Marketing Principles and Practice

Marketing Principles
and Practice

Table of Contents
INTRODUCTION...........................................................................................................................1
Introduction to Airline industry..............................................................................................1
Introduction to Air Canada.....................................................................................................1
Growing importance of marketing in airline industry............................................................1
Structural response to the assessment task.............................................................................2
The Main Body................................................................................................................................2
a) Explain key marketing concepts and terminology applicable to Air Canada....................2
b) Identify the marketing strategies and programs that helped Air Canada achieve their
objectives. Were these objectives achieved in an ethical manner?........................................3
c) Explain the marketing concepts and principles used in Air Canada daily organisational
operations: 7Ps and STP.........................................................................................................4
Explain the relationship of the marketing function to other functional areas in organisations.......6
CONCLUSIONS..............................................................................................................................7
RECOMMENDATIONS.................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Introduction to Airline industry
Airlines industry is deciphered as the field of corporate world that functions with a view
to design, manufacture, utilise and operate airlines. Thus, it can be acknowledged that airlines
sector illustrates the act of transporting the individuals who have paid along with the freight
through the usage of air as the route, in the form of helicopter as well as airplane (Chandra and
Lederman, 2018). Some of the top notch companies carrying out their operations within the
confines of this sector are regarded to be Qatar Airways, Singapore Airlines, ANA, Emirates,
EVA Air, Cathay Pacific Airways.
Introduction to Air Canada
Air Canada is regarded as the biggest local as well as global airlines company which
functions with a view to serve over a total of 210 airports within 6 continents. This flag carrier is
regarded to be a part of the 20 biggest airline companies across the globe. This organisation
offers its services to millions of individuals every annum (D'Amore, 2019). This leading airline
runs under the governance of an 11 member Board team. The BOD is dedicated to ensure the
alignment of company with the standards pertaining to corporate governance in all the affairs of
entity. The fleet of this airlines consisting of over 400 aircraft is regarded to be the most
environment friendly as well as fuel efficient across the global periphery.
Growing importance of marketing in airline industry
It is easier for companies to promote products than services. This is so because products
have tangible characteristics that are easy to be illustrated at the time of marketing as well as
advertising. However, in case of service, it is seen that organisations face difficulty in promoting
it as it does not hold physical presence or attribute. With respect to this, airline industry is an
emerging corporate sector that undertakes robust marketing activities in order to influence the
purchase behaviour of consumers. It is essential for corporations pertaining to this sector to take
into account a range of marketing channels and techniques in order to effectively appeal to
customers and create awareness among them regarding the offerings of corporation. This
establishes a positive image of airlines in the eyes of people and inflates the brand value of
corporation at international scale (Mills and Helms Mills, 2017).
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