Marketing Foundations Assignment
Added on 2020-05-16
20 Pages4666 Words37 Views
Marketing Foundationswin
Marketing Foundations1Executive SummaryIn the modern and technologically advanced world, the demand for airflights is increasing with a rapid rate and so the competition in the airlines industry. This demonstrates the need of a marketing plan for the organisation, Jet Star airways in order to regain the market share and havereliable customer base. The marketing plan will help in suggesting the way by which the airlines could enhance its visibility in the market. Summary of Marketplace EnvironmentJet Star airways is benefitted with its brand name i.e. Qantas as it is the market leader of Australia. Jet Star holds a good position but there are competitors who are offering better flight experiences to the travellers. This has been resulting in decrease sales of Jet Star. However there are some travellers who are satisfied with eth services of the airlines but still there is a vast majority of the people who are changing their purchasing pattern. Thus, to influence those travellers and to retain the market share, there is a need to bring improvements in the services by Jet Star airways. Target Market and positioningThe selected target market for Jet Star airways is the business travellers and the leisure travellers.The airlines as positioned itself as the low cost airlines which offers valuable services at the lowest process possible in comparison with other airlines. Marketing Mix FactorsIn respect with product, airlines would increase the number of services and will also upgrade then. In respect with the prices, the airlines will keep the process low to attract the customers. In respect with promotion there will be sued both traditional as well as online media channels. Lastly in respect with place or distribution, the airlines will have both direct and indirect selling of tickets. TimelineIn order to be successful and winning, the strategy will take 12 months will be divided into various phases comprising planning, launching and evaluation. In all these phases there will be
Marketing Foundations2including the marketing mix strategies of Jet star and then adequate check and control of the desired outcomes. EvaluationFor the evaluation of the competitor response, customer satisfaction and the campaign, sales, there will be used methods such as return on investment, customer feedbacks and competitor response so that the airlines could evaluate that whether the customers are satisfied or not; the competitors are copying the strategies or not and is the campaign effective to bring sales. Benefit to the companyThe airlines will be benefitted as the customers who will be switching to other brand or airlines, will remain reliable to Jet Star airways only. Secondly the airlines will also enhance its brand visibility which will help the airlines to have more international flights.
Marketing Foundations3ContentsTarget Market & Positioning...........................................................................................................3Selection of Target Market..........................................................................................................3Positioning Strategy.....................................................................................................................3Marketing Mix Strategies................................................................................................................5Product/Service............................................................................................................................5Price.............................................................................................................................................8Promotion....................................................................................................................................9Place...........................................................................................................................................11Evaluation and Control..................................................................................................................12Evaluation of objective attainment........................................................................................13Implementation & Schedule..........................................................................................................14Gantt chart.................................................................................................................................14Conclusions and Recommendations..............................................................................................15Reference List................................................................................................................................16
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