Essay: Adopted Strategy of Etihad Airways

Sample Essay

Etihad is obviously pursuing a growth strategy, as it is heavily investing in the fleet and infrastructure at airports. This is in line with their vision of becoming one of the leading international airlines and providing customers with high quality service.

They are also pursuing a low cost strategy by providing similar or lower rates than competing airlines. This will confirm that they do not lose any market share due to price. According to the Ansoff Matrix, they are following a market development strategy by focusing on the same product and developing new markets, such as the flights from Abu Dhabi to Brussels and Dublin. They are also following a market penetration strategy as they are entering into existing markets with the same product with competitive prices.

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