Marketing Concepts and Strategies in Air Canada

Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
a. Key marketing concepts together with terminology which are applicable to the entity..........1
b. Identification of marketing strategies together with programs which help the entity in
achieving objectives. ...................................................................................................................3
c. Two marketing concepts with principles used in organisational daily operational.................4
TASK 2............................................................................................................................................7
Explanation of relationships of marketing with other departments of the company. .................7
Covered in mini poster.................................................................................................................7
CONCLUSION and RECOMMENDATION ................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Airline industry is mentioned to business which deals in transporting paying passengers
addition to freight by air by regularly scheduling routes for airplanes and helicopters. Airline is
an entity which delivers air transport services through utilising aircraft mediums for travellers or
cargo (Baker, 2016). It is either scheduled or works through charter operators. Marketing of
tangible items are generally easier and successful than marketing of intangible services. For this,
airline industry is among growing together with prominent sector worldwide. Within airline
industry, the importance of marketing is growing as it assist entities to analyse apparent needs
along with true preferences of customer. For maintaining suitable positions, organisations
performing activities in the industry uses effective channels, modes and techniques of marketing
as it is significantly important for responding to emerging trends and can also emphasis on
introducing diverse changes within the sector.
For this assessment, Air Canada is considered which is flag carrier addition to largest
airline entity of Canada in terms of passengers carried together with fleet size. The headquarters
of the selected airline company are situated at Montreal, Quebec since 1937. The assessment
includes key marketing concepts with some terminology that are applicable on entity, marketing
strategies as well as programs, concepts and principles. It also discusses cross functional
relationships among marketing and other departments in the business. Lastly, some
recommendations are provided through which the organisation can improve its effectiveness
while applying concepts, programmes along with strategies of marketing.
MAIN BODY
TASK 1
a. Key marketing concepts together with terminology which are applicable to the entity.
Marketing concepts are defined as the philosophies which organisational managers
adopts for analysing customer needs so to frame impelling determination for satisfying all the
needs in better ways than competitors (Benzo, Mohsen and Fourali, 2017). In context to Air
Canada, application of few concepts and terminologies having relevance with marketing helps in
pursuing activities for responding changes that arises in the business environment. The concepts
assists in understanding interplays among diverse variables, detecting impeding changes addition
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