The paper “ Etihad Airways' Competitors, Product Value Proposition, Market Perception of Etihad, Position of Etihad in Asian Market" is a brilliant version of a research paper on marketing. Etihad Airways is the national airline of Abu Dhabi began its operations in 2003 and has been declared the fastest growing airline in Asia. The company’ s positioning as a provider of personalized and luxurious travel services has made the company a global leader in the first-class travel service. With this leverage, the company growth strategy is well-founded and as it expands its market (Bomber, Gittell & Kochan 2009).
The company’ s endeavor to be the market leader in Asia can still be enhanced on the same platform of offering personalized and luxurious travel services. Etihad Airways competitorsEtihad Airlines has most of its competitors based in the Middle East and Asia. The airline competition is usually based on the flight routes and the major competitors of Etihad airways in the Asian routes are as follows; Emirates Qatar airways Oman air Gulf air Saudi airline Singapore airlines Cathay Pacific Airlines According to Skytrax world airline awards, Qatar airways and emirates are the major competitors of Etihad airways.
Etihad airways were declared the global best airline in the first-class seat and catering arrangements. Product value propositionEtihad Airways have been associated with the personalized and luxurious first-class product- Diamond first-class globally, this made the company a global leader in this product category as per the 2010 Skytrax awards. The company has positioned its first-class product as associated with style, space, luxury, and ambiance. With a customer-driven approach, Etihad Airline's diamond class has been designed for greater customer experience to the affluent members of the society and world entrepreneurs. The product package entails a wide range of services starting with luxury to business conferencing facilities.
Etihad airline's diamond lounge has uniquely designed services that have surpassed most of the global airline industry players. The following are the services package in the diamond first-class lounge. Spa treatment A la carte fine dining Champagne bar Lighting options Business room facilities Resting and refreshing facilities Great experience family room Cigar lounge Business-class product for Etihad airways-pearl business product also performs exceptionally well having been rated by Skytrax as in the third position globally and its Asian competitor Qatar airways leading in the category.
The product positioning is that of comfort and convenience for business professionals on travel. Just like the diamond class lounge, the pearl class lounge product also upholds a greater customer experience and luxury services in its greatly designed interiors. In the pearl class package is a range of services listed as follows; Spa treatment Five-star dining Business room facilities Resting and refreshing facilities Great experience family room Entertainment facilities From the service analysis, Etihad airways have been able to compete efficiently with other global competitors by enabling personalized and luxurious in-flight experience to their customers in their products.
This has been detrimental at the same time to other customers who are conservative and wouldn’ t buy the luxury proposition offered by the airline. Comparison with the competitorsAirline industry competition currently has grown with many players in the industry focusing on the customer experience as their leverage. Etihad Airways is one of the industry players that has focused more on the aspect by providing state-of-the-art services to their customers making the company ranked as the world-leading airline by the World travel awards for two consecutive years; 2009 and 2010.