Etihad Airways: Rethinking Internationalization and Growth Case Study Solution
Summary
This case study focuses on Etihad Airways and the challenges faced by its CEO, Douglas, in reimagining the airline's future. It explores various options, including becoming a regional carrier, transforming into a low-cost carrier (LCC), or collaborating with Emirates Airline. The case study also discusses the importance of conducting internal and external assessments, developing strategies, and considering ethics and corporate social responsibility (CSR) in decision-making. The conclusion provides suggestions for a viable solution. (Jena, 2020)
Introduction
The case study revolves around the challenges faced by a leading airline, as it grapples with the need to redefine its internationalization and growth strategies. With the objective of strategic decision-making, Douglas must consider various factors, such as resource-based strategy, organizational culture, value chain analysis, external environment analysis, and ethical considerations.
The case aims to explore the critical aspects of Etihad Airways' business and provide insights into the strategies it can adopt to overcome the challenges and achieve sustainable growth. By examining the airline's mission, vision, internal and external assessments, strategies, and ethical considerations, the case sheds light on the complex dynamics of the aviation industry and the importance of effective decision-making for long-term success. (Hazime, 2011)
Problem Statement
In a rapidly changing aviation industry, Etihad Airways must adapt to evolving market conditions, competitive forces, and customer expectations to ensure its long-term success. The case focuses on the CEO, Douglas, and his pivotal role in reshaping the airline's direction.
Situational Analysis
Mission, Vision and values
The following mission, vision, and values statements guide Etihad Airways' strategic decisions, shape its organizational culture, and drive its commitment to excellence and customer satisfaction.
Mission:
Etihad Airways' mission is to be the best airline in the world, connecting Abu Dhabi to the rest of the globe and providing exceptional travel experiences for its customers. The airline is committed to delivering world-class service, innovation, and hospitality while upholding the highest standards of safety, reliability, and efficiency. Etihad aims to exceed customer expectations and create memorable journeys that inspire and enrich the lives of its passengers. (Davidson, 2009)
Vision:
Etihad Airways' vision is to become a global aviation leader, recognized for its excellence in customer service, operational efficiency, and profitability. The airline aspires to be a preferred choice for travelers by offering a seamless travel experience, innovative products and services, and a network of destinations that connects people and cultures worldwide. Etihad aims to set new benchmarks in the industry and be renowned for its commitment to quality, sustainability, and contributing to the growth of Abu Dhabi as a global aviation hub. (Al Ali, 2014)
Values:
Safety: Etihad Airways prioritizes the safety and security of its passengers, employees, and assets. It adheres to stringent safety standards, implements robust safety protocols, and invests in continuous training and development to ensure a safe and secure travel environment.
Hospitality: Etihad is dedicated to providing warm, genuine, and personalized hospitality to its customers. It embraces the traditions of Arabian hospitality and strives to create a welcoming and comfortable experience for passengers at every touch point.
Innovation: Etihad believes in continuous innovation and staying at the forefront of technological advancements to enhance the travel experience. The airline fosters a culture of creativity, encourages new ideas, and seeks innovative solutions to meet the evolving needs of its customers.
Sustainability: Etihad is committed to sustainable operations and minimizing its environmental impact. The airline focuses on reducing carbon emissions, implementing fuel-efficient practices, and investing in sustainable technologies to contribute to a greener and more sustainable aviation industry.
Integrity: Etihad conducts its business with the highest level of integrity, ethics, and transparency. It upholds strong governance practices, complies with regulatory requirements, and fosters a culture of trust, fairness, and accountability in all its interactions.
Collaboration: Etihad recognizes the importance of collaboration and partnerships to expand its reach and offer a seamless travel experience. The airline actively engages in strategic alliances, code-sharing agreements, and collaborations with other airlines, airports, and service providers to enhance its global connectivity and provide greater convenience to its customers...............
Etihad Airways Rethinking Internationalization and Growth Case Study Solution
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