MANAGEMENT ESSENTIALS
MANAGEMENT ESSENTIALS
Introduction
The fundamental purpose of the report is to discuss the management practises that Qatar Airways has adopted and how the effective implementation of the same has helped the company to reach the pinnacle of success. Along with discussing how the company has achieved a significant amount of success over the years, the report will also attempt to critically explore the challenges that Qatar Airways have also faced and is facing in the contemporary age. The case of Qatar Airways is imperative to discuss as it will provide an in-depth understanding of how effective leadership and management practices help corporations to thrive amidst fierce competition.
Task 1- Management practices
Mission, values and management practices of Qatar Airways
The main mission of the company is to become the best airline corporation globally and offer the most opulent services to its customers to ensure that they are ahead of its competitors. Research has stated that the marketing activities that the given organisation has adopted are extremely effective in providing them great success and it is safe to say that the organisation has already achieved their goals to a great extent (Hamad et al., 2021). Apart from having the mission of being the most valuable airline and offering the best services to their passengers the company also values the prevalence of an extremely favourable organisational culture in which their employees receive a significant amount of job satisfaction. According to research, organisational culture and environment have a significantly positive impact on firm performance as it helps employees to work in an environment in which they are capable of being extremely productive (Upadhyay and Kumar, 2020). Moreover, the company also values the prevalence of robust leadership practices within their organisation to ensure that the company is capable of achieving its goals successfully and also retaining the workforce by providing them extreme job satisfaction.
Alignment of management practices with values
Given that the company wants to become the most valuable airline globally, Qatar Airways is known to have one of the most effective marketing practices globally that further lead them to achieve the said goals. Research has mentioned that one of the most relevant ways through which the company has been successful is by effective utilisation of its resources and they have also created its own network of valuable resources that further help the company to succeed amidst the competition (Chiambaretto and Wassmer, 2019). On the other hand, the company has also provided extreme focus on appointing the most suitable leader for their operational activities and also to maintain a favourable organisational culture and for that, the appointment of Akbar Al Baker is one of the most effective steps toward that. According to research, leadership practices are known to have a great impact on organisational performance as leaders successfully direct a firm toward its goals by relying on their vision for the future (Mascareño et al., 2020).
Task 2- Analysing business challenges
Challenges faced by the company
One of the most relevant challenges faced by the company is the kind of competition that is currently prevalent within the said industry as airlines, namely Emirates, Vistara, Lufthansa and more have also created a name for themselves in the airline industry. It has been reported that air transport has drastically transformed in the last 2 decades and the deregulation and liberalisation of the sector have further resulted in the entrance of new firms into the market and it created immense competition in the industry (Oecd.org. 2023). Apart from that, it might also be stated that the company is facing challenges concerning certain ethical aspects such as the amount of pollution these commercial jets make and an attempt to decarbonise the vehicles might be the only way to overcome the same (Murrieta and Botez, 2020).
How creativity and innovation might help in overcoming the challenges
The creative problem refers to the practice of generating new ideas and, in that context, it might be stated that the problem-solving skills of managers of Qatar Airways might be the most effective way to ensure that the company has successfully overcome the challenges. Research has mentioned that problem-solving skills are some of the most relevant attributes for leaders and managers to learn in the contemporary age since it helps them to acquire new ideas and solutions to solve any problems (Rahim et al., 2018). Apart from that, it also needs to be mentioned that the organisation and its operational activities are greatly reliant on implementing innovation in the company and for that, they utilise analytical problem-solving and decision-making methods by obtaining accurate data. Research has mentioned that analytical problem-solving through the means of technological innovation is extremely impactful when it comes to gaining competitive advantages as relevant data helps in understanding the right approach that might be most suitable to overcome certain challenges (Ferraris et al., 2019).
Improvements Qatar Airways might have to implement
One of the many ways through which the company might implement creative and innovative practices is by adhering to the principles of the DeGraff and Lawrence theoretical framework which highlights 4 ways to achieve the goal (Cameron et al., 2022).
For example, the leaders might achieve creativity through imagination which will result in the generation of new ideas, followed by that improvement which will help in being systematically better, clarifying the problems, quality and process control. Additionally, creativity might also be achieved through investment which will enable them to attack the highly competitive problems directly and lastly, incubation meaning creating a vision based on teamwork, trust building and coordination.
Conclusion
Finally, it may be concluded that the management practices present at Qatar Airways are extremely competent in helping them to gain competitive advantages as their mission and values are significantly efficient to help them in gaining competitive advantages. However, the company has also been facing certain challenges that they need to overcome with the help of creativity and innovation. In that context, the Degraff and Lawrence model might be extremely effective in implementing innovation to overcome challenges.
References
Chiambaretto, P. and Wassmer, U., 2019. Resource utilization as an internal driver of alliance portfolio evolution: The Qatar Airways case (1993–2010). Long Range Planning, 52(1), pp.51-71.
Ferraris, A., Mazzoleni, A., Devalle, A. and Couturier, J., 2019. Big data analytics capabilities and knowledge management: impact on firm performance. Management Decision, 57(8), pp.1923-1936.
Hamad MA Fetais, A., Al-Kwifi, O.S., U Ahmed, Z. and Khoa Tran, D., 2021. Qatar Airways: building a global brand. Journal of Economic and Administrative Sciences, 37(3), pp.319-336.
Mascareño, J., Rietzschel, E. and Wisse, B., 2020. Envisioning innovation: Does visionary leadership engender team innovative performance through goal alignment?. Creativity and Innovation Management, 29(1), pp.33-48.
Murrieta-Mendoza, A. and Botez, R.M., 2020. Commercial aircraft trajectory optimization to reduce flight costs and pollution: Metaheuristic algorithms. Advances in Visualization and Optimization Techniques for Multidisciplinary Research: Trends in Modelling and Simulations for Engineering Applications, pp.33-62.
Oecd.org. 2023. Airline competition – OECD (no date). Available at: https://www.oecd.org/daf/competition/airlinecompetition.htm (Accessed: May 5, 2023).
Rahim, A., Civelek, I. and Liang, F.H., 2018. A process model of social intelligence and problem-solving style for conflict management. International Journal of Conflict Management, 29(4), pp.487-499.
Upadhyay, P. and Kumar, A., 2020. The intermediating role of organizational culture and internal analytical knowledge between the capability of big data analytics and a firm’s performance. International Journal of Information Management, 52, p.102100.
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