Jetstar Airways Marketing Plan: A Comprehensive Approach to Growth
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AI Summary
This comprehensive marketing plan for Jetstar Airways outlines a strategic approach to growth, encompassing internal and external market analysis, innovative marketing strategies, and detailed implementation plans. The plan addresses key areas such as target market identification, competitor analysis, SWOT analysis, budget allocation, and monitoring and evaluation strategies. It also emphasizes the importance of ethical and sustainable practices, stakeholder engagement, and continuous improvement.
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Hospitality Set-1
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Assessment 1
Your task: Answer the following questions. Each question must be completed.
1. List 5 factors you must have knowledge of to develop an effective marketing strategy.
Response
1. The understanding of the product and services.
2. The different promotional and marketing tools must be understood to develop the
marketing strategy.
3. The information about the employees and their skills which can be used in the formation of
the marketing strategies (AkdoÄŸan and AltuntaÅŸ, 2015).
4. The demand in the market and customer’s preferences have to be well known by the
management.
5. The aim and standards of the organization have to be understood by the management.
2. When developing marketing strategies, you need to be aware of your business’
capabilities and resources. What do you need to consider for each of the following
aspects?
Communication capabilities
The communication of the business is getting done in an effective and appropriate
manner. With the right use of online and television media the communication with the
customers could be able to get done effectively. It is very important for the organisation
to convey information to the respective people. With the assistance of this, the people
will not be able to get confused and proper management could be possible. With the use
of the online media, the communication gets far better with the customers.
E-business capacity
The social media is one of the best options which the company can use for its presence in
the international market. The online sources which the company uses are the social media
sites. There isa number of sites which can be seen and utilised by the people of the
society (Armstrong, et. al., 2015). Therefore, understanding the market trend the social
media is highly used. The campaigns and other activities are not much done due to fewer
Your task: Answer the following questions. Each question must be completed.
1. List 5 factors you must have knowledge of to develop an effective marketing strategy.
Response
1. The understanding of the product and services.
2. The different promotional and marketing tools must be understood to develop the
marketing strategy.
3. The information about the employees and their skills which can be used in the formation of
the marketing strategies (AkdoÄŸan and AltuntaÅŸ, 2015).
4. The demand in the market and customer’s preferences have to be well known by the
management.
5. The aim and standards of the organization have to be understood by the management.
2. When developing marketing strategies, you need to be aware of your business’
capabilities and resources. What do you need to consider for each of the following
aspects?
Communication capabilities
The communication of the business is getting done in an effective and appropriate
manner. With the right use of online and television media the communication with the
customers could be able to get done effectively. It is very important for the organisation
to convey information to the respective people. With the assistance of this, the people
will not be able to get confused and proper management could be possible. With the use
of the online media, the communication gets far better with the customers.
E-business capacity
The social media is one of the best options which the company can use for its presence in
the international market. The online sources which the company uses are the social media
sites. There isa number of sites which can be seen and utilised by the people of the
society (Armstrong, et. al., 2015). Therefore, understanding the market trend the social
media is highly used. The campaigns and other activities are not much done due to fewer
investments and capital amounts.
Equipment capacity
The promotional activities when get performed the equipment like access to social media
and registration on the several sites are very important to make the promotions of the
products and services.
Financial resources
The financial need in the marketing strategy is very high as with the help of this the
proper planning for the marketing strategies can be attained. It is very important for the
management to make a proper plan for the financial resources. Nearly, AUD 500 is to be
developed by the management to carry out an effective marketing study for the project of
the company (Astuti, et. al., 2015).
Hours of operation
There is not the limited time for the promotion, as the social media and television are
used for the promotional activities of the product and services, the time constraint is not
present. The timely advertisements and promotions are getting done on the sites and on
TV. In every advertisement break, the ad of the company is shown.
Human resources
The human resources are adequate as per the need and requirement of the company. The
employees are well skilled and trained and are having command of the assigned works.
The location of the company in Australia and the place is playing an essential role in the
development of appropriate marketing strategies.
Staff skill levels
The knowledge about the market and the changing trends is very much required. It is very
important to understand the changing behaviour of the people in the society.
3. List 5 examples of sources of information for analysing the effectiveness of current and
past marketing campaigns.
Response
1. The business reports and journals.
2. Peers and colleagues
Equipment capacity
The promotional activities when get performed the equipment like access to social media
and registration on the several sites are very important to make the promotions of the
products and services.
Financial resources
The financial need in the marketing strategy is very high as with the help of this the
proper planning for the marketing strategies can be attained. It is very important for the
management to make a proper plan for the financial resources. Nearly, AUD 500 is to be
developed by the management to carry out an effective marketing study for the project of
the company (Astuti, et. al., 2015).
Hours of operation
There is not the limited time for the promotion, as the social media and television are
used for the promotional activities of the product and services, the time constraint is not
present. The timely advertisements and promotions are getting done on the sites and on
TV. In every advertisement break, the ad of the company is shown.
Human resources
The human resources are adequate as per the need and requirement of the company. The
employees are well skilled and trained and are having command of the assigned works.
The location of the company in Australia and the place is playing an essential role in the
development of appropriate marketing strategies.
Staff skill levels
The knowledge about the market and the changing trends is very much required. It is very
important to understand the changing behaviour of the people in the society.
3. List 5 examples of sources of information for analysing the effectiveness of current and
past marketing campaigns.
Response
1. The business reports and journals.
2. Peers and colleagues
3. Advisories and assistances (Athanasopoulou, et. al., 2015).
4. Websites and industrial reports.
5. Government agencies.
4. Explain each of the following types of comparative market information:
Benchmarking
Benchmarking is basically a method where the standards and objectives are set which has
to be attained by the management of the firm. This will help the organisation to meet the
quality and it also assists in measuring the actual performance and the planned standards.
Best Practice Information
The operations and activities which the organisation is performing have to be very
effective and appropriate as this will help in attaining the market position also the
marketing strategies will be able to get performed in an effective and appropriate manner
(Baltes, 2015).
Competitor Information
The information about the competitors in the market has to be well known by the firm so
that the effectiveness in the marketing strategies can be availed in the proper required
manner.
5. Using a SWOT analysis, define what needs to be analysed for the following areas:
Identify Strengths and Weaknesses – Internal Environment
The strength and weakness of the firms are the internal factors which can be managed
and controlled.
Strength
 The employee’s traits and skills.
ï‚· Coordination among the staffs.
ï‚· Proper and effective management of the time and assignments.
Weaknesses
ï‚· Poor management of the resources, especially the financial resources.
4. Websites and industrial reports.
5. Government agencies.
4. Explain each of the following types of comparative market information:
Benchmarking
Benchmarking is basically a method where the standards and objectives are set which has
to be attained by the management of the firm. This will help the organisation to meet the
quality and it also assists in measuring the actual performance and the planned standards.
Best Practice Information
The operations and activities which the organisation is performing have to be very
effective and appropriate as this will help in attaining the market position also the
marketing strategies will be able to get performed in an effective and appropriate manner
(Baltes, 2015).
Competitor Information
The information about the competitors in the market has to be well known by the firm so
that the effectiveness in the marketing strategies can be availed in the proper required
manner.
5. Using a SWOT analysis, define what needs to be analysed for the following areas:
Identify Strengths and Weaknesses – Internal Environment
The strength and weakness of the firms are the internal factors which can be managed
and controlled.
