Marketing Report: Blue Air Marketing Functions and Strategies

This report provides a detailed marketing analysis of Blue Air, a major player in the airline industry. It begins with an introduction highlighting the importance of marketing in business success, focusing on Blue Air's promotional strategies and data handling practices. The report then delves into the key roles and responsibilities of marketing functions within Blue Air, including campaign management, content creation, social media management, and market research. Furthermore, it explores how these marketing roles relate to the wider organizational context, specifically examining the relationships between the marketing department and finance, production, HR, and social media. The report also includes a comparative analysis between Blue Air and Alfa Romeo using the 7Ps of marketing, evaluating their product, price, place, promotion, physical evidence, process, and people strategies. Finally, it concludes with a summary of findings and insights into Blue Air's marketing effectiveness and future strategies.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Key roles and responsibilities of marketing functions...........................................................1
P2 How roles and responsibilities of marketing relate to the wider organisational context.......2
LO 2.................................................................................................................................................4
P3 Compare chosen organisation with another business with using 7ps....................................4
LO 3.................................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing considers important role in business success. It includes process of
researching, promoting and selling of products and services. In target market it would be develop
to focus on brand performances and offerings. It helps to increase awareness of customers
towards business offering and get maximum outcomes (Bigne, Andreu and Ruiz, 2018). Present
report based on Blue Air which is the largest enterprise in airline industry. They demonstrate
different kinds of advertisements to attract people in business. The business also contain
information regarding processing of personal data to handle bookings and fulfil travel
arrangements. In respect to gain insight information of the present report, it covers roles and
responsibilities of marketing functions in business. Furthermore, it includes comparison between
Blue Air and Alfa Romeo. At last, power point presentation cover plan that adopted by chosen
company to attain more effective work performances.
LO 1
P1 Key roles and responsibilities of marketing functions
Marketing department of Blue Air play vital role in order to promote business operations
and functions. In this way, staff members are able to reach towards prospects, customers,
investors, etc. (Saleem, Zahra and Yaseen, 2017). There are different roles and responsibilities
played by marketing functions that are as follows: Conduct campaign management for marketing initiatives: Marketing proactively
consider important functions and operations to focus on course of sales cycle. In Blue
Air, material used to make proper communication to get systematic and effective results.
On the basis of marketing campaign, the chosen business able to communicate their
message in market easily (Snider and Williams, 2015). In order to produce more and
effective work performances, marketing initiatives also undertaken by staff members to
maintain growth and work performances. Producing marketing and promotional material: Marketing department consider
research for their core products and services. In this regard, material describe and assists
to make effective functioning in the business. Within the selected enterprise, it is
important to focus and kept up to date information for products and service evolvement.
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On the basis of creative work performance, Blue Air able to attain systematic results
(Wu, Cheng and Ai, 2018). Creating content provide by search engine optimisation: Website also contain first and
possible information to attain more creative work performance. On the basis of web
content current, quick decisions will be develop successfully. Furthermore, Blue Air need
to implement their search engine optimisation functions so that they are able to attain
more significant advantages in the business (Leong, Hew and Ooi, 2015). Monitoring and managing social media: Marketing function of Blue Air also should
focus and contribute to manage their social media. In this way, they need to determine
successful work performances that manage and maintain pages of social media. For
instance, promoting product and services with Facebook, Twitter, Instagram, etc.
Accounts also need to manage properly and carefully that are posted about online
(Mellat-Parast, Golmohammadi and Miller, 2015). Produce internal communication: Staff members also need to understand about
company, values and goals. In this regard, priorities must be set to make effective work
performance in the business. On the basis of employee communication, newsletter and
intranet also promoted successfully in the market. Therefore, Blue Air able to
communicate in systematic manner (Gunarathne, Rui and Seidmann, 2018).
 Conduct customer and market research: Research also assists to define target market
and increases opportunities as well. In this regard, target market define with several
opportunities that assists to understand about products and services perceived.
Furthermore, it is also helpful to focus on Blue Air development with customer
segmentation (Min and Joo, 2016).
