Paid Assignemnt
Index
Content
Page no.
Executive summary
2
1. Introduction
2
2. Market Orientation
3
2.1 Customer Needs
4
2.2 Potential Market Opportunities
5
2.3 Marketing Products and Services
5
2.4 Customers
6
3. STP- Segmentation, Targeting, and Positioning
6
4. Etihad – A Marketing Audit
7
4.1 Market Profitability
7
4.2 Competitor Analysis
8
4.3 Customer Value
9
4.4 Customer Analysis
9
5. PESTEL Analysis of Etihad.
9
6. SWOT analysis of Etihad
11
7. Porter’s Five Forces Analysis of Etihad
12
8. Marketing Mix
13
8.1 Product
14
8.2 Pricing Strategy and Practices
14
8.3 Promotion
15
8.4 Place of Etihad,
15
9. Conclusion
16
10. References
17
Executive summary
Etihad Airways is the UAE’s young carrier, which has attained its position in global aviation in a short period, in eight years of its development. It has achieved the position of world’s one of the most rapidly growing airline during the end of last decade.
This essay focused on the marketing strategies of Etihad. The market analysis of Etihad suggested its strong position in business and leisure travel and development in Abu Dhabi. Competitor analysis of Etihad showed its significantly steady positions against toughest rivals such as Emirates and Qatar Airways. In addition, the PESTEL analysis determined the factors involving in decision making process of Etihad and also to determine stability of macro environment of the company. In addition, SWOT analysis of the company showed internal and external strengths and weaknesses of the company. It has shown higher degree of the strengths over weaknesses and threats which represented higher degree of healthiness of the company. In addition, the study of porter’s five forces for Etihad showed tough rivalry form other airliners. Last, marketing mix of Etihad showed it’s wast range of marketing abilities. All of these analysis evinced the strong and healthy position of Etihad in market. This also indicated that
Content
Page no.
Executive summary
2
1. Introduction
2
2. Market Orientation
3
2.1 Customer Needs
4
2.2 Potential Market Opportunities
5
2.3 Marketing Products and Services
5
2.4 Customers
6
3. STP- Segmentation, Targeting, and Positioning
6
4. Etihad – A Marketing Audit
7
4.1 Market Profitability
7
4.2 Competitor Analysis
8
4.3 Customer Value
9
4.4 Customer Analysis
9
5. PESTEL Analysis of Etihad.
9
6. SWOT analysis of Etihad
11
7. Porter’s Five Forces Analysis of Etihad
12
8. Marketing Mix
13
8.1 Product
14
8.2 Pricing Strategy and Practices
14
8.3 Promotion
15
8.4 Place of Etihad,
15
9. Conclusion
16
10. References
17
Executive summary
Etihad Airways is the UAE’s young carrier, which has attained its position in global aviation in a short period, in eight years of its development. It has achieved the position of world’s one of the most rapidly growing airline during the end of last decade.
This essay focused on the marketing strategies of Etihad. The market analysis of Etihad suggested its strong position in business and leisure travel and development in Abu Dhabi. Competitor analysis of Etihad showed its significantly steady positions against toughest rivals such as Emirates and Qatar Airways. In addition, the PESTEL analysis determined the factors involving in decision making process of Etihad and also to determine stability of macro environment of the company. In addition, SWOT analysis of the company showed internal and external strengths and weaknesses of the company. It has shown higher degree of the strengths over weaknesses and threats which represented higher degree of healthiness of the company. In addition, the study of porter’s five forces for Etihad showed tough rivalry form other airliners. Last, marketing mix of Etihad showed it’s wast range of marketing abilities. All of these analysis evinced the strong and healthy position of Etihad in market. This also indicated that
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