Secondary Data : Introduction :

Secondary data: The success of any organization depends on the ability of the organization to achieve competitive advantages in the field of industry where it works. Any organization in the global market of today must have attractions for services or products. There must be due consideration for market segmentation and staff efficiency as well. In my case, I will make a comparison between Arabia Airlines and Etihad Airlines to find about both companies' policy and strategy in the global market of Aviation.

Etihad Airlines
Pricing strategy

Arabia Airlines
Tickets within Arabia Airlines are much

Pricing at Etihad depends on the high

quality service provided as it offers lower than those in the other carriers in the superior travel experience with super region. Ticket prices in Arabia Airlines service on board and on the ground which include all taxes and charges are only on the makes its tickets are higher than other additional services requested by passengers. carriers. (Etihad airlines) Arabia Airlines could achieve this marketing

The company gives priority to service and advantage and attract millions of travelers to apply prices that suit high quality and five Dubai airlines (Air Arabia) star services.

Offers

Etihad as a super carrier for all

Other than prices, there are wide offers

destinations to The middle East and provided by the company with incredible Europe as well as America has innovated deals that make good value even better offers that depends on the service more value Arabia Airlines.com. Such offers than prices as it offers five start services, involve lower ticket prices than ordinary to business class and family class services. many destinations as well as better services

Tickets and products are sold online , on board such as TV movies, meals and from shops and through global contact drinks. centers
Services On board

Diamond First Class:

Services on board are another advantage

a luxurious Poltrona Frau leather seat for Arabia Airlines. The cabinet is well large wood table and private personal furnished with most modern and comfortable entertainment screen, a personal wardrobe seats. There is a TV screen with in each seat with mirror, (Etihad airlines) Pearl business class: and there is an offer of standard seat pitch of 29 to 30 inches with pockets at the top to

Pea The seats include larger meal and provide more knee space (Air Arabia) cocktail tables, luxurious leather headrests, armrests and ottomans

upholstered by Poltrona Frau, ambient lighting with dimmer settings, more storage pearl economic class : with grater level of luxuries comfort ,meals , entertainments and deals
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Facilities

Over 600 hours of movies, TV shows,

There are many facilities starting from

music and interactive games, including a watching movies, Listening to the news, kids only channel. playing games and reading magazines. Hot

Etihad has innovated a large number meals are served during the flights as well as of entertainment means on board as well as cold and hot drinks dinning and fresh drinks (Etihad Airlines) Booking a ticket at Etihad is easily It is easy to get a ticket in Arabia Registration &booking accessible through the website and making Airlines as the company has many offices techniques registration. (Etihad airlines) for the direct booking methods and The company believes that the era of customers can purchase their tickets through e-commerce has already begun so the e- the website. Passengers can access the commerce portal of the company provides portal; select the destination desired, dates of all the products needed as well as guiding departure and return, if it is around ticket, for boarding the planes, cargos loading in and process reservation. Payments can be the terminals. on line services are also processed by visa card or through the post provided by call centers offices (Air Arabia)home page and Loyalty In Air Arabia , CRM is applying the

CRM

Etihads

CRM

department strives to offer promising latest technologies in customer relationship reward program to all Etihad Guest management through call centers and within

members, and maintain the high standard the intranet servers to have an up-to-date of customer care (Etihad airlines) information about the customers and provide

CRM intelligence is a department that call centers with the required information for collects and analysis the data regarding booking , cancellation , cargos and

customers and clients of the company with destinations the aim of recognizing on the Customers

Manageme nt strategy

The divisions at Etihad Airlines

It is also a value at the company to

process management principals that focus empower the staff by implementing training on the employees with high competitive programs for them with the aim of nature and ready to innovate. strengthening their skills and improving their

empowerment of the employees gets experiences. The company offers many through designed programs for kinds of training which vary from on the job

professional skills improvement as well as training and off site training program critical thinking , customer care , problem solving and enhancing teamwork (Etihad
airlines) 3

