...specifically to reach out to god and Jesus. Although there are many religions that focus on god and Jesus, the Christian religion is the one that person chooses to practice. Marketers have a big impact on both of these belief's and values. It is important for marketers to research what is trending upward and downward in the cultural environment in order to expand on a possible opportunity. This is the same if a new cultural change poses a risk to what marketers have already invested time and energy in. Constant assessment of cultural values as well as people's views on society is needed in order to properly advertise a product to consumers. 2. The micro environment of a company consist of elements close to that company that impact the company's ability to serve its customer's. Six components make up the micro environment of a company. The company's internal environment which includes management personnel, finance, purchasing, manufacturing, research and development, ect The company's suppliers provide goods and services in order to produce the company's products. Market intermediaries help in the promotion, selling and distribution of the company's products. The customer's of the company include the consumer, reseller, international markets, ect. The company's various public's and it's competition make up the last two components. The macro environment of a company are condition's that exist in the economy as a whole. It is closely linked to the general...
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...Micro and Macro Environmental factors. The marketing environment also impacts to the organization. This can be mainly classified in to two types as Micro Environment and Macro Environment. Micro Environmental Factors Customers Suppliers Banks and Financial Institutions Owners Competitors Public Customers These are the people who consume goods and services from the organization. This may be an individual or an organization purchases a product for its own consumption of the products, or an organization that purchases a product for resale at a profit. These people are most important people for an organization, because these are the people who generate revenues to our company. Suppliers These are the people who supplies factors...
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...y.php Corporate strategy of Qantas has been supporting all its business objectives and also employee level individual objectives so that the company produces better results for the satisfaction of customers. Airline industry is a huge place where different companies are working and if planning and strategic decisions do not meet the needs of the current environment of the business than it would be bad for the company. Marketing and Auditing are the key areas where the strategic decisions of the Qantas have to focus. In Australia the airline industry has been under crisis since 2000 so the Qantas had to tackle the situation by strategic moves and proper planning has to be done for that. Marketing auditing has been done by the company several times to check the effectiveness of the strategic decisions that were being made to support the marketing activities regarding new and old customers (Kain and Webb, 2003). In addition to these, a significant worldwide leaning in rapid look of low-cost transporter was empirical and the challenge for Qantas to maintain both the low cost and high quality standards was difficult but workable and it worked on it. Australian airline industry was not opposed to this, two reasonably priced airlines that is to say wish and Virgin Blue Airlines were launched in 2000 and so they created a sense of competition in terms of marketing activities for the company and thus auditing was becoming necessary. USE OF BUSINESS TOOLS TO UNDERTAKE FORMAL MARKETING...
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...Golden Flight Airlines Marketing Plan Executive Summary Yilmaz investment and ZK Holding make a joint venture and Golden flight will be established at NYC.As a result of developments in today's global world, information and Communication technologies, such as the airlines are also affected by increased competition in Many sectors. Competition is increasing in importance with the increase in marketing activities. Both national and international markets in competition for the airlines, has become an important issue in the name of marketing activities to survive. Marketing Trend We believe that our business will be successful; we provide computability, tasty food , punctuality, flight frequency and modern flights .That`s the reason with our new flight company Our customers can find all these things in our flights. Airline Marketing Advances in technology with the airlines, the travel and tourism activities have been in the increasingly important. The importance of airlines in terms of tourism; a. Today`s new tourism has a precious and little time that participate in travel with comfort and price competition. This tourism provides an extension of stay at the tourist attraction centre. b. It provides speed and comfort while it contributing the development of the tourism. c. Arranging package tours such as transport, accommodation, local excursions, transfers that to meet the basic needs of tourists and to contribute the development of mass...
