Marketing Plan of Elite Oman Airlines: Strategic Analysis

This report provides a detailed analysis of the marketing plan for Elite Oman Airlines, a low-cost carrier operating in Oman. It begins with an executive summary highlighting the company's strategic approach and the importance of the low-cost model in the Omani market. The report then explores the mission statement and conducts a comprehensive external analysis, examining political, economic, social, technological, legal, and environmental factors influencing the airline's operations. An internal analysis assesses the company's strengths, weaknesses, opportunities, and threats. The report also covers market segmentation and positioning, outlining the company's goals, objectives, and proposed action plan. The analysis emphasizes the company's focus on providing low-cost fares to attract a wide range of customers while navigating the competitive landscape. The report concludes by underscoring the importance of adapting to market changes and leveraging opportunities for growth within the airline industry.

MARKETING PLAN OF ELITE OMAN AIRLINES
MARKETING PLAN OF ELITE OMAN AIRLINES
Name of the Student
Name of the University
Author Note

2MARKETING PLAN OF ELITE OMAN AIRLINES
Executive Summary
The research has shed light on the marketing plan of Elite Oman Airline as the low-cost carrier
option is the best-suggested operation facility for them. The political scenario of Oman and their
market strength and weaknesses are discussed in this paper and that highlights the importance of
Low-Cost airlines. In case of global airline operation, the company will step forward if possible
marketing process influence the subordinates’ matters. The external and internal analysis shows
the position of the Elite Oman Airline and forecasts the situational aspect of the company in this
globalised competitive business process. Oman is one of the strongest nations in technological
aspect nowadays as it has done some innovative changes in business. In case of airlines process,
passenger's safety and security with low-cost fares, is the major concern and that is the reason the
company has put some effort in doing their best in their respective field.

3MARKETING PLAN OF ELITE OMAN AIRLINES
Table of Contents
1. Introduction..................................................................................................................................4
2. Mission Statement.......................................................................................................................4
3. External Analysis.........................................................................................................................5
Political factor..............................................................................................................................5
Economic Factor..........................................................................................................................6
Social Factor................................................................................................................................7
Technological Factor...................................................................................................................7
Legal Factor.................................................................................................................................8
Environmental Factor..................................................................................................................8
4. Internal Analysis..........................................................................................................................8
5. Market Segmentation and Position............................................................................................10
6. Goals and Objectives.................................................................................................................10
7. Action Plan................................................................................................................................11
References......................................................................................................................................13

4MARKETING PLAN OF ELITE OMAN AIRLINES
1. Introduction
The market position of Elite Oman Airlinehas enhanced their level as they have invested
their money in the tourism field. The entire economy of Oman has changed and that has provided
an entire change scenario in Oman. The ministry of Oman is liable for that case and they have
taken some innovative steps that will provide some better beneficial support to the nation. The
National Tourism Strategy (NTS) was unveiled in 2016, and it has been adopted for the
sustainable condition of the government. The basic structure of the process is the forming of the
cluster and that gave rise to some urban strategies for cultural and natural changes (Khalfan,
AlRefaei and Al-Hajery 2006). The changes in market also brought changes in the national
economy and helped in capitalizing the process of the economy.The purpose of the essay is to
plan the market objective of the Low cost airlines and also state the business position of the
company to possess their establishment in Oman. The purpose of the airlines business is to
deliver the right business process and encourage the business opportunities as well.
In this paper, a Low-cost airline company of Oman "Elite Oman Airline" has been taken
and the company has managed to strengthen their market after the market conference in Dubai in
2016. The company is very new and started their business in 2015 and the introduction of low rate
domestic flights are done by them. The entire process of the company is formulated from the
Adam city of Oman and the market base is enlisted throughout the provinces.
2. Mission Statement
The mission statement of Elite Oman Airline is to make low cost fares so that all genres
of people specially the middle class people can take this advantage from the airline.

