Introduction
Etihad Airways Company is the UAE’s national airline. This company was set up in the year 2003 in the month of July by a Royal decree. The hub of this company is Abu Dhabi which is the capital city of UAE or the United Arab Emirates. The company officially commenced with its commercial operations in the month of November the year 2003 (Anonymous, Etihad Airways Dubai, Corporate Profile, Para 1).
Etihad Company is under the governance of a board of directors and the chairman of this board is “HH Sheikh Hamed bin Zayed Al Nahyan”. It operates in regard to the legislation under which it was set up and operates in line with the company’s Article of Association. Currently, the board is formed of seven members who are non-executive and independent. The board has two sub-committees. One of the sub-committees is the audit committee and the other sub-committee is the executive committee. Both the audit and executive committee each has a chairman and a charter (Plunkett, 95).
The company is among the airlines that are growing at a very high rate in the world. The company’s destinations are located in various regions in the world. The destinations are found in Africa, America (North America), Asia, Europe and Australasia. In specific terms, as of May this year, the company serves a total of 61 destinations (Anonymous: Etihad Airways, Para 1).
Launching of Etihad Airways Crystal Cargo by the company was carried out in the year 2004. The Etihad Airways Crystal Cargo is a division of the Etihad Airways Company. This division is expanding at a very high speed. The company has a goal to turn out to be the preferred Cargo Carrier of each and every company dealing in logistics and forwarding through the provision air transport solutions which are innovative. This division serves 14 destinations in a total of forty countries located in Europe, Africa, North America, Oceania, and Asia from the Abu Dhabi International Airport which is the company’s hub (Anonymous, Etihad Airways Dubai, Corporate Profile, Para 5).
Etihad Crystal Cargo offers to the clients various Cargo services which are connected to the growing International Route Network. More so, it carries out the operation of a committed freighter which carries out operations on the routes that are scheduled to Asia, Europe, as well as Africa. The representatives of Etihad are found all over the world and provide services to the customers day and night all through the week.
Beginning from the year 2004 the Etihad Airways Company, which was a time the company commenced with its operations, has never posted a profit. The company will not break even in this year. This is for the reason that the yields of the company were hit by global economic crisis as well as the problem of the swine flu. In the month of April this year, the company made a loss of thirty million US dollars when there was a forced cancellation of the flight. This cancellation resulted from the cloud of ash coming up from the Eyjafjallajokull of Iceland.
In the cause of 2008 financial year, the company carried passengers totaling to six million and the cargo whose total weight totaled up to three hundred and thirty thousand tones. The company was ranked among the top ten airline companies in the world in regard to growth and expansion basing on the statistics that were given out by the international Air Transport Association. This company obtained a top award at the World Travel Awards or WTA in the year 2009.
Organizational Structure
The Etihad Airways Company has a total of six thousand three hundred employees and among these employees, three thousand employees are cabin crew members and six hundred employees are pilots. In the financial year 2008, the company carried six million passengers and a total weight of cargo of three hundred and thirty thousand tones.
The company’s headquarters is located in Khalifa City in Abu Dhabi. This place is close to the Abu Dhabi International Airport. In the year 2007, the company spent fifty million US dollars to carry out the arrangement of the new head office as well as the arrangement of the training center that had been built. This office was scheduled to get completed towards the end of the year 2007.
This company is under the governance of a board of directors. The chairman of the board of directors is known as HH Sheikh bin Zayed Al Nahyan. The company carries out its operations following the legislation that was used to set the company up and also following the articles of Association. The board of directors is made up of a total number of seven members. The board has two sub-committees and these sub-committees are the Executive Committee and the Audit committee. Each of these committees is headed by a chairman and has its own charter. In regard to the management team, the company is led by a chief executive officer by the name James Hogan. Before his appointment to this company, he was a chief executive officer of Gulf Air.
Business Strategy
According to Milne (1), the CEO of the Etihad Airways Company is a gentleman who has a belief in carrying out activities by halves. The company these days is known all over the world and it has engaged in flying more than four million people to fifty destinations all over the world and has engaged in carrying out investment of billions of dollars in new aircraft in the year 2008 alone.
