PURPOSE The purposes of this assignment are: 1. To prepare a marketing plan for a company. 2....

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General Management

PURPOSE
The purposes of this assignment are: 1. To prepare a marketing planfor a company. 2. Conduct the necessary studies and analyses whichis to be included in the marketing plan. 3. Recommend theappropriate marketing mix strategies, implementation, evaluationand control to realise the marketing goals set in the marketingplan.
INSTRUCTIONS:
Select a low cost airlines over the world such as AirAsia,Norwegian, EasyJet, Jetstar Airways, AirAsia X, WestJet, IndiGo,Southwest Airlines, Eurowings, Scoot, Ryanair, Jetstar Asia, Peach,Jet2.com, Vueling Airlines, PAL Express, Citilink, Air Canadarouge, West Air and Nok Air (for your information this low costairlines have listed as World’s Best Low-Cost Airlines in 2018).Prepare a practical marketing plan for the chosen company toachieve its marketing goals. The marketing plan should include thefollowing components:
Executive Summary Table of Contents Body 1. Company background 2.Situation analysis 3. SWOT analysis 4. Marketing goals andobjectives 5. Marketing strategies (4P) ? Product ? Price ?Distribution channels ? Promotion 6. Implementation 7. Evaluationand Control 8. Summary Supplementary References Appendices
. Your assignment should be between 2,000 words to 3,500 wordsexcluding references. The number of words should be shown at theend of your assignment. Do not copy the assignment question andinstructions to your answer

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Executive SummaryB Airlines is looking to expand its operations in the Europeanholiday industry by opening up new routes to new locations Thecompany is looking to expand its fleet and offer customers shortbreaks and various summer and winter holiday packages This is aunique opportunity for the company to invest a new concept ofmarketing in the aviation industry In order to achieve this BAirlines will need to create a demand in the holiday industry byproviding a multitude of destination options on flight servicescheap and competitive fare ratesB Airlines will have to begin the process of expansion amarketing strategy plan which incorporates the major ideas ofmarketing to promote the new holiday packages This report offersvarious strategies that can be implemented for the benefit of theairline as well as compete with other airlines According to theresearch conducted the direct competitors of B Airline operationswill be Easy Jet and Ryan Air as they provide lowcheap fare forboth longhaul and shorthaul travel However these airlines havenot completely carved a niche in the holiday market which will bethe main aim of B Airline to provide luxury holidays with littleexpenseOverview of B AirlinesB Airline is a small but successful business mainly operatingfrom small regional airports in the North of England with flightsto 20 European destinations The destinations that are catered toare either near major cities or seaside resorts B Airlinecurrently leases its fleet of 5 Boeing 737600 planes with thecapacity to carry 110 passengers The current goals for B AirlineincludeUpgrade its fleet to include planes that are able to hold 150passengersIncrease current number of destinations to 30Expand operations by offering customers holiday packages andshort breaksThe market research conducted for the report includes industrytrends market segmentation an analysis of the various competitorsthat B Airline will need to interact with and customertrendsprofile The report develops the marketing strategy for theholiday expansion by following the marketing information systemMIS approach and comprehending the environmental setting in whichthe company will be operating inCompetitor AnalysisThe SWOT analysis model enables to determine how B Airlinecompares to its peers and competitors For this particularcompetitor analysis the following information is focused onAir service offered destinations carriers frequency andaircraft typeBusiness and leisure air faresHoliday package dealsHistory of service at airports in North West EnglandFrom the previous sections market research it is found that BAirline has the following competitorsRyan AirAer LingusEmiratesBritish AirwaysWizz AirEasy JetThe following are indirect competitors in terms of providingcheap rates for European holidays which includes the fares offlights and hotelscomcoukcoukcomEach of the competitors along with their products brandattributes and related marketing concepts are described in Figure6 See Appendix F The competitor map highlights the method inwhich the airline product is bought from consumers Each of the BAirlines direct and indirect competitors have unique product itemswhich separate them from the rest of the See Answer

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