5MARKETING PLAN OF ELITE OMAN AIRLINES
3. External Analysis
In case of external analysis, the organization imposed on the other influencing factors that
are liable for the business acceleration and to find a good position in the market. Oman has an
impressive change in travel and tourism industry and that is the reason destination marketing and
service deliverance is the key factor that enhances the business opportunities for Oman. They
cater for adventure, wildlife, architectural and all kind of innovative travelling with their airline
(Alhemoud 2003). The company is based on the low-cost carrier and still, they have managed to
connect 12 destinations and fleet size of 5. The motive of the company is to make more
opportunities and provide services to more people become some lucrative service for the
company to make it sustainable. The choice and flexibility in the journey are also keeping in
mind by them. The level of hospitality also becomes a good aspect of the company. The five
factors of the company like political, economic, social, technological, environmental and legal
are needed to be aligned for the sustainable development and make more sense in the
organization so that company can continue their service for long-term cases.
Political factor
In case of political aspect, the government commencement is the key aspect for Oman to
make some changes in recent past and that will help in highlight the political aspect of the
country (Morrison 2013). There are some changes that have made more opportunities for the
organization like Elite Oman Airline. The improve climate in Sultanate is the key issue in case of
investment and that is the reason Oman local and foreign investment happen. The invested
people come in Oman and the domestic travelling is very important in that case to accumulate all
the people for the tour and mostly in case of short rides, they prefer the low-cost airline like Elite
Oman Airline.

6MARKETING PLAN OF ELITE OMAN AIRLINES
The low-interest rates are the key opportunity that government considered for Elite Oman
Airline. The airline company is not big enough to invest that much amount in quick time rather
they need some relaxation from tax and that will also influence their service expansion
(O'Connell and Williams 2016).
The transfer free commodities are important for the company. The government makes
this process free and effective for the organization and that is the reason re opportunities has
come for the organization.
The free trade agreement with different nations make some chances to engage people
from diverse sections and they use airlines for that factor and that will influence the use of this
airlines. A well-regulated capital market is an influencing issue for the company and that attract
most of the foreigners to invest in this nation.
Low operating cost needs some financial growth from government and in that case,
money transferring and foreign business investment is essential for the market of Elite Oman
Airline. Political stability like the rejection of war states or inter-medial conflict needs to vanish
in that certain period of time and that gives the more sustainability in the business process (Al
Badi 2015).
Economic Factor
In case of Economic development, Oman has increased their potential barrier to getting
more opportunities in business. The aspects that impacted in that case are:
The GDP growth of Oman is 5.2% in 2018 after the establishment of gas production and
for the reason, a new airport established in Muscat. The market is quite steady and makes the
strongest rate of growth since 2015 (Camilleri 2018).

7MARKETING PLAN OF ELITE OMAN AIRLINES
Diversity in reverse streams helps to reform the positive growth of Oman. The
development is the national economy is important in that case airlines industries are making
advantages from that. The economic opportunities are the main concern for the new business
development and the culture and enhancement of the business.
The overall demand for commercial and residential development is the key factor in that
case and new business set up. The market opportunities for airlines in the can be segregated if the
internal stability and budget allocation are not accessed in right way. The premium location
needs to be high in demand so economic steps are taken as per the state of the position.
Social Factor
The social aspect of Elite Oman Airline is strong as low-cost airlines provide enough
opportunity for people. The main facet of the airline is delivering safety to their customers and
that is concern application that indulges in the operation. The people from Oman want the safety
and security of the airlines and the particular airline provides that.
The basic intention of the airline is to get some good position in the market by involving
more people with their service and the problem has come if low-cost interference has come in
between (Henderson 2015). This is one of the prime concerns for people and they have also
taken the opportunity of accumulating people by different passes and discount tickets, so that
will be a huge opportunity for passengers.
Technological Factor
In case of Technological aspect, booking technology is 24*7 and passengers can call and
state their concern. In some cases, an acute situation will come in the organization and that will
be a huge challenge for the organization to overcome the situation. 180 seats are available in the

8MARKETING PLAN OF ELITE OMAN AIRLINES
seat and each seat has the automation control and shape alignment figure adjustment that means
the seat will automatically take the shape as per the passengers (Siriborwonpitak and
Pathumporn 2014). Better customer service process will be allocated in that airline for enhancing
better technological aspect of the company. It is quite impressive form the point of view of
customer satisfaction.
Legal Factor
In case of Oman the company is the main concern of the process and most of the low cost
companies are having a good market in Oman. The factors like government stability, policy
reform process, international relation and internal security are the major factor of this process.
The labor law is another aspect in legal case and for that reason tax is been less implemented
over the organization (Basfirinci and Mitra 2015). Recent economic policies are enhancing the
business opportunities also and that impacted in business process also.
Environmental Factor
Government action issue and business conditions support the environment process and
Law for the Protection of Environment and Prevention of Pollution (RD 114-2001) also releases
the same environmental law for the bio-diversity and natural reserve process (Podoprigora and
Nazvanova 2015).
4. Internal Analysis
The internal analysis highlights the four aspects of a company. The four aspects are
infringing the quality of the company and make it presentable in the outer world.
The major strength of the company is the low-cost airlines' process. The company can
accumulate more people with their service if they maintain this low-cost process. Another aspect