Under the leadership of the current chief executive officer, there is no indication of the company slowing down. The CEO made the revelation of having plans to make double the number of destinations it offers services to a total of one hundred and to engage in flying more than twenty five million passengers by the year 2020. This objective will get support from the company’s forty three billion US dollars shopping binge at the Farnborough Air Show of the United Kingdom.
The Etihad Airways Company has been able to realize growth that is accelerated just like many of the Airways companies in the Middle East due to the great wealth that comes from the oil. This company has grown to a level that it is the same as those of the airline companies that are found in the West even if it has carried out its operations for just a few years.
While the company may be seeking to cut down the costs of fuel bills of the company, it has engaged in investing to a great level in the ongoing expansion of the company. It has carried out expansion by engaging in carrying out purchases of the aircraft and also in carrying out expansion of the routes networks. Moscow, Lagos, Chennai, Melbourne, Kazakhstan and Belarus are part of the new destinations that have been added to the Etihad Airways Company network. This is list is said to be just a small portion of a larger planned list as the CEO puts it (Milne, Para 5).
According to Milne (Para 6), the company bought 205 planes at Farnborough and at this time most of the airline companies all over the world were engaging in cutting down costs. The growth of the Etihad Airways Company may be attributed to the growth of the tourism sector of Abu Dhabi. There are forecasts about having the demand in time to come that will have to be strong from those visiting the emirate. This is the reason, as indicated by the CEO for having expenditure at Farnborough of the forty three billion US dollars.
According to Anonymous (Etihad Airways expects its revenues to rise by 24 % in 2009 with fleet expansion, Para 1), the Etihad Airways Company set the target of its revenues to go up by 24 percent to 3.1 billion U.S dollars in the year 2009. This could come about by carrying out the addition of 11 more aircrafts to the existing fleet regardless of the prevailing economic crisis in the world market.
This airline company was able to earn 2.5 billion U.S dollars in the year 2008 and it was set to offer a fillip to passenger numbers by carrying out the addition of a total of 6 routes that were new on top of taking the delivery of eleven aircrafts. Word came from the chief executive officer that the company was taking a bullish approach in the year 2009 even if the market conditions were tough which involved global recession, currencies weakening and a word demand that was going soft. There was optimism that the company will keep on growing in the course of the years 2009 and 2010 (Anonymous: Etihad Airways expects its revenues to rise by 24 % in 2009 with fleet expansion, Para 4).
According to Anonymous (Etihad Airways expects its revenues to rise by 24 % in 2009 with fleet expansion, Para 5), the chief executive officer of the company indicted that he had plans to bring up the number of the company’s fleet of aircraft to a total of one hundred and fifty two from the current 42 by the end of year 2020. The company also had expectations that the total number of passengers to be flown by the company will have raised to twenty five million by the year 2020.
The projections made in regard to the airline tickets sales were that these sales had to increase by 8 percent in the year 2009. This was to come up as a result of the company’s addition of new routes. These routes include Istanbul, Chicago, Melbourne, Athens, Hyderabad, and Larnaca. As a strategy in this regard, the company had plans to enter in to code-sharing agreements with other Airlines that include Kuwait Airways, Aer Arana, and Bangkok Airways having a vision to add to the company’s network without having engaging in direct flight to the destinations. This was according to the chief executive James Hogan (Anonymous: Etihad Airways expects its revenues to rise by 24 % in 2009 with fleet expansion, Para 6)
The chief executive office also revealed the company’s plan to jack up frequencies regions which include Milan, Brussels, Amman, Moscow, Geneva, Beirut, and Cairo. Etihad Airways Company engaged in concluding an order for 51 aircraft from Airbus. The cost of this was ten billion U.S dollars and this took place in the year 2008.
In was projected that by the end of year 2009, the company’s fleet power would have reached 53 planes. The company would have sixty additional aircraft to the projected number of 152-strong fleet after 2020. The delivery of 35 planes (Boeing 787), beginning from the year 2015 and 25 Airbus planes (A350) starting from the year 2017 (Kingsley-Jones, 10).
According to Anonymous (Etihad Airways expects its revenues to rise by 24 % in 2009 with fleet expansion, Para 12), the Etihad Airways Company has plans to commence the flights to South America within a period of five years that follows. This is a part of what the Chief Executive Officer refers to as “carrier strategic role in developing Abu Dhabi as a world-class city and also to help increase tourist arrivals from 1.8 million in 2008 to 7.9 million in 2030” (Para 12).
