SECTION A: CASE STUDY $(20$ MARKS$)$

Etihad Airways: Connecting Abu Dhabi to the World

Etihad Airways is considered to be one of the youngest, yet most successful airlines in the aviation industry. It was established by Royal $($Amiri$)$ Decree of Abu Dhabi in July $2003$ as the national carrier of the United Arab Emirates, and became commercial in November $2003,$ from Abu Dhabi to the rest of the world. Etihad $($which is an Arabic word for "United"$)$ was strategically chosen as its brand name, as the airline unites Abu Dhabi with the West and East, and it connects with the airline's tagline: "Connecting Abu Dhabi to the World." The company's unique evision of reflecting Arabian hospitality within the flights, consisting of warm, generous, and considerate treatment, as well as enhancing the prestige of the Abu Dhabi culture is what helps stand the company out from the competition. Etihad has received several awards that reflect its status as the leading premium airline, including Middle East's Leading Airline at the World Travel Awards in $2012,2013,$ and $2014.$ Its wide variety of awards emphasizes its high$-$quality services and provides recognition for the constant effort to remain at the top of the industry. As this acclaim progresses, the Etihad Airways brand name strengthens and spreads within the region, increasing and building on its already$-$existing popularity.

Etihad has a fleet of $102$ aircraft that serve the international network with more than $1,000$ flights per week to $120$ destinations in $63$ countries. Its cargo destinations range from the Middle East and Africa to Europe, Australia, Asia, and North America. It also owns $40$ percent of Air Seychelles, nearly $30$ percent of Air Berlin, $21$ percent of Virgin Australia, and almost $5$ percent of Aer Lingus.

Etihad's goal is to differentiate itself as a global airline that is challenging and changing the conventional notion of airline hospitality$-$besides providing a relaxing experience, the airline strives to make travel as safe and environmentfriendly as possible by adhering to the highest global standards Etihad is planning new route launches and introducing new aircraft to further its success, and offers lower prices than its main competitors in the region. Its diversification through cargo, holiday, and air transportation services has resulted in total revenue of $7$ billion dollars. Innovative cabins also attract technology$-$loving customers and offer promising potential opportunities for future advances.

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self$-$funding and would be floated off as a separate entity from the airline business. Guest Miles can be earned on all routes, with $6,000$ products being offered through the online shop.

All in all, Etihad Airways has proven in merely $11$ years to be a strong standing competitor, with its plan to "Connect Abu Dhabi to the World," and has won a large range of awards, reflecting its position as one of the leading premium global airline brands. By maintaining its image, constantly innovating, and keeping up with consumer needs, Etihad Airways will continue to grow in the region and add on to its existing awards. Its current earnings and expected growth surpass those of its competitors, and it is becoming one of the fastest growing airlines in the history of commercial aviation.