Comprehensive Marketing Analysis of Swiss Air: Strategies and Insights

This report provides a detailed marketing analysis of Swiss Air, examining various aspects of its marketing strategies. It begins by exploring the airline's differentiation approach, emphasizing how Swiss Air sets itself apart from competitors through high-quality services and customer relations. The report then delves into the company's competitive advantages, highlighting its strong market position and operational efficiency. It addresses commoditization, explaining how Swiss Air copes with price-based competition by focusing on quality and customer service, including discount deals and attractive offers. The analysis continues with a discussion of market segmentation, detailing how Swiss Air targets different customer groups based on demographics and psychographics, offering tailored services like business and economy class. The report also covers the marketing mix (product, place, price, and promotion), highlighting Swiss Air's pricing structure and promotional efforts. A solutions approach is examined, focusing on how Swiss Air addresses customer issues to improve service quality, and the importance of sustainability in maintaining customer satisfaction and market position is discussed. Finally, the report concludes with a list of references, including books and journals used in the analysis.

Marketing Management

TABLE OF CONTENTS
Describe Marketing of Swiss Air in terms of: ................................................................................1
Differentiation: ...........................................................................................................................1
Competitive Advantage: ............................................................................................................1
Commoditisation and how to cope with it- ................................................................................1
Segmentation- ............................................................................................................................2
Marketing Mix ‐..........................................................................................................................2
A Solutions Approach -...............................................................................................................3
Sustainability- ............................................................................................................................4
REFERENCES :..............................................................................................................................5

Describe Marketing of Swiss Air in terms of:
Differentiation:
The differentiation approach will help the cited Airlines firm to differentiate their product
and services from that of their rivals and competitors in the market. It will facilitate the
organisation to develop a high quality product and services that will help in good management of
the business relations with their stakeholders and customers (Kotler, 2015). Also, it will help in
improving the operational calibre and rectify the issues that are been faced by the Swiss Air. The
development of new product or services and providing to the customers on an effective cost will
help in improve the revenue generation of the enterprise and hence increase the overall market
position and sustainability for the business entity. This measure will increase the effectiveness of
the Airlines firm that will support a good handling of the needs and demands of the organisation.
Competitive Advantage:
This approach will be followed by the enterprise when the firm is in strong and
dominating position in the market. The good and sustainable position of the company in
Switzerland's aviation market. In order to maintain the market sustainability, the firm will look
after the better management of the operations and thus will support a good rise in the
functionality of the organisation (Keller and Kotler, 2016).
Other than this, the moderate or reasonable pricing of high quality goods and services and
efficient work process that are been followed by the firm will support a better rise in the customer
satisfaction level, leading to a great improvement in company's profit margin and competitive
benefit over its competitors and meeting of the targeted operations in a better way (Olson And
et.al., 2018).
Commoditisation and how to cope with it-
Commoditisation process is where leading organizations with different types of pricing.
In these customers only looks attractive and low pricing prices and commoditisation process is
market is based on price competitions (Kotler, 2015). Many organisation offer customers to
different kinds of price and with attractive offer so customers attract with lower price. In
commoditisation marketing management cope with to provide quality products and also ensure

the marketing procedure is simple and understand by consumers. In Swiss airlines
commoditisation helps to cope with provide customers to better quality service like they give
discount deals to customers and also gives offers to early booking etc. for example – one air lines
gives pre booking discount offers and another air line company gives discount to with purchase
one tickets in 8,000 and with free dinner in airlines. So customers which offer where thy earn
more benefits. On those competitors make competitions to provide attractive deals (Weinstein
and Pohlman, 2015 ).
Segmentation-
It is a process of dividing the markets into different segments on the basis of several
factors. These factors can be demographics, geographical, etc. It is one of the most common
method used by companies in segmenting the market. There are basically four types of
segmentation (Kleinaltenkamp, Plinke and Geiger, 2016) Swiss Air has segmented their market
on the basis of demographics. Their services are available to all people who belong to any age,
gender, etc. these people can utilise services offered by airline. Moreover, they have used psycho
graphic segmentation. They have divided people on basis of income and lifestyle. Those people
who are having high income and lives standard life, Swiss Air provides them services.
By doing market segmentation Swiss Air is able to gain major market share in
Switzerland. Beside this, they have categorised their services such as business and economy
class. It has given them advantage to attract more customers. Also, according to seasons Swiss
Air offers their customers different schemes such as discounts, membership card, etc.
Furthermore, it has enabled them Swiss Air to enhance customer satisfaction and retain them.
Apart from this, services are developed according to change in taste and preference of customers.
With this company is has created an effective customer base.
Marketing Mix ‐
It refers to the marketing tools that is used by firm in order to attain their goals and
objectives (Baker and Saren, 2016). It consists of 4 P's that are used by every business or firms.
These are described below :-

