Planning Roles of Human Resources Management in the Airline Industry - Case Study Example

Table of Contents Introduction 1 Mission 1 Vision 2 Overview of planning roles of HRM in the airline industry 2 Planning formulator role 3 Resourcing 3 Scenario Planning 3 Demand forecasting 4 Labour turnover analysis 4 Work Environment analysis 4 The airliner strategy 5 Human resource manager as an environmental Scanner 5 Socio-economic scanning 6 Economy 6 Demographic factors 7 Geographic scanning 7 Social factors 7 Technological scanning 8 Conclusion 8 References 9 Introduction Emirates Airline is a subsidiary of Emirates Group. It is also known as Fly Emirates. The airline is among the biggest airline in the Middle East. Fly Emirates is a national airline of UAE (United Arab Emirates). Its hub is located at Dubai International Airport. Fly Emirates across six continents with 157 destinations in over fifty countries worldwide carrying over 2,400 passengers every week. Emirates airlines operate s four of the globe’s longest non-stop flights from its hub in Dubai to Houston, Francisco, Los Angeles and São Paulo. These non-stop commercial flights are made possible thanks to Boeing 777-200LR. The airline has the latest Airbus A380 planes which enable the company to operate into other destinations like Bangkok. The success of the airline is made possible by over 40,000 human resource sourced from over 100 countries worldwide. The airline fully owned by the Government of Dubai. This is made possible by falling under the Investment Corporation of Dubai docket (Freeswotanalysis.com, 2011) Mission The mission of this airliner is carry passengers from any location in the world through Dubai to any corner of the planet. The mission of the procurement is to offer responsive and innovative services that viably support the company in a profitable way. The airliner keep itself in tandem with the current changes, shedding the past and while creating a future to long for (Theemiratesgroup.com, 2014) Vision Just like any organization or any business, the Fly Emirates airliner principles and vision which keep it going forward is a calculated and ambitious decision-making, strong and stable team, cutting-edge ideas that lead to the development of a big airliner This vision has been a major contributing factor in the growth and development of the airliner. Business is the backbone with which the airliner success lies. The airliner is concerned with the employees and other stakeholders’ welfare alongside the communities and the environment it serves. This has played a critical role airliner’s past and will continue to do so in the future (Theemiratesgroup.com, 2014) Overview of planning roles of HRM in the airline industry In the present day organizations, HRMs are playing many critical roles. Some of the roles they play include advocacy where they play an important role necessary for the organizational success. Advocacy concerned with how staff welfare that encompasses healthy work environment whereby the staff becomes happy and motivated to work for the organization. Human resource managers act as the strategic partner necessary for the continuity and growth of the organization (airline industry for this case) and the achievement of set goals and business plans. The Human resource managers also act as organizational change agents. They do so for the betterment in the service industry (airline) (Freeswotanalysis.com, 2011) Other roles of HRM in this industry include managing conflicts, managing change, motivation, personality development human relations, communication, leadership, building teams, job satisfaction among others Planning formulator role This role involves defining and planning the company’s future initiative and activities therefore requiring new skills. Emirates Airline key strategy the expansion of its services to meet its customers’ demands at the competitive cost. Emirates Airline human resource manager work around the clock to achieve these goals Resourcing The role of human resource manager in the Emirates Airline includes planning strategy. He does so to achieve the competitive advantage over the opponents by coming up with an intellectual capital. One of the Emirates Airline’s missions is to achieve sustainable competitiveness through minimization of production cost while improving the human resource productivity Scenario Planning Another role played by the Emirates Airline human resource manager is scenario planning. The HR role here involves matching the airline’s changing environment. The Fly Emirates human resource manager is always prepared to face both the best or worst case scenario due to the ever changing environment in the airline industry. The human resource manager is therefore ready to successfully navigate through these rapid changes in the industry Demand forecasting The human resource in the Fly Emirates airline is forecasting what the future holds for the company. The human resource manager should the relevant skills that will help him/her estimate the future demands for its customers and other stakeholders of the company. The HR therefore needs to advice the company to acquire the latest technology that will enable accurate analysis of the information and data that will enables the airline company predict the future of the company. For successful prediction, sound demand and supply prediction is required Labour turnover analysis The human resource is responsible for analysing the company staff turnover figures, trends and reason for the turnover. This helps the company forecast on the staffing forecasts. The analysis helps the airline industry identify the reason for labour turnover. The results help the airline industry put measures in place that will tackle the problem of labour turnover. Work Environment analysis Another environmental scanning role of the human resource manager in the Fly Emirates airline is the environment where their staffs work in. This involves scanning of the environment whether it is conducive for maximum output from them. Their skills not need to be exploited in an environment where they achieve job satisfaction Fly Emirates human resource manager is responsible for having a plan and a solution unexpected and expected work stoppage. This can be as result of workforce strike or other radical events and incidences like terrorist attack or plane crash The airliner strategy It is important to note that the airliner has been very successful in the implementation of quality control measures. This has been achieved through coming up and maintenance of international standards with its target is to keep its customers happy and satisfied. The airliner is concerned with extensive training of its workforce. The company normally train its young staff together with other