Marketing Assignment of Flynas | PESTLE Analysis, Macro Analysis, Micro Analysis

Reading Head: MARKETING 0
Marketi
ng
April 8
202
0

MARKETING 1
Contents
1. Introduction.........................................................................................................................2
2. Macro Analysis...................................................................................................................3
PESTEL Analysis...................................................................................................................3
3. Micro Analysis....................................................................................................................5
Porter’s Five Forces................................................................................................................5
Customer Segmentation..........................................................................................................6
4. Summary of Micro and Macro analysis..............................................................................7
5. Internal Capability Analysis...............................................................................................7
Mckinsey's 7S Framework.....................................................................................................7
6. SWOT Analysis..................................................................................................................9
7. Marketing Mix..................................................................................................................10
8. Implementation.................................................................................................................11
9. Marketing Controls to evaluate the marketing plan..........................................................12
References................................................................................................................................14

MARKETING 2
1. Introduction
Flynas is a private airline in Saudi Arabia. The company consists of thirty aircraft. More than
1200 flights operate every week and to around 35 countries (Flynas , 2020). This company
was launched in 2007 and until now it has carried around 38 million passengers to their
destination. The vision and mission of the company is changing with the changing needs and
requirements of the people. Mission and vision should aim at achieving the objectives of the
company. Flynas Mission and Vision for 2020 are:
Mission: The Company wants to deliver high-quality services to its customers and that too at
affordable pricing (Flynas, 2018).
Vision: The Company is aiming at achieving its target of 20 million passengers till 2020
(Flynas, 2020).
Flynas is also launching a new initiative that will empower women. Prince of the country
decided to involve women in the aviation industry. The company is also providing its
services at affordable pricing so that people can afford it. But several challenges are faced by
the company. These challenges include competitors because many aviation companies are
improving their services and they are launching offers to attract people towards them. The
company also faces challenges at the time of development of the fleet. This is because it
involves billion-dollar deals and expansion of the company is also challenging (Townsend,
2016). The company has also been awarded as an East’s leading low-cost airline. The
company will achieve its vision objective by the strategy of low-cost fares (Flynas , 2020).
Currently, the company is achieving its targets and in several years there is a rapid increase in
passengers of the company.

MARKETING 3
2. Macro Analysis
PESTEL Analysis
The Macro analysis is the first step that involves strategic analysis. It is considered to be the
cycle of strategic planning. This will include external analysis and Pestel analysis. PESTEL
analysis includes factors that are related to Political, environmental, Social, Technological,
Economical and Legal factors. This analysis is also considered to be an important tool for the
growth and development of the company. These factors are all the following:
a) Political Factors
Political factors can affect the company because different political parties implement
different rules and regulations. Flynas has also changed its policies according to the
influence of the government. Political factors that are included are environmental regulations,
employment, taxes and many more. For example, the Government of the country has decided
to involve women in the aviation industry. Therefore the company had employed women.
The government has also included charity policy for companies. This fund will be used in
those sectors where government goods and services are not provided (CAPA, 2018).
b) Economic Factors
Economic factors are considered to be very important for every business because it can affect
the behaviour of consumers and suppliers. It will also affect the growth and development of
every company. Economic factors for flynas airways include interest rates, inflation,
development, and growth of the economy, fare prices, exchange rates, cost of living,
employment hours and many more. The company has affordable pricing factors for people so
that they can afford and it also attracts customers. In the Saudi Arabia the factors that can
affect are ticket prices, per capita income, population and inflation (Secilmis & koç, 2016).