Disadvantages

The high rise of ticket prices and the

the dynamic of the web portal which

difficult procedures for payment and makes it not very smooth and it is hard for reservation as the websites aren't dynamic the old to easily access and process and don't encourage reservation. call registration (Air Arabia)website centers have become annoying thing and requires improvement (Etihad airlines)fact
sheet

Primary data: Interview :

We have made our mind to conduct an interview with the manger of CRM in the Etihad Airlines. We have visited the company a day before I start my research. We can safely say that the interview was successful and they have provided us with much information. To start the interview, I had asked the CRM manger about the nature of business that the company does which was very clear that Etihad Airlines which was established by the amiri decree and launched its first plane in 2003 is working as an airline carrier in the field of Airline industry in the UAE. It belongs to the UAE government /public sector and it was established with the aim of providing Aviation market with the best, luxurious and super services to provide the needs of high class in the community as well as businessmen and well known passengers. In reply to a question regarding management style, He explained that the role of the mangers lie in providing the best conditions for the employees to innovate and develop in their career. The manger is like a leader whose job is to lead the teams, specify the roles and determine their tasks so that no cross functions might occurs. They organize work through departments and they evaluate the performance. I have understood from his speech that the management style matches the modern management principals that involve human resources empowerment and human resources development.

Regarding customers, the manager told us that the company gives due consideration to customer relationships as they are the blood stream of the company. Etihad Airlines has adopted latest technology in KM applications with the aim of having the best practices of CRM. On the other hand the manager has confessed that there are current issues in CRM that the company strives to find a solution to as the load of the customers inquires exhaust call caners and the front line cannot bear the burden of the excessive loads as a result.

The survey:
We have conducted a survey that included 26 sample candidates in the field of aviation and the survey outlines their opinions and impression about The Etihad & Arabia Airline services. Most of the survey candidates have previously tried the Etihad & Arabia Airlines and most of them have background experiences. The candidates were selected from the age group more than 25 years old and we have selected candidates from different nationalities and of both sexes. The results of the survey says that more than 3/4 of the sample have tried Etihad Airlines and the same number agreed that Etihad Airlines have more luxury than Arabia .for offers we have found that both Arabia and Etihad Airlines have season. Candidates showed that offers vary according to the seasons and the services selected by the travelers .Both companies respect times and both have updating information systems that cope with the airlines operation as well as the offers and products. For Arabia candidates showed that Air Arabia has more sources of information than Etihad through The Email and social websites like face book and twitter. Etihad has more flexibility to solve solutions by the suggestions and recommendations of the customers more than Air Arabia. Etihad refuse to give back money on cancelation while Air Arabia accepts under certain conditions. We have concluded that both companies have things in common as they provide the customers with full support. Both airlines improve their services and innovate in their field industry. Both companies have modern principals in management and leadership. They apply technology in CRM and have wide experience in KM systems.
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On the other and some defects and errors have been found. Both Air Arabia and Etihad Airlines suffer from the excessive load of calls and have problems providing the customers with quick information since the numerous numbers of calls make it impossible to reply to the all at the same time. Many customers wait along time to have their inquires replied and some of them forget about their inquires and try another carriers. The result is that both companies lose customers and profits accordingly.

References :

1) http://www.scribd.com/doc/42673475/Etihad-Airways-Marketing-Plan5/12/2011 at 3:22pm 2) http://www.etihadairways.com/sites/Etihad/Etihad%20Images/Resources/EY-Factsheet.pdf 5/11/2011 3) http://www.airarabia.com/home-ae 5/11/2011 at 4:42 pm

Bibliography
Air Arabia. 5 12 2011. 5 12 2011 <http://www.airarabia.com/home-ae>. Etihad airlines. 5 12 2011. 5 12 2011 <http://www.scribd.com/doc/42673475/Etihad-Airways-Marketing-Plan>. Etihad Airlines. 5 12 2011. 5 12 2011 <http://www.etihadairways.com/sites/Etihad/Etihad%20Images/Resources/EYFactsheet.pdf>.