Identifying Business Strategies for AirMalta's Market Share Growth

This report investigates business strategies for AirMalta to enhance its market share within the aviation industry. The study begins with an overview of the research, including background, rationale, aims, objectives, and research questions, along with a Gantt chart outlining the project's timeline. The research methodology chapter details the 'Research Onion' framework, encompassing research philosophy (positivism), approach (inductive), design (descriptive), time horizon (cross-sectional), and methods (qualitative). The report also discusses data analysis using thematic analysis, ethical considerations, referencing, and presentation. The aim is to identify strategies for market share improvement, analyze challenges faced by Air Malta, and determine ways to overcome these challenges. The report also covers sampling methods, limitations, reliability, validity, and budget considerations. The research employs both primary and secondary data sources, with a focus on qualitative research methods and interviews with managers to gain insights into Air Malta's operations and market position.

Research Methodologies
(Submission 1)

Table of Contents
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of research..................................................................................................................1
Background of investigation.......................................................................................................1
Rationale of study.......................................................................................................................2
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Question.......................................................................................................................2
Gantt chart...................................................................................................................................2
CHAPTER 2: RESEARCH METHODOLOGY ............................................................................5
CHAPTER 3: DATA ANALYSIS .................................................................................................7
CHAPTER 4 ETHICS, VALUES, REFERENCING AND PRESENTATION ............................7
REFERENCES................................................................................................................................9

TITLE:
“To identify different business strategies through which organisation can improve its
market share within aviation industry.” A study on AirMalta.
CHAPTER 1: INTRODUCTION
Overview of research
Malta is the country in Europe which is famous for historical rulers. But in current
market, there is requirement of proper market analysis through which it is easy to represent in
front of others. Business activities are group of activities through which commercial operations
of an organisation can be performed in specified in appropriate manner. There are different
forces which has to be considered when organisation wants to operate at international level.
There are many organisations which are working in aviation industry, hence it is essential to
understand what is the demand and requirement of consumers through which they can remain
having good brand image in industry (Bilotkach, Gaggero and Piga, 2015). There is requirement
of proper planning through which business operations can be performed in appropriate and
relevant manner. This investigation is based in AirMalta which is one of the leading organisation
in aviation sector providing services at international level. This organisation have head quarter in
Luqa Malta.
Background of investigation
Aviation sector is on e of the fastest growing sector in industry because there is increment
in consumers who prefers to avail airline services. There are different types of demand among
consumers as per their requirement. So it is important to consider them and provide best services.
Business strategies refer to the process through business aims and objectives are achieved with
performing activities in specified format. For instance: there is requirement of some personalised
services by consumers and they are ready to pay extra for it. Hence it is important for managers
of AirMalta to understand about ways through which they can improve market share in aviation
industry. Market share can be improved when consumers are getting better services with
comfortable environment. There is requirement of market and product expansion strategies
through which growth prospects for AirMalta are more. When market share is good, then brand
image is also up to the mark which is the sign of easy expansion in industry (Kerzner, 2017).
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Rationale of study
The rationale behind this study is to understand about different business strategies with
the help of which growth share of organisation will increase. With this study, it is easy for
researcher to know about working style of organisation. If they want to explore career in aviation
industry, then it is easy. Business strategies is the topic which is relevant in current market,
hence it is easy for researcher to collect primary information from respondents. There is
difference in business strategies such as product development, market development, etc. and
factors associated with it which have to be considered are also learned. So there is personal as
well as professional development of researcher which leads to growth of career (Kotler and et.
al., 2015).
Research Aim
“To identify different business strategies through which organisation can improve its
market share within aviation industry.” A study on AirMalta.
Research Objectives
 To identify different business strategies for improvement in market share of Air Malta.
 To analyse challenges faced by Air Malta while operating their business in marketplace.
 To determine ways through which Air Malta can overcome challenges associated while
operating their business in marketplace.
Research Question
 What are the different strategies for improvement in market share of Air Malta ?
 What are the major challenges faced by Air Malta while operating their business in
marketplace ?
 What are the effective ways through which Air Malta can overcome challenges
associated while operating their business in marketplace ?
