Marketing Strategy of Ethiad Airways

5031 Words21 Pages
Table of Contents 1.0 Introduction 3 2.0 External Environment Analysis 3 2.1 Porter’s Five Forces Analysis 3 2.2 SWOT Analysis 5 3.0 Marketing Strategy Analysis 6 3.1 Segmentation, Targeting and Positioning 6 3.1.1 Segmentation 6 3.1.2 Targeting 6 3.1.3 Positioning 7 4.0 Strategic Alliances 8 5.0 Sponsorship 9 6.0 Contribution to the Competitive Advantage and its Sustainability 10 6.1 Segmentation, Targeting and Positioning 10 6.2 Strategic Alliances and Sponsorship 10 7.0 Conclusion 11 8.0 References 12 Word Count: 3282

1.0 Introduction
Etihad Airways, the national airline of the United Arab Emirates, has in just eight years established itself as the world’s leading airline. Set up by
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The brand loyalty is another very important barrier to entry. When choosing the airlines, customers, especially “the high profile” ones, are being very careful about health and safety, comfort and other details, therefore tend to choose companies with the brand they trust. Overall, the threat of new entrants is low, because there is a number of very hard to overcome barriers to entry, and if the small company appears on the market, it tends to be absorbed by one of the major players in the industry.

* Threat of substitutes – low
Airlines industry – being an important sector of travel and tourism industry will have such potential substitutes as the sea, railway and road types of transportation. However, as Etihad is operating in an upper-class prices level, the threat of substitutes would be fairly low. In terms of potential business travellers, the time would be more important than money for them. In terms of leisure tourists, the prices may matter, however, cruise ships’ tickets tend to be more expensive than the planes’ ones. Therefore, if the experience of cruising is not extremely important for the customers, they would prefer travelling by air.

2.2 SWOT Analysis

After looking at the overall external environment, it is important to evaluate Etihad’s main strengths and weaknesses, suggesting what opportunities and threats

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