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Evaluation of a Journal Article on Marketing 9

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Added on  2020-03-16

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Evaluating a Journal Article on Marketing 9 EVALUATING A JOURNAL ARTICLE ON MARKETING Name Course: Kuwait’s Name Institution City Date EVALUATING A JOURNAL ARTICLE ON MARKETING Introduction Evaluation of a marketing journal article involves studying and understanding referred topic and content of the given article to critically outline and examine the main marketing issues addressed. As a result, in this assignment the first role is to read and understand the marketing content of Kuwait Airways, identify two other marketing related articles to give

Evaluation of a Journal Article on Marketing 9

   Added on 2020-03-16

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Evaluating a Journal Article on Marketing 1 EVALUATING A JOURNAL ARTICLE ON MARKETINGNameCourse:Professor’s NameInstitutionCityDate
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Evaluating a Journal Article on Marketing 2 EVALUATING A JOURNAL ARTICLE ON MARKETINGIntroductionEvaluation of a marketing journal article involves studying and understanding referredtopic and content of the given article to critically outline and examine the main marketing issuesaddressed. Evaluate the marketing issues identified from the given article with other relatingarticles to give a clear preference of a specific referred market. As a result, in this assignmentthe first role is to read and understand the marketing content of Kuwait Airways, identify twoother marketing related articles to give basis of marketing issues evaluation identified in the firstarticle (Al-Fadly, 2016). Carry out a research on Omani market which is the market ofpreference in this case to enhance understanding of the market structure. Application of theevaluated marketing issues from the three articles to the chosen specific market which is Omanimarket incorporating both Omani Air and Salam Air. Recommendation and conclusion will givea summary of a desired strength and identified weakness from the first article and give aprobable solution to rectifying the weakness and whether further research is important.BodySummary of the article on Kuwait Airways marketing strategiesResearch carried out by Kuwait Airways department on establishment and execution of e-business marketing strategies had an objective of identifying how they enhance businessoperations within the organization. A case study on Kuwait Airways Company (KAC) andJazeera Airways Company (JAC) was adopted as the basis of their research. The research wasenhanced on the basis of marketing as a crucial factor of enhancing business growth of theorganization. The main finding was that technology is key in enhancing good communicationmeans as an effective tool of e-business marketing strategy. Both Kuwait and Jazeera have e-marketing strategies but have recorded different levels of success as a result of differentapplication of marketing aspects. Some of the marketing aspects enhanced in the article arediscussed below.Online marketing. Kuwait and Jazeera have enhanced online marketing of their travelservices. Application of internet marketing software to enhance online booking services fortravel packages to their esteemed customers. Customer relationship management (CRM). BothKuwait and Jazeera airways have website portals that are important in lending services to theiresteemed customers. With a technological media platform where customers can make enquiries
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Evaluating a Journal Article on Marketing 3or even make calls to the companies. Branding. Use of technology in enhancing market of theairways services has been examined. Direct online marketing has enhanced promotion of theirservices to the customers. Website designing also creates an image of a ready market to beutilized. Marketing mix and customer’s loyalty. This refers to activities involved from creationof a service or product until it reaches the consumer. The type of product quality, pricing valueand means of issue affects the level of consumer’s loyalty to the company. Means of servicesdelivery and evaluation by both Kuwait and Jazeera to reaching their customers affects the rateof its demand and acceptance by the target market. Jazeera has a higher number of customersthan Kuwait as a result of improved marketing mix strategies. Competition. This refers to the actof competing between two or more entities in a business setting. Kuwait is facing stiffcompetition from Jazeera in terms of business productivity.Evaluation of Kuwait Airways case study article with two other peer reviewed marketingarticlesMarketing is a business management process set from the manufacture of a product orservice till it gets to the consumer who is believed to be the last user. Other relating marketingarticles are, a review of Hijab Industry a case study on mediating effect of customer’ssatisfaction. The case study on Hijab industry is enhanced by the marketing mix activitiesenhanced to ensure customers satisfaction. The arguments in this article are that, if thecustomers’ needs and requirements are catered for, he or she is likely to be loyal to the companyand vice versa. Another review article to enhance is one on Alibaba’s online marketing strategies(Li & Yazdanifard, 2014). The article analyses Alibaba online business as one that has developeddue to careful establishment, adoption and implementation of the increasing technologicaladvancing factors positively in to the organizations marketing business activities. Evaluation ofthe three marketing issues to relating to identified marketing issues are as follows;Online marketing. Selling of goods and services through internet is a current trend that isgrowing more and more each day. Kuwait Airways and Jazeera Airways as transport companieshave enhanced the use of online marketing on more expounded basis to enhance serviceprovision to their customers. A well-developed travel package services is enhanced to ensure thatall customers’ needs are catered for. Though recording different performances, online marketingfor the two companies have linked a big advantage to reaching their customers. Hijab industrymarketing platform is based on the fact that, products and services provided either online or
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