Etihad Case Study

‘Strategy is the direction and scope of an organisation over the long term, which achieves advantage in a changing environment through it’

To grow a profitable airline with a passion for excellence, our customers, our people, and the spirit of Hawaii.

* Offer great customer service experience at great value, which will essentially attract more customers and help build on their goals of 2016

corporate-level strategy you think is most important to the long-term success of the firm and

Among many organizations there are few that seem to have what it takes to be deemed as a proper company. The organization to be discussed in this paper is Southwest Airlines, one that values customer satisfaction in a changing environment and manages its organizational culture so well that it is recognized as one of the best airlines in the world. Through analysis of Southwest Airlines, the goal of this paper is to address what makes this airline so different from its competitors in multiple key areas including its culture and environment, the mission and values it holds, the work setting employees have and how they are recognized, and the management of work and life all while being creative daily to ensure Southwest is the preferred airline among others.

Virgin Blue Airlines Group, incorporating all four airlines, employs just 5952 people who make up our team. We believe, above all, it’s our people who set us apart among airlines. Quite simply it’s their commitment, imagination and pride that makes our business fly. The team across all four of our airlines, both on the ground and in the sky, is motivated to go the extra mile to make flying memorable for all the right reasons. Indeed outstanding service is part of our DNA. Our team’s passion and belief in offering service translates directly to our Guest’s enjoyment of

Southwest Airline’s successful strategy consists of three complementary qualities which are focus, divergence and compelling tagline. This short-haul airline believes that by focusing on friendly service, speed and frequent point-to-point departures, its low pricing is able to compete against car transportation. While other competitors try to delight customers by investing in meals, airport lounges and seating selections, Southwest chooses to eliminate or reduces investments in these industry’s competitive factors. As a result, Southwest’s low prices are unbeatable making them the preferred airline in the industry. With a divergence element in Southwest’s strategy, it is able to innovate and stand apart

American Airlines is looking to expand its market to more wealthy consumers by offering an excusive line of aircraft consisting mostly of first class and business type seating. This new model will be labeled under the title “Elite” and would market routes to and from major city hubs during heavy business traveling hours. American Airlines will position this service as the, “Black Jet” since that would be the standout feature of the aircraft. American can take advantage of its existing market base along with its frequent fliers to sell the experience of a flight experience beyond maximizing passengers. The target motto would be a “flight redefined.” American Airlines Elite would target business, first class, and frequent flying travelers.

American Airlines Group (AAG) vision is to become the largest and most profitable airline in the world. In 2013 a merger with U.S. Airways was announced and that vision can now become possible. The merger has opened many doors and provides an extensive operational network. They are committed in providing the highest quality service to every individual in the world. American Airlines provides continuous efforts of modernization of their fleets as well as maintaining a position as the largest air carrier in the world. Even with the competition intensifying, there are continuous efforts to distinguish themselves by offering three levels of flying class services. With the different types of flying classes, American Airlines Group

The airline industry is greatly influenced by the the travel and tourism trends across the globe. The World Travel and Tourism Board states that the the level of tourism is likely to grow even as the years progress. The growth in the level of tourism is expected to grow at a level of 4.5 per cent annually. This is expected to continue upto 2017. Thus the organization should fully prepare it self and take over the tourism market.

It is also their vision ‘to be a great airline that champion’s the Spirit of Australia’ (Qantas.com). Since it is their vision to demonstrate the Australian Spirit to the public, it is vital that they start incorporating practices that reflect this conduct within the

Qatar Airline’s goal is making the airline become the customer’s choice, offering the flight that customers want, and flying to the destination the

.Furthermore, it is commendable that, the three core values of the company which reiterates the value of work and people, but allows the employees to have fun, are reinforced by the company at all times. From all indications, these unique core values have partially helped to catapult the airline to the financial statutes they are

Like any organization, Emirates Airline’s business objective is to grow and operate profitably in a mid to up- size market with a whole range of travel products and services which are aligned to Emirates Groups value of choice, competitiveness, quality, service delivery and return on investments by offering finest selection of worldwide destinations, based on and complementing the Emirates network which are customized according to travelers need (Kotler, 1997).

Johnson, Wittington, Scholes, Angwin and Regnér (2014, p. 3) defines strategy as ‘the long-term direction of an organisation’.