people it works with in the industry. It is also important to note that the Emirates group has created and developed tourism, hotel and resort industry. This was achieved through acquisition and creation of many spas and resorts whereby quality control was put into consideration to keep its customers satisfied and comfortable The company have always aimed to keep is customers satisfied, having decently dressed cabin crew at the same time winning itself awards, brand name and reputation through its innovative in-flight entertainment system. This has therefore make the airliner an international brand The airliner is making longest non-stop direct flights with not stop-overs. The stop-overs are usually made by other airlines but the customers usually hate them due to time wastage Other key reasons for the airliner triumph is the making of innovative decisions made on sound foundation, unique business model, flourishing on flexibility which should be in line its mission of taking passengers from one corner of the planet to another through its hub in Dubai. In so doing it expands its worldwide market Human resource manager as an environmental Scanner There are many aspects which affect business organization every sector of the environment. These aspects normally interact with one another. It is very important to note there are also many ways to organize them for analysis and diagnosis. This case will analyse the roles of Emirates airline in terms of socio-economic, customer, competitor and technological aspects in the analysis Socio-economic scanning The human resource manager in the airliner company is responsible for assessing various factors the affects the services offered by the company. He or she does so by exploring social, geographic and economic factors which affect the company positively or negatively. These factors will affect the success or failure of the airline industry Economy The human resource manager in this airline company is responsible for scanning through the economic state of their area of operation. He or she needs reliable source of information that will enable him or her make a sound decision. This is because economic state will always affect the achievement of the set goals and objectives. Analyses by HR in the Emirates Airline look into factors such as interest rates, monetary policies and valuation of currencies. Economic analyses also look into fiscal policies that touch on the firms and individual tax rates. The trends in prices of goods and services are also looked into. These include the prices of fuel, foods and drinks being served by the airliner among other services offered to the customers. This analysis will help determined measures to be taken like price and wage control in case the inflation is very high. In all these the stage of business cycle is considered as it is very important in determining the best strategy and course of action to take Demographic factors These are those factors that will affect the general population. These factors have both negative and positive effect on the business. The human resource manager here needs to be very careful when making decisions that will affect this market. Some of the key aspects here include income distribution of the population. It will be a disaster for the company to invest in an area where the income is concentrated among a few segment of the population as this an impact on the general profitability of the company. Population change also need to be thoroughly scanned by the human resource manager in the airliner. This is because as total population change, the overall demand ad taste for the products and services also changes. As the growth rate and the number affects the overall demand. The HR therefore need to drastic measures that will see the company and the customer benefit leading to good reputation and good brand name Geographic scanning One of the success stories of Fly Emirates Airline is the effective geographic scan by its human resource manager. He has been able to identify threats and opportunities facing the airline industry. The HR department has been able to identify viable business opportunities for the company. The airline company has therefore expanded the number of its flights destination leading to the prosperity airline company Social factors These factors deal with the values and attitude of employees, customers and other people in general. These include people lifestyles, culture, beliefs, values and attitudes among others. The Human Resource department in this airliner is responsible for scanning through these social factors so that they can put measures that will enable its comfort of its diverse customers. Due to wide customer base, social factors need to be well taken care for to keep the brand and reputation of the company Technological scanning Strategists and human resource management must be able to scan the technological sector to ascertain the effect of the rapidly changing technology on the airline firm’s operation. Adapting the latest technology may provide opportunities for the achievement of the business firm’s goals and objectives. The human resource department has seen the company through its growth and development through adoption of the latest technology in the industry beating its competitors hands down. Some of the benefits of adopting the latest technology include promotion of innovation, improvement of marketing techniques and avoidance of obsolescence among others. The human resource managers and strategists should always be aware of possible advance in the future at the same time being aware of the existing ones. The human resource in the airline under case study has been in the forefront in foreseeing the advancement of the sector’s technology. The company has also been successful in assessing the impacts of technology on the operations Conclusion The roles played by the human resource department in this airline industry have seen the growth and expansion of the business. It is now a reputable airline serving the interests and demand of its clients customers giving it competitive advantage over its competitors. The idea behind this success stories should be replicated in other companies References Freeswotanalysis.com,. (2011). Emirates Airlines SWOT Analysis | Free SWOT Analysis. Retrieved 30 December 2014, from http://www.freeswotanalysis.com/aerospace-airline/178-emirates-airlines-swot-analysis.html Theemiratesgroup.com,. (2014). The Emirates Group Official Site | The Emirates Group. Retrieved 30 December 2014, from http://www.theemiratesgroup.com/english/default.aspx Theemiratesgroup.com,. (2014). Vision and Values | The Emirates Group. Retrieved 30 December 2014, from http://www.theemiratesgroup.com/english/our-vision-values/our-vision-values.aspx Read More