As the Etihad Airways Company’s business strategy, according to Anonymous, (Dubai International ‘best world airport’ at business travel awards 2010, 1), the company has carried out rescheduling of the flights to and from Shahjalal International Airport. This airport is in Dhaka. The reorganizing or rescheduling is carried out to make sure that there flight connections are improved with the destinations of the company in most parts of the world especially in such regions as North America, and Western Europe, among others. There is a belief that this new timings would play a major role in terms of ensuring the travelers derive much benefit from this through making the transit timings shorter when engaging in joining destinations when going to Bangladesh as well as moving from this place through Abu Dhabi.
The company provides its services in a total of 13 destinations in Indian Subcontinent and in 60 destinations all over the world (Anonymous, Dubai International ‘best world airport’ at business travel awards 2010, 5).
According to (Anonymous, Dubai International ‘best world airport’ at business travel awards 2010, 5), “the Etihad Airways is preparing to bring up the level of capacity by nearly 60 percent on the company’ Manchester services starting from the month of June this year and will have to upgrade the existing two-class A330-2090 aircraft to a two-class B777-300” (5).
The company in the present day engages in the operation of seven return services each week between Abu Dhabi and Dubai. Increasing the capacity will imply that there will have to be more than 2100 seats every weak on the route. The company’s chief commercial officer made a revelation that the company’s services to Manchester have performed very well. They have had load factors of nearly eighty percent in the year 2009. This officer stressed that the introduction of the B777 has boosted commitment to this significant route (Anonymous: Dubai International ‘best world airport’ at business travel awards 2010, 5)
Anonymous, (Dubai International ‘best world airport’ at business travel awards 2010, 5), indicates that the managing director of the company appreciates the services provided by the Etihad Airlines Company which he terms as providing a crucial link between the two regions. The MD looks at the decision made by Etihad Company to increase capacity as a way of expressing confidence in their important relation.
According to Anonymous (Dubai International ‘best world airport’ at business travel awards 2010, 6), the leader of the Manchester City Council, Sir Richard Leese, emphasized that an important relationship has been build up between Abu Dhabi and Manchester in the course of the last few years and the business that is carried out between these two regions as well as sporting and cultural ties between the regions are bringing in great benefits.
Beginning from the year 2006, the company has been engaging in carrying out operations of the services to. The company offers links from Manchester to other regions such as Edinburgh and Aberdeen. It also offers links to Glasgow. The Etihad Airways Company took a very important move in the year 2009. In this move, the company opted to become the English Premier League partner. It also mode a move to turn out to be the official shirt sponsor. This sponsorship is among the most important sponsorships the company has ever engaged in because it has played a major role in strengthening the links between these two regions and among these links or relationships are the team tours to the UAE.
As A Business strategy, the Etihad Airlines Company has also secured additional flights to Australia. The additional flights totals to seven per week between the Abu Dhabi and Australia. The flights were secured after negotiations being carried out between the government of Australia and the United Arabs Emirates.
According to Anonymous, (Dubai International ‘best world airport’ at business travel awards 2010, 6), the Etihad Airways Company presently each week has twenty one flights between Australia and Abu Dhabi. As a result of the fresh agreement, the company has access to flights totaling up to forty two in number each week to Australia. Out of these forty two flights, thirty five of them are direct flights to gateways and the remaining seven are through regional hubs. From the time the company launched its initial flights to Sidney, it has transported seven hundred and eighty seven thousand passengers to Australia and from Australia.
In the present time, the company has more than 80 staff members in Australia in three cities. The company as well carries out the maintenance of seven premises. Among these premises we have aircraft maintenance facility found at Sidney International Airport. The company operating in collaboration with the government Australia, there has been setting up of community initiatives.
More so, the Etihad Airlines Company also carries operations in Japan. In the month of February this year, the company started embarking on carrying out operations to Japan. In these operations, the company launched what is referred to as “Nagoya-Abu Dhabi service”. As a starting point, the company had plans to engage in flying to Nagoya through Beijing four times each week and increasing the number of flights to five per week later in time in the month of March 2010. On this route, the aircraft to be operated was two-class Airbus A330.
