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Marketing Plan Report of Oman Air - Case Study

   

Added on  2020-04-15

18 Pages3992 Words1155 Views
Marketing Plan: Oman AirMarketing PlanOman Air – Case Study

Marketing Plan: Oman Air1ContentsIntroduction and Objectives.........................................................................................................................3Current marketing and company situation analysis.....................................................................................3Porters’ five force model.........................................................................................................................4Bargaining power of suppliers.............................................................................................................4The threat of new entrants...................................................................................................................4Threat of substitute products................................................................................................................4Threat of competitive rivalry...............................................................................................................4The bargaining power of consumers....................................................................................................4SWOT.....................................................................................................................................................5Strengths..............................................................................................................................................5Weaknesses.........................................................................................................................................5Opportunities.......................................................................................................................................5Threats.................................................................................................................................................6PEST.......................................................................................................................................................6Political................................................................................................................................................6Economic.............................................................................................................................................6Social...................................................................................................................................................6Technological......................................................................................................................................6Market segmentation...................................................................................................................................7

Marketing Plan: Oman Air2Marketing plan objectives...........................................................................................................................7SMART objectives..................................................................................................................................7Marketing mix strategy recommendations...................................................................................................8Product....................................................................................................................................................8Price........................................................................................................................................................8Place........................................................................................................................................................8Promotion................................................................................................................................................9Evaluation and control.................................................................................................................................9Budget.......................................................................................................................................................11References.................................................................................................................................................14Appendices................................................................................................................................................16Appendices 1:........................................................................................................................................16Appendices 2.........................................................................................................................................17Appendices 3.........................................................................................................................................18

Marketing Plan: Oman Air3Introduction and ObjectivesOman air is the flagship airline carrier of Oman and is based on the grounds of Muscat international airport. The airlines is a key member of the Arab air carriers’ organization. The organizations’ roots can be traced back to 1970 at the foundation of Oman international services (Hooper, 2011). Oman air, however, was established in 1993 and has shown a pacing growth since then. The airlines has a total fleet of 48 aircrafts and has aimed at increasing the same to 68by 2023.Besides extended reach of commuting services, Oman airlines provide exclusive benefits to their passengers including inflight entertainment, duty free products, mobile telephony and internet connectivity and passenger comfort with the help of sufficient leg and elbow space. The airlines has partnered with various other airlines such as Turkish airlines, Ethiopian airlines, Sri Lankan airlines etc. for extended reach, strong network and passenger convenience (O’Connell, 2011). This case throws light on the special offer laid out by the organization during the holy month of Ramadan which allows passengers to carry 2 bags weighing up to 30kg without any charge whiletravelling via Oman airways. This promotional tool was an instrument to garner more customers,pay tribute to the holiness of the Ramadan month and demonstrate effective customer service as a strong value set of the airlines. This report aims at identifying various micro and macro environmental factors affecting the growth of the organization. It also highlights various strategies that can help the airlines with establishing an effective marketing plan in order to promote and communicate the Ramadan offer to a wider audience. The strategies recommended also lay emphasis on Oman air’s goal of enhancing the current growth rate and becoming the best airline in a span of the next five years.Current marketing and company situation analysisTo effectively analyze the macro and micro environmental situation of any business, there are various tools of marketing that can be applied to the firm. Given below are three important and strategic ways to garner greater detail about all the factors that are affecting the business. Porter’sfive force model throws light on the overall condition of the industry, SWOT analysis focuses onthe strengths, weaknesses, opportunities and threats that the organization encounters and lastly

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