 Product – It refers to a combination or set of features and characteristics that helps in
fulfilling customers needs. The product of Swiss Air is to provide a source of travelling to
people from one place to another. Also, it contains some services that are given to
customers while travelling.
 Place- Place refers to the location or area where product will be available to customers. It
is very important for company to decide suitable area for selling their product or services.
Swiss Air is well connected to major countries. There services are available to people in
places where Swiss Air operates.
 Price – It is the most important P in marketing mix. The price of product reflects its
value. It must be set by considering the purchasing power and willingness to pay. Swiss
Air is having a very different pricing structure (Gummesson, Mele and Polese, 2016).
They provide service at low price to people. Also, give extra services to people without
charging any price. This helps them to retain their customers and creating competitive
advantage.
 Promotion – It is the most essential in marketing mix. It consists of all those activities
that are used to promote and advertise products and services. It included personal selling,
public relations, etc. Swiss Air is effectively promoting their products by giving ads on
TV, newspaper, magazines, etc. company have covered the entire market. Besides this,
they are promoting it by using social media as well.
A Solutions Approach -
In this Swiss airlines find the problems of customers like. They having trouble in the
flight and no proper sets available or food related problems, or miss flights etc. all these problems
solutions find the Swiss airlines. In these solutions approaches Swiss airlines provide marketing
to their organizations that they improve their problems solutions and provide better quality
service to the consumers they also ensure each service they provide is safe and secure like food in
flight (Baker, 2016). Mainly customers are no feeling well to eat the flight food. So Swiss
airline's make better food to their consumer and they al;so provide fresh food like juice, fruits and
other healthy drinks which is good for health. Swiss airlines also ensure the problems of airlines

staff members and their facilities because each staff members some time travel long times day so
the solutions is to provide some rest in flight and also provide duties in shift so each staff
members take rest in the flights (Miquel-Romero, and et.al ., 2014).
Sustainability-
In this Swiss airlines need to maintain all the functions in the flight like customers
facilities. Staff member help to provide proper seat for customer's and their lunch, dinner facility.
They also need to maintain all the marketing of Swiss airlines like their staff member updates
discount deals on website and also post pictures and videos on website and timely updates them.
They make promotion from the passenger review on the flights facilities how can they improve
their flight service (Malhotra, and Peterson, 2014). In the Swiss airlines one thing they need to
ensure customers safety they provide each customers to life jackets so if any kinds of problems
they safe customers easily. For those facilities customers attract, most to Swiss airlines facilities
and company also maintain their marketing for the customers. They also ensure each facilities
they provide which is well secure because airlines facilities are highly classic. Sustainability also
pointed the all over organizations maintained their customer growth and their or other functions.

REFERENCES :
Books and Journals :
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Gummesson, E., Mele, C. and Polese, F., 2016. The Naples Forum on Service: Developing theory
through the practices of a community. Marketing Theory, 16(2), pp.266-268.
Keller, K.L. and Kotler, P., 2016. Marketing management. Pearson.
Kleinaltenkamp, M., Plinke, W. and Geiger, I., 2016. Business Relationship Management and
Marketing. Springer-Verlag Berlin An.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Malhotra, N.K. and Peterson, M., 2014. Basic marketing research. Pearson
Miquel-Romero, M.J.,and et.al ., 2014. Relationship marketing management: Its importance in
private label extension. Journal of Business Research, 67(5), pp.667-672.
Olson, E.M. And et.al., 2018. The application of human resource management policies within the
marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management. 69. pp.62-73.
Weinstein, A. and Pohlman, R.A., 2015. Customer value: a new paradigm for marketing
management. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 132-133). Springer, Cham.