BE300 Marketing Management: Strategies for Kuwait Airways Success

This essay addresses the marketing challenges faced by Kuwait Airways, particularly its reliance on traditional marketing strategies despite the rise of digital platforms. The research problem focuses on the firm's limited customer base and its inability to attract new customers. The essay suggests adopting a descriptive research design to analyze the marketing problem through relevant theories and models. It recommends using primary data collection methods with quantitative analysis to gather firsthand customer data. The simple random sampling method is proposed to ensure equal representation of all customers in the research. A questionnaire is provided as an example for gathering data related to the marketing issue. The essay concludes by emphasizing the importance of business research and the effective use of its various aspects for organizational improvement.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author’s Note:

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As opined by Kumar (2019), the concept of business research had gained a significant
amount of prominence within the cannon of the contemporary because of the increasingly
number of issues that they are facing. Bell, Bryman and Harley (2018) are of the viewpoint
that the effective usage of this concept not only enables the firms to analyze the root causes
which had contributed towards the issues but also to formulate effective strategies or
measures for the resolution of the same on the basis of the results of the analysis that they
have obtained. More importantly, within the framework of the contemporary business world
it is seen that the different firms are using this approach not for the analysis of diverse issues
that they face but also for conducting market research so as to design their products or
services as per the needs of the customers and also to formulate effective marketing strategies
for the enhancement of their profitability by way of increase of sales (Quinlan et al. 2019).
This essay will suggest the market research approach that the firm Kuwait Airways needs to
adopt for the resolution of the marketing problem that it is currently for the effective
marketing of the airline services offered by it to the customers.
Kuwait Airways, founded in 1953, is the national carrier in the nation of Kuwait and
had its headquarter in Al Farwaniyah Governorate (Kuwaitairways.com 2019). More
importantly, it is seen that the concerned airlines offer flights to the customers not only to the
different Middle East countries but also to the other parts of the world like India, North
America and others (Kuwaitairways.com 2019). In addition to this, it is seen that the
concerned firm had been able to gain a significant amount of success through the usage of the
cost leadership strategy and also taking into effective account the needs or the requirements
of the customers. However, in the present times it is seen that despite emergence of the
different kinds of digital marketing strategies, the concerned firm is still banking on
traditional marketing strategies like ‘word of mouth’, television and other platforms for the
promotion as well as the marketing of the airline services offered by them (Forbes.com

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2019). This in turn had significantly limited the customer base of the concerned firm and also
had contributed in a significant manner towards the inability of the firm to attract new
customers in Kuwait and in the other nations of the world in which it is operational
(Forbes.com 2019). Thus, the research problem will primarily try to resolve this issue that the
concerned firm is facing related to the marketing strategy which it is presently using for the
promotion or the marketing of the services offered by it to the customers. In this regard, it
needs to be said that defining the research problem in an effective manner is important
because of the fact that the entire research will depend on this and if there is an error on the
part of the researcher then he or she would not be able to answer the problem in an effective
manner. Thus, it can be said that in a way the entire outcome of the research and also its
effectiveness will be depend on the effective formulation of the research question.
Hair Jr. et al. (2015) have articulated the viewpoint that three of the most important
research designs which are being used by the firms for conducting business research are
exploratory, explanatory and descriptive research design. In this regard, it needs to be said
that the explanatory research design is the one wherein the researcher is required to analyze
the relationship between the two or more variable which had been selected for the completion
of the business research (Sekaran and Bougie 2016). On the other hand, the descriptive
research design is the one wherein the researcher takes the help of different theories, models,
frameworks and others for the analysis of the research problem that had been selected
(Easterby-Smith, Thorpe and Jackson 2015). Lastly, the exploratory research design is the
one wherein the researchers are required to link the objectives that they formulated with the
findings that they have derived through the analysis of the primary or the secondary data
(Neelankavil 2015). For the purpose of this business research, Kuwait Airlines needs to take
the help of the descriptive research design since it will enable them to analyze the marketing
problem that it is presently facing through the lens of different related theories, models,

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frameworks and others to not only find the root causes of the same but also to formulate
effective mitigation strategies for the same.
Antwi and Hamza (2015) are of the viewpoint that the primary data collection method
is the one wherein the business firms or the researchers collect numerical first hand data from
the customers or other individuals who are of interest to the researcher or business firms so as
to effectively answer the research problem. This is important because of the fact that the data
which is being derived through the usage of this method are very accurate and thereby help
the researchers or the firms to answer the research problem in an accurate manner. More
importantly, for the analysis of the primary data collected through surveys, interviews and
others, the researchers often take the help of the quantitative data analysis method (Kumar
2019). The effective usage of this data analysis requires the researchers to take the help of
different kinds of software like SPSS and others to effectively interpret the numerical data
that they have collected (Silverman 2016). On the other hand, as opined by Kumar (2019),
the secondary data collection method is the one wherein the researcher takes the help of past
literature and also different kinds of newspaper articles, press-releases and others for
answering the research problem in an effective manner. More importantly, the researcher had
the option to analyze these secondary data through the usage of different qualitative data
analysis tools like thematic analysis, content analysis and others (Taylor, Bogdan and
DeVault 2015). The best possible method that Kuwait Airlines can take the help of is the
primary data collection method and quantitative analysis method. The usage of this data
collection method will enable the firm to collect first hand data from the customers and
thereby interpret them so as to address the problem in an objective manner. The researcher
also had the option of using the secondary data collection and the qualitative data analysis
however the results derived from them would not be as accurate or valid as that of the

