Introduction Business organizations use different strategies, models, and initiatives to meet the changing needs of their customers. Marketing is a critical function that makes it possible for a specific company to deliver high-quality products and services to the targeted clients. It is an effective practice since it dictates the profitability of a given organization. Modern technologies have catalyzed the development of marketing analytics tools to support the performance of different companies. This paper gives a detailed analysis of Etihad Airways’ business strategies and marketing actions. Company Identification Etihad Airways is currently one of the leading airline corporations in the United Arab Emirates (UAE). It has its head office in Khalifa City and competes directly with Emirates (Russell and Medvedev 37). This company has been in operation since the year 2003 and has a fleet of 117 aircraft (Russell and Medvedev 42). Some of its leading cargo and passenger destinations are located in Asia, Europe, the Americas, the Middle East, and Australia. The organization’s chief executive officer (CEO) is called Tony Douglas. Mohamed Mubarak Al Mazrouei is the company’s chairman. Statistics released in 2017 revealed that Etihad Airways had a total of 24,500 employees (Russell and Medvedev 19). The company has a powerful organizational culture that continues to drive performance. Business Strategies and Marketing Actions The success of Etihad Airways is applicable to the nature of its business strategy. Two unique approaches make it possible for this organization to achieve its objectives. The first one is known as corporate strategy. This model focuses on the commitments and choices the organization makes to deliver high-quality services and experiences to the targeted passengers. The first aspect is to identify business operations and practices that can add value to different clients. For example, Etihad Airways has partnered with other companies to attract more customers and operate in various regions across the globe. The second aspect is that of products and services. Etihad Airways purchases Airbus and Boeing aircraft to meet the diverse needs of all individuals (Russell and Medvedev 54). Proper processes have also been put in place to improve the quality of services to different workers. The next critical aspect that supports the effectiveness of this company is the implementation of powerful marketing actions. The organization has a department that focuses on some of the major issues that can result in increased profits. Marketing is a critical function that Etihad Airways pursues to support its entire business strategy. For instance, the relevant department engages in continuous research to identify emerging trends, changing customer demands, and the role of technology (Russell and Medvedev 72). The findings obtained from such studies make it possible for the company to develop superior procedures for addressing passengers’ demands. New product development is taken seriously to identify better options for cargo transportation. The same idea is considered to improve passengers’ experiences. Brand development is something that Etihad Airways takes seriously. The marketing department considers various attributes that can ensure that more people pe