Strength
 The employee’s traits and skills.
ï‚· Coordination among the staffs.
ï‚· Proper and effective management of the time and assignments.
Weaknesses
ï‚· Poor management of the resources, especially the financial resources.
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ï‚· Reliability of the work in improper.
Identify Opportunities and Threats – External Environment
Opportunities
ï‚· Use of emerging technology.
ï‚· Expansion of business across the border.
Threats
ï‚· Competition
ï‚· Changing market needs and trends
6. What is the primary tool for engagement with the world for most people? How does this
affect the marketing environment?
Response
The mobile phones are the primary tools which are used to get engaged with the people. This
is affecting the other marketing sources in the environment as the other sources are not able to
get used much by the organization and customers (Baltes, 2015).
7. List 5 pieces of information you will need to perform a competitor analysis. Where could
this information be sourced?
Response
 Who are the rivalries?
 What are their objectives?
 What are their strategies?
 How are they achieving them?
 What are their competitive plans?
Information can be attained from annual reports, newspapers, government tenders,
conferences, campaigns, presentations, press releases, and many others such secondary
sources.
8. Give 5 examples of information that a promotional activity report should contain.
Identify Opportunities and Threats – External Environment
Opportunities
ï‚· Use of emerging technology.
ï‚· Expansion of business across the border.
Threats
ï‚· Competition
ï‚· Changing market needs and trends
6. What is the primary tool for engagement with the world for most people? How does this
affect the marketing environment?
Response
The mobile phones are the primary tools which are used to get engaged with the people. This
is affecting the other marketing sources in the environment as the other sources are not able to
get used much by the organization and customers (Baltes, 2015).
7. List 5 pieces of information you will need to perform a competitor analysis. Where could
this information be sourced?
Response
 Who are the rivalries?
 What are their objectives?
 What are their strategies?
 How are they achieving them?
 What are their competitive plans?
Information can be attained from annual reports, newspapers, government tenders,
conferences, campaigns, presentations, press releases, and many others such secondary
sources.
8. Give 5 examples of information that a promotional activity report should contain.
Response
1. The venue
2. Visited destinations.
3.contact details
4. Date of the seminars and meetings
5. Summary of the discussion
9. List the name of 2 websites which you can use as resources to identify and analyse market
growth or decline.
Response
ï‚· www.eventmanagerblog.com
ï‚· www.traveldailynews.com
10. Name 3 factors that can affect the economic environment, and affect people’s spending
habits.
Response
1. Interest rates
2. Fluctuation rates
3. Political standards.
11. Provide a description for each of the following aspects used to analyse market share:
Overall market share
The percentage calculated for the buying and selling in the market. The buying and
selling which is getting done in the market for the goods and services of the hospitality
sector, through which the market share can be captured. The overall attained value in the
market is basically understood as the overall market share.
Segment market share
The shares in the particular segmented market. The whole market is divided into different
segments so that the customers can be able to get targeted and their demands can be able
1. The venue
2. Visited destinations.
3.contact details
4. Date of the seminars and meetings
5. Summary of the discussion
9. List the name of 2 websites which you can use as resources to identify and analyse market
growth or decline.
Response
ï‚· www.eventmanagerblog.com
ï‚· www.traveldailynews.com
10. Name 3 factors that can affect the economic environment, and affect people’s spending
habits.
Response
1. Interest rates
2. Fluctuation rates
3. Political standards.
11. Provide a description for each of the following aspects used to analyse market share:
Overall market share
The percentage calculated for the buying and selling in the market. The buying and
selling which is getting done in the market for the goods and services of the hospitality
sector, through which the market share can be captured. The overall attained value in the
market is basically understood as the overall market share.
Segment market share
The shares in the particular segmented market. The whole market is divided into different
segments so that the customers can be able to get targeted and their demands can be able
to get fulfilled (Bosomworth, 2015). The shares attained from the different segments are
said to be as the segment market shares where the value of the market is considered from
any one of the segmented marketplaces.
Relative market share
The shares of the company as compared to its competitors. Here the level of competition
will be understood. The shares will be valued on the basis is of the competition in the
marketplace. There will be the comparison of the market shares of the competitors; this is
the way of determining the relative market shares.
Change in market share
The fluctuation in the shares as compared to its previous year’s rates. It is not necessary
that the shares of the market will be remaining the same. There will be a fluctuation in the
market, differences in demands and supply occurs. Therefore, the change in the shares
also takes place. The change that occurs in the present share value as compared to the
previous years, the change in trend line can be identified. This is basically the change in
the market shares.
12. Provide 1 example of an emerging trend relevant to your sector in the TH&E industry:
Response
Trends are emerging in the market like-
Restaurants- Consideration of spoke-economic factors
Travel and tourism-Channels of distributions
Hotels- Discounts and flat offers.
Events- Ticket system
13. Name the 3 aspects of the triple bottom line sustainability concept.
Response
1. Social- Ethical practices in HR functions
2. Economic- Productivity, and profitability
3. Environmental- Managing wastes.
said to be as the segment market shares where the value of the market is considered from
any one of the segmented marketplaces.
Relative market share
The shares of the company as compared to its competitors. Here the level of competition
will be understood. The shares will be valued on the basis is of the competition in the
marketplace. There will be the comparison of the market shares of the competitors; this is
the way of determining the relative market shares.
Change in market share
The fluctuation in the shares as compared to its previous year’s rates. It is not necessary
that the shares of the market will be remaining the same. There will be a fluctuation in the
market, differences in demands and supply occurs. Therefore, the change in the shares
also takes place. The change that occurs in the present share value as compared to the
previous years, the change in trend line can be identified. This is basically the change in
the market shares.
12. Provide 1 example of an emerging trend relevant to your sector in the TH&E industry:
Response
Trends are emerging in the market like-
Restaurants- Consideration of spoke-economic factors
Travel and tourism-Channels of distributions
Hotels- Discounts and flat offers.
Events- Ticket system
13. Name the 3 aspects of the triple bottom line sustainability concept.
Response
1. Social- Ethical practices in HR functions
2. Economic- Productivity, and profitability
3. Environmental- Managing wastes.
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14. Name 4 internal issues which can impact on a business’ marketing planning.
Response
1.Conflict among employees
2. Financial issues
3. Handling equipment
4. Time management
15. Name 4 external issues which can potentially result in new business opportunities for a
TH&E business.
Response
1. Political factors
2. Economic elements
3. Changes in laws and norms
4. Social changes
16. What is the purpose of a marketing plan? How is this purpose achieved?
Response
The purpose if the marketing plan is to attain and to carry out the marketing activities in an
effective and appropriate manner with the appropriate use of strategies and tactics. This can
be able to get attained by following the set standards and guidelines. This will aid in meeting
the policies and standards of the marketing plan (George, 2015).
17. Why should you involve your staff in developing marketing strategies and plans?
Response
The involvement of the staffs is very important as with the help of this new and innovative
idea which may management not think can be attained. The involvement of the employee's
assists and aid in an effective marketing plan.
Response
1.Conflict among employees
2. Financial issues
3. Handling equipment
4. Time management
15. Name 4 external issues which can potentially result in new business opportunities for a
TH&E business.
