MSc International Business and

Management 2018/2019
Module: GLOBAL TECHNOLOGY AND
OPERATIONS MANAGEMENT - Assignment 2

Studenti: Mentor:
Mina Dobričanin Prof. dr Maja Levi Jakšić

Tamara Mitrović
Etihad Airways

Etihad Airways is the national avio-company and the second-largest airline of the United
Arab Emirates. The company was recognized by Royal (Emiri) Decree in July 2003 and is
wholly owned by the Government of Abu Dhabi with a mandate to operate safely,
commercially and successfully. Its head office is in Khalifa City near Abu Dhabi International
Airport. Etihad Airways began operations in November 2003 and today airline runs more than
1,000 flights per week to over 120 passenger and cargo destinations in the Middle East,
Africa, Europe, Asia, Australia, and the Americas, with a young and environmentally friendly
fleet of more than 120 aircraft.

Etihad Airways’ vision is to be the best airline in the world, connecting the globe via
Abu Dhabi.

The airline pursues to reflect its values of Arabian hospitality and warmth- as well as enhance
the reputation of Abu Dhabi as a world-class business and rest destination.
Etihad is motivated by its Emirati values and standards itself against the world's best
hospitality institutions, not just other airlines. The airline has introduced some signature travel
experiences with world-class products and innovative service offerings such as the Inflight
Chef, Food & Beverage Managers, and Flying Nannies.
The vision of the airline is also to become one of the global airliners that show a truly 21st
century, where challenges, and changing environment, plus an engaging vision to break the
convention constitutes its deep-rooted vision.
Since the establishing of the company till nowadays, Etihad Airways has changed the mission
several times and went through the restructuring and change phases. Sustainability will be at
the core of our business, integrated into our day-to-day operations and practices, and
embedded in every layer of business thinking, planning.
Market share of Etihad Airways:

Relative
Market growth
Service* 2017 2018 market
rate
share

Economy class passengers 6,100,000,000 7,500,000,000 80.81% 22.95%

Cargo transport 900,000,000 1,026,000,000 68.03% 14.00%

Business class passengers 150,000,000 112,500,000 13.85% -25.00%

Total Revenue 7,150,002,017 8,638,502,018

STRENGTHS OPPORTUNITIES

 Brand new aircraft fleet  The opening of the new Midfield

 Etihad Airways has focused on terminal
quality in-flight entertainment  New eco-residence and sustainable
systems and shopping on-board city

 Weak IT support by ground staff  Insufficiently developed the system

 Distant accommodation for for e-boarding
employees  Cybercriminal

THREATS
WEAKNESSES
 Strengths
Internal factors S1 - Brand new aircraft fleet
S2 - Etihad Airways has
focused on quality in-flight
External factors entertainment systems and
shopping on-board
Opportunities S1-O1- MAXI-MAXI
O1 - The opening of the new Having a new aircrafts fleet
Midfield terminal and the opening of the new
O2 - New eco-residence and Midfield terminal allows to
sustainable city Etihad Airways to maximize
technological utilization of
its resources
Threats S2-T2-MINI-MAXI
T1 - Not sufficient to Investing in a new
develop a system for e- entertainment system and
boarding additional protection for
T2 - Cybercriminal online shopping on-board,
therefore, we managed to
succeed decrease level of
cyber criminal
Weaknesses
W1 - Weak IT support by
ground staff
W2 - Distant
accommodation for
employees
W2-O2-MAXI-MINI
The opening of new eco-
sustainable accommodation
for employees located
nearby the airport which will
help us to reduce costs,
increase environmental
awareness and enable
employees easier and faster
transfer to the workplace
W1-T1-MINI-MINI
Not qualified ground staff
for support and control e-
boarding service which will
disable passengers to have
an online application for
boarding pass and online
check-in so we should invest
more in IT infrastructure,
also, to reduce operation
cost and reach more
customers
DELPHI METHOD

The question no 1. When can we expect the implementation of the Midfield terminal in our
company?

Expert 2018 2019 2020 2021 2022 2023 2024 2025 2026
1 m
2 o m p
3 m
4 o m p
5 m
6 o m p
7 m

Question no 2: When can we expect the implementation of the Midfield terminal in 80% of
companies in our industry?

Expert 2018 2019 2020 2021 2022 2023 2024 2025 2026
1 x
2 x
3 x
4 x
5 x
6 x
7 x
Questions:

1. When can we expect the implementation of opening new eco-residence for employees?

2. When can we expect that Etihad Airways be the first largest airline company in the world?

3. When can we expect the utilization of the new terminal to be completed?

4. When can we expect the implementation of new software for full protection of
cybercriminal?

5. When can we expect the latest technology model of small air-crafts in our company?

6. When can we expect to have free Wi-Fi on all flights of Etihad Airways?

7. When can we expect that 50% of all employees will have Yammer accounts?

8. When can we expect the implementation of a new selling device for duty-free on board?

9. When can we expect full implementation of recycling on Etihad Airways flights?

10. When can we expect that 30% of transportation buses for employees will be eco-friendly?