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Table of Contents Introduction to Airline Industry

   

Added on  2020-06-03

15 Pages3978 Words391 Views
Calculus and Analysis
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Marketing
Table of Contents Introduction to Airline Industry_1

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Concepts of marketing for Airline industry......................................................................11.2 Impact of the marketing environment on Airline industry...............................................21.3 Measure the relevance of consumer markets in Airline industry.....................................31.4 Discuss the rationale for developing market segments....................................................4TASK 2............................................................................................................................................52.1 Value of marketing mix to service industry.....................................................................52.2 Pricing strategies and policies in relation to Airline industry..........................................5TASK 3............................................................................................................................................63.1 Evaluate the role of the promotional mix.........................................................................63.2 Planning advertising campaign for Airline industry........................................................63.3 Role of sales promotion and public relations...................................................................7TASK 4............................................................................................................................................74.1 Market research to services industry operations..............................................................74.2 Market research for an appropriate product.....................................................................84.3 Examine the suitability of different media.......................................................................84.4 Implementation of the marketing plan.............................................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................11
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INTRODUCTIONMarketing is an important element as it helps in attaining success to the service industryin relations to British Airways. Managers should conduct a market research to know aboutdifferent type of strategies that can be applied in the service industry. The main purpose ofhospitality marketing is to know about the needs and wants of the customers and for increasingtheir market shares by reaching more number of customers (Bassnett, 2014). As the economy isgrowing and constantly changing, there existed a need for the hospitality organisations to adjustwith the changes that are related with the changing lifestyle and preferences of the customers.This report contains the study about different concepts of marketing in relation to the serviceindustry and a vital role and use of marketing mix in it. TASK 11.1 Concepts of marketing for Airline industryMarketing in British Airways plays a vital role as it help managers to fulfil various needsof the customers by having a look on their demands. The products and services that are relatedwith airline industry involves dining services along with other need base requirements whiletravelling to one destination to other (Butcher, 2016). Retention of customers in the organisationalso plays an important role as it in increases the efficiency and growth of the company. This isfor instance to state about the marketing activities of British Airways with a foremost target ofretaining customers. Also, there exist various concepts of marketing, as stated below-1
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Product concept- In accordance to the marketing theories of Theodore Levitt, thereshould be some effective changes in the products according to the recent market trends.This concept has been used by many airline services including British Airways so as toincrease their profits and achieve growth.Selling concept- This concept clearly specifies the strength of selling goods to thecustomers by aggressively promoting it (SRIVASTAVA, 2011). Marketing concept- This clarifies the concept of satisfying the exact requirements of thecustomers by clearly ascertaining the needs to be fulfilled first. Societal concept- This is referred to be a unique concept in which the organisations likeBritish Airways should focus upon fulfilling the desires of the consumers in the long runto continually meet their undertaken goals and objectives.1.2 Impact of the marketing environment on Airline industryMarketing environment of British Airways relates to internal and external environment inwhich the business operates its activities. Marketers should consider both the environment so asto know the market in which the products and services are to be sold. However, internal analysismust be carried out first to know the current state of the organisation. Considering the same,below are the factors of internal analysis- Customers- The purchasing power have diminished and thus they have to construct theirstring section, even if the levels of disposable income have been maintained which is a2
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