Marketing Plan Report: Oman Air

Running Head: MARKETING PLAN 1
Marketing Plan Report: Oman Air

MARKETING PLAN 2
Executive Summary
Marketing plan is the most significant document of an organization that wants to expand its
business and services. Each and every organization develops a marketing plan to attract more
customers towards its services. The major objective of this report is to develop marketing plan
for Oman Air. The organization has introduced a new baggage offer in the holy month of
Ramadan. This report is prepared by collecting the secondary data on Oman Air. The external
and internal environment of the company is analyzed by the use of different frameworks i.e.
Porter’s five forces analysis and SWOT analysis. The report indicates that company is facing
intense competition and it does not have large brand presence. So, company should use the
marketing strategies given as recommendations. These strategies will assist the organization in
attracting more customers towards its airline services.

MARKETING PLAN 3
Table of Contents
Introduction and Objectives........................................................................................................................4
Current market and company situational analysis......................................................................................4
Porter’s Five Forces Analysis....................................................................................................................4
Consumer Behaviour...............................................................................................................................6
SWOT Analysis.........................................................................................................................................6
Market Segmentation..................................................................................................................................8
Geographic Characteristics......................................................................................................................8
Psychographic Characteristics:................................................................................................................8
Demographic Characteristics:..................................................................................................................8
Marketing Plan Objectives (SMART)............................................................................................................8
Marketing Mix Strategy Recommendations................................................................................................9
Product................................................................................................................................................9
Price...................................................................................................................................................10
Place..................................................................................................................................................10
Promotion..........................................................................................................................................10
Evaluation and Control..............................................................................................................................10
Budget.......................................................................................................................................................11
Conclusion.................................................................................................................................................11
References.................................................................................................................................................11

MARKETING PLAN 4
Introduction and Objectives
When any organization plans to offer any new product and service in the market, it needs to
develop a marketing plan. This marketing plan of the company includes all the important aspects
which may affect the business growth and success of that company. This report includes the
marketing plan for Oman Air Organization that is offering a new baggage offer in the holy
month of Ramadan. Oman Air is the flagship carrier of Sultanate of Oman and it is operating its
operations as national airline of Oman. Based on the grounds of Muscat International Airport, it
offers its scheduled international and local passenger services, charter flights and regional sir
taxi.
Established in the year 1993, this airline has experienced a significant growth and played an
important role in developing Muscat as a traffic hub in the Middle East. In addition to this, it
supports the industrial, tourism and commercial sectors also (Oman Air, 2018). In May 2017, the
company has offered a new baggage offer in the month of Ramada so that it can increase the
passenger traffic. This report includes the marketing plan of Oman Air for next five years. It
includes external and situational analysis of this airline (Muscat Daily, 2017). Furthermore, it
describes the marketing objectives for the plan along with marketing strategy recommendations.
At the end, it draws a budget for each of its marketing mix strategy in the airline industry.
Current market and company situational analysis
Current market analysis and situational analysis of Oman Air will assist in evaluating different
external and internal factors which affect the growth and business of airline. To analyse the
competition, Porter’s five forces analysis is conducted for Oman Air. In addition to this, SWOT
analysis is conducted to discuss internal and external factors of the organization (Belobaba,
Odoni and Barnhart, 2015). Different analyses of Oman Air are given below:
Porter’s Five Forces Analysis
Industry Rivalry (High)
The competition threat is high in Oman airline industry as there are various players which are
offering airline services to targeted audiences. Some of the major competitors of Oman Air are
like Qatar Airways, Gulf Air, Etihad Airways, Emirates, Airarabia etc. All the airlines in the