BBA 4

Computer Application in Business

Sir Shahid Khan
10th-October-2014
SELECTED ORGANISATION:
EMIRATES AIRLINE
INTRODUCTION:

Emirates is an airline based in Dubai, United Arab Emirates. The airline is a

subsidiary of The Emirates Group, which is wholly owned by the government of
Dubai's Investment Corporation of Dubai. It is the largest airline in the Middle East,
operating nearly 3,400 flights per week from its hub at Dubai International Airport, to
more than 142 cities in 78 countries across six continents. Cargo activities are
undertaken by the Emirates Group's Emirates Sky Cargo division.

The airline ranks among the top ten carriers worldwide in terms of passenger
kilometres, and has become the largest airline in the Middle East in terms of revenue,
fleet size, and passengers carried as of 2007. In 2012 the airline was the fourth-largest
airline in the world in terms of international passengers carried and scheduled
passenger-kilometres flown. The airline was the third-largest in terms of scheduled
freight tonne-kilometres flown. The company also operates four of the world's
longest non-stop commercial flights from Dubai to Los Angeles, San
Francisco, Dallas/Fort Worth, and Houston.
ORGANIZATIONAL STRUCTURE :
1.STRATEGIC LEVEL:

In strategic level senior managers have skill of making the best decision possible. This
type of decision usually concerns about general direction, long term goals. These
decisions are the least structured but they could have significant impact on the future of
the organization. One type of decisions that is made in the strategic level is planning for
gaining long term benefit, which is the Emirates' objective. This type of decision could
require managers to add new destination in their flight schedules. Another long term
decision in Emirates is buying new air plane (Airbus 380). These long term decisions
are for the future of the company.

2.TACTICAL LEVEL:
The managers in the tactical level take forward the vision and planning of the senior
managers. In Emirates one of the main strategic decisions is to increase the profit of
the year. Therefore the tactical decisions which are made by middle level managers
would be how middle process could help this decision to be successful. The data used
to drive this type of decision is usually found in summaries of routine transactions e.g.
sales orders from the next level or classification. Decision about determining ticket
prices or producing a low priced ticket, or offering some seasonal promotion in order to
attract more customers are those kind of decisions which are made in tactical level by
the middle line managers. Another tactical decision in Emirates could be determining
optimal booking policy for multiple fare classes.

3.OPERATIONAL LEVEL:
In this level the managers review the daily requirement in order to make the decision.
Thus, the operational decision is highly structured and their impact is immediate, short
term, short range. The data used to drive this decision type is usually prescribed or
defined in the procedures and rules of the organization. The manager manages the
information and activities for the day to day operation of the airline. In this system the
information about lights, passengers, crew, situational, and environment gather are
included. Some of these flows are carried by additional information such as passenger
booking via the internet and form the travel agencies.
DECISION SUPPORT SYSTEM IN EMIRATES AIRLINE:
Decision-support system ("DSS") is also one of the important systems specifically to
help management make decisions in situations where there is uncertainty about the
possible outcomes of those decisions. This system helps in gathering relevant
information and analyzes the options and alternatives. Then the system provides
spreadsheet and databases to create "what-if" models, and provide managers with the
best decision to choose.

An example of DSS in Emirate is Compensation Analysis System. This system

provides a comprehensive overview of the organization expenditure, monitor wages,
salaries and benefits for the manager and they are able to plan. Emirates use DSS to
project travel trends and to cut cost. They also use DSS to schedule flights and reduce
their seat inventories.

EXECUTIVE INFORMATION SYSTEM IN EMIRATES AIRLINE:

An EIS is a type of Decision Support System, or DSS, but is unique in a number of
ways. First, in many organizations there may be a number of different DSSs in place to
support specific decisions by individual units. An EIS, on the other hand, combines
critical information from all areas within the organization so senior management gets a
complete overview.

Executive Information System ("EIS") is the type of information system which is used in
strategic level in order to help senior managers make strategic decisions. Making profit
is one of the Emirates' goals. Profit Planning System could help the organization to
catch this aim. Profit planning system sets a profit target for the coming period. It is like
a summarized version of estimated income statement. It starts with a forecast of
expected sales and desired percentage for gross profit keeping in view the market
conditions. Another information system used in Emirates is Facilities Location system
which helps manager access to external information decide where to locate new
facilities. This type of system will help in gathering, analyzing and summering the key
internal and external information used in the business.
REFERENCE:
http://www.ukessays.com/essays/information-systems/school-of-technology-and-
management.php