Etihad Case Study

1628 Words Dec 22nd, 2010 7 Pages
etihad Business Strategy
According to Johnson and Scholes (Exploring Corporate Strategy) the definition of business strategy is;
"Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfil stakeholder expectations".
A Business strategy will help an organization to answer the following question in order to achieve its objectives in long terms;
Direction; what are the objectives in the long term?
Scope; which market and activities involved should we enter, should we compete ?
Advantage; What makes us unique? How can we be better than the competitors in this
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Uniqueness – is our goal is to be a truly 21st century, global airline, challenging and changing the established conventions of airline hospitality.
Hospitality Leader- We welcome everyone who flies with us as a distinguished Guest, as reflected in the unique hospitality we offer in our Guest Travel Classes. With our fresh new approach to service in the air and on the ground, we seek to return a sense of freedom to flight.
Innovation - And we are always in touch with your needs. That’s why we are constantly innovating, taking the smallest detail into account in our pursuit of excellence and perfection.

B- Goal
“Etihad focuses on being the 21st Century, as well as being global, challenging as well as it is set to change the accepted way of behavior of airline hospitality.”

C- The Objectives
The objectives of Etihad is to be the Market leader in the Aviation industry, by offering a renowned onboard service, reflecting the Arabian hospitality, well known for being warm and generous, innovating its products; e.g. State of the art Premium cabins of First and Business class, expanding routes; set to have 57 destinations added to its network by end 2009, and fleet expansion; a record breaking order at Paris Air show in 2008 with Etihad placing an order of 469 fleet addition that was projected at a price list of $ 14 billion.

Stakeholder analysis The government of Abu Dhabi - Being owned by the government, the growth of the

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