Response
1. Political factors
2. Economic elements
3. Changes in laws and norms
4. Social changes
16. What is the purpose of a marketing plan? How is this purpose achieved?
Response
The purpose if the marketing plan is to attain and to carry out the marketing activities in an
effective and appropriate manner with the appropriate use of strategies and tactics. This can
be able to get attained by following the set standards and guidelines. This will aid in meeting
the policies and standards of the marketing plan (George, 2015).
17. Why should you involve your staff in developing marketing strategies and plans?
Response
The involvement of the staffs is very important as with the help of this new and innovative
idea which may management not think can be attained. The involvement of the employee's
assists and aid in an effective marketing plan.
18. Why must your marketing plan be approved before being implemented?
Response
As to attain and maintain the quality of the chosen plan the approval for the marketing plan
before its execution is highly required. The quality is one of the major aspects which is
needed to be managed and maintained as the hospitality sector is availing the services to the
clients. The services can only be measured with its quality; therefore, the approval is highly
required before implementing the marketing plans.
19. What are the 4 steps in marketing control?
Response
1. Setting the goals of marketing
2. Measuring and determining the performance.
3. Examining the done performance.
4. Making required corrections.
20. Give 2 examples of reports you may generate to help analyse the effectiveness of
marketing campaigns.
Response
1. The market share analysis is one of the reports that can be prepared from the gathered
information and the planned data. The marketing campaigns will be aiding the company to
understand effectively and appropriately about the market shares (George, 2015).
2. The expenses that will get occur to the company will also be analysed in an appropriate and
required manner. With the marketing campaign, the expenses that the company has to come
across will be identified and analysed appropriately.
21. List 3 aspects why marketing campaigns do need to be reviewed:
Response
Response
As to attain and maintain the quality of the chosen plan the approval for the marketing plan
before its execution is highly required. The quality is one of the major aspects which is
needed to be managed and maintained as the hospitality sector is availing the services to the
clients. The services can only be measured with its quality; therefore, the approval is highly
required before implementing the marketing plans.
19. What are the 4 steps in marketing control?
Response
1. Setting the goals of marketing
2. Measuring and determining the performance.
3. Examining the done performance.
4. Making required corrections.
20. Give 2 examples of reports you may generate to help analyse the effectiveness of
marketing campaigns.
Response
1. The market share analysis is one of the reports that can be prepared from the gathered
information and the planned data. The marketing campaigns will be aiding the company to
understand effectively and appropriately about the market shares (George, 2015).
2. The expenses that will get occur to the company will also be analysed in an appropriate and
required manner. With the marketing campaign, the expenses that the company has to come
across will be identified and analysed appropriately.
21. List 3 aspects why marketing campaigns do need to be reviewed:
Response
1. As to understand and determine the level of performance done by the staffs in the
organization, it is very important to understand and to review the market campaign.
2. The investment of time, cost, human resources are there in the marketing approach,
therefore to attain success and well-managed operations in the organization. Hence, it is
highly needed to have a proper review of the marketing campaigns done.
3. The change in the market and the business activities have to be recognized. The impact of
implementing the marketing campaign has to be monitored and identified so that the
performance can be get attained in a more effective and appropriate manner. Therefore, the
reviewing of the marketing campaign is very important (Gillespie and Riddle, 2015).
22. What needs to happen once promotional activities have been reviewed for their success or
failure?
Response
After the review of the promotional activities in regards to the failure and success, there must
be utilization of the results so as to update strategies of marketing.
23. Who should be informed about updates to the marketing strategy?
Response
There are various people who must be informed regarding the updates in the strategy of
marketing and they are defined as management, stakeholders, employees and front-line staff.
24. List the key aspects of a marketing plan and outline what these involve:
Response
Various aspects related to the marketing plans are:
ï‚· Pricing strategy: It includes labor overheads, material costs, market position,
discounting and pricing techniques
 Stakeholders: It includes business’ key personnel who plays the main role in the
organization, it is very important to understand and to review the market campaign.
2. The investment of time, cost, human resources are there in the marketing approach,
therefore to attain success and well-managed operations in the organization. Hence, it is
highly needed to have a proper review of the marketing campaigns done.
3. The change in the market and the business activities have to be recognized. The impact of
implementing the marketing campaign has to be monitored and identified so that the
performance can be get attained in a more effective and appropriate manner. Therefore, the
reviewing of the marketing campaign is very important (Gillespie and Riddle, 2015).
22. What needs to happen once promotional activities have been reviewed for their success or
failure?
Response
After the review of the promotional activities in regards to the failure and success, there must
be utilization of the results so as to update strategies of marketing.
23. Who should be informed about updates to the marketing strategy?
Response
There are various people who must be informed regarding the updates in the strategy of
marketing and they are defined as management, stakeholders, employees and front-line staff.
24. List the key aspects of a marketing plan and outline what these involve:
Response
Various aspects related to the marketing plans are:
ï‚· Pricing strategy: It includes labor overheads, material costs, market position,
discounting and pricing techniques
 Stakeholders: It includes business’ key personnel who plays the main role in the
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formation of the marketing strategy
ï‚· Location: It makes the inclusion of the location which is being used to sell services
and products
ï‚· The services and products: selling points, features, and benefits
ï‚· Competitors: share of the market, weaknesses, and strengths, demand, comparison
among products of different business
ï‚· The budget of marketing: allocated cost for promotion and advertisement, different
types of media and the cost of the advertisement.
25. What is a disadvantage of direct sales distribution?
Response
There are various disadvantages which are having relation with the direct sales distribution
but the major one is if the business wants to make direct sales; they will opportunities to grab
different markets which must be accessed by the distributors.
26. Name 2 methods of indirect sales distribution.
Response
1. Wholesalers and agents
2. Value-added resellers
27. List 3 aspects of a business’ conduct covered by consumer law.
Response
ï‚· Advertising and pricing
ï‚· Safety of products
ï‚· Warranties
28. A marketing plan should include a mission statement and a business vision. Explain what
each of these should outline.
ï‚· Location: It makes the inclusion of the location which is being used to sell services
and products
ï‚· The services and products: selling points, features, and benefits
ï‚· Competitors: share of the market, weaknesses, and strengths, demand, comparison
among products of different business
ï‚· The budget of marketing: allocated cost for promotion and advertisement, different
types of media and the cost of the advertisement.
25. What is a disadvantage of direct sales distribution?
Response
There are various disadvantages which are having relation with the direct sales distribution
but the major one is if the business wants to make direct sales; they will opportunities to grab
different markets which must be accessed by the distributors.
26. Name 2 methods of indirect sales distribution.
Response
1. Wholesalers and agents
2. Value-added resellers
27. List 3 aspects of a business’ conduct covered by consumer law.
Response
ï‚· Advertising and pricing
ï‚· Safety of products
ï‚· Warranties
28. A marketing plan should include a mission statement and a business vision. Explain what
each of these should outline.
Response
Business vision makes description regarding what is being wished by the business to make
delivery and the image it wants to portray for the public. It also makes a description that how
the business wants to make growth and progress in the future.
The mission statement makes a description regarding what business wants to achieve.
29. What are the key principles which must be considered for ethical advertising? List 3 codes
which regulate advertising:
Response
ï‚· Coordination with the needs of the consumer law of Australia is very effective as
several ethical considerations like not making use of misleading and false
advertisements. Three codes that make regulation of the advertising are:
ï‚· AFGC, it is the marketing initiative for the responsible children of the Australian
Beverages and Food industry (Gillespie and Riddle, 2015).
