Importance of Marketing in Airline Industry

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................2
Introduction to Airline industry..................................................................................................2
Introduction to Air Canada..........................................................................................................3
Growing importance of marketing in airline industry.................................................................3
Structural response to the assessment task..................................................................................3
2. The Main Body............................................................................................................................4
a) Explain key marketing concepts and terminology applicable to Air Canada.........................4
b) Identify the marketing strategies and programs that helped Air Canada achieve their
objectives. Were these objectives achieved in an ethical manner?.............................................5
c) Explain the marketing concepts and principles used in Air Canada daily organisational
operations: 7Ps and STP..............................................................................................................6
3. Explain the relationship of the marketing function to other functional areas in organisations.. .9
CONCLUSIONS..............................................................................................................................9
RECOMMENDATIONS...............................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Introduction to Airline industry
Airlines industry is mainly a business related to transporting paying passengers as well as
freight via air. This form of industry is termed as a corporate sector that are mainly engaged in
the process of designing, usage, operations and manufacturing of airlines (Allyson Dooley, Jones
and Iverson, 2012). Airlines industry mainly witness passengers transportation along with freight
from one location to other for which prices get charged from consumers. This industry
significantly contributes towards economic development while enabling easier and faster
movement of passengers as well as good.
Introduction to Air Canada
Air Canada is listed as Canada's largest international and domestic airline that serves in
210 more than airports. In addition to this, it has been identified that Canada's flag carrier is duly
ranked among 20 largest airlines worldwide while serving 50 million of more than consumers
each year. If it is seen in Corporate governance of Air Canada, it is duly governed by eleven-
member Board of Director those who are effectively committed towards fulfilling high standards
of corporate governance. Along with this, it has been seen that with the assistance of 28 member
airline network organisation offer their services over 1320 destinations all around the world.
Growing importance of marketing in airline industry
It has been ascertained that product marketing is much easier as compared to services. In
relation to this, one of the foremost distinguished and growing sectors across the world is
considered as airlines industry. In order to stay the highest positioning of this sector maintained,
corporations concerning this trade undertake advantage of depth promoting techniques moreover
as channels. The several sector witnesses an oversized range of technological trends on a fast
basis, by ascertaining this upon airlines introduce many changes among its compass. It is
essential for airline industry to engage in the offerings of attractive services in order to attract
and influence customers in well defined manner. With the help of this organisation within airline
industry can effectively able to build in depth goodwill across the worldwide fringe.
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Structural response to the assessment task
In this report formative discussion has been made in key marketing concepts along with
terms that mainly pertained towards airline sector. In addition to this, marketing strategies has
also been covered in this report with the help of which Air Canada can effectively able to
provide best effective services to their customers with an aim to significantly increase their
overall profitability index ratio. Further, this report also include marketing principles as well as
concepts that are mainly undertaken in respective airlines. Along with this, in this report
discussion has been undertake on interrelationship of marketing with other departmental units.
Lastly, report include recommendations that are provided to organisation in order to make an
increase in overall profitability and productivity of organisation with the assistance of marketing
programmes, concept and strategies.
2. The Main Body
a) Explain key marketing concepts and terminology applicable to Air Canada
Branding
Branding is termed as a creation of unique image and name of product and service in the
mind of customer's. This is mainly done with the help of advertising campaigns. Main aim of
branding is to effectively establish a significant as well as differentiated form of presence in
within marketplace in order to attract loyal consumers (Kotler and Armstrong, 2013). In context
with, Air Canada this is being identified that best effective form of branding strategy has been
undertaken by manager while considering all form of business activities into account. In addition
to this, it has been evaluated that manager of company effectively determined customers need
and requirements and further provide them services accordingly as to ensure organisational
success. Air Canada undertake advantage of hashtag campaigns as their branding strategy as to
effectively ensure organisation brand image in marketplace.
Product Strategy
Product strategy is mainly consider as road map of a product. In this outline of end-to-end
vision of product is being done. With the help of assistance of this organization can initiate from
zero stage and further develop best effective form of services and product as per in accordance
with the needs and demand of customers. In context with Air Canada, manager of entity
effectively make sure that they determined needs of customer and them develop strategies as to
fulfill them accordingly. This further lead them towards offering effective satisfaction to them at
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