In relation to these flights to Japan, the chief executive officer of the company expressed himself that the new service that was being introduced to Japan was of great significance to the company and he had a belief that the link between Abu Dhabi and Nagoya would provide a great opportunity.
Competitive Advantages and Mode of Entry Strategies
However, the Etihad Airline Company experiences great competition in the airline market. In order for this company to increase the number of passengers it must engage in putting its resources in making strong the recognition of the company’s brand name all over the world other than just putting resources in the destinations as well as aircrafts. The same way as other Emirates Airline companies that are neighbors to this company, it engages in sponsoring as one of its main strategies.
To this day, the sponsorship agreement the company has engage in on a high profile is a deal that lasts for three years entered in with the Ferrari team. This deal will result in to seeing the logo of the Etihad Airline Company shown on a prominent level on the Ferrari cars as well as on the uniforms the drivers wear. This company is as well the Chelsea Football Club’s official airline. More so, near its home, the company is also the Formula One Abu Dhabi Prix’s title sponsor. Formula One Abu Dhabi Grand Prix is the Abu Dhabi Golf Championship’s official airline.
According to Milne (Para 11), there must be directing of investment in the direction of making sure that the image of the airline is one that is ethical and especially at a point where there has been turning on airlines by the spotlight in striving to bring down the level of carbon emissions. The chief executive officer of this company has been cautious to put emphasis on idea that the company is taking all the possible initiative to remain green.
As indicated by the CEO, the company is committed to ensure there is no destroying of the environment by the company. The CEO emphasizes that the company is among the companies that are very young and is among the fleets that are environmentally-efficient in the whole world.
The aircrafts ordered by this company (from Airbus as well as from Boeing) are the aircrafts that are among those that are fuel efficient and they will have to play a major role in ensuring that the Etihad Airways Company engages in the conservation of the environment and thus being the among the greenest companies.. In the current day, as indicted by the chief executive officer of the company, in engaging in setting up policies that will enhance minimization of the company’s impact on the environment, this is in regard to the commitment of the company to sustainability (Milne, Para 11).
The company has engaged in offering jobs to the local people (Emirati nationals) as a way of showing social responsibility. The taking part of these people in the company’s prosperity is the proudest achievement of the company as said by the chief executive officer of the company. Having incredible growth of the Etihad Airways Company set to go on, the company see it to be critical to build up its workforce that is multi-cultural as well as multi-talented with having the representation of Emirati that is strong (Milne, Para 12).
There is a great contrast between the Etihad Airlines Company’ growing workforce as well as the market conditions that are favorable in which this company takes joy in the Middle East with those in the West. In the West there is crumbing of the financial markets as well as emerging recession which are set to greatly affect the profit margins of the airline companies and this is predicted to bring about mass redundancies.
Milne (Para 12) reports that in the beginning of the year 2008, the chief executive officer of the British Airways Company made an announcement of the redundancies of 1800. This CEO as well issued out a warning that there would probably be going bankrupt of airlines, thirty in number, towards the end of that year. This CEO admitted that they were having a worst market environment the airline industry had ever experienced. The CEO put it that they had witnessed more than thirty airlines go burst in the course of the year and following this, it was deemed to be fair to have expectations to witness the same number of casualties all over the world in the course of the three months that had to follow.
This situation brought in expectations of airline companies that are rich from the Middle East, Etihad being among them, to engage in acquiring airline companies in Europe that were struggling. There are some expectations that in the course of the year (2010) that there was a possible merging of the British Airways and BMI British Midland. This could cost one billion US dollars.
Milne (Para 13) indicates that the Etihad Airline Company had reached. Lufthansa possesses a share in BMI and there is a belief it has intentions to sell out its shares at a price of about three hundred and fifty seven million US dollars. A stake like this would provide the Etihad Airline Company a better position at the home of the British Airways Company airport. The Etihad Airways Company admitted in a statement that it was having consideration of a move like this but this company indicated that it did not have clear plans to engage in a deal at that particular time. The company stated that it had engaged in discussions with various airlines all over the world. However, the company did not have any firm talks with whatever airline in the pipeline with any new potential carrier.
