Marketing Strategies of Etihad Airways

MARKETING 1
MARKETING AND MANAGEMENT
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MARKETING 2
Executive summary
Our group settled on Etihad Airways an airline owned by the United Arab Emirates. Etihad
Airways main operations include the transportation of passengers and cargo on air (Al Ali,
2014). Additionally, Etihad Airways deals with holiday planning and international tourism,
however, transportation stands out as the main activity with the airline having successfully
covered most countries on the globe. Etihad operates in the air transport industry, which is very
competitive especially with more players entering the market over the years (Al Dalayeen,
2017). Some of the global airlines that pose competition to Etihad airways include,
1. Air Berlin
2. Jat Airways
3. Virgin Australia
4. Air Seychelles
The report explores online and offline sources to find answers to various marketing topics that
affect Etihad’s operations. The research considers more than 100 journal articles that undergo
filtration to get the best information. The marketing topics include,
1. Market orientation
2. 5C’s of marketing
3. Collecting of market information
4. Segmentation, targeting and positioning
5. 4P’s of marketing
The research finds information appropriate for use by the industry and academicians.

MARKETING 3
Table of Contents
Executive summary......................................................................................................................................2
Introduction.................................................................................................................................................5
Mission....................................................................................................................................................5
Vision.......................................................................................................................................................6
Market orientation...................................................................................................................................6
Role of the brand in the market strategy..................................................................................................7
5C’s analysis...............................................................................................................................................7
Company.................................................................................................................................................7
Strengths..............................................................................................................................................7
Weaknesses..........................................................................................................................................8
Opportunities.......................................................................................................................................8
Threats.................................................................................................................................................9
Customers............................................................................................................................................9
Collaborators....................................................................................................................................10
Competitors.......................................................................................................................................10
Context..................................................................................................................................................11
Economic...........................................................................................................................................11
Socio-cultural....................................................................................................................................12
Technological....................................................................................................................................12
Collection of market information...............................................................................................................13
Surveys..................................................................................................................................................13
Market observation and research..........................................................................................................13
Marketing strategy....................................................................................................................................14
Market segment.....................................................................................................................................14
Target market........................................................................................................................................15
Positioning statement............................................................................................................................15
Etihad 4P’s of marketing...........................................................................................................................16
Price......................................................................................................................................................16
Promotion..............................................................................................................................................16
Product..................................................................................................................................................17
Place......................................................................................................................................................17
Conclusion.................................................................................................................................................17

MARKETING 4
Bibliography..............................................................................................................................................19

MARKETING 5
Introduction
Etihad Airways is currently ranked among the top three airlines in the Middle East with Qatar
and Emirates airlines leading the way. Etihad airlines became the flagship airlines for the United
Arab Emirates in 2003 a move that has resulted in rapid success over the years. The airline
operates more than a thousand flights per week to 86 different destinations across the globe.
The purpose of the report is to the market plan adopted by the airlines to ensure success.
Therefore, the report checks into topics such as,
 Market orientation
 5C’s of marketing
 Collecting of market information
 Segmentation, targeting and positioning
 4P’s of marketing
The group engaged in extensive research to identify how Etihad airlines approach different
marketing topics. The results are important for the industry and academic researchers.
Mission
The mission statement states that ‘as the national airline of UAE, we seek to reflect the best of
Arabian hospitality as well as to improve the prestige of Abu Dhabi as a centre of hospitality
between the east and west (Balakrishnan, 2011).’ The mission aligns with the airline’s goal of
becoming an internationally recognized airline by challenging and causing a radical change to
hospitality in the airline industry. The airline intends to ensure that customers receive a relaxing
experience with high safety standards by applying internationally accepted quality procedures.

MARKETING 6
Vision
The vision statement embraced by Etihad airlines states, ‘our goal is to be a truly 21st century,
global airline, challenging and changing the established conventions of airline hospitality (Jory,
2019).’ The airline has put up systems in place to ensure the achievement of the vision statement.
The systems include such as offering a friendly environment that meets global standards and
ensuring quality in the technical aspects of customer service.
Market orientation
Etihad Airways uses the loyalty program to deliver products and services to the customers
(Ahmad, 2015). The loyalty program includes giving a unique name to the various travel classes
available for selection by customers. The names given to the classes reflect the level of prestige,
cost and customer experience. For example, the airline has the most premier travel as the
Diamond first class, which is expensive and offers a high-quality experience to the customers.
Therefore, Etihad used the diamond theme to communicate high-class services to the
organization and customers. The pearl class follows with a lower price and service quality than
diamond but still has a favourable amount of beauty for customers to admire (Karam, 2018). The
last is coral, which represents the economy class, travel passengers. Naming the economic class
as coral is a smart move because corals are living things that people do not buy and sell but have
an eye-catching beauty. The message sent by the coral theme is that even if flying with the
economy class, there is beauty in the travel.
Additionally, Etihad offers reward programs to the customers in two categories that include
Etihad guest and Etihad business concept (Dutt, 2015). The Etihad guest concept rewards
customers and has succeeded in flexibility and absence of restrictions. The benefits include.
 Instant rewards