How COVID-19 Affects Local Consumers' Air Travel Behaviours?

This report analyzes the impact of the COVID-19 pandemic on the air travel behavior of local consumers, specifically focusing on China Southern Airlines. It examines the marketing environment, including the effects of lockdowns and government regulations, and delves into problem areas such as employee trust, customer concerns, and management strategies. The report highlights the need for marketing research to understand and address these challenges, proposing objectives for the airline to regain consumer trust, stabilize its economy, and increase international tourism. The conclusion emphasizes the importance of strategic planning and adaptation to overcome the economic losses caused by the pandemic, advocating for a comprehensive analysis of the market and both internal and external environments to facilitate a successful recovery.

MARKETING RESEARCH

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Marketing environment...........................................................................................................................3
Problem analysis......................................................................................................................................4
Marketing research..................................................................................................................................6
CONCLUSION...........................................................................................................................................7
REFERENCES............................................................................................................................................8

HOW DOES THE COVID-19 VIRUS BREAKOUT AFFECT LOCAL CONSUMERS’
AIR TRAVEL BEHAVIOURS?
INTRODUCTION
There are a lot of disturbances which the airlines are facing because of the virus outbreak
in the country of China. The China Southern airlines are not being able to get customers in the
country or outside the country which is going to be discussed in the further report. There is a
requirement of a lot of decisions which needs to be taken after analysing the environment of
external and internal factors so that there is a healthy functioning of the company. There are
more than 100,000 employees working in the organization as of 2016 report and the headquarters
of this organization is in Guangzhou, Guangdong. There is going to be a discussion on factors
which can be improved and a plan for the airlines so that they can start their functioning again in
the market so that the economic stability is present in the organization.
MAIN BODY
Marketing environment
Currently the businesses in China and the entire world are in lockdown because of the
spread of virus called Covid-19 which is spreading rapidly. The governments of different
countries have taken decisions like closing down the entire country so that they can control this
aspect of the virus. It is very important that the businesses follow these and not just the
businesses but all the people of the country so that the virus can be controlled. Human kinds have
still not been able to find a cure to this problem which is why they have to find the right
measures so that they can control it from spreading at least (Benzo, Mohsen and Fourali, 2017).
The symptoms and the method through which it can spread is detected therefore the government
of the countries have taken such drastic decisions for the protection of the people of their nations.
It is visible that the economy of all the countries is falling which is why it is very important for
the people to have a better strategy for themselves when they are allowed to restart. Technologies
are developed in China but they are not being used effectively and the flow in the market and the

organization is also minimum which a great loss for the company. Covid-19 originated from
China which is why it is very important for the organization and the country to make sure that
there are not more cases which are coming up in the country so that they can gain back the trust
of the customers in China Southern Airlines and the organization will be able to get their
economic factor up again soon (Kubacki and Rundle-Thiele, 2016).
The government of the countries is not going to let China Southern Airlines to travel
from one country to the other anytime soon because there is a fear in the other nations therefore
the country will have to improve the cases in their own country so that they can get back into
business. China has lost their economy which is why the wages are not being able to reach the
employees of the organizations (Cowan and Ketron, 2019). It is very important that the
management of the company translates the problems to the employees of the company so that the
employees are having a trust relationship with the company. The employees of the company are
not satisfied which is a great loss for the company because when the organization restarts in the
market they will not be able to have a good productivity and service for the customers and it is
very important for the company to maintain that factor for that they can have a better
functioning. Legally the flights can start but they have to be domestic so that the economy can
flow in the market of China itself as of now and the people can have a trust relation in the
company (Peñaloza, 2018). Society of China is still accepting the rules and regulations which the
company has come up with so that the customers are satisfied and a faith is built up in the
company so that there is an effective functioning in the market.
Problem analysis
It is very important for China Southern Airlines to analysis the market for themselves so
that they can have a better functioning for themselves. There are a lot of problems which the
airlines are having in China because they are not being able to price the tickets high and there are
not many customers who are travelling in the country as well (Martin and Woodside, 2017). The
further report is going to discuss the problems which the organization is having in the market
which needs to be overcome by the organization.
 Employees trust

