Journal of Education Policy

Running Head: Marketing Plan
Marketing Plan
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Marketing Plan
Table of Contents
Executive Summary.........................................................................................................................2
Current Market Scenario..................................................................................................................2
Threat and opportunities analysis....................................................................................................3
Objective and issues........................................................................................................................4
Marketing Strategy..........................................................................................................................5
Action Programs..............................................................................................................................6
Budgets............................................................................................................................................7
Controls............................................................................................................................................8
References........................................................................................................................................9
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Marketing Plan
Executive Summary
The study has sheer focus on the various aspects that can be significant for developing a
market plan. The study presents in depth analysis of the market scenario in the contemporary
time period in order to determine the threats and opportunities that the organization might be
facing. The threats and opportunities can help to generate the objectives along with key issues on
which the marketing plan can be developed. The main aim is to develop a marketing plan that
can help the selected company to gain competitive advantages in the industry along with
enhancing the customer base and profitability of the company. The marketing plan can help the
top management of the selected organization to take decisions that might enhance their position
in the market along with their affectivity and efficiency. The selected organization for the study
is USAeroFlight on which the marketing plan has been developed.
Current Market Scenario
In the last few years the Flight School industry in USA has been expectedly growing with
an annual rate 1.6% to 2.9 billion along with a projected to enhance by 1.6% till the year 2024.
In the last few decades the revenues has been lifted off from the low base (Päärnilä, 2019).
However, the 7.2% in order to enhance the revenues by 7.2% in the year 2018 needs to be one
time event for several operators (Waheed et al., 2017). The significant growth in the industry has
been evident that people are showing interest in aviation. The growth of the flight school
industry has been not only limited to USA but the industry is growing all over the world in a
significant manner. As per capita disposable income along with levels of profit it has been
observed that competition of flight industry has been growing in significant manner (Han &
Kavuluru, 2016). The major competitors of the concerned company can be said to be Florida
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Marketing Plan
Flyers, ATP Flight School and others. Heavy competition in the downstream of the industry like
commercial airlines can be sued to deter something out of the individual pursuing the career for a
pilot (Nguyen, 2016).
Figure: Rising Profit of Flight School Industry on a global level
Source:
Threat and opportunities analysis
In order to analyze threat and opportunities of USAeroFlights in the Flight school
industry, SWOT analysis has been performed below:
Strengths
 Fast growing industry
 Skilled labor in the USA
 Significant barriers for new players to
Weaknesses
 High cost of maintenance
 Labor intensive industry
 High salary for the staff
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Marketing Plan
enter the industry (Smilansky, 2017)
Opportunities
 Growing interest of people in aviation
and their loyalty
 Enhancing per capita incomes in doer
to generate more passengers for airlines
 Untapped market of aviation in flight
school
Threats
 Raising cost of fuels
 Dynamic fluctuation rate in the industry
 High tax imposed by the government
 Growing competition in the industry in
a significant manner
Table 1: SWOT Analysis
(Source: Developed by learner)
Objective and issues
The objectives that USAeroFlights can develop in order to capitalize on the opportunities and
mitigate the threats are as follows:
 To develop new offers and participation events for people in order gain customer loyalty
 To promote their services in various social media platforms to connect more with the
millennial of the country
 To create awareness in people and school students by providing scholarship for students
on a global basis
 To maintain long term sustainability for the brans in order to create awareness and
managing the reputation of organization
The major issues that the company might face in order to meet the objectives of the company are
as follows:
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Marketing Plan
 Requires huge financial capital to meet the objective that are discussed
 Employees need to be trained as they require proper skill set
 Growing competition which an effect the profit and customer base
 Safety of the individual in the school needs to be top priority and needs to be added in the
promotional campaigns
Marketing Strategy
Product / Service Strategy
In the context of USAeroFlights it can be said that new products and services is required
to launch for the exiting market. Information is required to be gathered with the help of various
sources that can be analyzed and determined along with best products and services that needs to
be offered. The feedback from the previous batch along with gaining ideas from the experts and
current trends of the market which is to use in order to decide the effective service that needs to
be offered by the training school that can help to attract the most number to students from
various part of the world (Turner, 2018). Introduction of new services requires of simulating
training and type of ratings that can be used to providing attractive services and can hold the
students in order enhance the training capabilities of the flight school.
