Etihad Airways - An Overview Case Study by Nicky

An overview of Etihad Airway's business operations.
# 151477 | 4,116 words | 11 sources | APA | 2012 | US
Published on Jun 11, 2012 in Business (Companies) , Business (Industries) , Aviation, Aeronautics (General)

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This paper describes the business operations of the new airline Etihad Airways, the flag carrier for Abu Dhabi. First, the paper examines the recent founding of this airline in 2004 and its plans for the future. Next, it presents a market analysis, citing the size of the market it hopes to reach. However, the paper also notes the difficulties in determining the upper bound on Etihad's potential market. Then, the paper analyzes Etihad's multifaceted marketing strategy, which is based on the carrier Emirates. This is followed by a look at Etihad's competitors in the region and the overall marketing environment. Finally, the paper gives a SWOT analysis of Etihad Airways and a PLC Analysis. The paper concludes by summarizing the current situation of Etihad Airways and noting that Etihad is working to help build the market overall for Abu Dhabi travel.

Introduction and Business Portfolio
Market Analysis
Marketing Mix Analysis
Marketing Communication Mix
Strategy Analysis
Competitor Analysis
Marketing Environment
SWOT Analysis
PLC Analysis

From the Paper:

"Prior to the emergence of Emirates, the potential market size for a Middle Eastern airline was not considered to be large. That airline capitalized on the centrality of Dubai's geographic location to capture a share in the travel between Europe, Asia, the Indian Subcontinent and Africa. With 3.5 billion people within 4000 km (an 8-hour flight), the potential market size for Etihad is huge. Moreover, by using Abu Dhabi as a hub, customers can create itineraries linking cities that would otherwise not be easily linked. For example, there is little market for direct flights between Istanbul and Kuala Lumpur, but each of these cities attracts a significant amount of air traffic. Etihad can easily fly to both of these using its Abu Dhabi hub. This business model was pioneered by Emirates and is now employed to some degree by a number of Gulf airlines, including Qatar, Gulf Air and Saudi Arabian.
"It is difficult to determine the total potential market for Etihad. The airline itself has exhibited rapid growth in its five years of existence. Gulf airlines in general, however, are creating their own market in intercontinental air travel. Total passengers carried by Gulf-based airlines exceeded 56 million in the past few years..."

Sample of Sources Used:

  • Etihad Airways website, various pages. (2009). Retrieved November 7, 2009 from
  • Maier, M. (2005). Rise of the Emirates empire. CNN Money. Retrieved November 7, 2009 from
  • O'Connell, J. (2006). The changing dynamics of the Arab Gulf based airlines and an investigation into the strategies that are making Emirates into a global challenger. World Review of Intermodal Transportation Research. Vol. 1, 1, 94-114.
  • Etihad Factsheet. (2009). Etihad Airways Facts and Figures. Etihad Airways. Retrieved November 7, 2009 from
  • Yu, R. (2009) Economy could take toll on luxury of Middle East airlines. USA Today. Retrieved November 7, 2009 from

Cite this Case Study:

APA Format

Etihad Airways - An Overview (2012, June 11) Retrieved September 28, 2023, from

MLA Format

"Etihad Airways - An Overview" 11 June 2012. Web. 28 September. 2023. <>