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Marketing Assignment Ethiopian Airlines

   

Added on  2020-05-04

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Ethiopian AirlinesMarketing AssignmentEthiopian Airlines
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Ethiopian Airlines1ContentsIntroduction......................................................................................................................................1Market Structure and trends.............................................................................................................1African Airline market.................................................................................................................1Marketing strategies used by Ethiopian Airlines.........................................................................2Africa First: Dream Liner Aircraft...........................................................................................2Coffee.......................................................................................................................................2YouTube...................................................................................................................................3Social Media Marketing...........................................................................................................3Segmentation Targeting and Positioning.....................................................................................4Segmentation............................................................................................................................4Targeting..................................................................................................................................4Positioning................................................................................................................................4Competitor analysis.........................................................................................................................4Marketing Strategy of Egypt Airlines..........................................................................................4Pricing strategy............................................................................................................................5Innovative idea for airline marketing..............................................................................................5Campaign: #giftmyfriend.............................................................................................................5Time.............................................................................................................................................5Promotions...................................................................................................................................6
Marketing Assignment Ethiopian Airlines_2

Ethiopian Airlines2Outcomes.....................................................................................................................................6Conclusion.......................................................................................................................................7Recommendations............................................................................................................................8
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Ethiopian Airlines3IntroductionEthiopian Airlines is the largest and the most profitable air carriers in the African continent with its hub at Bole International Airport located in Addis Ababa. It was founded in December 1945 and has been on a growth trajectory ever since. Ethiopian airlines is an active member of Africanairlines association (AFRAA) and International air transport association (Clark, 2014). It is also member of Star Alliances since December 2011. Star Alliance is world’s largest global airline alliances.Under the leadership of CEO Tewolde Gebremariam, the airlines has put in tremendous efforts to improvise its service and enhance its connectivity (Ayalew, 2015). At present, the air carrier flies to a total of 113 passenger destinations (Abebe, 2017). This is the most destinations coveredby any airlines in Africa. The company’s growth has been unwavering since its inception and today it is the largest Air carrier in Africa. In the year 2010, it was named the most profitable airline in Africa.Market Structure and trendsAfrican Airline marketAfrican continent consists of 54 countries and an approximate population of over 1.1 billion. Thediversity of the continent is marked by the use of over 2000 languages and varied cultures across countries. The airline market has crucial significance as the vast area has neither appropriate roadnor rail services (Solomon, 2015). This is the reason that airlines are considered the most efficient modes of transportation for the purpose of leisure, freight, business or tourism. The continent experiences a wide variation across countries in terms of their citizen’s propensity to utilize the air network to travel. And the countries’ GDP plays a vital role in defining this inclination. It has been observed that despite being a home to 15% of the world population, the 230 airlines functioning in Africa commute only 5.5% of the world’s commercial passengers andfreighters (Abeyratne, 2014). Since the liberalization in the year of 2011, the area has seen a massive increase in their intra and intercontinental air traffic across countries. Reduction in travel
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