Presentation .no .1Class: M.COM -1Subject: MARKETING &MANAGEMENTTopic: ETIHAD V\S EMIRATES AIRLINESSubmitted to: Miss Urooj Zulfiqar.Submitted by: kanwal Abubakar Kamil Mahnoor Zumair Date of submission: 21-02-2016

Brief introduction

Emirates Airline and Etihad Airways are two premium airlines of the Arab world operating out of UAE. While Emirates is based in Dubai, Etihad is based in Abu Dhabi. It is difficult to directly differentiate between two of the major airlines from United Arab Emirates (UAE), especially when they consider each other a bitter rival, let us first know a bit about both of them. Though Emirates was considered to be the superior of the two, Etihad has grown rapidly and has managed to bridge the gap in recent times. While Emirates has a world class airport base in Dubai, the base of Etihad at Abu Dhabi is pathetic in comparison.Etihad’s cabin layout anddesign is better than that of Emirates.Etihad provide more leg space, and their 3-3-3 spacing is considered better than 3-4-3arrangement of Emirates. Emirates was once a top notch airline now falling in standards while Etihad is rising in statureall the time.

Etihad V\S EMIRATES

FLY EMIRATES & ETIHAD

MissionTo make Arabian hospitality closer. To deliver the world’s best in-flight experiences.Vision To make civil aviation safe, leading and sustainable. To deliver an effective transport system that contributes to the economic growth, quality of life.GoalsEmirates goal is to reach on top by excelling at what we do. Etihad goal is to sustainable development their world-Wide operations.

Mission, Vision and Goal:

Slogan & Logos of Etihad & Emirates :

Slogan of Etihad:Etihad airline has used two main slogans:

“From Abu Dhabi to the world”

“The world is our home”

Slogan of Emirates:

Emirates airline has used two main slogans:

“Be good to yourself”

“Keep discovering”

“Meet Dubai”POSITIONING STATEMENT: “The finest in the sky”

4p’s of company

Product strategyEtihad diamond first class & pearl business classLuxurious air transportation and latest technologyPrice strategyEtihad use price penetration. (increase market share)Emirates use price skimming.Place strategyEmirates has 11 travel shops and 122 branchesEtihad Increasing sale in Asian regionPromotionEtihad use direct marketing ,Printed ads, broachers etcEmirates also use direct marketing ,websites, sponsorship etc

SWOT Analysis

StrengthEtihad has strong brand imageEmirates has strong hub in DubaiWeaknessRequired heavy investmentHigh cost & limited sharesOpportunityEtihad launched 5 new routesMore international destinationsThreatsAir service becoming more competitiveIncreasing fuel cost and changing Got polices

PESTEL Analysis

Political:Support of sheikh & total instability.Economical:Highly developing city & cheaper cost.Social:Plenty of wealth people & huge population.Technological:Development in online device services & better facilities.Environmental:Tough hot environment & sounds and other restriction challenges.Legal:High cost of VISA & limited labor force & low tax regime.

CPM Analysis of global airlines service :

Emirates airline Etihad airline

Rates scores Rates Scores

Advertising 3 0.60 4 0.80

Quality of service 3 0.30 3 0.30

Price competitiveness 4 0.40 3 0.30

Management 3 0.30 3 0.30

Financial position 3 0.45 4 0.60

Global expansion 4 0.80 2 0.40

Customer loyalty 4 0.40 3 0.30

Market share 3 0.15 2 0.10

Total 3.40 3.10

4= Major strength , 3= Minor strength2=Minor weakness, 1= Major weakness

Long & short term objectives

Short term objectives:Decrease cost .Increase yield.Maintain company’s status.

Long term objectives:Maintain and increasing profit .Increase customers level of satisfaction

Market segmentation:• NO discrimination of gender, religion and color.• Purpose of passenger’s journey• Their country of culture origin

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Product life cycle

The course of product sales and profits over its life time. it involves five distinct stages:

• Product development • Introduction• Growth• Maturity• Decline • Emirates airline has attain the phase of growth, its profit is

continuously increasing. Etihad airline as attain the phase of maturity, cost is decreasing

and profit is increasing and also has achieved acceptance by most potential buyers.

Organizational structure :

HH Sheikh Ahmed Bin Saeed Al Maktoum• Chairman and Chief Executive Gary Chapman• President Group ServiceAbdul-Aziz Al Ali• Executive Vice President• Human ResourcesAli Mubarak Al Soori• Executive Vice President – • Chairman's Office, Facilities/Projects Nigel Hopkins• Executive Vice President Service Departments

Emirates airline’s employment

• Emirates employed a total of 48789 staff.

• Of which 13785 are cabin crew,4237 are flight deck crew.

• 3509 are engineering & 1784 are listed as others.

• Emirates fly 4 times a day from Karachi.

• Emirates recycle used clothing. • sixth largest airline of the world.

Employment and other characteristics

Targeting• Emirates caters to high ranking executive and businessman

belonging to the age group 30-60 who are looking for luxury and comfort in travel.

Top competitors

• Etihad airways• Other premium airlines• Singapore airlines

Targeting & competitors

Strategic Analysis Strategic Analysis :

THANK YOU