Marketing Principles and Practice

Marketing Principles
and Practice

1. INTRODUCTION
Airline industry
Airline industry can be referred to as the corporate sector which is engaged in designing,
manufacturing, usage and operations of airlines (Baker, 2016 In other words, it can be said that
airlines industry witnesses the transportation of passengers as well as freight from single location
to another against which prices are charged from customers.
Air Canada
Air Canada is acknowledged to be the biggest airline company as well as flag carrier of
Canada in relation with passengers carried and size of the fleet. This company is regarded as a
founding member of the Star Alliance® network. With the help of its 28 members airline
network, the respective airlines company provides its clientele with access to over 1320
destinations across the world (Armstrong and et. al., 2014).
Growing value of marketing within airline industry
The marketing of products is much easier than that of services. In this regard, one of the
most prominent and increasing industry across the globe is regarded to be airlines sector. To
keep the top positioning of this sector maintained, companies pertaining to this industry make
use of extensive marketing techniques as well as channels (Alserhan, 2017). The respective
sector witnesses a large number of technological trends on a rapid basis, looking upon which
airlines introduce several changes within its confines. The offerings of airline sector need to be
promoted among the customers in an effective manner so that they get persuaded to experience it
once. This helps in building extensive goodwill across the global periphery.
Structural response
The following project contains an overview of key marketing concepts and terms
pertaining to airline sector. Also, it consists of the marketing strategies which provided
assistance to Air Canada in achievement of corporate objective. Further, it comprises of the
marketing idea as well as principles used within the respective airlines (Kotler and Armstrong,
2013). Apart from this, it encompasses the interconnection of marketing with other business
functions. Lastly, recommendations are given for the firm to enhance effectiveness of company.
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