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
Conclusion
Objectives and Scope of the Analysis
This paper provides a detailed investigation into the operational and strategic framework of Etihad Airways. It examines how the airline leverages its geographic location, service quality, and marketing initiatives to maintain competitiveness in the global aviation industry, while specifically evaluating its customer-centric programs and hub operations.
- Strategic marketing and competitive positioning of Etihad Airways
- Operational overview of short, medium, and long-haul services
- The significance of Abu Dhabi as a global aviation hub
- Analysis of frequent flyer programs and loyalty rewards
- Customer experience through lounge services and in-flight offerings
Excerpt from the Book
Etihad’s Marketing Strategy.
To achieve the overall success in the competitive market, the organization came up with a carefully planned marketing strategy which acted as a driving agent towards the achievement of the organization’s goals and objectives. One of the marketing strategy adopted by this organization included coming up with both the short and long term goals to be achieved under specific duration of time. Breaking even by the year 201 was one of this organization’s short term goals. This was to be achieved through decreasing the flights costs which could ultimately lead to increased sales associated with the reductions of their flight costs (Zeith, 1988).
Additionally, this organizations short term objectives was to maintain its customer value through decreasing its services costs. The status quo of this organization was going to be maintained through the reductions of their costs of services hence, making the organization become the most luxurious in its services provision to their clients. The organization came up with long term objectives which could enable it maintain a quality market strategy. This included increasing the amount of their profits annually by 5-10% facilitating its competitiveness. Furthermore, increasing their customer’s value by a rate of 8-10% by the year 2015 was stated as the organization’s long term objective. Etihad had a long term objective of opening up Abu Dhabi to the outside world and increase the UAE staff by the year 2013 by 15% (Etihad Airways, 2010).
Summary of Chapters
Introduction: Provides a background on Etihad Airways, its corporate structure, and its commitment to quality service in the global airline market.
Etihad’s Objectives: Outlines the airline's mission to connect Eastern and Western markets while providing luxurious services and cargo solutions.
Marketing Strategies: Details the multi-faceted approach used to gain competitive advantage, including pricing, people, and physical evidence strategies.
Haul Services: Examines the operational division of short, medium, and long-haul flights and the fleet requirements for each.
Abu Dhabi as a Hub Centre: Discusses the strategic geographic advantage of Abu Dhabi as a central connecting point for international aviation.
The Minimum Passenger Connection and Lounges Services Provided: Describes the amenities and efficiency improvements aimed at enhancing passenger comfort and relaxation.
Frequent Flyer Programs: Analyzes the loyalty structures, point redemption systems, and partnerships that encourage repeat travel.
Conclusion: Synthesizes the overall performance of the airline and suggests future directions regarding sustainability and global reach.
Keywords
Etihad Airways, Abu Dhabi, Aviation Hub, Marketing Strategy, Frequent Flyer Program, Air Transport, Customer Service, Airline Fleet, Global Market, Service Quality, Business Strategy, Passenger Experience, Competitive Advantage, Mileage Accrual, Tourism.
Frequently Asked Questions
What is the primary focus of this paper?
This paper serves as an analytical report on the operations, strategic objectives, and marketing methodologies employed by Etihad Airways to maintain its status as a leading global airline.
What are the central themes covered in the work?
The core themes include marketing strategies, operational management of haul services, the strategic importance of the Abu Dhabi hub, and the mechanics of passenger loyalty programs.
What is the primary goal of Etihad Airways according to the text?
The primary goal is to provide world-class airline services while unifying global markets via Abu Dhabi, ensuring high customer value and sustained profitability.
Which scientific or analytical method is used?
The paper utilizes a descriptive case study approach, analyzing secondary data, organizational objectives, and market performance metrics.
What topics are discussed in the main body?
The main body covers organizational structure, specific marketing strategies (product, price, place, people), fleet management across different haul lengths, and the details of frequent flyer programs.
Which keywords characterize this analysis?
Key terms include Etihad Airways, Abu Dhabi, Marketing Strategy, Frequent Flyer Program, and Global Aviation.
How does the airline maintain its competitive advantage?
Etihad achieves competitiveness through luxury service provision, strategic partnerships, effective pricing, and by leveraging its unique geographical location in the UAE.
What challenges does the airline face regarding its loyalty programs?
The airline faces criticism regarding potential "bribing" of customers via point systems and concerns over the environmental impact caused by increased travel frequencies.
- Quote paper
- Dr Alex Cole (Author), 2011, Analysis of the Etihad Airways, Munich, GRIN Verlag, https://www.grin.com/document/215657
