Marketing for Aviation and the Creative Industries

Marketing for aviation
and the creative industries

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1) Analyse potential marketing opportunities by using Porter's five force model, PESTLE and
SWOT analysis.......................................................................................................................3
2) How company segments market, target customers and differentiate itself from their
competitors.............................................................................................................................6
3) Provide marketing mix programmes of company..............................................................6
4) Conclusion and recommendations.....................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to the process of searching, promoting and distributing the products and
services of a company to the target audience within the market. The airline industry is considered
as a fastest transportation sectors and it is highly competitive because many companies offers
similar products. So the marketing of aviation industry is essential for which companies adopts
social media, advertising, perks, loyalty programmes etc. in order to market their airline facilities
or services. In this report, TAP Air Portugal company is chosen which is a flag carrier airline of
Portugal that mainly headquartered at Lisbon Airport in Portugal. Company has a fleet of 100 air
planes that manufactured by Airbus. The company was started in 1945 by the David Neeleman.
In this assignment, the potential market opportunities are discussed by using Porters five force,
SWOT, PESTLE as well as STP are done in order to differentiate customers and lead market
position. Also, prepare marketing mix of company to promote their offerings and facilitate
appropriate recommendations on the above discussion.
MAIN BODY
1) Analyse potential marketing opportunities by using Porter's five force model, PESTLE and
SWOT analysis.
In the Aviation industry several opportunities are available in the market that are
analysed properly by the marketing manager of TAP Air Portugal in order to formulate
appropriate strategies and decisions to gain a competitive leading position (Lampel and Germain,
2016). Some of the models and analysis are considered as follows:
Porter's five force analysis:
This model was created in 1979 by M. Porter which is very helpful for the understanding
of entire effectiveness of businesses within the market. As TAP Air Portugal used this analysis as
they will be capable to get several advantages such as effective planning, dealing with
stakeholders, gaining competitive edge and so on. The detail discussion is to be done as follows:
Threat of new entrants: In the airline industry, the threat of new entrants is low because
there is the huge requirement of investment as well as skills and knowledge is also valuable that
can not be have by all persons. Also, the government regulations are difficult to handle with it
and generate customer base is hard in that kind of industry because customers have concern