ï‚· AANA code is being used for marketing and advertising communication
ï‚· An initiative of Australian Quick service restaurant industry is having responsibility
for marketing and advertising for children.
30. What is the role of Australian Consumer Law in relation to marketing?
Response
Consumer law of Australia is being designed to make promotion of the competition in the
market and also prevent anti-competitive and unfair practices of work. By having control on
the competitive activities, this act not just stops business to compete unfairly but also make
provision of the protection that may give unfair competition. Different conducts like
unconscionable conduct and predatory pricing is outlawed in this Act.
31. What is the purpose of Copyright? How is copyright managed?
Response
Business vision makes description regarding what is being wished by the business to make
delivery and the image it wants to portray for the public. It also makes a description that how
the business wants to make growth and progress in the future.
The mission statement makes a description regarding what business wants to achieve.
29. What are the key principles which must be considered for ethical advertising? List 3 codes
which regulate advertising:
Response
ï‚· Coordination with the needs of the consumer law of Australia is very effective as
several ethical considerations like not making use of misleading and false
advertisements. Three codes that make regulation of the advertising are:
ï‚· AFGC, it is the marketing initiative for the responsible children of the Australian
Beverages and Food industry (Gillespie and Riddle, 2015).
ï‚· AANA code is being used for marketing and advertising communication
ï‚· An initiative of Australian Quick service restaurant industry is having responsibility
for marketing and advertising for children.
30. What is the role of Australian Consumer Law in relation to marketing?
Response
Consumer law of Australia is being designed to make promotion of the competition in the
market and also prevent anti-competitive and unfair practices of work. By having control on
the competitive activities, this act not just stops business to compete unfairly but also make
provision of the protection that may give unfair competition. Different conducts like
unconscionable conduct and predatory pricing is outlawed in this Act.
31. What is the purpose of Copyright? How is copyright managed?
Response
Copyright is being defined as the method that supports in protecting recorded sounds,
programs of the computer, moving images, still images, music and writing. Any business
which makes use of the recorded music videos for their business should make payment of the
fees to use the material of copyright, under the act of copyright.
32. What impact does the Privacy Act have on business’ marketing activities?
Response
As per the privacy act, it has been determined that an association makes utilisation, collection,
updating, destroy, and storage of the records of the customers. As the records of the customers
are being used in order to do marketing activities, such as e-mail with the support of
promotion, it is very necessary for the hospitality sector to make proper utilisation of the data
(Gillespie and Riddle, 2015).
33. Outline one legal issue that has emerged with the rise of the Internet and online business.
Response
As there is an increase in the online and internet business, there is a rise in the incidents of the
cybercrime and cyber problems. This is being defined as any kind of criminal activity which
is being carried out on the computer and internet. It is also considered as the legal issue which
is making an impact on the business’ growth and success.
34. Provide one example of an innovative marketing strategy used by a TH&E business.
Response
An example of Virgin America can be taken where they have made the introduction of the in-
flight social network that supports passengers to connect at the time of flight duration.
programs of the computer, moving images, still images, music and writing. Any business
which makes use of the recorded music videos for their business should make payment of the
fees to use the material of copyright, under the act of copyright.
32. What impact does the Privacy Act have on business’ marketing activities?
Response
As per the privacy act, it has been determined that an association makes utilisation, collection,
updating, destroy, and storage of the records of the customers. As the records of the customers
are being used in order to do marketing activities, such as e-mail with the support of
promotion, it is very necessary for the hospitality sector to make proper utilisation of the data
(Gillespie and Riddle, 2015).
33. Outline one legal issue that has emerged with the rise of the Internet and online business.
Response
As there is an increase in the online and internet business, there is a rise in the incidents of the
cybercrime and cyber problems. This is being defined as any kind of criminal activity which
is being carried out on the computer and internet. It is also considered as the legal issue which
is making an impact on the business’ growth and success.
34. Provide one example of an innovative marketing strategy used by a TH&E business.
Response
An example of Virgin America can be taken where they have made the introduction of the in-
flight social network that supports passengers to connect at the time of flight duration.
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ASSESSMENT 2
Marketing Project
PART A
The marketing planning is been get done for the Jet star airlines company which is in the
hospitality sector and is well known for its services. The company is making the marketing
plan so that it can be able to serve and attract the customers in a more effective manner.
Steps 1 – Conduct thorough research to collect and analyse information on:
The internal business environment: (key criteria to be included are as follows):
1. Describe the current core activities, customer base, business values, and business
direction
ï‚· The core activity- To provide the best quality services to the customers.
ï‚· Customer base- The customer base of the company is very strong as the clients
are targeted who are from middle and lower class.
ï‚· Business values- To avail the services on time and in a feasible price so
customers can be retrained.
ï‚· Business direction- the direction of the business going towards the growth as
well and concerning the customer’s satisfaction.
2. Identify and analyse information relating to the effectiveness of current and past
marketing efforts
From the marketing report of the company, it can be understood that the marketing strategies
which the airways company is using are very effective and appropriate. The parent company
of Jet star Company is using the branding on TV ads and other marketing campaigns which
was followed by it before (Hasan and Ali, 2015). At the same time, the social media and
online platforms are used by the Jet star airways. The present used strategy is more advanced
and beneficial as it is helping in getting favourable results.
3. Review business performance information to identify strengths, weaknesses,
opportunities, threats and critical success factors
ï‚· Strength- Price guarantee plans
ï‚· Weaknesses- Low wages are offered
ï‚· Opportunities- Expansion of business in a new market
ï‚· Threats- Competitors
Marketing Project
PART A
The marketing planning is been get done for the Jet star airlines company which is in the
hospitality sector and is well known for its services. The company is making the marketing
plan so that it can be able to serve and attract the customers in a more effective manner.
Steps 1 – Conduct thorough research to collect and analyse information on:
The internal business environment: (key criteria to be included are as follows):
1. Describe the current core activities, customer base, business values, and business
direction
ï‚· The core activity- To provide the best quality services to the customers.
ï‚· Customer base- The customer base of the company is very strong as the clients
are targeted who are from middle and lower class.
ï‚· Business values- To avail the services on time and in a feasible price so
customers can be retrained.
ï‚· Business direction- the direction of the business going towards the growth as
well and concerning the customer’s satisfaction.
2. Identify and analyse information relating to the effectiveness of current and past
marketing efforts
From the marketing report of the company, it can be understood that the marketing strategies
which the airways company is using are very effective and appropriate. The parent company
of Jet star Company is using the branding on TV ads and other marketing campaigns which
was followed by it before (Hasan and Ali, 2015). At the same time, the social media and
online platforms are used by the Jet star airways. The present used strategy is more advanced
and beneficial as it is helping in getting favourable results.
3. Review business performance information to identify strengths, weaknesses,
opportunities, threats and critical success factors
ï‚· Strength- Price guarantee plans
ï‚· Weaknesses- Low wages are offered
ï‚· Opportunities- Expansion of business in a new market
ï‚· Threats- Competitors
ï‚· Success factor- Increasing and is high.