P2 How roles and responsibilities of marketing relate to the wider organisational context
In order to promote more significant advantages, it can be stated that roles and
responsibilities of marketing related with wider organisational context. In different department of
Blue Air, these roles and responsibilities assists to focus and maintain growth with effective
functioning. Roles and responsibilities interrelate with wider organisational context in following
manner: Marketing department with finance department: In order to communicate effective
results, it can be stated that marketing department of Blue Air is related with finance
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department (Bolton and Chapman, 2015). This is because, finance department provide
money for investment. On the basis of effective results, it can be depict that huge amount
of investment assists to develop marketing functions in creative manner. Department
provide money to conduct research to assess customer demand and requirements. On the
basis of customers demand and requirements, the chosen enterprise need to provide their
products and services (Grant, 2016). It will assist to cope up with innovative functions
and operations. Marketing department with production department: Furthermore, marketing department
also relate their functions and operations with production department to produce effective
results. In this regard, marketing research helps to know about demand so that production
department able to produce effective results in systematic manner (Knoblich, Martin and
Stansbie, 2017). In Blue Air, production department consist innovative roles and
responsibilities so that significant advantages also develop in productive manner. Marketing department with HR functions and operations: In addition to this, marketing
department also relate with HR functions and operations in creative manner. In this
aspect, it is important to focus and maintain proper recruitment and selection procedure
that adopted to manage systematic work performance. On the basis of requirements in
Blue Air, manager of the company should recruit (Min and Min, 2015). Therefore,
marketing elements assists to know about implementation of recruitment and selection
procedure.
 Marketing department with social media: With respect to deal in social media activities,
it can be stated that marketing department consider important role at workplace. In this
way, in different kinds of tools of social media, activities develop successfully to make
innovative results. The chosen business communicate about their strategies, functions,
etc. in market with using advertisement on internet tools. It will help to make effective
results in the business. There are different tools exist that assists to communicate about
promotional activities of chosen business. For instance, Facebook, Twitter, Instagram,
etc. (Saleem, Zahra and Yaseen, 2017).
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LO 2
P3 Compare chosen organisation with another business with using 7ps
In order to communicate about airlines, first thing consider luxury and comfort. Blue Air
implement different types of products and services to attract maximum number of customers.
However, Alfa Romeo also major competitor of the chosen business and provide products and
services in airline industry. In order to focus on the creative work performance, following
comparison would be implemented with using 7ps:
Basis Blue Air Alfa Romeo
Product In Blue Air, there are certain
elements on the basis of products
must be consider in systematic
manner. With this regard, product
design, quality, range, brand name
and features implemented to attain
more effective growth and
performances (Leong, Hew and Ooi,
2015). On the basis of these
elements, it can be stated that chosen
organisation capture relevant
information at workplace.
On the other hand, Alfa Romeo consider
three types of products and services in
their business. For instance, core,
supplementary and augmented. In core,
transportation, in supplementary check
in, flight entertainment, connecting
flight, etc. services included. In
augmented, online bookings, variety of
meals, mobile ticketing, etc.
implemented.
Price In marketing mix, Blue Air consider
systematic price so that they are able
to generate more effective work
performance and customer attention
as well. The chosen business provide
list price, discount, commission,
surcharge, etc. These elements
mainly helps to attract maximum
number of customers with offering
different types of pricing elements
Price element in Alfa Romeo depends on
class of travel, load factors, profit
margin, competitors pricing, etc. These
elements consider important role in
success of the business (Mellat-Parast,
Golmohammadi and Miller, 2015).
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(Saleem, Zahra and Yaseen, 2017).
Place In order to determine place, Blue Air
consider different elements to
provide their products and services
to ultimate customers such as
distribution channels, methods of
distribution, coverage area and
location. It assists to produce more
creative work performance in the
business (Knoblich, Martin and
Stansbie, 2017).
In order to determine place for dealing
services in market it is important to set
wide distribution channel. It gives
maximum number of access to its
customers. Booking facilities of the
business could be delivered in any areas
of the world. Therefore, it helps to attain
more significant advantages at
workplace.
Promotion Promotion element also consider
important role in business to produce
effective results. In this regard, Blue
Air implement advertisement, sales
promotion, publicity, etc. to promote
their products and services in
different areas of the world.
Promotional activities in the Alfa Romeo
considers by different tools and
techniques. In this way, company using
advertisement through brand
ambassador, media and press releases,
tag lines, etc. Apart from this, there are
also certain tools that can be used by
business to promote their products and
services to attract customers such as
travel agencies, front line staff which
includes in sales promotion (Leong, Hew
and Ooi, 2015).
Physical
evidence
Physical evidence also consider
important role in the business that
assists to meet with innovative
functions and operations. In this
regard, manager of the chosen
business should consider two kinds
of physical evidence such as on the
In order to define physical evidence, it
can be stated that in Alfa Romeo, there
are different aspects consider in flower
of services. It includes information,
consultation, hospitality, safekeeping,
order taking, etc. All these consideration
assists to focus and maintain effective
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ground and in flight. On the ground,
they implement paperwork, brand
logo, tickets, booking facilities.
