role of marketing in airline industry
TRANSCRIPT
Introduction to Marketing
MembersOng Ling Feng DBS 10040
The Original Idea Travel with Air
MARKETING
Achieve
Profits
Role of Marketing
Provides market focus for the airline
Provides strategic
objectives in their targeted market and customers.
Builds strong customer
relationships
Solidify the reputation and business of the
Airline
Implemented effectively and efficiently
For Example: AirAsia Airline
Powerful marketing strategies Competitive advantage Emerged as another leading Airline
company in SEA
Market planning, strategies and
decision making
Macro Environment
Micro Environment
Macro Environment
Set of uncontrollable factors
Socio-cultural Forces
Factors that influence the society and its culture(s) that bring about changes in :-
Attitudes Beliefs Norms Customs Lifestyles
MAS MERCY
Being a responsible corporate citizen includes ethics, integrity and transparency.
MAS provides safe and conducive working environment.
Help employees reach their maximum potential.
In 2009, “Change for Charity” with MERCY Malaysia.
Ref
http://ronaldieya.blogspot.com/2010_05_01_archive.html
http://www.mercy.org.my/0911101200%C2%BBMalaysia_Airlines_And_MERCY_Malaysia_Unite_To_Raise_Funds_For_Charity.aspx
Economic Factor
Factors that affects the customer purchasing power and spending factors
It includes factors such as :- Business cycles Inflation Unemployment Interest rates Incomes
MAS suffered
Suffered weaker demands due to the global economic downturn and the H1N1
pandemic.
overcapacity and ensuing heavy discounting of airfares.
Nevertheless, Malaysia Airlines are cautiously optimistic and the harsh market conditions
have provided an ideal platform to reassess and
realign Malaysia Airlines’ focus to a profitable company.
Micro Environment
Groups that companies have to deal with regularly.
Affects the success of a business.
Customer Factors
Key to sales Organisation survive on satisfying their
customers.
Emirates’ Customer
Emirates have been the leading customer satisfactory Airline
“it was no surprise that Emirates, the Dubai-based international airline, one of the world's fastest growing carriers, set the benchmark in the region in terms of overall customer satisfaction”
“Emirates Airline scored highest with 8.5 on a 10-point scale in overall satisfaction among both Saudi and UAE travelers.”
Competitor Factors
Degree of competition Competitor analysis and monitoring
Ref
http://www.outsource2india.com/kpo/competitor-analysis.asp
Emirates’ Competitors
Etihad Airways - Tied Emirates for the top honors
among UAE travelers - tied for the first place as the most reliable airline From the same and foreign countries.
Ref
http://topnews.ae/content/21450-etihad-airline-gets-more-slots-gcaa