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
1. Company background...............................................................................................................3
1.1 Analysis of internal market...............................................................................................3
1.1.1 Strengths....................................................................................................................3
1.1.2 Weaknesses................................................................................................................5
1.1.3 Opportunities.............................................................................................................6
1.1.4 Threats.......................................................................................................................6
1.2 External market analysis...................................................................................................6
1.2.1 Political factors..........................................................................................................6
1.2.2 Economic factors.......................................................................................................7
1.2.3 Socio-cultural Factors................................................................................................7
1.2.4 Technological Factors................................................................................................8
1.2.5 Environmental Factors...............................................................................................8
1.2.6 Legal factors..............................................................................................................9
2. Conclusion..............................................................................................................................10
Task 2.............................................................................................................................................10
1. Market situation.........................................................................................................................10
2.1 Strategic marketing plan and recommendations..................................................................11
2.1.1 Current market share analysis.......................................................................................11

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STRATEGIC MARKETING
2.2 Setting marketing objectives................................................................................................12
2.3 Product strategy....................................................................................................................12
2.4 Pricing strategy....................................................................................................................13
2.5 Place strategy.......................................................................................................................13
2.6 Promotional strategy.......................................................................................................14
2.7 Action programs like budget and controls...........................................................................14
Reference List................................................................................................................................16

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STRATEGIC MARKETING
1. Company background
The Flag Carrier representative airline of Abu Dhabi is Etihad Airways. This is one of the
Frontline air Ferrier organisations of United Arab Emirates. Organisation was established
byroyal order issued by Sheikh Khalifa Bin ZayedAl Nahyan. Established in 2003 the company
has grown in a robust way and achieved additional profit every year (Etihad.com 2019). The
company Run into profit for the first time there 2011 and since then the profit percentage for
Etihad Airways has increased year by year. The organisation is privately owned by the
government of UAE. However, the management is up to the discretion of the independent board
of directors as well as corporate officers. The managerial committee consists of citizens of UAE
only. However, with the increase in market competition comma is gradually becoming dependent
on their CEO as well as operational officers who are accomplished as airline professionals from
various Western countries. More than 1000 flights are operated by Etihad Airways each week.
the fleet of Etihad Airways consists of hundred Airbus as well as Boeing aircrafts. James Hogan,
the CEO of Etihad Airways, feels that one critical factor behind the success of the Organisation
is their strategic partnerships with other western airline agencies. Etihad Airways have equity
investment with many popular airline agencies. For evidence they have 24% equity share in Jet
Airways (Etihad.com 2019). Etihad Airways has invested in partnership with several air freight
agencies in countries like Australia, Serbia, Germany as well as other major European countries.
1.1 Analysis of internal market
1.1.1 Strengths
In the United Arab Emirates, Etihad Airways is the second largest airline company. Etihad
Airlines is the first air flight agency of Asia that offers services like online booking opportunities