Competitive Stratergies of Etihad Airways

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COMPETITIVE STRATEGIES OF ETIHAD AIRWAYS

Submitted by 4th Semester Students:
1. Ammara.Akeel.Ahmed AUD 0213
2. Susan Joseph AUD 0071
3. Siddhant Chhibber AUD 0503
4. Rohan Reddy AUD 0103

Research Report Submitted To:
Dr Hanaa El Sayed Abdel Gabbar El Sayed Gomaa    

ABSTRACT
The air transport facilitate international business, tourism and related activities, support export-oriented manufacturing and service industries in movement of goods and people across the regions and is constituted as one of the cornerstones of economic growth and development. The Arabian Gulf countries flag carriers (Emirates, Etihad and Qatar) started investing in events and sponsorships to build their profiles and new aviation infrastructure to sustain their activities which had already paid dividends as a global mega hub. According to IATA, the Middle East witnessed growth of 18.1% in passenger traffic in 2007, compared to 7.4% growth in global traffic. The present study aims at the competitive rising of Etihad Airways in specific focus on Etihad Airway’s Financial and Marketing Strategies. The study is confined to a period of 2005-2013 which highlights the current scenario of the Etihad Airways in the market place and reviews the recent methods and activities adopted by the company which made them a global brand, raised them to competition and paved enormous and speedy growth in a span of only eight years.

TABLE OF CONTENTS
SERIAL NUMBER
CONTENTS
PAGE NUMBER
1.1
INTRODUCTION
4.

1.2
OBJECTIVE OF STUDY
4.
1.3
METHEDOLOGY OF STUDY
4-5
2
BACKGROUND
5.
3.
ETIHAD AIRWAYS FINANCIAL STRATEGIES
6-11
3.1
ETIHAD AIRWAYS SPONSORSHIP ACTIVITIES
6.
3.1.1
ETIHAD AIRWAYS LOCAL SPORTING EVENTS
7.
3.2
INVESTMENTS OF ETIHAD IN PAST YEARS
7-10
3.2.1
ETIHAD INVESTMENTS IN CHINA
10.
3.2.2
INVESTMENTS PLANS CONSIDERED BY ETIHAD
11.
4.
MARKETING STRATEGIES OF ETIHAD AIRWAYS
11-12
5.
INTERVIEW WITH MARKETING MANAGER
12-14
6.
SUGGESTIONS
14-15
7.
CONCLUSION
15

1.1 Introduction
An important focal point for businesses today is competition and cooperation with the foreign companies-one such company that adopts such policy is- Abu Dhabi based airlines ‘Etihad Airways’. Five years ago Etihad Airways didn’t even exist. Today the Abu Dhabi-based airline is a household name that has flown four million passengers to 50 destinations worldwide and has invested billions of dollars in new aircraft in the year 2012 alone. Etihad Airways strategies geared up to stretch their wings in newer destination within a period of eight years. Under James Hogan’s leadership -The President and Chief Executive Officer of Etihad Airways, it shows no sign of slowing down. He has a mandate to create the best airline in the world and also a sustainable and profitable business.

1.2 Objectives of the Study
The overall objective of the study is intended to identify the different financial and marketing strategies adopted by Etihad Airways:- To identify the Financial Strategies in light of sponsorships and investments made by the airline To identify the Marketing Strategies in light of promotional activities in global market undertaken by the airline To understand the opportunities and gains the airline have bear fruit by undertaking the above strategies To offer suggestions on further exploring different horizons.

1.3 Methodology of the Study
As the study is quantitative and qualitative in nature an extensive use of secondary data as well as primary data is made. The secondary data pertaining to the study is fathered from Etihad Airways official website, leading journals and a number of news items and magazines. Further, the primary data is obtained by conducting interview with the Etihad Airways Senior Manager Marketing Global Promotion.

2. Background
Etihad Airways, the national...
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