Pricing Strategy
Enhancing the sales of the prevalent products and services need to be the primary concern
for USAeroFlights in order to maintain the customer base. Extra effort is to be made for
attracting new consumers that can be a part of the strategy in order to grow. The prices of the
current services need to be reduces in order to penetrates in the market and effective marking
campaign in order to increase the sales in a significant sales (Grier, 2019). Advertisement along
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Marketing Plan
with low course prices for training needs to be offered by the flight training school that can be
followed and enhance the number of students for enrolling.
Distribution Strategy
The distribution strategy needs to be based on diversification in order to enhance the
outreach by the concerned organization. However, diversification can be said to be the risky as it
may need to deal with new customers and simultaneously developing new services and products
in more diverse areas (Kent, 2017). This requires proper analysis of the trends that is the most
vital factors in order to move towards to the direction of success. Establishment of a new branch
of the training school for aviation aspirants and new services that can be based on technologies
like AI can be the first step for diversification (Shebanova, 2018).
Promotion Strategy
In order to enhance their outreach to more number of students the promotion strategy,
may need to suit the objective of the company. This can be done with creating events where the
career oriented students can participate without cost and help to convince them that it can be one
of the most effective careers that they can chose. The promotion of the events needs to be done
with the help of both digital and traditional marketing approach (Kenny & Dyson, 2016). Social
media can be the crucial platform where USAeroFlights can promote their awareness programs
and can also use technologies that can be very useful.
Action Programs
Strategic Action Resource Required Constraints Timeline
Inbound digital Paid Search campaigns Dependency on third 6 months
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Marketing Plan
marketing and SEO tools party
Event
development and
management
Public relations and
digital marketing
Huge financial
investment
3 months
Targeted email
automation
Determining focus group
and developing offers
Dependency on third
party
4 months
Table 2: Action Program
(Source: Developed by learner)
Budgets
Activities Amount (in $)
Market Research 650
Competitive Analysis 731
Focus group 756
Product or Service management 522
Events 1000
Paid advertisement 937
PR 450
Demo videos 300
Total 5,346
Table 3: Budget
(Source: Developed by learner)
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Marketing Plan
Controls
Objective Strategy Activity Impact
Creating Awareness Exposing target
audience for the brand
content
Post and promotion Top of mind
awareness
Generating Demands Engagement of focus
groups with the help
of promotions
Monitoring responses Tracking the trends of
the industry
Increasing customer
base and loyalty
Developing offers and
events
Providing offers for
referral for customers
Feeding on sentiments
and satisfaction
Enhancing
profitability
Conversion of
potential customers
into customers
Earning impression
and social reach
Referring and
generating positive
word of mouth
Table 4: Metric Table to monitor controls
(Source: Developed by learner)
References
Grier, S. A. (2019). Marketing Inclusion: A Social Justice Project for Diversity
Education. Journal of Marketing Education, 0273475319878829.
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Marketing Plan
Han, S., & Kavuluru, R. (2016, November). Exploratory analysis of marketing and non-
marketing e-cigarette themes on Twitter. In International Conference on Social
Informatics (pp. 307-322). Springer, Cham.
Kenny, B., & Dyson, K. (2016). Marketing in small businesses. Routledge.
Kent, N. B. (2017). Marketing Practices of International Schools in a Competitive Asian
Context.
Nguyen, N. M. (2016). DEVELOPING INTERNET MARKETING PLAN. CASE COMPANY:
ANTOREE INTERNATIONAL PTE. LTD.
Päärnilä, C. (2019). Digital Marketing Plan for Saleduck.
Shebanova, E. (2018). Commercial optimisation through the marketing plan: the case of agenda
sports & elements.
Smilansky, S. (2017). Experiential marketing: A practical guide to interactive brand
experiences. Kogan Page Publishers.
Turner, E. O. (2018). Marketing diversity: Selling school districts in a racialized
marketplace. Journal of Education Policy, 33(6), 793-817.
Waheed, A., Yang, J., Ahmed, Z., Rafique, K., & Ashfaq, M. (2017). Is marketing limited to
promotional activities? The concept of marketing: A concise review of the literatur. Asian
Development Policy Review, 5(1), 56-69.
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