The employees are not being given their ages because the company is not having a income or
revenue generation then how will they be able to pay their employees. This factor is making a lot
of employees in the organization leave the company and this is going to affect the productivity
for a long run of the organization because they will lose their skilled employees (Gilal and et.al.,
2019). There are going to be new employees in the organization which are going to be added and
that is not going to make the productivity increase all of a sudden and will take a lot of time.
Since the company has not been able to have any stability in the economic aspect therefore it is
very important for the company to start again soon and effective in the market so that the
customers can come back with the airlines.
 Customers
The travellers or customers of China Southern Airlines are afraid to use airlines or any public
transport which is why it is very important for the organization to take different strategies up.
There has to be a use of effective strategies in the organization so that there is a better
functioning (Gummesson, 2017). Customers have to be given healthy and safe environment to
fly with this organization therefore China Southern Airlines will have to sanitize themselves
from time to time so that they can get in the right customers in the organization again which is
going to help the company have higher revenue generation again.
 Management
The management of China Southern Airlines will have to be more involved and make the
right decisions for the future so that they can achieve their targets (Palmatier, 2017). It is from a
long time that the airlines are not being effective in the market because of the ban which the
countries had put on the airlines from the beginning of this year. This is going to be carried till
the end of the year. There will have to be more of domestic flights in the company so that they
can get a customer which is going to help the company be able to functioning effectively in the
market (McCollough and Shook, 2017). It is very essential for the organization to change their
methods and strategies this time so that they can gain the trust of the customers and the
employees in the market.
 Strategies

There are a lot of strategies which are going to change in China Southern Airline because
they have been having a lot of economic damage in the market because of the lockdown which
all the countries have adapted to (Vriens and et.al., 2019). There are different moves which are
required in the organization so that there is a better functioning in the organization so that there
is a better functioning. The leaders of the organization will have to understand the needs of the
employees so that China Southern Airlines does not have a labour turnover in the organization
which is going to affect the company’s productivity and services to the customers.
Marketing research
There is a requirement of a lot of factors to be analysed by the organization so that they
can have a better functioning in the market and the economic loss that the company has had in
the market is going to recover again. The company will have to try to gain the trust again of the
customers and the employees who work in the airlines because they have been affected the most
in the organization (Kienzler and Kowalkowski, 2017). The working hours are going to change
of the employees and the employees will have to be friendlier which that factor in the
organization so that there is an effective functioning. Employees will have to work for 12 hours a
day which would pay them a salary according to per hour so that they can have a growth in the
wages for themselves as well and the company will be able to have a trust of the employees
further. It is very important for the organization to make planning which is not just going to get
the trust of the employees but at this time when the employees are ready to leave the
organization there has to be processing and transparency which is required. China Southern
Airlines will have to have a strong communication with the employees of the organization that
they will be able to have a better functioning for them which is going to help the company to
have a better future so that the organization can grow again (Gummerus, von Koskull and
Kowalkowski, 2017). It is very important for the company to have a better functioning for
themselves so that they can get a competitive advantage. There are a lot of countries which are
boycotting the products and the services which China is providing which is why effective
strategies and measures is going to help the company to come back in the market and get their
reputation up again.
Objectives

 The company will be able to have an effective functioning again in the market by the end
of 2022 with international tourism in the country by 50%.
 China Southern Airlines will have to improve and schedule the timing for the employees
for alternative working so that there is an effective functioning which is going to make
the customers get the best and the employees will gain the trust in the organization. This
is going to take place from 2020 till 2022 so that there is an increase in the trust factor of
the customers and employees by 65% till then.
 The economy is going to be stable of China Southern Airlines is going to be by 30% by
the end of 2022 according to the strategies and the planning which the organization has
for themselves in the market once the lockdown is removed.
 The organization will be able to get international tourism or flights in the industry very
soon by not many customers would travel. Right measures and steps can make that
improve this factor by 40% by the end of 2022 which will make the economy stable by
the end of 2023 by 70%.
CONCLUSION
From the above report it can be concluded that there is a requirement for the business to
have a proper analysis so that they can start to function again effectively and efficiently in the
market. There are emergencies which come in the world which controls the businesses
productivity which has to be restarted with effective planning and implementation of them in the
company so that the company can get a profit margin again in the company. The management of
the organizations will have to find different strategies so that they can recover for the loss they
have made in the market. This lockdown in the world is going to carry for a long time which is
going to affect the economic stability in the country which needs to be controlled so that there is
a better functioning. Strategies in the airlines can only be established when there is an analysis of
the market, external environment and the internal environment. China Southern Airlines is
having a lot of experience in the market which is going to make the decision making in the
organization effective and smoother.

REFERENCES
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