Marketing Strategies for Sri Lankan Airlines: Online Community Report

This report, prepared for the senior management of Sri Lankan Airlines, examines the advantages of building and growing an online community for the airline's sales and marketing efforts. It begins with an overview of the organization, its products, services, customer base, and competitors, emphasizing the importance of digital activeness. The report highlights the benefits of online communities, including stronger brand building, customer feedback, and improved accessibility. It differentiates between open and owned online communities and provides examples of successful implementations. The report further explores how online communities can improve product development, customer service, and integrate with other channels for acquisition and conversion, recommending resources and discussing future market and technology developments impacting online communities. The analysis includes financial data, competitor analysis, and best practices for online community management, concluding with references and appendices to support the findings.