Marketing Strategies for Etihad Airways - Case Study Example

The paper "Marketing Strategies for Etihad Airways" is an outstanding example of a case study on marketing. According to Porter (2008), the sole aim of business organizations is to achieve sustainable success over other competitors through the progressive attainment of goals and objectives. Some of the common goals usually include acquiring as larger market share as possible (winning many loyal customers) hence making an admirable profit, production of quality products using cheaper raw materials and lastly achieving and maintaining higher competitive advantages over the competitors. To facilitate the achievement of the set goals and objectives, organizations usually adopt and implement strategies such as production strategy, marketing strategies, and management strategies, for instance, the recent multicultural and e-business strategies.

As further coined by Nilsson & Rapp (2005), the strategies usually have profound benefits to the company and consequently, the company’s competitive advantage over other competitors is maintained and as such sustainable success is achieved. The above-said strategies are very fundamental to corporate organization particularly in the current era where global markets are significantly globalized consequently globalization has put more emphasizes on high-quality products and lower product prices in the international markets. This has left business organizations in jeopardy as the cost of production has constantly accelerated due to the high cost of labor and raw materials. In this regard, viable strategies are, therefore, vital in the achievement of any business organization's goals and objectives. In order to understand some of the strategies and theories that are aimed at achieving and maintaining sustainable success, this paper devotes to analyzing and evaluating Etihad Airways Company’s strategies particularly the marketing strategies.

Etihad Airways Marketing

Etihad Airways is the United Arab Emirates flag airline company that was established in 2003 by the Royal decree in Abu Dhabi. The name “Etihad” is derived from the Arabic word, “Al-Ittihad” that refers to “union”. After it began its operations from 2003, the company now has the capacity of operating more than 1,000 flights a week, with 96 cargo and passenger destinations in Asia, Europe, Africa, the Middle East, the Americas, and Australia. Currently, it operates with fleets of 85, employing Boeings and airbuses. Etihad is the second largest Airways Company in UAE after the Dubai based Emirates Airline (Etihad Airways, 2013). The company is also ranked the fourth largest in the Middle East. It is headquartered at Abu Dhabi International Airport with its head offices located in the suburban of Khalifa City A. Apart from passenger transportation services, the company ventures in cargo and holiday services.