4. Identify and record current capabilities and resources (e.g. the use of technology or e-
business to develop and implement marketing strategies) including the need for
specialist assistance (e.g. underperforming products and services with reasons for
underperformance)
The financial resources of the company are stable, the investment in the marketing plan and
activities will be high therefore the proper management in regards to the financial aspect is
well performed by it. Along with this, the organisation is also concerned about the human
resources, they are the assets of the company hence to manage and to organise them is also its
prior aspect which the company is performing extremely well. The need for training and
development for the employees are highly required which the company is availing to its staff
in a routine manner so that they can be able to enhance and develop their skills and
knowledge. As being the hospitality sector, the company has to manage its working hours for
the staff as the services have to be availed to the customers on24-hour basis, hence the duties
and timing of work is been allocated on the basis of shifts so that burden can be reduced from
few staffs it can be equally distributed among all (Hunt, 2015).
The external business environment: (key criteria to be included are as follows):
1. Identify and analyse information on expected market growth or decline, along with the
associated risk factors
The growth of the company is consistently increasing in the competitive market. It is
also expected that in the coming years the company will be able to reach a good hike.
2. Analyse projected changes in the labour force, population and economic activity that
would affect your marketing
The opportunities in the market are consistently increasing, it is the liability of every
individual to attain the best opportunity which is assisting them to get grow and
enhance their personal skills and traits. The employment opportunities are also there
which the people of the society can attain to live and standard life. The increasing
population in the market is having a negative impact as well on the people as if
opportunities of employment are increasing, then at the same time, the unemployment
is also getting increased as due to the population.
3. Current comparative market information which may include best practice information,
benchmarking and competitor information
4. Identify and record current capabilities and resources (e.g. the use of technology or e-
business to develop and implement marketing strategies) including the need for
specialist assistance (e.g. underperforming products and services with reasons for
underperformance)
The financial resources of the company are stable, the investment in the marketing plan and
activities will be high therefore the proper management in regards to the financial aspect is
well performed by it. Along with this, the organisation is also concerned about the human
resources, they are the assets of the company hence to manage and to organise them is also its
prior aspect which the company is performing extremely well. The need for training and
development for the employees are highly required which the company is availing to its staff
in a routine manner so that they can be able to enhance and develop their skills and
knowledge. As being the hospitality sector, the company has to manage its working hours for
the staff as the services have to be availed to the customers on24-hour basis, hence the duties
and timing of work is been allocated on the basis of shifts so that burden can be reduced from
few staffs it can be equally distributed among all (Hunt, 2015).
The external business environment: (key criteria to be included are as follows):
1. Identify and analyse information on expected market growth or decline, along with the
associated risk factors
The growth of the company is consistently increasing in the competitive market. It is
also expected that in the coming years the company will be able to reach a good hike.
2. Analyse projected changes in the labour force, population and economic activity that
would affect your marketing
The opportunities in the market are consistently increasing, it is the liability of every
individual to attain the best opportunity which is assisting them to get grow and
enhance their personal skills and traits. The employment opportunities are also there
which the people of the society can attain to live and standard life. The increasing
population in the market is having a negative impact as well on the people as if
opportunities of employment are increasing, then at the same time, the unemployment
is also getting increased as due to the population.
3. Current comparative market information which may include best practice information,
benchmarking and competitor information
The competitor of the company is Tigerair Australia which is availing the services and
products of fleet to the customers. The performance of the company is very effective
and this is availing the quality services to its clients. Standards of the services of
companyare very high, therefore, there is a high level of competition in the market.
Industry and customer trends, emerging issues and developments which may be:
economic, ecological, environmental, government activities, social and cultural,
demographic, technological or industrial (Hunt, 2015)
The trend of the market is highly demanding the services of airlines industry. The people
in the society prefer to travel and visits to several places for which the airlines sectors are
in high demand.
4. Legal, ethical and sustainability constraints of the market and potential business
impacts
The legal factors are very important to be followed unless it will be having an adverse
impact on the operations of the business. The consumer protection act is one where the
rights and privileges of the customers are protected against the frauds; this has to be
highly considered by the company. The ethical consideration is also a constraint as the
right practices and following the code of conduct is very important as it will assist in
attaining legal practices in work. The sustainability could be attained by following and
adopting recent trends of the market.
5. Opportunities presented by new technologies
The emerging technology in the airline's industry will aid in attaining growth and success.
The use of social media is one of the best and latest strategies for attaining growth and
development. The customers and management both will be using it and its application is
also very easy.
products of fleet to the customers. The performance of the company is very effective
and this is availing the quality services to its clients. Standards of the services of
companyare very high, therefore, there is a high level of competition in the market.
Industry and customer trends, emerging issues and developments which may be:
economic, ecological, environmental, government activities, social and cultural,
demographic, technological or industrial (Hunt, 2015)
The trend of the market is highly demanding the services of airlines industry. The people
in the society prefer to travel and visits to several places for which the airlines sectors are
in high demand.
4. Legal, ethical and sustainability constraints of the market and potential business
impacts
The legal factors are very important to be followed unless it will be having an adverse
impact on the operations of the business. The consumer protection act is one where the
rights and privileges of the customers are protected against the frauds; this has to be
highly considered by the company. The ethical consideration is also a constraint as the
right practices and following the code of conduct is very important as it will assist in
attaining legal practices in work. The sustainability could be attained by following and
adopting recent trends of the market.
5. Opportunities presented by new technologies
The emerging technology in the airline's industry will aid in attaining growth and success.
The use of social media is one of the best and latest strategies for attaining growth and
development. The customers and management both will be using it and its application is
also very easy.
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Step 2 - Develop a marketing strategy
Marketing strategies:
1. Detail the specific opportunities for your product, service, project or event based on
your internal and external market analysis
The new service of the Jet star Company is to avail the services at the low cost with
maximum benefits. The opportunity of this new plan is very high as the low-class people
of the society can be able to avail the benefits and the profitability of the company will get
increased.
2. Explore and list new and innovative marketing approaches and techniques that are
appropriate for your product, service, project or event
ï‚· Online marketing approach
ï‚· Business to business approach
ï‚· The banners promotion approach
3. Outline the marketing channels and distribution networks you will use for your
marketing communications and materials
The social media will be the best channel that can be used by the company to make the
effective communication about its offering in the competitive market.
4. Explain how you will integrate legal, ethical and sustainability considerations
Using the laws and company code of conduct Jet Star Company can be able to perform well
and in a legal manner. This will ultimately lead to attaining sustainability (Posner, et. al.,
2015).
5. Explain how you will consult with key stakeholders in this strategy development
process.
The presentation will be used by the company to consult the information about the marketing
process with its respective stakeholders.
Marketing strategies:
1. Detail the specific opportunities for your product, service, project or event based on
your internal and external market analysis
The new service of the Jet star Company is to avail the services at the low cost with
maximum benefits. The opportunity of this new plan is very high as the low-class people
of the society can be able to avail the benefits and the profitability of the company will get
increased.
2. Explore and list new and innovative marketing approaches and techniques that are
appropriate for your product, service, project or event
ï‚· Online marketing approach
ï‚· Business to business approach
ï‚· The banners promotion approach
3. Outline the marketing channels and distribution networks you will use for your
marketing communications and materials
The social media will be the best channel that can be used by the company to make the
effective communication about its offering in the competitive market.
4. Explain how you will integrate legal, ethical and sustainability considerations
Using the laws and company code of conduct Jet Star Company can be able to perform well
and in a legal manner. This will ultimately lead to attaining sustainability (Posner, et. al.,
2015).