The chief executive officer of the Etihad Airways Company stated that it was not in a position to protect itself completely against the damage from the adverse economic conditions that were negatively affecting the aviation industry in the US and Europe and that the company was having a great responsibility of making sure that it remained competitive in the market. The CEO emphasized that through continual focusing on the customer experience and by offering the services that are of high quality to the customers, the company will go on achieving the targets that are very much challenging that the company has itself set (Anonymous, Etihad more flexible to meet challenges, Para 2).
Challenges Issues and Prospects
Even if the Etihad Airways Company has been growing at a rapid rate, this has not been realized without facing some challenges. According to Reals (Para, 21), in the interview that was held with the chief executive officer of the company, this CEO indicates clearly that among the challenges that the company has faced is not being in a position to attract and select the right employees to work in the company.
The CEO states that the company has been lucky enough to be able to get people who are very much talented from the locality and from all over the world. The company was setting up a cabin crew village in order to meet the needs of the company’s expatriate staff. But the main goal of the company is to be able to attract both the Emirati staff as well as expatriate. This cabin crew village was being set up in Abu Dhabi. Bringing together the expatriate executives and the Emirati executives will have to play a major role in enabling the company to be much more competitive in the global market within the airline market. (Reals, Para, 22),
Another challenge that the Etihad Airways Company faces is infrastructure. Construction is still underway in the most of the regions of Abu Dhabi and therefore this brings in complications posing a great challenge. More so, another hardship encountered by Etihad Airline Company is the lack of time that the company has to achieve an advertising grip in the new markets the company has for the reason of the pace at which these new markets are being added to the company’s networks (Reals, Para, 23).
The company is entering in a large number of new markets and this causes it not to be in a better position to place advertisement spends that a company would place in every market that is new. According to the CEO, a company that is very much stable and is set up in a better way will have to open fewer markets that are new every year. On the contrary, the Etihad Airways Company engaged in opening nine new markets the previous year and it had intentions of opening another new nine markets in the year that would follow.
However, regardless of the challenges that the company was facing, the CEO was very much cautious to point out the benefits of the company being a new successful airline. He pointed out that the Etihad Company was new and therefore it was not bound by years and the company has a spirit that is entrepreneurial. The company has the focus from the top down as it considers the brand it has and it as well has focus on the product as well as service. The company recognizes the most important element in the whole equation as being the customer (Reals, Para, 25).
In putting the focus to the customer and most especially at the best market’s end, the CEO of the company has a strong belief that this makes the company he leads emerge the winner. The sales of the company are outstanding and what is seen in the company is that investment is the product. The company is engaging in setting up a brand on the basis of a product that is strong. The Company’s premium sale 3 months out track at a higher rate than the company’s economy sales, normally the reverse is the case.
Among the criticisms that are directed towards this company is the issue that the company is taking joy in the subsidies that are being offered to it by the government of Abu Dhabi which is well known for the unbelievable pockets that are deep it has. However, the CEO denied this by presenting an emphasis that the company does not obtain whatever grants at any level. He puts it that when this business organization engages in financing the aircraft, it has to take measures to reach the market and come up with a debt and that the market requirements to have assurance in the business proposal of the company.
The company is meeting its goals by using the funds that are available just the same way any other business would have to do. It is also emphasized by the chief executive officer that the government does not, at any level, take part in the company’s day to day operations. The chief executive officer further stresses that even considering other projects that the government of Abu Dhabi has engaged in investing in them, this kind of investment is about return in overall terms (Reals, Para, 27).
It is emphasized that these very set of laws are very much applicable to each and every any other home business in Abu Dhabi. The Etihad Company does not possess a brief to go to each and every airport all over the globe but it has a brief to bring about the service airline that is of high quality globally going to the airport where the company needs to go. The advantage that is peculiar which the company believes has is the geographical location (Reals, Para, 28).
The chief executive officer of the Etihad Airways Company in the interview goes ahead to put across the emphasis that the company is placing on the strategic location it has.
The CEO puts it that the company is so much aware of the place the company is located as going fast. While challenges do exist in the rest of the parts of the world, there is great need to have an understanding that the GDP in the course of the three years that would follow is predicted to go up at a rate of eight percent each year in Abu Dhabi. There is excitement, as the CEO puts it, among people in regard to them turning out to be a part of this opportunity of setting up a worldwide crossroads of the globe (Reals, Para 29).