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quantitative method and it is on the basis of this factor that the quantitative method had been
suggested.
Quinlan et al. (2019) are of the viewpoint that three of the most important sampling
methods commonly used by the researchers for the purpose of business research are simple
random sample, stratified random sample and cluster random sample. The simple random
method is the one in which the researchers each and every member of the population section
which had been selected had an equal chance of getting included with the sample and thereby
given equal preference (Neelankavil 2015). On the other hand, the stratified random sample
is the method in which the overall population which had selected is divided into two groups
and the net sample consists of members from both the groups (Sekaran and Bougie 2016).
Lastly, the cluster random sample is the one in which the overall population is being
segregated into various groups or sets and members from all these sets are a part of the
overall sample (Kumar 2019). Kuwait Airlines for the research can take the help of the
simple random sample method since this will offer representation to each of the participants
involved in the research and thereby enable the firm to not address the issue in an effective
manner but also to come up with the kind of solution which would be agreeable by all its
customers.
The firm under discussion here for the effective usage of the simple random sampling
method would have to first select a particular number of its customers who would participate
in the survey which it had formulate. Next, the responses given by all the customers would be
collected and they would be analyzed in a combined manner without segregated the
customers or the answers given by them into any specific groups or sets. This would be done
so as to ensure that all the customers have equal representation and no customers or their
answers are being left out. Furthermore, the researcher can take the help of the methods like

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lotteries, random draws and others for getting the data which is needed for the completion of
the research work.
Questionnaire-
General Questions
Gender ☐ Male ☐ Female
Age group (years) ☐ 18 -29 ☐30-39 ☐40-49 ☐50+
Education
a. Up to High School
b. Diploma
c. Bachelor Degree
d. Master/Doctorate
How long have you been using the services offered by Kuwait Airlines ☐<3
years ☐3-6 years ☐7+ years

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Questions related to the marketing issue
To conclude, the concept of business research is important from the perspective of the
different business firms since it enables them to effectively research their current position and
thereby formulate relevant strategies for the improvement of their organizational prospects.
However, the business firms in order to effectively use the tool of business research need to
use its different aspects like research design, sampling method, data collection method, data
How far do you agree that Kuwait Airlines had been able to convey
information regarding the services offered by them in an effective
manner
S
D
D N A
S
A
Do you thing that the promotional strategy used by the other airlines is
better than that of Kuwait Airlines
S
D
D N A
S
A
Do you think that the use of digital technologies for promoting the
services offered by Kuwait Airlines will help you
S
D
D N A
S
A
How far do you agree that the marketing issues faced by Kuwait
Airlines can be solved through the usage of different online platforms
like social media and others
S
D
D N A
S
A
How far would you be happy to receive updates regarding the services
offered by Kuwait Airlines over social media and other similar
platforms
S
D
D N A
S
A

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analysis method and others in an effective manner. These aspects become apparent from the
above discussion.

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References
Antwi, S.K. and Hamza, K., 2015. Qualitative and quantitative research paradigms in
business research: A philosophical reflection. European Journal of Business and
Management, 7(3), pp.217-225.
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university
press.
Easterby-Smith, M., Thorpe, R. and Jackson, P.R., 2015. Management and business research.
Sage.
Forbes.com 2019. Overshadowed: How The Gulf's Second-Tier Airlines Are Struggling To
Turn A Profit. [online] Available at:
https://www.forbes.com/sites/dominicdudley/2018/11/15/how-the-gulfs-second-tier-airlines-
are-struggling-to-turn-a-profit/#54003d6342a6 [Accessed 5 Apr. 2019].
Hair Jr, J.F., Wolfinbarger, M., Money, A.H., Samouel, P. and Page, M.J., 2015. Essentials of
business research methods. Routledge.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Kuwaitairways.com 2019. Kuwait Airways - Official Site. [online] Available at:
https://www.kuwaitairways.com/en [Accessed 5 Apr. 2019].
Neelankavil, J.P., 2015. International business research. Routledge.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South
Western Cengage.

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Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
Silverman, D. ed., 2016. Qualitative research. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.