Beside this, in the flight, aircraft,
proper seating, good inner exteriors,
uniforms, etc. includes (Bigne,
Andreu and Ruiz, 2018).
work performances. There are different
kinds of aspects useful in physical
consideration that assists to maintain
more creative results. For instance, Blue
printing is technique that used to portray
and existing service situation.
Process Process of the chosen business
consider with implementation of
systematic elements that helps to
focus on attain more desired results.
It includes reservation, flight
information, facilities at airport,
provide meal services, entertainment
in flight, delivery of quality services,
etc. All these elements assists to
consider effective process in Blue
Air to develop significant advantages
(Saleem, Zahra and Yaseen, 2017).
Process is also important consideration
which used to emphasis on involvement
of different channels. In this regard, it is
important to enable with reservation
facility that is accessible with major
computerised elements. With the help of
provide proper details, the chosen
business able to consider facilities in all
over the system of the world. They offer
concession but not charging any
cancellation charges and also provide
option to make proper request
(Knoblich, Martin and Stansbie, 2017).
People Blue Air enterprise consider their
operations and functions to
communicate different kinds of
benefits in systematic manner. There
are staff members communicate their
roles and responsibilities with each
other so that they are able to develop
creative results. Different people
possess distinguish quality and
ability such as competence,
People is most important element of
airline industry. This is because, people
provide most important services in
selection, training, motivation, etc.
Furthermore, there are different types of
skills and abilities needed among staff
members of Alfa Romeo so that they can
easily communicate systematic results in
the market. With the help of critical
roles, it can be stated that services will
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reliability, caring attitude,
responsiveness, initiative, goodwill,
etc. (Bigne, Andreu and Ruiz, 2018).
be delivered to customers as promised.
For instance, technical and analytical
skills required (Mellat-Parast,
Golmohammadi and Miller, 2015).
LO 3
Covered in PPT
CONCLUSION
In order to focus on the present report, it covers marketing roles and responsibilities that
assists to meet with desired results. In this regard, Blue Air has been selected that assists to meet
with innovative functions and operations in creative manner. Marketing manager of the chosen
business ascertained their roles to maintain more significant advantages in the business.
Furthermore, it focuses on relation of these roles and responsibilities in wider consideration of
business. On the basis of more systematic performances, it can be stated that services will be
continuously develop in creative manner. At last, comparison on the basis of marketing mix
discussed between Blue Air and Alfa Romeo.
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REFERENCES
Books and Journals
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Airline Industry. In Proceedings of the 1989 Academy of Marketing Science (AMS)
Annual Conference (pp. 546-551). Springer, Cham.
Grant, R. M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley &
Sons.
Gunarathne, P., Rui, H. and Seidmann, A., 2018. When social media delivers customer service:
Differential customer treatment in the airline industry. Management Information
Systems Quarterly. 42(2). pp.489-520.
Knoblich, S., Martin, A. and Stansbie, P., 2017. Keys to success in Social Media Marketing
(SMM)–Prospects for the German airline industry. Tourism and hospitality research.
17(2). pp.147-164.
Leong, L. Y., Hew, T. S. and Ooi, K. B., 2015. An SEM–artificial-neural-network analysis of the
relationships between SERVPERF, customer satisfaction and loyalty among low-cost
and full-service airline. Expert Systems with Applications. 42(19). pp.6620-6634.
Mellat-Parast, M., Golmohammadi, D. and Miller, J. W., 2015. Linking business strategy to
service failures and financial performance: Empirical evidence from the US domestic
airline industry. Journal of Operations Management. 38. pp.14-24.
Min, H. and Joo, S. J., 2016. A comparative performance analysis of airline strategic alliances
using data envelopment analysis. Journal of Air Transport Management. 52. pp.99-110.
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.
Saleem, M. A., Zahra, S. and Yaseen, A., 2017. Impact of service quality and trust on repurchase
intentions–the case of Pakistan airline industry. Asia Pacific Journal of Marketing and
Logistics. 29(5). pp.1136-1159.

Snider, C. and Williams, J. W., 2015. Barriers to entry in the airline industry: A
multidimensional regression-discontinuity analysis of AIR-21. Review of Economics
and Statistics. 97(5). pp.1002-1022.
Wu, H. C., Cheng, C. C. and Ai, C. H., 2018. An empirical analysis of green switching
intentions in the airline industry. Journal of Environmental Planning and Management.
61(8). pp.1438-1468.
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