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Report on Marketing Planning and Promotion : Qatar Airways

   

Added on  2020-06-04

20 Pages5434 Words102 Views
MARKETING PLANNING ANDPROMOTION

Table of ContentsINTRODUCTION...........................................................................................................................1Industry analysis of Qatar Airways........................................................................................1Launch of new and improves services....................................................................................3Market opportunities for the new and improved services......................................................4Marketing strategy of Qatar Airways.....................................................................................5Marketing mix of Qatar Airways ..........................................................................................7Proposing of a promotional plan and promotional mix........................................................10Details of budget marketing budget.....................................................................................11Demand forecast for Qatar Airways.....................................................................................12Methods of improving customer communication ................................................................13Contingency consideration...................................................................................................14CONCLUSION..............................................................................................................................15REFERENCES..............................................................................................................................16Books and journals...............................................................................................................16

Illustration IndexIllustration 1: Porter's five forces ....................................................................................................3Illustration 2: Segmentation of market............................................................................................6Illustration 3: Marketing mix]..........................................................................................................9

INTRODUCTIONMarketing the core part of any organization and the revenue of the company dependswidely on marketing strategy of the company. The marketing planning is highly influential in thesales of the product or services. The report will be focused on the Qatar Airways. This report willinclude the market analysis of the company and the segmentation of market. The report will alsopropose launch of new services and a promotional plan to support it. It will consider thecontingencies may arise. The report inculcates an outline of the new and modified services by thecompany. Industry analysis of Qatar AirwaysThe industry analysis is done to find out the current position of the industry. To find outthe status of the Airline industry of Qatar we are going to use the porter's five force analysis.This analysis is highly effective in finding out the position of the industry and calculate the riskaccording to that (E. Dobbs, 2014.). This analysis evaluates the competition within the industry,and the competition faced by the company in the current scenario.Porter's five forces :Threat of new entry : A new entrant entering the industry is very low as the airline is veryexpensive. The capital needed to enter in the market is very high due to set up of airlines,buying of aircraft, also getting the license to carry out the operations and employing ofman power. The investment can not be made that easily so the threat of new entry isreally low.Competitive rivalry : The rivalry in the market is found by the company by the looking atcompetition in the market in the market. The competition in the airline industry of Qataris high as the market is packet with airline companies. The Qatar airways face a directcompetition from the British airline, Lufthansa, emirates. The competitors are highlyexpanded and are giants of the industry.Buyer power : The buyer power is high and customers have a negotiation power. Due tohigh competition in the market the buyer has the ability to negotiate prices and the pricesare low due to that. The consumers are left with a lot of options and they can choose thebest one from it.1

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