Marketing Strategies: Evaluating a Journal Article on Kuwait Airways

This report evaluates a marketing journal article focusing on Kuwait Airways' marketing strategies, particularly its e-business initiatives. The study analyzes the airline's online marketing, customer relationship management (CRM), branding, marketing mix, and competitive landscape. It compares Kuwait Airways' approach with those of Jazeera Airways, the Hijab industry, and Alibaba, highlighting similarities and differences in online marketing, CRM, branding, marketing mix, and competitive strategies. The evaluation extends to the Omani market, examining the marketing approaches of Oman Air and Salam Air, considering factors like online presence, competition, and cultural considerations within the airline industry. The report concludes with recommendations for Kuwait Airways and assesses the significance of further research in this area.

Evaluating a Journal Article on Marketing 1
EVALUATING A JOURNAL ARTICLE ON MARKETING
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Evaluating a Journal Article on Marketing 2
EVALUATING A JOURNAL ARTICLE ON MARKETING
Introduction
Evaluation of a marketing journal article involves studying and understanding referred
topic and content of the given article to critically outline and examine the main marketing issues
addressed. Evaluate the marketing issues identified from the given article with other relating
articles to give a clear preference of a specific referred market. As a result, in this assignment
the first role is to read and understand the marketing content of Kuwait Airways, identify two
other marketing related articles to give basis of marketing issues evaluation identified in the first
article (Al-Fadly, 2016). Carry out a research on Omani market which is the market of
preference in this case to enhance understanding of the market structure. Application of the
evaluated marketing issues from the three articles to the chosen specific market which is Omani
market incorporating both Omani Air and Salam Air. Recommendation and conclusion will give
a summary of a desired strength and identified weakness from the first article and give a
probable solution to rectifying the weakness and whether further research is important.
Body
Summary of the article on Kuwait Airways marketing strategies
Research carried out by Kuwait Airways department on establishment and execution of e-
business marketing strategies had an objective of identifying how they enhance business
operations within the organization. A case study on Kuwait Airways Company (KAC) and
Jazeera Airways Company (JAC) was adopted as the basis of their research. The research was
enhanced on the basis of marketing as a crucial factor of enhancing business growth of the
organization. The main finding was that technology is key in enhancing good communication
means as an effective tool of e-business marketing strategy. Both Kuwait and Jazeera have e-
marketing strategies but have recorded different levels of success as a result of different
application of marketing aspects. Some of the marketing aspects enhanced in the article are
discussed below.
Online marketing. Kuwait and Jazeera have enhanced online marketing of their travel
services. Application of internet marketing software to enhance online booking services for
travel packages to their esteemed customers. Customer relationship management (CRM). Both
Kuwait and Jazeera airways have website portals that are important in lending services to their
esteemed customers. With a technological media platform where customers can make enquiries

Evaluating a Journal Article on Marketing 3
or even make calls to the companies. Branding. Use of technology in enhancing market of the
airways services has been examined. Direct online marketing has enhanced promotion of their
services to the customers. Website designing also creates an image of a ready market to be
utilized. Marketing mix and customer’s loyalty. This refers to activities involved from creation
of a service or product until it reaches the consumer. The type of product quality, pricing value
and means of issue affects the level of consumer’s loyalty to the company. Means of services
delivery and evaluation by both Kuwait and Jazeera to reaching their customers affects the rate
of its demand and acceptance by the target market. Jazeera has a higher number of customers
than Kuwait as a result of improved marketing mix strategies. Competition. This refers to the act
of competing between two or more entities in a business setting. Kuwait is facing stiff
competition from Jazeera in terms of business productivity.
Evaluation of Kuwait Airways case study article with two other peer reviewed marketing
articles
Marketing is a business management process set from the manufacture of a product or
service till it gets to the consumer who is believed to be the last user. Other relating marketing
articles are, a review of Hijab Industry a case study on mediating effect of customer’s
satisfaction. The case study on Hijab industry is enhanced by the marketing mix activities
enhanced to ensure customers satisfaction. The arguments in this article are that, if the
customers’ needs and requirements are catered for, he or she is likely to be loyal to the company
and vice versa. Another review article to enhance is one on Alibaba’s online marketing strategies
(Li & Yazdanifard, 2014). The article analyses Alibaba online business as one that has developed
due to careful establishment, adoption and implementation of the increasing technological
advancing factors positively in to the organizations marketing business activities. Evaluation of
the three marketing issues to relating to identified marketing issues are as follows;
Online marketing. Selling of goods and services through internet is a current trend that is
growing more and more each day. Kuwait Airways and Jazeera Airways as transport companies
have enhanced the use of online marketing on more expounded basis to enhance service
provision to their customers. A well-developed travel package services is enhanced to ensure that
all customers’ needs are catered for. Though recording different performances, online marketing
for the two companies have linked a big advantage to reaching their customers. Hijab industry
marketing platform is based on the fact that, products and services provided either online or

