Etihad Airways is recognized as one of the most fast growing airline industry in the world. Much of the company’s success can be attributed to its ability to ensue sustained marketing strategy. The company has remained competitive over the years for successfully implementing workable marketing strategy and operations. Budgeting in the organization has been critical aspect in the development and fulfillment of the organizations’ marketing strategy. It is wise noting that the company once won an award in financial planning and analysis. This has been realized by putting on board smart financial leaders and adequate budgeting that has ensured smooth operations in the organization.

Positive financial outcomes in the organization have been as a result of a continuous improvement strategy that is sensitive of cost awareness within the organizational operations. Since its inception in 2003, the company has spent substantial amount of money to increase its fleet. It is the desire of the organization to increase the number of customers it serves every year. This implies that the company intends to spend at least $ 300 million to purchase additional fleet of Boeing and airbus planes. The Airline was also spend about $ 70 million in extensive promotional exercise that will help the company increase its presence in middle east, Africa, Europe Australia, Asia and America. This will be paramount in ensuring that the company has a desired market share as compared to the competitors.

From the company’s marketing strategy, it is evident that the company must invest heavily in the business class products, first class products and the cargo sector. This implies that tourism and catering sector of the airline will have budget limit as far as implementation of the marketing strategy is concerned. Etihad Airways has always ensured that they get better results with less cost. For instance, the organization has always spent about $ 48 million in injecting of fresh talents to the company. This plays a significant role in ensuring smooth running of organizational operations. By so doing, the organization is able to determine cost reduction opportunities and enhanced staff competency thus realizing organizational goals outlined in the marketing strategy. The airline also spends about $ 25 million in training and capacity building annually to enhance employees’ performance.

The company has also spent some substantial amount of money in improving efficiency and transparency in the finance sector. Etihad Airways has invested heavily in IT in all sectors of the business to ensure that there is increased efficiency. This has made it easy for the finance department to fulfill efficiently the funding requirements in the organization. Adaptive Insights solution has been a major result of IT investment in the company and has made it easy to determine the profitability of the different strategies adopted in the organization.

The organization has been successful over the years by ensuring full integration of strategy and planning.  The company has a substantive budget spent in planning and strategizing on the moves that will ensure competitiveness and increased profitability in the firm. Over the years, the organization has ensured that compensation is automatically linked with results, real-time forecasting, and long term cash flow planning and scenario analysis. Improved levels of IT are critical to ensuring centralized data repository that makes it easy for forecasts that is done for five year plan.

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