5. Explain how you will consult with key stakeholders in this strategy development
process.
The presentation will be used by the company to consult the information about the marketing
process with its respective stakeholders.
Step 3 – Prepare a marketing plan
1. In the template provided, outline the methodology used to clearly communicate all
priorities, responsibilities, timelines, and budgets.
The Business
Business name: Jet star Airways
Business location: Collingwood, Melbourne, Victoria, Australia
Date established: 2003
Business owner(s): Gareth Evans
Relevant owner experience: 18 years
Products/services: Airlines
The Future
Vision statement: To make the world accessible by all in effective manner.
Goals/objectives: To make avail the services worldwide.
The Market
Target market: The middle class and low-income generating groups are targeted.
Marketing strategy: The social media is the tool used as the marketing by the company.
The Finances
The sales forecast for the services will be seen to get increased in a positive and hiked
manner. The investment need is forecasted nearly AUD 500. From shares and revenues, the
funds will be obtained.
1. In the template provided, outline the methodology used to clearly communicate all
priorities, responsibilities, timelines, and budgets.
The Business
Business name: Jet star Airways
Business location: Collingwood, Melbourne, Victoria, Australia
Date established: 2003
Business owner(s): Gareth Evans
Relevant owner experience: 18 years
Products/services: Airlines
The Future
Vision statement: To make the world accessible by all in effective manner.
Goals/objectives: To make avail the services worldwide.
The Market
Target market: The middle class and low-income generating groups are targeted.
Marketing strategy: The social media is the tool used as the marketing by the company.
The Finances
The sales forecast for the services will be seen to get increased in a positive and hiked
manner. The investment need is forecasted nearly AUD 500. From shares and revenues, the
funds will be obtained.
The Business
S.W.O.T. analysis
Strengths Weaknesses
Loyal customers
Regional presence
Guaranteed customers
High expenses over maintenance.
Low wages.
Conflicts and strikes
Opportunities Threats
Expansion
Trans-Tasman routes
Using latesttechnology.
High level of competition
Influence of external factors
Increasing prices of fuel.
S.W.O.T. activity sheet
S.W.O.T weakness/
threat
Activity to address weakness/threat Activity completion
date
Low wages Implementing and following the minimum
wages act.
2 months
Expansion Mergers and acquisition 5 months
Products/services
Product/Service Description Price
Fleet services with
fewer fairs
The services to the customers will be
availed at very fewer prices which are
affordable for the lower level class people
as well (Hunt, 2015).
Depends on destination.
The minimum fare is
AUD 200.
Unique selling position: Selling at a very low cost.
Pricing strategy: Penetration strategy
S.W.O.T. analysis
Strengths Weaknesses
Loyal customers
Regional presence
Guaranteed customers
High expenses over maintenance.
Low wages.
Conflicts and strikes
Opportunities Threats
Expansion
Trans-Tasman routes
Using latesttechnology.
High level of competition
Influence of external factors
Increasing prices of fuel.
S.W.O.T. activity sheet
S.W.O.T weakness/
threat
Activity to address weakness/threat Activity completion
date
Low wages Implementing and following the minimum
wages act.
2 months
Expansion Mergers and acquisition 5 months
Products/services
Product/Service Description Price
Fleet services with
fewer fairs
The services to the customers will be
availed at very fewer prices which are
affordable for the lower level class people
as well (Hunt, 2015).
Depends on destination.
The minimum fare is
AUD 200.
Unique selling position: Selling at a very low cost.
Pricing strategy: Penetration strategy
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Value to customer: Quality and satisfactory services
Growth potential: High.
Sales/marketing personnel
Job Title Name Responsibilities
CEO Gareth Evans Running the business
Growth potential: High.
Sales/marketing personnel
Job Title Name Responsibilities
CEO Gareth Evans Running the business
The Future
Vision statement- To attract a large number of customers for exposure
Mission statement- To maintain the level of standard and quality of the work
Goals/objectives- To increase its value and worth in the competitive world
Customer demographics
The target customers of the company are the middle-class people. The basic need of the target
group is to attain value for the pay.
Key customers
Customer management- With the proper communication vie personal meetings and with social
media sites the interaction is get performed in an appropriate manner.
Your competitors
ï‚· Air New Zealand
ï‚· Virgin Australia
Competitor details
Competitor Establishe
d date
Size Market
share (%)
Value to
customers
Strengths Weakness
es
Air New Zealand 1940 Large 38% Strong
customers
base with
quality
services
Well
managed
organisation
structure
Limited
operations
ion
internation
al market
Virgin Australia 1999 Large 29.9% Value added
services to
clients and
prices are
feasible.
High
satisfied
clients
The
needfor
innovation
is required
Vision statement- To attract a large number of customers for exposure
Mission statement- To maintain the level of standard and quality of the work
Goals/objectives- To increase its value and worth in the competitive world
Customer demographics
The target customers of the company are the middle-class people. The basic need of the target
group is to attain value for the pay.
Key customers
Customer management- With the proper communication vie personal meetings and with social
media sites the interaction is get performed in an appropriate manner.
Your competitors
ï‚· Air New Zealand
ï‚· Virgin Australia
Competitor details
Competitor Establishe
d date
Size Market
share (%)
Value to
customers
Strengths Weakness
es
Air New Zealand 1940 Large 38% Strong
customers
base with
quality
services
Well
managed
organisation
structure
Limited
operations
ion
internation
al market
Virgin Australia 1999 Large 29.9% Value added
services to
clients and
prices are
feasible.
High
satisfied
clients
The
needfor
innovation
is required
Market research- Use of secondary sources for gathering data
Market targets- Middle and upper-middle-class people
Environmental/industry analysis- The economic stability is not there, but the changing market
trends and needs in the field of the hospitality industry are high and increasing.
Marketing strategy
Marketing
activity/milestone
Person
responsible
Date of expected
completion
Cost ($) Success
indicator
Marketing plan Marketing
manager
25th September AUD100 It's results
Analysis of the
strategies
Business
analyst
2nd October AUD80 Easy to execute
Implementing Marketing
executive
30th October AUD200 Accepted by all
Monitoring Supervisor 5th November AUD100 Changes and
relevant
modifications
Advertising & sales
Advertising and promotional strategy
Planned
promotion
/advertising type
Promotional
strategy
Expected
business
improvement
Cost ($) Target date
Social media To grasp a large
number of
customers
Increased sales AUD 80 30th October
TV ads To create
awareness
Fewer investments AUD 70 30th October
Banners To tap an Enhanced AUD 50 30th October
Market targets- Middle and upper-middle-class people
Environmental/industry analysis- The economic stability is not there, but the changing market
trends and needs in the field of the hospitality industry are high and increasing.
Marketing strategy
Marketing
activity/milestone
Person
responsible
Date of expected
completion
Cost ($) Success
indicator
Marketing plan Marketing
manager
25th September AUD100 It's results
Analysis of the
strategies
Business
analyst
2nd October AUD80 Easy to execute
Implementing Marketing
executive
30th October AUD200 Accepted by all
Monitoring Supervisor 5th November AUD100 Changes and
relevant
modifications
Advertising & sales
Advertising and promotional strategy
Planned
promotion
/advertising type
Promotional
strategy
Expected
business
improvement
Cost ($) Target date
Social media To grasp a large
number of
customers
Increased sales AUD 80 30th October
TV ads To create
awareness
Fewer investments AUD 70 30th October
Banners To tap an Enhanced AUD 50 30th October
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untapped market productivity and
profitability
Social media strategy
The social media sites which will be used by the company will be the Facebook and YouTube
as on these sites a large number of customers can be seen as active.
