group is related with increasing employee attrition rates. Currently, 105,730 employees work with the Emirates Group and if employee attrition rate increases then it will adversely impact the business operations (Cdn.ek.aero, 2020). So, in this case, it is suggested that the HRM can take use of democratic leadership style. This leadership style will effectively enable the company to include their team members into decision-making process which will increase team satisfaction in the effective way. Apart from this, another leadership style which can help the company is to focusing towards the application of situational leadership style. This (situational leadership style) can also be used in handling effective human resource objectives. This leadership style will enable the human resource managers to change their leadership style as per the situations rather than sticking on a specific leadership style. So, this leadership style can enable the human resource managers to foster high satisfaction among the team members (Sandybayev, 2019).

Leadership and Managerial Competencies

Originally, the selected strategic objective is to focus on fostering higher level of employee and customer satisfaction as per the standards of the Emirates Group in the global aviation industry. Later on, it is marked that the objective of the company should be towards incorporating the use of advanced technological methods in delivering higher customer satisfaction as well as employee satisfaction (Safavi and Bouzari, 2021).

Now, there are the following variances to accomplish this objective such as:

• The company will be required to develop a research and development (R&D) department which will enhance the cost of operations.
• In the initial phase, employees can pose new changes and it may become difficult for the company to help employees in understanding about new changes.

4.1

It is a duty of the management to create a healthy internal and welfare environment for the staff members. The company is also bond as per the legal and ethical perspective to focus on the employee welfare. Below are the following laws which operates in the UAE and they are link with the employee welfare such as:

The United Arab Emirates (UAE) issued Federal Law No.33 of 2021 states about the following key areas (True and Brown, 2021):

• Flexible working models: employees will have an option to undertake full-time, part-time, temporary or flexible working options to others.
• Fixed-term employment contracts: as per the new law, the employees can be employed on fixed-term employment contract not exceeding three years.
• Overtime: overtime will be capped at 144 hours in every three-week period.

4.2

Emirate’s employee welfare culture:

• Pay and benefits: it is mention on the official website of the company that the management offers competitive base salary, paid tax free and review annual salary (Emirates.com, 2022). The company also offers accommodation or cash alternatives to the employees.
• The company take various initiatives which are linked with employee well-being and corporate social responsibilities (Pereira, Lohmann and Houghton, 2021).
• Employee safety and passenger safety is the foremost corporate value of the company.

Although, the company can take use of the following key practices for improving their employee workplace culture, such as:

• The company can encourage well-being-based challenges for the employees.
• Providing an effective employee assistance program.
• Organizing events for empowering mental well-being and physical health for the employees.

4.3

From the perspective of staff morale, safety and motivation it can be observed that when employee analysed that their employer is taking considerable measures to enhance their safety values then it effectively creates higher level of employee satisfaction and it increases employee motivation level in the effective way. It is a duty of the management to effectively implement key policies which are related with the employee welfare by considering following aspects such as: physical safety levels, mental satisfaction level and ethical measures. Apart from this, it can be analysed that the policies of the employee welfare create healthy, loyal and highly satisfied workforce for the organization. Although, the primary purpose of employee’s welfare is to develop personality of the employees into to foster a highly productive workforce. It is important that an employee should provide an environment to the employees to make their work-life better which should lead to good standard of living aspect (Oorschot, Moscardo and Blackman, 2021).

Conclusion

It is concluded in this report that the company should focus towards developing following four key competencies such as: skill to conduct effective delegation of work-related responsibilities, social skills, motivation skills and decision-making skills. However it is also concluded in this report that the company should focus towards developing following skill set among their leaders so that Emirates can accomplish their objective of higher customer and employee satisfaction, such as: leaders should be empower with the Artificial Intelligence and Machine Learning based practices, customer relationship management skills and skill for demand forecasting. Although, in reality, it can be observed that many industries are aiming towards the development of automation in their operations. Thus, it is suggested to Emirates Group that the company should develop a plan for the next 3-5 years. In this plan, the company should focus on the skills for the use of data science, skill for demand forecasting and emotional intelligence skills.

References

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