The paper “ Etihad Airways’ Competitors in the First and Business Classуы in Asian Market, the Position the Company Could Get in Both Product Market Segments ” is a thrilling example of a case study on marketing. Etihad Airways is one of the world’ s leading airlines. It is owned by the United Arab Emirates. It was founded by Royal decree in 2003. It is the fastest-growing airline. The hub of the airline is Abu Dhabi, which is the capital city of the United Arab Emirates (Etihad Airways, 2010). The airline has about 54 aircraft, which operates about 1000 flights on a weekly basis, which serves 64 international network destinations in 42 countries (Delfmann 45).
The airline is seeking to be a reflection of the best Arabian hospitality and enhancement of the prestige of Abu Dhabi. The airline received the world’ s leading airline award in 2009. The airline provides its customers with superior travel experience both on the ground and in-flight. The airline has upgraded its aircraft in the economy class and business class cabins. The firm has introduced a new first-class suite that will be available by the end of 2010 on all three-class aircraft. Etihad Airways’ competitors in the First Class and Business Class in the Asian marketFirst-class and business classes are usually preserved for corporate and wealthy travelers.
These individuals account for the highest percentage of the profitability of an airline especially on the lucrative transpacific and transatlantic business routes. Etihad introduced First Class seating in its long overhaul in 2006 (Saudi Arabian Airlines, 2010). This is being replaced by the new first-class suite (Katsioloudes 62). The main competitors of Etihad airways in the First class and business class in the Asian market include Air India, emirates airline, Gulf Air, Kuwait Airways, Qatar Airways, and Saudi Arabia airline (SKYTRAX, 2010).
The new seats being introduced in Etihad’ s aircraft are following the lead of Emirates and Jet Airways. Etihad Airways have the best First class product and service according to Skytrax survey. First Class and Business Class product value propositions of Etihad Airways and each of its competitors The proposition of Etihad’ s new first-class suite comes with various features. The firm offers a free chauffeur drive of up to 150 miles to its first-class travelers and 100 miles for its business class travelers (SKYTRAX, 2010).
Diamond first-class travelers on Etihad airways have been using the superb Virgin Atlantic clubhouse in T3 until recently when it introduced T4 at the end of September as its own lounge. The Qatar airlines are also using the Virgin Atlantic clubhouse in T3 as a lounge. The new seats in Etihad airlines are following the lead of Emirates and Jet Airways as they are being incorporated into a suite that comes with privacy, increased storage, and greater comfort.
The suite has sliding doors that have Arabic style which details privacy in addition provision of more room than that found in diamond first-class (Etihad Airways, 2010). The firm is striving to establish itself as a premium luxury brand that has undifferentiated superiority. The seat is capable of extending into a fully flatbed. They can also rotate at an angle of 180 degrees to enable conversation and meals to be shared among several travelers. The seat comes with a built-in massager, adjustable headrest and lumbar support in addition to power sockets in which a UK three-point plug can fit directly, audio jack and an Ethernet port.
The first-class suites also have E-box, which is Etihad’ s latest incarnation of the IFE entertainment system that has the latest audio and video on demand. The system has over 600 hours of programming and a 23” wide LCD screen to watch the video on (Etihad Airways, 2010).