Sales strategy
Sales and distribution channels
Channel type Products/services Percentage of sales
(%)
Distribution
strategy
Internet Ticket/and vouchers Approximately
50%
Social media and
Facebook
TV Promotions of the
products and services
like the fleet packages.
20% Ads in a frequent
manner.
The Finances
Actions Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
TV ads 200 150 300 300 150 200 200 300 500 300 500 200
Online
marketin
g
300 250 500 400 200 300 400 350 700 400 300 550
Social
media
600 400 800 500 350 400 400 750 500 500 200 450
Events 200 100 200 200 100 100 200 400 300 300 100 100
Marketi
ng/
promoti
1300 900 1800 1400 800 1000 1200 1800 2000 1500 1100 1300
profitability
Social media strategy
The social media sites which will be used by the company will be the Facebook and YouTube
as on these sites a large number of customers can be seen as active.
Sales strategy
Sales and distribution channels
Channel type Products/services Percentage of sales
(%)
Distribution
strategy
Internet Ticket/and vouchers Approximately
50%
Social media and
TV Promotions of the
products and services
like the fleet packages.
20% Ads in a frequent
manner.
The Finances
Actions Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
TV ads 200 150 300 300 150 200 200 300 500 300 500 200
Online
marketin
g
300 250 500 400 200 300 400 350 700 400 300 550
Social
media
600 400 800 500 350 400 400 750 500 500 200 450
Events 200 100 200 200 100 100 200 400 300 300 100 100
Marketi
ng/
promoti
1300 900 1800 1400 800 1000 1200 1800 2000 1500 1100 1300
on total
Research 700 350 750 250 350 250 400 400 600 200 200 350
Adminis
tration
200 100 100 150 150 100 150 100 150 100 50 100
Travellin
g
300 150 350 200 200 150 250 200 350 200 150 250
Other
total
1200 600 1200 600 700 500 800 700 1000 500 400 700
TOTAL 2500 150
0
3000 2000 1500 1500 2000 2500 3000 2000 1500 2000
Monitoring/measurement activities
Marketing activity Date of
review
Monitoring
methods
Review
outcomes
Promotion with
social media
2nd
November
Traffic on site Increased sales
Online advertising 5th November Number of
customers
reviews
High returns
Branding on TV 7th November TRP at time of ad Positive reviews
of customers
Research 700 350 750 250 350 250 400 400 600 200 200 350
Adminis
tration
200 100 100 150 150 100 150 100 150 100 50 100
Travellin
g
300 150 350 200 200 150 250 200 350 200 150 250
Other
total
1200 600 1200 600 700 500 800 700 1000 500 400 700
TOTAL 2500 150
0
3000 2000 1500 1500 2000 2500 3000 2000 1500 2000
Monitoring/measurement activities
Marketing activity Date of
review
Monitoring
methods
Review
outcomes
Promotion with
social media
2nd
November
Traffic on site Increased sales
Online advertising 5th November Number of
customers
reviews
High returns
Branding on TV 7th November TRP at time of ad Positive reviews
of customers
2. Explain how you will provide opportunities for colleagues to contribute to this marketing plan.
Asking for the suggestions and ideas for the marketing with colleagues
Page 25 of 34
Asking for the suggestions and ideas for the marketing with colleagues
Page 25 of 34
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Step 4 – Prepare the monitoring and evaluation strategies
The Evaluation strategy shall include:
1. Evaluation criteria to be used when evaluating the marketing initiatives
ï‚· Direction of marketing
ï‚· Cost-effectiveness
ï‚· Exposures of the offerings
2. Benchmarks you will use to evaluate the success of methods/impacts
 Comparing with competitors’ strategies (Kumar, 2015)
ï‚· Comparison between the previously used strategy
3. Timeframes for evaluation
ï‚· Monthly basis.
4. Provisions for adjustment/continuous improvement
ï‚· Continuous reviews, providing feedbacks
5. Communication requirements
ï‚· Internet sources
Page 26 of 34
The Evaluation strategy shall include:
1. Evaluation criteria to be used when evaluating the marketing initiatives
ï‚· Direction of marketing
ï‚· Cost-effectiveness
ï‚· Exposures of the offerings
2. Benchmarks you will use to evaluate the success of methods/impacts
 Comparing with competitors’ strategies (Kumar, 2015)
ï‚· Comparison between the previously used strategy
3. Timeframes for evaluation
ï‚· Monthly basis.
4. Provisions for adjustment/continuous improvement
ï‚· Continuous reviews, providing feedbacks
5. Communication requirements
ï‚· Internet sources
Page 26 of 34
Step 5 – Prepare the implementation strategy
The implementation strategy shall include:
1. A detailed schedule of all required activities. This may include a Gantt chart or other suitable
scheduling approaches.
Activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
The
business
plan
Future
plan
Market
analysis
Budget
Evaluation
and
monitoring
2. An overview of monitoring procedures you will use, including the types of reports or data collection
mechanisms.
The monitoring will be done through the continuous reviews and the income that has got generated.
3. Communication processes.
The meetings and presentation, report distribution and AGM’s
Page 27 of 34
The implementation strategy shall include:
1. A detailed schedule of all required activities. This may include a Gantt chart or other suitable
scheduling approaches.
Activities Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Week
10
The
business
plan
Future
plan
Market
analysis
Budget
Evaluation
and
monitoring
2. An overview of monitoring procedures you will use, including the types of reports or data collection
mechanisms.
The monitoring will be done through the continuous reviews and the income that has got generated.
3. Communication processes.
The meetings and presentation, report distribution and AGM’s
Page 27 of 34
PART B
Based on your marketing plan from PART A you now need to carry out the marketing activities.
The research has been carried out as to attain the data and information about the market so that the
marketing strategies and plans can be able to get performed in an effective and appropriate manner by the Jet
star Company. The research according to me has got performed with the effective and appropriate use of the
internal as well as external sources. This has helped the company to understand the factors which are to be
considered the most in the marketing strategy (Manhas and Tukamushaba, 2015). The information has been
analysed through the assumptions as well as the facts which has been getting attained from the secondary
sources. The policy of low wages is one of the concerning factors recognised in the research. This has led to
carry out the marketing strategy for the business to enhance its productivity and according to that, the wages
could be paid appropriately.
The marketing strategies are very important factors which can be used by the company to improve the
productivity and sale of the product and services. The social media is been understood to be the best and the
most effectively used marketing promotional technique which will aid the company to attract the customers
towards the offerings made by it. The different steps were taken into consideration while making the
marketing plan for the company (Minazzi, 2015). The overview of the business, budget plan and the
marketing elements are focused, which the company can use in an appropriate manner to get sustainability
in the competitive world. The review of the work has been getting done with the help of regular monitoring
of the performance.
Page 28 of 34
Based on your marketing plan from PART A you now need to carry out the marketing activities.
