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Strategic Management of Arik Air: Market Positioning, Business Strategies, and Growth Opportunities

   

Added on  2023-04-08

18 Pages801 Words499 Views
Strategic management

Introduction
• Arik Air is the leading airliner for Nigeria
• They are having national as well as international routes
• Currently they are facing issues in terms of efficiency
(Geraldine 2013)
• Market limitation is another major challenge for them

Market positioning
• Currently, Arik air is positioned as premium offerings
• Positioned on the basis of extensive route network
• Gaining leadership by providing more area access to the
passengers (Adeola and Adebiyi 2014)
• Not catering to larger low cost carrier segments

Effects of existing plans
• Market potentiality is limited for Arik air with limited business
areas
• Larger customer segments are not getting catered
• Business growth is negligible and stagnant
• Not immune to the global threats (Heinz and O’Connell 2013)

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