Essays on Airline Marketing Case Study

Download full paperFile format: .doc, available for editing

The paper "Airline Marketing" is a great example of a case study on marketing. The simulation games offered a chance of forming an airline company and running it. The aviation simulation game went through six rounds and the purpose was to create an airline with the aim of learning how to operate and manage a real airline company. The aviation simulation game also provided an opportunity of experiencing the challenges, competition, and obstacles that are encountered in the airline industry. The results obtained after every round were documented and formed one-quarter of the financial reporting period of the airline.

The airline company formed in this report is referred to as Sam Fun Cloud (SFC). This market report analyzes the events that took place in the simulation game while giving an in-depth explanation of all the results with regard to Sam Fun Cloud. The profile of the company has been discussed. The marketing audit gives a detailed analysis of the strengths, weaknesses, opportunities, and threats of the airline company. The four Ps that form the marketing mix of product, promotion, place, and price have been explained.

This report provides insight into managing and operating an airline company. Many factors that are important in the airline industry have been discussed in this report. Airline profile informationConcept of the airline and route analysisThe concept of the Sam Fun Cloud airline is to penetrate the market a low-cost carrier with the aim of expanding to other sectors that offer more flexibility. The airline penetrated the airline industry as a low-cost carrier targeting low-income earners or middle class looking for price bargains. To minimize costs, only one class of passengers was operated by the airline SFC carriers.

Price can be a strategy of market entry (Verma, 2012). Maintaining low operating costs in the airline industry is challenging due to the price of fuel which forms a big portion of the expense. Appendix 1 shows the route map of the Sam Fun Cloud airline since its inception. The routes developed include Tehran, Bahrain, Muscat, Jeddah, Karachi, Cairo, Istanbul, and Bombay respectively. Dubai-Istanbul was the longest route followed by Dubai-Cairo. Dubai-Karachi and Dubai-Jeddah were among the shortest international routes.

Dubai-Bahrain was the shortest route. Most of the routes did not require connecting. f 5.25 years each.

References

Barker, R. & Angelopulo, G.C., 2005, Integrated Organizational Communication, Juta and Company Ltd, Pretoria.

Dahlen, M., Lange, F. & Smith, T., 2010, Marketing Communications: A Brand Narrative Approach, John Wiley & Sons, London.

Donovan, R. & Henley, N., 2010, Principles and Practice of Social Marketing: An International Perspective, Cambridge University Press, Cambridge.

Kong, C.M., 2005, Relationship Marketing in a Globalised World, Utusan Publications, Kuala Lumpur.

Masterson, R. & Pickton, D., 2010, Marketing: An Introduction, SAGE, Melbourne.

Pirie, G.H., 2009, Incidental tourism: British imperial air travel in the 1930s, Journal of Tourism History, 1: 49-66.

Smith, P.S. & Taylor, J., 2004, Marketing Communications: An Integrated Approach, Kogan Page Publishers, Sydney.

Rigas D., 2002, Flying Off Course: The Economics of International Airlines, 3rd edition, Routledge, New York.

Rigas, D., 2001, The Airline Business in the 21st Century, Routledge, New York.

Verma, H.V., 2012, Services Marketing: Text and Cases, 2/e, Pearson Education India, New Delhi.

Download full paperFile format: .doc, available for editing
Contact Us