Strategic Marketing

RUNNING HEAD: STRATEGIC MARKETING
Strategic marketing
Student’s Name
University Name
Author’s Note

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STRATEGIC MARKETING
Table of Contents
Task 1...............................................................................................................................................3
1. Company background...............................................................................................................3
2. Discussion................................................................................................................................4
2.1 Marketing situation analysis.............................................................................................4
2.1.1 SWOT analysis..........................................................................................................4
2.2 External market situation analysis....................................................................................7
2.2.1 PESTEL analysis.......................................................................................................7
Task 2.............................................................................................................................................11
2.1 Market situation overview...................................................................................................11
2.2 strategic recommendations for marketing............................................................................11
2.2.1 analysis of market situation...........................................................................................11
2.3 marketing goals determination.............................................................................................12
2.4 product development............................................................................................................13
2.5 price determination policy...................................................................................................14
2.6 places....................................................................................................................................15
2.7 promotional tactics...............................................................................................................15
2.7 implementation and control of the actions...........................................................................15
4. Reference List.........................................................................................................................17

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STRATEGIC MARKETING

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Task 1
1. Company background
The leading airline company of Abu Dhabi is the Etihad Airways. Company has gained a
reputation of becoming the highest grossing air freight Organisation in the entire United Arab
Emirates. The company was established under the orders of Sheikh Khalifa Bin Zayed Al
Nahyan. Etihad Airways was established in the year 2003 and since then the company has grown
in a steady way by increasing their profit margin each year. However, since there is
establishment in the year 2003, they saw considerable profit in the year 2011
(Baxter, Srisaeng and Wild 2018). Since 2012, Etihad Airways become a global brand name and
the international air travel rate has ever been increasing for Etihad Airways. The sole ownership
rights of the organisation lies with the government of United Arab Emirates. However, for
internal management of the organisation is up to the discretion of a distinct board of directors
and they have an operational CEO also. The workforce of Etihad Airways is most advanced,
comprising of airline professionals from the best countries. Etihad Airways International runs
more than 1200 flights every week and then maintains 110 airbuses interesting the famous
Boeing air ferries. According to the higher management of the organisation, franchising and
setting up partnership with the other Global Airlines is the main reason by Etihad Airways have
been able to gain access to the Global market in such limited time. Investment on equity shares
of airline companies in other countries is also another major reason why the company could
grow financially in such a limited amount of time. They have significant shares with Jet Airways
Singapore Airlines as well as other European airline companies. Etihad Airways have strategic
Alliance with Lufthansa as well as 2 other German and Serbian airline companies also (Urban et
al. 2018).