Strength: The Company has strong brand image Cargo units. The company already has 12 jets including 5 Boeings other world class luxury aircrafts like Learjet 35, Learjet 55, Avro RJ70 and Avro RJ80 etc to support its luxury market. The company's hold on this segment is increasingly growing too. (Delfmann, 2005)
Weakness: Because of work in luxury segments and passenger unit is down, the company's market scope is limited, any new competitor and launch of new luxury aircraft can force the company to drastically change is market statistics. Also the desired costumer volume is also limited.
Opportunities: Recently the company is exploring opportunities to invest in Eastern Europe including Russia. The company is looking constantly for new markets apart from Gulf region.
Threats: the main threats to the company are form increasing number of aviation services in luxury class. Another threat is from economic crises that is indirectly affecting the end customers of Etihad.