Marketing for Aviation

Marketing for aviation

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
RECOMMENDATION...................................................................................................................6
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
The aviation industry is changing very fast and the marketing criteria are also changing
because of the external environment. Presently there is a essay discussed on air Portugal that is a
flag carrier airline and its headquarters are present at Lisbon AIRPORT. They are serving since
the year 2005 and are operating 2500 flights to 90 destinations and 34 countries (Nykamp, 2019).
Present report deals with the concept of customer relationship management and its importance
from pint of organisation. Customer life cycle plays a very important part n management of
relationship with customers (Phelps, 2019). There are some strategies that are used for maintain
long term and sustainable customer relationship that have been discussed for developing an
understanding on how profitable relationships are build up by the aviation industry brands with
their customers.
MAIN BODY
Customer relationship management is an approach that is used by companies for the
purpose of establishment of interaction with various potential and present customers (Rahimi,
and Kozak, 2017). It basically uses data analysis related to the history of a customer to improve
overall business relationships with their customers and has a focus on customer interaction for
increasing the sales growth.
CRM is a very important from the point of aviation industry mainly because of three reasons
such as it is vital for building up and maintaining loyal and strong relationships with their
prospects and customers. Second is for generating leads and providing customers exactly what
they desire and third is proving improve customer services to their customers (Bhat, and Darzi, .,
2016).
Customer life cycle is a process that consist of several steps that has to be done so that
there is requirement to understand how to reach towards the right segment of customers by a
organisation (Nykamp, 2019). The first step in the customer life cycle is targeting of customers
in this those customers who want to travel very frequently and at same time having a preference
for a comfortable journey at reasonable prices are being targeted by Air Portugal they market
themselves by use of certain platforms such as online marketing by use of digital media
platforms etc. After this the next step in the customer life cycle is customer acquisition in which
right segment of customers are targeted where the acquisition cost has to be minimized and right