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Pages:
10 pages/≈2750 words
Sources:
11 Sources
Level:
Harvard
Subject:
Business & Marketing
Type:
Research Paper
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 39.95
Topic:

Strategic Marketing For Fly Emirates Airline Business Research Paper (Research Paper Sample)

Instructions:

Description
Over the last 10 years in particular the volatility in global trade, consumer demand, oil prices, and other external factors have seen shipping and maritime companies having to adopt and pursue a range of different strategies in order to obtain a competitive advantage within their market sector. Many of these organisations are turning to creating a portfolio of services to add greater value to their customers. This can take a number of forms depending on their customer base, market sector, geographical location and a range of other factors.
You will have identified through your studies and research that organisations can follow a range of strategies including diversification, differentiation, concentration, alliances, specialisation and cost leadership.
You are required to provide a detailed analysis of an airline's marketing strategy to support the decisions the company has taken as discussed in the first part of this brief. You are required to use the marketing mix model as the framework for this part of your analysis and discuss how this is integrated into the overall strategy of the organisation.
You are also required to demonstrate a wider understanding of key marketing principles and models that you have read in key marketing texts and your research.
You must support your discussion and conclusion with Extensive Research and you will be expected to provide Real Industry Examples to support your analysis.
Simply providing generic statements and ideas will result in a poor grade. High grades will be given to those students who have clearly conducted extensive research and applied their findings to the report.
All strategic models used within your research must be included in your appendices fully completed. A simple SWOT analysis is not sufficient to demonstrate your use of strategic models. (A minimum of three models of your choice must be shown)
Due to the short length of this report, do not waste words explaining what the various models are and how they work, the definitions of the range of strategies etc. You should get straight into the analysis and the application of the theory.
NB:
also if you could please include the models in the appendices with the points discussed in the body in them
as the tutor wants to refer to them from the appendicy

source..
Content:


STRATEGIC MARKETING FOR FLY EMIRATES AIRLINE
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Table of Contents TOC \o "1-3" \h \z \u Introduction PAGEREF _Toc8620548 \h 4The Company PAGEREF _Toc8620549 \h 5Macro Environment Analysis PAGEREF _Toc8620550 \h 5Economic Factors PAGEREF _Toc8620551 \h 5Political Forces PAGEREF _Toc8620552 \h 6Social and Cultural Factors PAGEREF _Toc8620553 \h 6Technological Forces PAGEREF _Toc8620554 \h 7Target Groups PAGEREF _Toc8620555 \h 7Target Market and Positioning PAGEREF _Toc8620556 \h 7Strategic Formulation for Marketing PAGEREF _Toc8620557 \h 7Market Penetration PAGEREF _Toc8620558 \h 8Market Development PAGEREF _Toc8620559 \h 8Product Development PAGEREF _Toc8620560 \h 8Diversification PAGEREF _Toc8620561 \h 8Integration of Marketing Mix PAGEREF _Toc8620562 \h 8Price PAGEREF _Toc8620563 \h 8Place PAGEREF _Toc8620564 \h 9Promotion PAGEREF _Toc8620565 \h 9Product PAGEREF _Toc8620566 \h 10Other Marketing Strategies PAGEREF _Toc8620567 \h 10Call Centers PAGEREF _Toc8620568 \h 10Social Media PAGEREF _Toc8620569 \h 10Google Adsense or Adwords PAGEREF _Toc8620570 \h 11Phone Apps PAGEREF _Toc8620571 \h 11Quality Level of a Workplace PAGEREF _Toc8620572 \h 11The Services Level Reputation of the Emirates Airline PAGEREF _Toc8620573 \h 12Financial Performance PAGEREF _Toc8620574 \h 12Social Responsibility Level PAGEREF _Toc8620575 \h 12SWOT Analysis PAGEREF _Toc8620576 \h 12Conclusion PAGEREF _Toc8620577 \h 13References PAGEREF _Toc8620578 \h 15
Strategic Marketing for Fly Emirates Airline
Introduction
Strategic marketing is all about establishing ideas that are aimed at attaining growth. Every business strives to achieve growth and profit through different means. Consequently, all companies apply strategies that they deem suitable for ensuring growth through an increase in sales and profits. Cerveny et al. (2013) indicates that the strategy that will be used by the company will depend on the financial standing or situation in the market, competition and the regulations initiated by the government. Therefore, the idea of business would depend on attaining growth in terms of increased market share and increased profits (Cerveny et al. 2013, Pp. 50). All the businesses across the globe desire to attain growth, which would be established through the reduction of cost and an increase in sales (De 2018, Pp. 52). Either way, the entire concept is to ensure that there is an increased profit. The airline industry is an important industry in the global market as it plays a crucial role in the manner in which businesses are conducted globally. The sector has vast benefits through the fast services that it offers which make it possible for people across the globe to interact in different societies and industries. The implementation of the of a strategic marketing plan aims at increasing sales whereby there will be an increase of Fly Emirates Airline’s market share within the airline industry.

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