Etihad Case Study

Topics: United Arab Emirates, Abu Dhabi, Strategic management Pages: 6 (1641 words) Published: January 4, 2011
etihad Business Strategy
According to Johnson and Scholes (Exploring Corporate Strategy) the definition of business strategy is; "Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfil stakeholder expectations". A Business strategy will help an organization to answer the following question in order to achieve its objectives in long terms; Direction; what are the objectives in the long term?

Scope; which market and activities involved should we enter, should we compete ? Advantage; What makes us unique? How can we be better than the competitors in this field? Resources; What kind of resources (skills, assets, facilities, etc…) we have or we need to have to compete? Environment; what internal and external factors can influence our performance in a competition? Stakeholders; what are the expectation and holes of those who are around the organization? Business Strategy AnalysisAbove I describe a number of analysis can be used in order to identify the business strength and understanding the position in the market; PEST Analysis – It is used to understand the environment that can influence or impact the business.| |

Five Forces Analysis - it is a technique that identify the forces which will impact the level of competition in an industry.| Market Segmentation - a technique which seeks to identify similarities and differences between groups of customers or users| Directional Policy Matrix – It will identify the competitive strength of a businesses in a determined market.| Competitor Analysis - a wide range of techniques and analysis that seeks to understand a businesses' overall competitive position. | SWOT Analysis - a useful technique for identifying the key issues arising from an assessment of a business’s "internal" position and "external" environmental influences.|  Strategic ChoiceDepending on the stakeholder expectation, this process will evaluate and select strategic options.Strategy ImplementationAfter the strategy has been analysed and selected, it is time to put into action, execution is very important and every organization has a different way to do it in order to fit its goal.|

Stakeholder Analysis

Business Strategy 2009 - Etihad Airways
The history
Proud to be the National Airline of the United Arab Emirates, Etihad was founded in July 2003, and since then has carried a remarkable 17 million people to more than 50 destinations. With 52 environmental friendly aircrafts the company expectation to the end of 2009 is to have carried up to seven million guests and also expanding the routes to Melbourne, Istanbul, Athens, Lanarca, Chicago, Cape Town and Hyderabad. Major achievements

• The largest ever commercial aviation start-up aircraft order, announced in 2004, for 29 Airbus and Boeing aircraft. • More than 17 million Guests carried.
• One of the youngest and most environmentally-friendly aircraft fleets, with an average age of three years. • A record-breaking order in July 2008 for up to 205 aircraft at the Farnborough International Airshow, including firm orders for 100 aircraft. • A record-breaking order in May 2009 for up to 469 engines at the Paris Air Show, including firm orders for 239 engines. • Sponsorship of the Ferrari Formula 1 team, Manchester City and Chelsea Football Clubs, Harlequins Rugby Football Club, the Etihad Stadium in Melbourne and the Formula One Etihad Airways Abu Dhabi Grand Prix.  

• More than 40 global awards for service and innovation including Best Business Class at the 2009 Skytrax awards.As we have grown during the last five years so has the number of employees, with more than 8,500 staff representing 120 different nationalities

A - Vision and Mission
Etihad aims to bring the Arabian hospitality to the world as well as to be cultured, considerate, warm and...
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