Market Research Approach for Kuwait Airways' Marketing Problem

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author’s Note:

1MATKETING MANAGEMENT
As opined by Kumar (2019), the concept of business research had gained a significant
amount of prominence within the cannon of the contemporary because of the increasingly
number of issues that they are facing. Bell, Bryman and Harley (2018) are of the viewpoint
that the effective usage of this concept not only enables the firms to analyze the root causes
which had contributed towards the issues but also to formulate effective strategies or
measures for the resolution of the same on the basis of the results of the analysis that they
have obtained. More importantly, within the framework of the contemporary business world
it is seen that the different firms are using this approach not for the analysis of diverse issues
that they face but also for conducting market research so as to design their products or
services as per the needs of the customers and also to formulate effective marketing strategies
for the enhancement of their profitability by way of increase of sales (Quinlan et al. 2019).
This essay will suggest the market research approach that the firm Kuwait Airways needs to
adopt for the resolution of the marketing problem that it is currently for the effective
marketing of the airline services offered by it to the customers.
Kuwait Airways, founded in 1953, is the national carrier in the nation of Kuwait and
had its headquarter in Al Farwaniyah Governorate (Kuwaitairways.com 2019). More
importantly, it is seen that the concerned airlines offer flights to the customers not only to the
different Middle East countries but also to the other parts of the world like India, North
America and others (Kuwaitairways.com 2019). In addition to this, it is seen that the
concerned firm had been able to gain a significant amount of success through the usage of the
cost leadership strategy and also taking into effective account the needs or the requirements
of the customers. However, in the present times it is seen that despite emergence of the
different kinds of digital marketing strategies, the concerned firm is still banking on
traditional marketing strategies like ‘word of mouth’, television and other platforms for the
promotion as well as the marketing of the airline services offered by them (Forbes.com

2MATKETING MANAGEMENT
2019). This in turn had significantly limited the customer base of the concerned firm and also
had contributed in a significant manner towards the inability of the firm to attract new
customers in Kuwait and in the other nations of the world in which it is operational
(Forbes.com 2019). Thus, the research problem will primarily try to resolve this issue that the
concerned firm is facing related to the marketing strategy which it is presently using for the
promotion or the marketing of the services offered by it to the customers. In this regard, it
needs to be said that defining the research problem in an effective manner is important
because of the fact that the entire research will depend on this and if there is an error on the
part of the researcher then he or she would not be able to answer the problem in an effective
manner. Thus, it can be said that in a way the entire outcome of the research and also its
effectiveness will be depend on the effective formulation of the research question.
Hair Jr. et al. (2015) have articulated the viewpoint that three of the most important
research designs which are being used by the firms for conducting business research are
exploratory, explanatory and descriptive research design. In this regard, it needs to be said
that the explanatory research design is the one wherein the researcher is required to analyze
the relationship between the two or more variable which had been selected for the completion
of the business research (Sekaran and Bougie 2016). On the other hand, the descriptive
research design is the one wherein the researcher takes the help of different theories, models,
frameworks and others for the analysis of the research problem that had been selected
(Easterby-Smith, Thorpe and Jackson 2015). Lastly, the exploratory research design is the
one wherein the researchers are required to link the objectives that they formulated with the
findings that they have derived through the analysis of the primary or the secondary data
(Neelankavil 2015). For the purpose of this business research, Kuwait Airlines needs to take
the help of the descriptive research design since it will enable them to analyze the marketing
problem that it is presently facing through the lens of different related theories, models,