Gantt chart
This is the systematic description about research activities in diagrammatic manner, so it
is easy for reader to understood it (Lee and Lee, 2015). There are vertical and horizontal lines
showing research time and activities respectively. While conducting study, there is use of
different activities, so with the help of Gantt chart, it is easy to divide complex study in easy and
achievable tasks. This investigation will be completed in 8 weeks approximately.
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CHAPTER 2: RESEARCH METHODOLOGY
Research methodology is the section in which there is discussion about tools and
techniques which are used in this investigation. Research is the study which is based on some
topic and provides solution to deal with issues. There is use of different techniques which makes
study authentic and relevant for future use. Reaserch is the process which provides solution of
the problem and makes information relevant and specific. It is important for individual to
understand about changes which are performed for getting proper outcome. It is relevant
Research methodology can be studied through “Research Onion” which shows complete
information about techniques used and justification behind it (Luthra, Garg and Haleem, 2015).
Research philosophy- This is the facts and figures which are considered while conducting
investigation to make it appropriate and relevant. This section is classified in following ways:
positivism, interpretivism and pragmatism. Positivism philosophy is best for this investigation
because this covers all the crucial and relevant factors which are important. This gives outcome
as best solution after considering all the factors. With the help of positivism philosophy
appropriate and relevant factors are considered, so possibilities of negligence is least.
Research approach- It refers to the systematic way to conduct study. This makes clear
understanding about pathway to complete investigation. Inductive and deductive are two types of
approaches which gives complete knowledge about ways to complete study. Best approach for
this study is inductive because this is based on qualitative study which is considered in it. This is
the approach which makes study appropriate for understanding in future.
Research design- This is way in which research is performed. Descriptive, exploratory
and experimental design. Best design is descriptive because this provides complete and specific
information about ways to improve business strategies for improving market share in industry.
With descriptive design, it is easy to understand about complete and relevant information (Min
and Min, 2015). This makes it easy for reader to understand and get complete information about
ways and aspects which are covered in this study. When all the information is discussed under
descriptive design, then it is easy for reader to understand it. When all the information is clear
and relevant, then it is easy for reader to understand factors which are considered and its impact
on study as well.
Time Horizon- There is requirement of time for conducting different research activities.
There are two types of time horizon i.e. cross sectional and longitudinal. For this investigation,
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cross sectional time horizon is used because this is the way through which time is pre-
determined for each activity through which it is easy to complete whole investigation within
specified time. Gantt chart is the technique which is used to describe time required to conduct
research and it creates awareness among team mates. Longitudinal method is best because when
time is clear to workers, then there is proper synchronisation in activities and policies of getting
negatively affected is nil.
Research methods- Qualitative and quantitative are two methods for conducting
investigation and complete it with understanding proper knowledge (Weller, Kleer and Piller,
2015). Best method for this research is Qualitative method because this shows information
through pictures and graphs. In this method, there is justification as well which provides reason
behind some specific point of view. Qualitative research method focus on pictures which are
specific for understanding knowledge about topic i.e. knowledge ways through which market
share can be increased. This method is based on non- numerical basis so it is easy for reader to
understand and interpret it. In quantitative research method mathematical and scientific tools are
used to understand it which is tough to understand. Hence qualitative research method is easy to
use and more relevant for this investiagtion.
Sources of information- There are two sources of information i.e. primary and secondary
sources. To make this investigation relevant and specific, there is use of both the methods.
Primary information refers to the data which is collected through questionnaire, survey, etc.
through personal interaction with respondents. Secondary information is collected through online
sources which is collected by others. This provides in- depth knowledge about research topic.
When all the information is complete and relevant, then it is essential for understanding relevant
changes. There is discussion about different business strategies through which it is easy to
understand about ways managers has to perform operations. So with the help of secondary
information, information is collected and this makes it relevant for understanding working style
as per change (Wesseling and et. al., 2015).
Sampling- This is the process under which information is collected from respondents.
There are two ways through which information can be collected i.e. probability and on
probability sampling method. Best techniques for collecting samples is simple random method
which is part of probabilistic sampling. In this technique, information is collected from
respondents on random basis, so respondents are not pre- determined. Hence there is least
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possibilities of biasness. 10 managers are selected for collecting primary information. Managers
are most relevant because they have complete knowledge about working style of working style
and its impact on market share.
Research limitation- There are some limitation as well which affects research outcome.