9MARKETING PLAN OF ELITE OMAN AIRLINES
that needs to consider by the company is the level of quality decline due to the low cost and that
is the reason most of the passengers are questioning about the malicious situation in the airport or
airlines (Fan and Lingblad 2016). This needs to be checked by the crew employees so that
everything becomes fine. Booking facility is impacted on customers as the 24*7 booking process
through online portal helps the process for passengers. Quality service and feedback for
cancellation or disruption cases are important and that is the reason customers might feel hurt for
this reason. The company has taken care of this aspect and that will influence more business
opportunity and engage some people.
The weakness of Elite Oman Airline is the brand image of the company and that is the
most concern matter of the company. People are not familiar with the company so there is
persisted hesitation present there. The rating of the company is low as the promotion is not
possible for the company like this. The productivity amount is another concern for the company
as the productive sources are limited, thus improvement is not possible (O'Connell 2006).
Natural disaster or war situation has added the aspect that may change the sustainable position of
the organization.
As the company is the best low-cost carrier in Oman, thus future opportunity is persisted
in that case. There is an opportunity to make the repressive market for the airlines' industry. The
global presence is the key opportunity that may be considered in this case.
The threats of the company are always started with the competitors. In case of the global
market, each aspect has been evaluated by the passengers and that is the reason quality assurance
can be a threat to the airlines (Rachid and El Fadel 2013).

10MARKETING PLAN OF ELITE OMAN AIRLINES
5. Market Segmentation and Position
The market position of Elite Oman Airline is not very good as the marketing principles
are not meeting in a legitimate way. The promotional aspect of the company is the key approach
to the company and that considered a major change in form of revenue generation of the
organization. The basic target market of the company is the higher middle class, middle class and
lower-middle-class people. They have not formulated a flight for niche market people as they are
not able to deliver this kind of infrastructural change in their flight that evolved the quality of the
flight in quick time. In case of demographic segmentation, these kinds of the lights are admired
by the age group between 25 to 35 aged people and they have found the flights are in their range
and also state that it was in their budget (Baporikar 2012). The company has set their ticket price
as per the investment is done by them at the initial time and that is the reason the entire budget of
the company is important. The budget allocation showcases the reason behind their low-cost
carrier and also influences their discount of free ticket context opportunity to promote their
service and to have better audience gathering. In case of the demographic segmentation age factor
has been discussed (Richardson 2012). The psychographic segmentations is also important for the
development of business and in case of Elite Oman Airline, different genre people have
accumulated in that process for the development of the business.
6. Goals and Objectives
The major goal of the organization is to deliver safety and security to their passengers
and implement the process of low-cost airline in Omani market to gain the huge amount of
existing passengers. The company has set their short-term goal to extend their service to 2 new
domestic destinations and has taken the long-term initiative to make some international move
within 5 years from now.

11MARKETING PLAN OF ELITE OMAN AIRLINES
The objectives of Elite Oman Airline are
 To deliver low-cost fare tickets to passengers so that enough engagement with them
sustain.
 To accumulate the huge number of people in middle class or lower middle-class people so
that an engagement to operational success can retrieve from that.
 To deliver safe and secure airline amenities for passengers so that people have never
complained about the facility related issues.
7. Action Plan
What When Who How Target Date
Low cost Tickets The process will
be completed
within one month
The pricing
department and the
operation
department will
take care of that
process.
For less pricing
strategy, company will
approach more people
and will also make
some hourly flight in
domestic areas so that
more people can
accumulate to these
fights.
20. 06. 2018
Engage more
middle can lower-
middle class
people
The promotional
aspect is needed
for the business
and it will take 3
months for that.
The promotional
department of the
company will take
care of that and
engage more
Through the social
media, online media,
TV and print media
promotion of low cost
price is the most
20.08.2018

12MARKETING PLAN OF ELITE OMAN AIRLINES
people with the
organization
important factor that
they can use for the
development of their
business.
Safety and
security of
passengers
The entire process
will take place
within the one
month.
The department of
safety and security
in the airlines are
the liable persons
for that job.
They have to take care
of all the safety and
security technology for
the development of
organization. In most of
the cases airlines are
using technological
support for that and
Elite Oman Airline will
use some process like
this also.
28.06.2018
Table 2: Action plan
(Source: Created by Author)

13MARKETING PLAN OF ELITE OMAN AIRLINES
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