Evaluating a Journal Article on Marketing 4
manually should fit the needs of the target market. Unlike in Kuwait case, online marketing by
Hijab should demonstrate good intentions to satisfying customers’ needs and not just make
profit. Alibaba business on the other has strategy that put online business as the main marketing
routine as it’s easy to do business anywhere in the world. Alibaba argues that, internet
technology is the best marketers can have as it enables them reach out to all consumers. The
three articles support online marketing with the aim of ensuring that they reach out to the target
market as they provide consumers’ needs and requirements (Suryana, et al, 2017).
Consumers Relations management. These are strategies enhanced by business units to
enhance or improve an existing relationship with their customers. Kuwait and Jazeera airways
have website portals where they connect with their customers at any time, a social media
platform with relevant customer care services where customers can ask questions and give
reviews to help improve the services given (Lee and Kotler, 2015). This is important to help
increase customer interaction activities important for improving consumer’s relations
management. Self-service routine and free luggage carrier up to a certain amount by Jazeera
gives it advantage than Kuwait in attracting the customers. Hijab industry has incentives given to
customers like bonuses and free gifts at any time provided the need to reward their customers a
rises. Also providing the right products, Hijab works to provide the desires of their customers in
terms of new fabrics, designs among others in their market. Alibaba on the other hand has perfect
CRM strategies that have been keenly implemented leading to company’s higher rank in service
delivery as an online business. Example, discounts for certain items on specific days, public
relations and direct marketing services to customers. The three articles illustrates that CRM is
important in any given business organization to help improve consumers relationship important
for development of marketing activities.
Branding refers to the activities enhanced to create an appealing image of the company.
This can be names given to the company, promotion activities among others. Branding is very
important for a company to enhance attraction of the target market as well as the stakeholders.
Technology in branding goes together with policy of graphics and design. Kuwait and Jazeera
airways brand themselves through their website portal. Graphic designs technique used in
enhancing the companies’ websites has led to increased customer traffic in booking of the
company’s services. Jazeera Airline has the most attractive website, as a result of use of graphic
and design, the company’s customer traffic has relatively increased by far much margin than that

Evaluating a Journal Article on Marketing 5
of Kuwait. This has enhanced an increase in marketing productivity of the Jazeera. Hijab
Company’s logo website is created in a way that incorporates all the newest designs in the
fashion industry and it’s changed from time to time to remain relevant in the market for
consumer attraction (Peterson, 2016). Alibaba just by its name it’s a unique brand, the name can
be easily pronounced and can be written in different languages thus enhancing understanding to
the target customers. Apart from Kuwait airways, all the other companies illustrates that
effective branding is important for the company to enhance more customer attraction important
for marketing. Kuwait has a low customer traffic profile due to poor branding (Tan, et al, 2015).
Marketing mix to enhance customer’s loyalty. This refers to the activities involved from
production of a product or rather a service until it reaches the consumer. It involves the 4ps of
marketing that includes product, price, place and promotion. Case study on Kuwait and Jazeera
illustrates that only the satisfied customers that go back for another service. Effective products
and services at valuable prices that are always available for the consumer when need arises
enhances positive marketing mix. Jazeera has relatively higher profile on marketing mix than
Kuwait thus customers remain loyal to Jazeera. Hijab and Alibaba has set efficient marketing
mix strategies to ensure that the services offered to their customers are of high quality that
matches its value and are available at any time its required by the customer. The three articles
enhance efficient and effective marketing mix process to enhancing customer’s loyalty. Kuwait
has a big gap to feel in its marketing mix activities to enhancing customer’s loyalty (Wahab, et
al, 2016).
Competition. Technical advancement in business marketing has enhanced high level of
competition between different business entities. Technology enhances creation of a good website
important for passing information from the company to the consumers. Kuwait is facing
competition from Jazeera a local airline company as a result of technical application in its
activities. Though both offer similar services, the customers cannot overlook the aspect of
technology, Jazeera has a better taste of technology application thus an increased marketing
output. Hijab as a fashion dominated company has various competitors but beats them by
enhancing aspect of technology. Alibaba’s main competitors are E-bay, to stand out, Alibaba
uses technology to give improved packages of their services (Schepp and Schepp, 2009).
Technology is the key driver of competition in marketing as observed from the three articles.
Application of the evaluation on Omani Market (Omani Air and Salam Air)

