United Airlines: Marketing Plan and Recommendations

This report presents a marketing plan designed to address the challenges faced by United Airlines, specifically focusing on improving its brand image. The plan emphasizes the importance of explicitly expressing the organization's values through marketing activities, ensuring high-quality products and services to satisfy customers, and utilizing direct marketing strategies such as direct mails, mobile messages, and customized content to meet customer needs. The report suggests that by implementing these strategies, United Airlines can enhance its market position and rebuild its reputation. References to relevant marketing literature are also included to support the recommendations.

Running head: MARKETING PLAN
MARKETING PLAN
Name of the Student
Name of the University
Author Note

MARKETING PLAN
Marketing Plan Proposal
The brand image of the organization has suffered greatly due to the past few incidents which
have taken place. Therefore, this plan aims to ensure that the United Airlines will be able to
improve its image in the market and hence, the following recommendations have been provided:
1. Implicitly expressing organization values
The marketing of the organization has to be done in a manner such that the firm will be
successfully able to express their organizational values (Kotler et al., 2015). Through this step,
the firm will be required to see to it that the organization is able to come up with marketing
activities like advertising and promotion which will explicitly express the organizational values.
2. Focusing on creating high Quality products/ Services
The primary step is to create high quality products. In this step, it is integral for the firm to
ensure that it is successfully being able to create high quality products. The airlines in this case
would be required to come up with offerings and services which satisfy the customers and do not
demean the customers in any manner.
3. Direct marketing
The method of direct marketing is required to be made use of by the United Airlines whereby
through the mediums like direct mails, mobile messages, notifications and customized content in
order to ensure that the organization will be able to see to it that, they are being able to provide
the different customers with their requirements and hence, work on the brand image of the firm
(Lovelock & Patterson, 2015).

MARKETING PLAN
References
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson
Higher Education AU.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.