Conclusion and Recommendation
The Etihad Airways Company was set up in the year 2003. Despite the company being young, this company has realized rapid growth. Under the leadership of the current chief executive officer, there is no indication of the company slowing down. The CEO made the revelation of having plans to make double the number destinations it offers services to a total of one hundred and to engage in flying more than twenty five million passengers by the year 2020. This objective will get support from the company’s forty three billion US dollars shopping spree at the Farnborough Air Show of the United Kingdom.
The Etihad Airways Company has been able to realize growth that is accelerated just like many of the Airways companies in the Middle East due to the great wealth that comes from the oil. This company has grown to a level that it is the same as those of the airline companies that are found in the West even if it has carried out its operations for just a few years.
While the company may be seeking to cut down the costs of fuel bills of the company, it has engaged in investing to a great level in the ongoing expansion of the company. It has carried out expansion by engaging in carrying out purchases of the aircraft and also in carrying out expansion of the routes networks.
The company has engaged in offering jobs to the local people (Emirati nationals) as a way of showing social responsibility. The taking part of these people in the company’s prosperity is the proudest achievement of the company as said by the chief executive officer of the company. Having incredible growth of the Etihad Airways Company set to go on, the company sees it to be critical to build up its workforce that is multi-cultural as well as multi-talented with having the representation of Emirati that is strong.
There is a great contrast between the Etihad Airlines Company’ growing workforce as well as the market conditions that are favorable in which this company takes joy in the Middle East with those in the West. In the West there is crumbing of the financial markets as well as emerging recession which are set to greatly affect the profit margins of the airline companies and this is predicted to bring about mass redundancies.
However, the Etihad Airline Company experiences great competition in the airline market. In order for this company to increase the number of passengers it must engage in putting its resources in making strong the recognition of the company’s brand name all over the world other than just putting resources in the destinations as well as aircrafts. In the same way as other Emirates Airline companies that are neighbors to this company, it engages in sponsoring as one of its main strategies. More so, the company must also carry out investment in trying top build up the image of this company to ensure that the image of the company and especially in regard to cutting down the level of carbon emissions.
Even if the Etihad Airways Company has been growing at a rapid rate, this has not been realized without facing some challenges. Among the challenges that the company has faced is not being in a position to attract and select the right employees to work in the company.
The Etihad Airways Company has been quite lucky in terms of being able to get workers who are very much talented from Abu Dhabi and the rest parts of the world. The company was setting up a cabin crew village in order to meet the needs of the company’s expatriate staff. But the main goal of the company is to be able to attract both the Emirati staff as well as expatriate. Therefore, there is great need for this company to take appropriate measures in order to realize this goal.
Another challenge that the Etihad Airways Company faces is infrastructure. Construction is still underway in the most of the regions of Abu Dhabi and therefore this brings in complications posing a great challenge. More so, another hardship encountered by Etihad Airline Company is the lack of time that the company has to achieve an advertising grip in the new markets the company has for the reason of the pace at which these new markets are being added to the company’s networks.
Following these challenges, appropriate measures need to be taken to ensure that infrastructure is put in place, especially by the government. More so, in regard to the issue of opening up in to new markets and advertisements, the company should take the necessary measures to make sure that this is carried out in a most appropriate manner to avoid the obstacles that might come with it.
To this point, the company has done its best to overcome the challenges. Regardless of the challenges that the company was facing, the CEO was very much cautious to point out the benefits of the company being a new successful airline. He pointed out that the Etihad Company was new and therefore it was not bound by years and the company has a spirit that is entrepreneurial. The company has the focus from the top down as it considers the brand it has and it as well has focus on the product as well as service. The company recognizes the most important element in the whole equation as being the customer
In putting the focus to the customer and most especially at the best market’s end, the CEO of the company has a strong belief that this makes the company he leads emerge the winner. The sales of the company are outstanding and what is seen in the company is that investment is the product. The company is engaging in setting up a brand on the basis of a product that is strong. Therefore, there is an indication that this company has great determination of emerging successful in its operations. By taking the appropriate measures, the company will go on achieving its goals that it puts in place.
Works Cited
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Kingsley-Jones Max. “Boven: ready to broadcast Etihad’s plans.” Flightglobal, 2006. Web.
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