Evaluating a Journal Article on Marketing 6
Omani’s marketing economy incorporates both Omani Air and Salam Air as it’s very
open. Online marketing is very important to enhance the level of growth of the market both
locally and internationally. Omani Air being the most trusted airline provider services in the
region, has developed and expanded the level of its service delivery. Example, in the tourism
industry strategies set are aimed at improving Omani market to an international level for visitors
from all backgrounds in the world to a common destination across the Sultanate of Omani and
for the local travelers Salam air has services to various local destinations and also to the
neighboring countries (Henderson ,2015). The set online portfolio by the tourism sector enhances
its activities by providing a wide range of relating information from the government set programs
that illustrates the market as the most productive and viable for willing customers (Omet and
Mashharawe, 2002). As a growing airline service provider in Omani, Salam has ensured that
online services are clearly developed with a platform to communicate with their esteemed
customers.
Competition is a healthy factor of marketing at Omani marketing structure. Both Omani
and Salam Air have enhanced the aspect of originality while providing services to their
customers. Being managed by local companies with direct links with Omani government, the
two Airlines have been able to maintain and differentiate the taste of cultural aspect and that of
the visitors in to the country. This is very important to enhance the real experience of both the
visitors and the locals who have aims of using the two Airlines. Omani Air with the support of
the tourism industry has incorporated the latest set of technical advancement in expanding the
Airlines structure to enable high quality activities for better service delivery Salam Air however,
is bet to face and it’s facing high competition from other airlines in the region as well as Omani
Air being of the low technical enhancement in its activities to service delivery (Alsumairi and
Tsui, 2017).
Consumer Relations Management in Omani market is enhanced through e-marketing,
using a specific set portal for that particular sector. Both Omani and Salam Air have well
developed online portals that set a specific platform for consumers to engage with the companies
directly. This is important to enhancing direct marketing between the customers and the service
providers. Salam has an exciting portal that gives easy booking guidelines to the customers
unlike Omani which has been in existence for a longer time. Customers using both Airlines have

Evaluating a Journal Article on Marketing 7
the advantage of enjoying catering services while on board at affordable prices (Al Ani and Al
Amri, 2015).
Branding for Omani and Salam Air differ in that, Omani has used organized marketing
exhibitions planned by the tourism sector while Salam has used the online platform to attract
more customers. Clear graphic and design structures have been used by Salam importantly to
attract customers who are satisfied by the way they offer their services. On the other hand,
Omani has used open marketing exhibitions campaigns as a way of convincing their customers.
Example, the marketing campaign organized by Omani Air together with tourism ministry in the
UK in the year 2008 (Baldwin and Scott, 2013).
Recommendations
 Omani Air should apply online technical advancement services to enhance its marketing
activities. That is, enhance graphics and design in developing its website portal to create
an attractive customer relations site.
 Salam Air should develop baggage carrier services that fits the needs of the customers.
More than 7kgs free baggage carrier to attract more customers.
 Salam should also enhance cargo carrier services within the planes that carry the owners
to enhance trust and also because of delays that may occur.
Conclusion
The main determinant of effective business marketing is communication between the
consumer and the marketer. Information gives knowledge about the existing service and the
means by which the consumer can acquire the product or rather the service. The various
marketing aspects discussed above enhances an understanding on the crucial need for all
marketers to set viable marketing structure that gives the consumers a feeling of ownership.
Marketers should not only be concerned about making huge profits but also the feelings of the
consumer. The study has also illustrated that technology is the main gear to healthy competition
in marketing and also to effective branding. For effective online marketing application
programming interface is relevant and should be enhanced.

Evaluating a Journal Article on Marketing 8
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