Emirates Competitors Part 1
Using data leveraged from the company website and other credible databases, we have been able to provide the information in the spreadsheet. All requested information has been entered in the attached spreadsheet. Below is an overview of our findings.
1. ETIHAD AIRWAYS
- Etihad Airways was established by Royal Decree in July 2003.
- The airways are wholly owned by the government of Abu Dhabi with a mandate to operate safely, commercially and profitably.
- The airline is a subsidiary of the Etihad Aviation Group (EAG).
- Etihad Airline believes codesharing has helped it to maintain its position as one of the fastest-growing airlines in commercial aviation.
- From its inception in 2003, the airline has always favored codesharing as an approach in global expansion.
- Thus, the airline has worked hard to identify codeshare partners over the years. Today, it has 51 codeshare agreements with different airlines.
- This has proven very successful because codesharing alone has delivered more than five million passengers to Etihad Airways’ flights last year.
- Another big competitive advantage of Etihad is the geographic location of its hub in proximity to the fast-growing travel markets of Asia, Middle East, and Africa. The airline has developed a reliable network route in these regions. This gives it a competitive advantage over other carriers.
- The airline's other competitive advantages are shorter connecting time and greater domestic access to key markets such as Europe and India, through its airline partnerships.
2. QATAR AIRWAYS
- Qatar Airlines was launched in 1997 and is the world's fastest growing airline.
- As one of the youngest global airlines, Qatar Airlines serve all six continents, connecting over 160 destinations. The airline has grown to become one of the elite group of airlines worldwide to have earned a 5-star rating by Skytrax.
- The airline was also voted "Airline of the Year" by Skytrax in 2011, 2012, 2015, 2017, thereby winning the confidence of the traveling public.
- Qatar Airways biggest competitive advantage is its location in the Gulf region.
- From that strategic position, the vast majority of the world's population could be reached within a single connecting flight, making the region an excellent transfer point for long-haul international travelers.
- The airline has also been able to successfully establish itself as a premium airline having consistently scored a five-star rating on Skytrax surveys in 2011, 2012, 2015, 2017.
- Qatar Airways new fleet of modern planes and grand airports also attracts many customers who are sure of comfort and value for their money.
- Another good competitive advantage of Qatar Airways is its consistency in providing extraordinary customer services.
- Although the price of the air tickets is high in Qatar Airways, the exceptional services of the company have assisted it in developing a customer base.
- The airways have also won a lot of awards, such as World’s Top Airline during the final Global Airline Rankings in the "World Airline Awards" for the year 2012, among others. These awards have increased customer confidence in their services.
- Lufthansa was founded in 1952 and today ranks among the top ten airlines in the world in terms of size, and is the second largest European airline.
- The airline currently flies to 211 destinations in 74 countries.
- Lufthansa is the largest European operator of the Airbus A380 and was the launch customer for the Boeing 747-8.
- The group is known for its premium services, which recently earned them the award for been “Europe’s best airline” by Skytrax.
- The airline has also won awards such as "the World Airline Awards 2019", "Europe's first 5-Star Airline, "Air Transport World Award," among others.
- Lufthansa biggest competitive advantage is its brand.
- The Lufthansa airline is a member of the Star Alliance. This alliance is one of the biggest alliance, globally.
- It also has some of the biggest European airlines under it like the Swiss and Austrian airlines.
- The airline is renowned for its good in-flight customer services. It provides services such as in-flight meals, free check-in, frequent flier points, among others.
- The Lufthansa group is also a global leader in the provision of several aviation services. These services include airline catering (LSG SkyChefs) and MRO (Lufthansa Technik); both of these services are the biggest in the world in their respective fields. These activities have provided more stable levels of profit through the cycle than the more volatile flying businesses.
- Lufthansa has complete coverage in Europe. This is because of its multiple hubs in the region.
- Judging by seat capacity, the Lufthansa group's has 54% of the European market.
- The Lufthansa group has five hubs in Europe. These hubs are in Frankfurt, Munich, Zurich, Vienna, and Brussels. The first four of these are operated by the group's fully-owned airlines and are located relatively close to one another in the center of the European continent.
- Through the coordination of schedules and pricing, the locations of the hubs allow it to offer a wide range of destinations and frequencies. It also allows it to develop its network from each hub with a particular geographic focus where this adds to the overall efficiency of its operations.
We began our research by leveraging information from Emirates competitors' websites. From this search, we were able to gather information on the competitor's overview and capabilities. A search on the website's news section gave us insights into the company's brand strategies. We also searched for information on company profiling sites, among others, to provide the requested information. However, after searching through the press releases on the company websites, we could not find any information on the competitor's ad spend. We looked for this information on the company financial reports, but could not find any actionable data of their total or estimated ad spend. The information available was related to the competitor’s revenue, and so on.
Next, we looked for this information on news media and publications. We felt that information like this may have been published by the company in press briefings. From our search findings, we found no mention of the competitor's ad spends in the news media. The information we found was on the company's revenue over the years. We also searched the social media handles and platforms for this information. We felt that as this information was not available in the competitor's financial report, it could have been put up by each company on their social media handles. Unfortunately, the information found on these handles were related to social media campaigns, shout out post, among others.
We could not also find information on the market share of Emirates competitors. A searc for this information on market research databases such as PR Newswire, MarketandMarkets, among others. We felt information like this could be best found in the market research databases. However, the information found was related to the market size, while information on the market share of Emirates competitors was behind a paywall.
Next, we proceeded to search for the individual airline market share in news and press releases and publications. This search also failed to provide any actionable data. All the information found on Qatar Airways and Etihad Airways directed us to the market research databases which had the information, but was behind a paywall. However, the search on Lufthansa airlines was able to provide us with data on the European airline market share.
Finally, we proceeded to explore annual reports. We felt this was another good place to search for this information because companies normally release this information to shareholders as another criterion to prove that the company is growing and has improved over the past year. However, we could not find information related to the market share of the airlines under this search. The information found were related to the company's revenue over the years. Additional information can be found in the attached spreadsheet.