Etihad Airways is one of the world’s most famous airline carrier based at the Abu Dhabi in the United Arab Emirates. This organization is well known for its quality cabin crew services it provides to its clients. The cabin crew is made up of highly qualified beverage and food managers, cabin mangers, cabin seniors and cabin crew who are dedicated to providing quality services to its clients, hence the organization’s top reputation globally. The airline operates in various destinations globally including Africa, Asia, Americas, Middle East and Europe. Alongside the airline services, Etihad airways operate other services including Etihad Cargo and Etihad Holidays (Saleem, 2010).
The organization has its head office in the Khalifa City in the Abu Dhabi international airport where the organization’s corporate activities are controlled at. The organization is governed by the board of directors consisting of seven non-independent executive members, an audit committee and an executive committee. The boards of directors are responsible for coming up with legislations, rules and policies which govern the organization. The winning of the World Travels award is one of the contributing factors among other wards which have contributed to this organization’s excellent performance and positive public picture (Lastrou & Oretti, 2007).
This airway carrier operates in a total of 86 destinations globally. These destinations are located in a total of 42 countries distributed across Africa, Americas, Europe, North America, Asia and Oceania. Etihad provides quality in-flight entertainment services to its clients meeting their comfort. The organization has partnership agreements with other airline companies which promote the company’s operations. These include the Aer Lingus, Bangkok Airways, Jet Airways and American Airlines among other airlines. Therefore, this paper will analyze in detail this airline operation including its marketing strategy, objectives, flyer programs, and its membership ties among other organization’s operations (Vedder, 2008).
Table of Contents
- Introduction
- Etihad's Objectives
- Marketing Strategies
- Haul Services
- Abu Dhabi as a Hub Centre
- The Minimum Passenger Connection and Lounges Services Provided
- Frequent Flyer Programs
Objectives and Key Themes
This paper analyzes Etihad Airways, focusing on its operational strategies and market position. The analysis explores the airline's objectives, marketing strategies, and various services offered, aiming to understand its success in the global aviation industry.
- Etihad Airways' objectives and goals
- The airline's marketing strategies for competitive advantage
- The role of Abu Dhabi as a hub and its impact on Etihad's operations
- Analysis of Etihad's passenger services and frequent flyer programs
- Evaluation of Etihad's product diversification (cargo and holidays)
Chapter Summaries
Introduction: This introductory section provides background information on Etihad Airways, highlighting its global presence, reputation for quality service, and diverse operational areas including passenger transport, cargo, and holiday packages. It sets the stage for a detailed analysis of the airline's operations and strategies.
Etihad's Objectives and Purposes: This chapter delves into the core objectives driving Etihad Airways. The airline aimed not only to provide high-quality air travel services globally but also to represent the United Arab Emirates on a worldwide stage, showcasing Emirati hospitality. A key objective was to bridge the East and West, with Abu Dhabi acting as a central hub. The pursuit of modern flight technology and luxurious travel experiences, coupled with the development of a robust cargo service, are also emphasized as primary goals, reflecting a strategy for diversification and profit maximization through product sharing.
Etihad's Marketing Strategy: This chapter details Etihad's strategic marketing approach. The airline implemented both short-term and long-term goals, aiming for profitability within specific timeframes and focusing on cost reduction to maintain customer value and enhance luxury service. Long-term objectives included consistent annual profit growth, increased customer value, and expanding Abu Dhabi's global reach. Product strategy played a critical role, involving a tiered approach to passenger services (Diamond First, Coral Economy) and expansion into cargo (Etihad Crystals Cargo) and holiday packages (Etihad Holidays), contributing to the overall competitive advantage.
Keywords
Etihad Airways, airline industry, marketing strategy, Abu Dhabi, hub airport, passenger services, cargo services, frequent flyer programs, competitive advantage, global aviation, product diversification, marketing objectives.
Etihad Airways: Operational Strategies and Market Position - FAQ
What is the purpose of this document?
This document provides a comprehensive preview of a paper analyzing Etihad Airways' operational strategies and market position. It includes a table of contents, objectives and key themes, chapter summaries, and keywords.
What topics are covered in the analysis of Etihad Airways?
The analysis explores Etihad Airways' objectives, marketing strategies, various services offered (including passenger services, cargo services, and holiday packages), the role of Abu Dhabi as a hub, and its frequent flyer programs. It aims to understand the airline's success in the global aviation industry.
What are Etihad Airways' main objectives and goals?
Etihad Airways aimed to provide high-quality air travel services globally, represent the UAE internationally, bridge East and West using Abu Dhabi as a hub, utilize modern flight technology and offer luxurious travel experiences, and develop a robust cargo service. Profit maximization through product diversification was a key goal.
What marketing strategies did Etihad Airways employ?
Etihad implemented both short-term and long-term marketing goals, focusing on profitability, cost reduction to maintain customer value and enhance luxury service, consistent annual profit growth, increased customer value, and expanding Abu Dhabi's global reach. A tiered approach to passenger services (Diamond First, Coral Economy) and expansion into cargo (Etihad Crystals Cargo) and holiday packages (Etihad Holidays) were crucial aspects of their product strategy.
What is the significance of Abu Dhabi as a hub for Etihad Airways?
Abu Dhabi served as a central hub for Etihad, facilitating its operations and impacting its global reach. Its strategic location played a significant role in the airline's ability to connect East and West.
What passenger services and frequent flyer programs does Etihad Airways offer?
The analysis covers Etihad's passenger services, which included a tiered approach (e.g., Diamond First, Coral Economy), and its frequent flyer programs, although specifics of the programs aren't detailed in the preview.
What other services does Etihad Airways provide besides passenger transport?
Etihad Airways also offers cargo services (Etihad Crystals Cargo) and holiday packages (Etihad Holidays) as part of its product diversification strategy.
What are the key takeaways from the analysis of Etihad Airways?
The analysis highlights Etihad Airways' strategic approach to achieving its objectives through a combination of high-quality service, strategic marketing, product diversification, and leveraging Abu Dhabi's position as a central hub in global aviation.
What are the key words associated with this analysis?
Etihad Airways, airline industry, marketing strategy, Abu Dhabi, hub airport, passenger services, cargo services, frequent flyer programs, competitive advantage, global aviation, product diversification, marketing objectives.
- Arbeit zitieren
- Dr Alex Cole (Autor:in), 2011, Analysis of the Etihad Airways, München, GRIN Verlag, https://www.grin.com/document/215657
