Marketing strategy can be defined as the strategy or plan adopted or implemented by an organisation to ensure that the firm utilises its resources to the best of use thereby meeting its marketing objective. The marketing strategy for any firm comprises of two utmost important elements:The marketing policies of any firm depends on certain factors, such as segmentation of the market, then analysing and targeting the desired market, and lastly, the positioning of the products & services offered by the organisation. Even for an airline company, it is very important to develop a strong marketing policy for its business; the same is true for ETIHAD Airways. ETIHAD Airways in a short span of time has been successful in reaching the top position and holding on to it for past 3 years. This success of ETIHAD and its marketing policies can be analysed through the main driving force behind any marketing strategy, i. 4 P’s of marketing mix. 4 P’s is a strong and recommendable model to analyse the marketing policies of an airline company behind its success (Shaw 6).The streamline product for an airline company is its services provided which are rather intangible in nature but the return on investment is tangible. These services are the most important product in comparison to its other product line which is also part of the airline company such as the aircrafts, onboard products & scheduling of arrival and departure. Since the beginning of its journey, ETIHAD has been upgrading its products, be it in the form of services it offers to its customers to the aircraft it uses for that extra comfort of the people travelling by the ETIHAD Airways. ETIHAD’s primary product, the services, are largely appreciated by consumers who travel by its airline.The hospitality factor both in flight and on ground are of great quality. It is continuously striving to offer something new and better in its product section. The company currently has above 60 Airbus & Boeing aircrafts including ETIHAD’s crystal cargo flights. To further please its customers, ETIHAD has added new aircrafts to offer special services in the form of luxury classes, such as Diamond Luxury suite, Coral for economy class and Pearl for business class to cater to the needs of the customer according to their preference (“Our history”).Price is a factor which is variable
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