The research has been carried out as to attain the data and information about the market so that the
marketing strategies and plans can be able to get performed in an effective and appropriate manner by the Jet
star Company. The research according to me has got performed with the effective and appropriate use of the
internal as well as external sources. This has helped the company to understand the factors which are to be
considered the most in the marketing strategy (Manhas and Tukamushaba, 2015). The information has been
analysed through the assumptions as well as the facts which has been getting attained from the secondary
sources. The policy of low wages is one of the concerning factors recognised in the research. This has led to
carry out the marketing strategy for the business to enhance its productivity and according to that, the wages
could be paid appropriately.
The marketing strategies are very important factors which can be used by the company to improve the
productivity and sale of the product and services. The social media is been understood to be the best and the
most effectively used marketing promotional technique which will aid the company to attract the customers
towards the offerings made by it. The different steps were taken into consideration while making the
marketing plan for the company (Minazzi, 2015). The overview of the business, budget plan and the
marketing elements are focused, which the company can use in an appropriate manner to get sustainability
in the competitive world. The review of the work has been getting done with the help of regular monitoring
of the performance.
Page 28 of 34
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PART C
Present your report to the stakeholders identified in the marketing plan, your colleagues, or as
instructed by your trainer.
Page 29 of 34
Present your report to the stakeholders identified in the marketing plan, your colleagues, or as
instructed by your trainer.
Page 29 of 34
The marketing strategiesis the methods and technique which can be used by the company to carry out the
operations and functions in the competitive market in an effective and appropriate manner.
The Jet star is one of the well-recognizedairline's companies in Australia, its motive and objective are to
serve the society and to attain a large number of customer base. Also, to avail the best quality services to the
clients.
Page 30 of 34
operations and functions in the competitive market in an effective and appropriate manner.
The Jet star is one of the well-recognizedairline's companies in Australia, its motive and objective are to
serve the society and to attain a large number of customer base. Also, to avail the best quality services to the
clients.
Page 30 of 34
The company is having some potential which it can use for its key areas of working but at the same time,
there are some pitfalls which need to be analysed and has to be worked on appropriately. The marketing
strategies will get performed well if the drawbacks will be managed and handled on time.
The Jet star company does not only exist in the market it is having several competitors who are also
providing similar products and services to the customers. The companies are threatening Jet star airways by
capturing the shares of the market.
Page 31 of 34
there are some pitfalls which need to be analysed and has to be worked on appropriately. The marketing
strategies will get performed well if the drawbacks will be managed and handled on time.
The Jet star company does not only exist in the market it is having several competitors who are also
providing similar products and services to the customers. The companies are threatening Jet star airways by
capturing the shares of the market.
Page 31 of 34
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The reviews and feedbacks have been availed by the stakeholders and peers after the follow up of the entire
marketing plan. It has been understood that the planning done is well performed to an extent but several
improvements areas are also there which the company needs to focus.
Page 32 of 34
marketing plan. It has been understood that the planning done is well performed to an extent but several
improvements areas are also there which the company needs to focus.
Page 32 of 34
There is some recommendation that the company has obtained from the reviews that the low wages are
creating issues which are ultimately leading to the conflicting situation. Hence conflict management is very
important for that the good and favourable policies are required highly.
Page 33 of 34
creating issues which are ultimately leading to the conflicting situation. Hence conflict management is very
important for that the good and favourable policies are required highly.
Page 33 of 34
References
1. AkdoÄŸan, M.Åž. and AltuntaÅŸ, B., 2015. Covert marketing strategy and techniques. Procedia-Social
and Behavioral Sciences, 207, pp.135-148.
2. Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
3. Astuti, R., Silalahi, R.L.R. and Wijaya, G.D.P., 2015. Marketing strategy based on marketing mix
influence on purchasing decisions of Malang apples consumers at giant Olympic garden mall
(MOG), Malang city, East Java province, Indonesia. Agriculture and Agricultural Science
Procedia, 3, pp.67-71.
4. Athanasopoulou, P., Giovanis, A.N. and Avlonitis, G.J., 2015. Marketing strategy decisions for
brand extension success. Journal of Brand Management, 22(6), pp.487-514.
5. Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
6. Bosomworth, D., 2015. Mobile marketing statistics 2015. Leeds: Smart Insights (Marketing
Intelligence) Ltd.
7. George, W.R., 2015. Internal marketing for retailers: The junior executive employee. In Proceedings
of the 1984 Academy of Marketing Science (AMS) Annual Conference (pp. 322-325). Springer,
Cham.
8. Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
9. Hasan, Z. and Ali, N.A., 2015. The impact of green marketing strategy on the firm's performance in
Malaysia. Procedia-Social and Behavioral Sciences, 172, pp.463-470.
10. Hunt, S.D., 2015. The theoretical foundations of strategic marketing and marketing strategy:
foundational premises, RA theory, three fundamental strategies, and societal welfare. AMS
review, 5(3-4), pp.61-77.
11. Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look out
for. Journal of Marketing, 79(1), pp.1-9.
12. Manhas, P.S. and Tukamushaba, E.K., 2015. Understanding service experience and its impact on
brand image in hospitality sector. International Journal of Hospitality Management, 45, pp.77-87.
13. Minazzi, R., 2015. Social media marketing in tourism and hospitality (p. 87). New York: Springer.
14. Posner, H., Williams, S. and Posner, H., 2015. Marketing fashion: strategy, branding and promotion.
Laurence King Publishing.
Page 34 of 34
1. AkdoÄŸan, M.Åž. and AltuntaÅŸ, B., 2015. Covert marketing strategy and techniques. Procedia-Social
and Behavioral Sciences, 207, pp.135-148.
2. Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
3. Astuti, R., Silalahi, R.L.R. and Wijaya, G.D.P., 2015. Marketing strategy based on marketing mix
influence on purchasing decisions of Malang apples consumers at giant Olympic garden mall
(MOG), Malang city, East Java province, Indonesia. Agriculture and Agricultural Science
Procedia, 3, pp.67-71.
4. Athanasopoulou, P., Giovanis, A.N. and Avlonitis, G.J., 2015. Marketing strategy decisions for
brand extension success. Journal of Brand Management, 22(6), pp.487-514.
5. Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
6. Bosomworth, D., 2015. Mobile marketing statistics 2015. Leeds: Smart Insights (Marketing
Intelligence) Ltd.
7. George, W.R., 2015. Internal marketing for retailers: The junior executive employee. In Proceedings
of the 1984 Academy of Marketing Science (AMS) Annual Conference (pp. 322-325). Springer,
Cham.
8. Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
9. Hasan, Z. and Ali, N.A., 2015. The impact of green marketing strategy on the firm's performance in
Malaysia. Procedia-Social and Behavioral Sciences, 172, pp.463-470.
10. Hunt, S.D., 2015. The theoretical foundations of strategic marketing and marketing strategy:
foundational premises, RA theory, three fundamental strategies, and societal welfare. AMS
review, 5(3-4), pp.61-77.
11. Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look out
for. Journal of Marketing, 79(1), pp.1-9.
12. Manhas, P.S. and Tukamushaba, E.K., 2015. Understanding service experience and its impact on
brand image in hospitality sector. International Journal of Hospitality Management, 45, pp.77-87.
13. Minazzi, R., 2015. Social media marketing in tourism and hospitality (p. 87). New York: Springer.
14. Posner, H., Williams, S. and Posner, H., 2015. Marketing fashion: strategy, branding and promotion.
Laurence King Publishing.
Page 34 of 34
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