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Airlines

MARKETING

ASSIGNMENT ONE

Low Cost Airlines

A small UK regional airline is seeking to expand its business into the low-cost market, in which the likes of easyJet, Ryanair, Jet2 and bmibaby operate. You are part of a small marketing team brought in to help the company achieve its aim of gaining 5% of the expanding market within two years. The remit you have been given is to research and prepare a briefing document for the team that looks at the dynamics of the market and identifies the main challenges and possible strategies to deal with them.
Some information on easyJet has been provided by your line manager, but obtaining more background information would be a useful starting point for your research.

TASK 1

Prepare a general briefing document for the team that highlights the difference between a market orientated organisation and those that have a sales orientation, a product orientation and a production orientation. Try to include actual business examples of these different approaches to support your arguments.

With reference to easyJet, what type of orientation do you think they have? Give your reasons.
How might your airline develop a market orientated approach?

TASK 2

Outline a discussion document on the business environment in which your airline will operating. Try to include an appraisal of external environmental factors such as political / legal. economic, social and cultural factors that may affect the airline industry as well as an appraisal of the industry using Michael Porters ‘five forces’
Briefly identify major stakeholders within the industry and examine how their interests may conflict.

TASK 3
Suggest ways of segmenting the market for air travel and identify how you could target and position your airline more effectively than your competitors.
How might this affect your overall marketing mix?

Your document will need to be completed by the end of February and should be no more than 2,000 – 2,500 words in length.
Any...