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Index
Content
Page no.
Executive summary
2
1.             Introduction
2
2.             Market Orientation
3
2.1 Customer Needs
4
2.2 Potential Market Opportunities
5
2.3 Marketing Products and Services
5
2.4 Customers
6
3. STP- Segmentation, Targeting, and Positioning
6
4. Etihad – A Marketing Audit
7
4.1 Market Profitability
7
4.2 Competitor Analysis
8
4.3 Customer Value
9
4.4         Customer Analysis
9
5.             PESTEL Analysis of Etihad.
9
6.             SWOT analysis of Etihad
11
7. Porter’s Five Forces Analysis of Etihad
12
8. Marketing Mix
13
8.1 Product
14
8.2 Pricing Strategy and Practices
14
8.3 Promotion
15
8.4 Place of Etihad,
15
9. Conclusion
16
10. References
17

Executive summary
Etihad Airways is the UAE’s young carrier, which has attained its position in global aviation in a short period, in eight years of its development. It has achieved the position of world’s one of the most rapidly growing airline during the end of last decade. This essay focused on the marketing strategies of Etihad. The market analysis of Etihad suggested its strong position in business and leisure travel and development in Abu Dhabi. Competitor analysis of Etihad showed its significantly steady positions against toughest rivals such as Emirates and Qatar Airways. In addition, the PESTEL analysis determined the factors involving in decision making process of Etihad and also to determine stability of macro environment of the company. In addition, SWOT analysis of the company showed internal and external strengths and weaknesses of the company. It has shown higher degree of the strengths over weaknesses and threats which represented higher degree of healthiness of the company. In addition, the study of porter’s five forces for Etihad showed tough rivalry form other airliners. Last, marketing mix of Etihad showed it’s wast range of marketing abilities. All of these analysis evinced the strong and healthy position of Etihad in market. This also indicated that possible merging of Etihad with Emirates or Qatar airways may open up new horizon for UAE aviation.

1. Introduction
Etihad Airways is one of the two flag carriers and the second largest airline of the UAE after Emirates. It has a head office located in Khalifa City A, in Abu Dhabi. The name Etihad is derived from the Arabic word, which means "Union" (Flottau, 2007). The airline operates more than a thousand flights per week to 96 destinations in Middle East, Africa, Europe, Asia, Australia and the Americas. To attain this, Etihad has a fleet of 105 aircrafts: including Airbuses and Boeings in begging (Taylor, 2011). In 2008, Etihad placed the biggest order up to 205 aircrafts in aviation history at the Farnborough air. This Essay has given focus on the Etihad, An Arabian Dreamliner. The marketing strategies of the company has defined the Company's market orientation, customer needs, marketing of company products and services. Further it has focused on company's segmentation, targeting customer range and positioning to appeal chosen segment. In addition, marketing audit section focused on Etihad's market analysis and profitability, competitor analysis and customer values and analysis. Further ahead, Company's PESTEL analysis has been conducted which showed the factors affecting company's macro-environment. These factors included political, economic, social, technological, environmental and legal factors. Later part of the essay shows SWOT Analysis of Etihad which involves the analysis of both internal environment (strength and weakness) and external environment (opportunity and threat) which is the tool to explore the future opportunities, avoiding threats and concluding its different competencies and strength for the formulation of Strategies. Last section of essay has focused on marketing mix of the company which has discussed the products, price, promotion and places of Etihad. This has...
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