In this investigation, there is limitation of cost because there is setting of less budget as
compared to sources which are required (Kotler and et. al., 2015). There is requirement of
internet connection, membership, newspaper, communication techniques, magazine membership,
etc. for successful completion of this research. But researcher set less budget due to which
secondary information can not collected in effective manner.
Research reliability and validity- this is the main and crucial factor which has to be
considered by researcher. In this investigation, both reliability and validity is up to the mark
because secondary sources from information is collected are valid and dated. Respondents from
whom information is collected gives relevant information so this investigation is appropriate and
specific. When all the factors are valid and reliable, then this investigation can be used for future
aspects (Xiang and et. al., 2015).
Research budget- This is the factor which is considered by researcher because cot is one
of the major and crucial factor which affects study. There is requirement of budget for researcher
to collect resources for successful implementation of resources. Budget for this investigation is
£800.
CHAPTER 3: DATA ANALYSIS
Data analysis refers to the process under which data is collected and gathered in
systematic and relevant manner. To make an investigation authentic and relevant knowledge
about different business strategies are collected through primary and secondary information, so it
is collected in appropriate manner (Kerzner, 2017.). Thematic analysis is used for data analysis
purpose. In this techniques, questions asked in questionnaire are divided into different themes
under which they are discussed and described for understanding questions properly. When
question is clear to individuals, then it is easy to interpret it properly and in relevant manner.
CHAPTER 4 ETHICS, VALUES, REFERENCING AND PRESENTATION
Investigation is the process through which some problems gets resolved and there is
discussion about some issues which gives relevant solution to deal with it. In this investigation,
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there is discussion about business strategies through which aviation organisation can improve
market share in industry. There is proper consideration of ethics such as confidentiality,
informed consent, etc. which makes study correct and exact. This can be used for future as
considering base (Bilotkach, Gaggero and Piga, 2015.). All the relevant values are considered
such as honestly, calm nature, etc. so collected information is specific and accurate, so people
take it as relevant and considered study. There is proper referencing in this study through which
it is clear that information is collected from authentic sources. Presentation of this investigation
is in specified and accurate manner. This makes study understood by others and this assist in
gaining knowledge about format of conducting research.
Bilotkach, V., Gaggero, A. A. and Piga, C. A., 2015.Kerzner, H., 2017.Kotler, P. and et. al.,
2015Lee, I. and Lee, K., 2015Luthra, S., Garg, D. and Haleem, A., 2015Luthra, S.,
Garg, D. and Haleem, A., 2015Min, H. and Min, H., 2015Weller, C., Kleer, R. and
Piller, F. T., 2015Wesseling, J. H. and et. al., 2015Xiang, Z. and et. al., 2015
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REFERENCES
Books and Journals
Bilotkach, V., Gaggero, A. A. and Piga, C. A., 2015. Airline pricing under different market
conditions: Evidence from European Low-Cost Carriers. Tourism Management. 47.
pp.152-163.
Kerzner, H., 2017. Project management: a systems approach to planning, scheduling, and
controlling. John Wiley & Sons.
Kotler, P. and et. al., 2015. Marketing. Pearson Higher Education AU.
Lee, I. and Lee, K., 2015. The Internet of Things (IoT): Applications, investments, and
challenges for enterprises. Business Horizons. 58(4). pp.431-440.
Luthra, S., Garg, D. and Haleem, A., 2015. Critical success factors of green supply chain
management for achieving sustainability in Indian automobile industry. Production
Planning & Control. 26(5). pp.339-362.
Min, H. and Min, H., 2015. Benchmarking the service quality of airlines in the United States: an
exploratory analysis. Benchmarking: an International journal. 22(5). pp.734-751.
Weller, C., Kleer, R. and Piller, F. T., 2015. Economic implications of 3D printing: Market
structure models in light of additive manufacturing revisited. International Journal of
Production Economics. 1I64. pp.43-56.
Wesseling, J. H. and et. al., 2015. Business strategies of incumbents in the market for electric
vehicles: Opportunities and incentives for sustainable innovation. Business Strategy and
the Environment. 2I4(6). pp.518-531.
Xiang, Z. and et. al., 2015. Adapting to the internet: trends in travelers’ use of the web for trip
planning. Journal of Travel Research. 54(4). pp.511-527.
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