Identify the factors within the chosen airline’s business environment that most affect its development during the past and possibly within the next decade.

Select an airline of your choice with a specific business model i.e. Full Service Network Carrier or a Low Cost Carrier (LCC).  In view of the aforementioned, you are required to analyze the operations and performance of this airline and ensure the following deliverables are met in the report:

  1. Identify the factors within the chosen airline’s business environment that most affect its development during the past and possibly within the next decade. Also identify what plans or actions this airline can adopt to overcome uncertain times like we had in the last decade and factors influencing those.
  1. Those factors require you to include, but not limited to the following, by using tools such as the 4Ps, a PESTE analysis, the use of Porter Five Forces model and also the SWOT analysis. It is needed to identify competitive differentiation and positioning of the airline and your recommended steps towards strategic and operational improvement, if so needed.

 

    1. Marketing mix
    2. Identifying and serving the ‘customer’
    3. Market segmentation
    4. Business environment – internal and external
    5. Business and marketing Strategy
    6. Airline product and differentiation
    7. Brand management
    8. Pricing and revenue management
    9. Financial indicators
    10. Distribution strategy and channels
    11. Relationship marketing and promotion

 

  1. By evaluating performance of this airline, generate a report that lists down the business and marketing strategies that made this airline superior or on the contrary, lagging in the industry. It is required that you identify the airline’s marketing mix to do so – which is included in the list above.

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