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...Jacob Dreizin Rudiger Hesse Robert Martinez Lee Vu Hoang Nhat Victor Ka Sing Tsui Executive Summary On September 27th, 2010, Southwest Airlines announced its intention to buy AirTran Airways for $1.4 billion, with the merger being effected within two years. Although by number of planes, AirTran is just slightly more than one-quarter the size of Southwest, the number of routes that each airline presently flies is the same. We anticipate that the intended merger will thus affect the latter far more than might be suggested by the fleet size indicator. Indeed, if the U.S. Government approves the merger, Southwest would become a different entity. It would transform from a primarily regional airline into a national one, becoming America’s third-largest carrier by number of passengers flown. Its fleet would increase by over 25 percent, and it would fly two airplane types—the Boeing 717 and 737—rather than just one. Moreover, having acquired AirTran’s hub operations in Atlanta, currently the world’s busiest airport, Southwest would, for the first time, come into direct competition with Delta, the number two U.S. airline by number of passengers flown, which also claims Atlanta as its main hub. It would also take over AirTran’s Caribbean routes, thus gaining its first international operations. Our analysis will first provide a background of the U.S. airline industry, so as to illustrate the setting for this acquisition.We will then review the sources of both Southwest’s and AirTran’s present...
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...Q1). Demand difference of LCC in Asia Pacific, Europe, and North America The difference of demands among these territories would more clearly be explained in the perspective of macroeconomics instead of through the microeconomics glasses. Micro-economically, there seems to be no difference behind the demand rise of LCC in these territories. Most of the drives are 1). the price sensitivity of consumers, the high growth of travellers, growing economy of upper middle income, and the tendency of decreasing business travels due to technology facilitating business communication inter territories. However, macro-economically, the difference of demands in Asia, Europe, and North America could be figured out as some variables described in the following 5 forces analysis of LCC airline industry Closely analysed from the comparison, the difference seems to be located in terms of 1). Supplier, 2). Substitution power, and 3). Threat of the new entry. In LCC business, cutting cost efficiently without abandoning the industry’s point of parity is vital. One of the ways to do this is the use of low cost/budget airport called secondary airport located not in the main city or alternatively in from the use of budget terminal despite the higher cost. In the airport infrastructure as the supplier of this industry, Asia still does not have as many as such airports and terminals, indicating that the opportunity to reduce the cost is smaller in this case. Besides, in terms of the substitution...
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...Department of Managerial Economics and Decision Sciences HOMEWORK: REVENUE MANAGEMENT BY A RENTAL CAR COMPANY:1 You are a consultant hired by a major national rental car company that is seeking to improve its pricing strategy. In particular, it is considering adopting a strategy of customized pricing tailored to the underlying micro-markets that it might face. In the rental car business (as in the hotel and resort business), price customization is known as revenue management. As a test case, your client is considering a pricing experiment at Lambert Airport in St. Louis, Missouri, a location at which your client has dominant market share and thus can safely ignore possible reactions of competitors. Careful market research has revealed that the St. Louis market is composed of two micromarkets. The first comprises business travelers; the second comprises vacation travelers. The demand curves for these two micro-markets are given below: Micro-market Business travelers Vacation travelers Demand curve equation Q1= 3,600 – 20P Q2= 3,000 – 30P In the table above, P is the daily rental rate, while Q1 and Q2 are the numbers of vehicles rented per day by business travelers and vacation travelers, respectively. Like airlines, the rental car business is one in which the marginal cost of serving an extra customer is nearly zero. For this reason, throughout this exercise, we will assume that your client’s MC = 0. (Of course, your client has fixed costs, but as an astute practitioner...
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...Sector Report No. 8 / 2006 ICT and e-Business in the Tourism Industry ICT adoption and e-business activity in 2006 European Commission Tourism About e-Business W@tch and this report The European Commission, Enterprise & Industry Directorate General, launched the e-Business W@tch to monitor the growing maturity of electronic business across different sectors of the economy in the enlarged European Union, EEA and Accession countries. Since January 2002, the e-Business W@tch has analysed e-business developments and impacts in manufacturing, construction, financial and service sectors. All results are available on the internet and can be accessed or ordered via the Europa server or directly at the e-Business W@tch website (http://ec.europa.eu/comm/enterprise/ict/policy/watch/index.htm, www.ebusiness-watch.org). This document is a sector study by e-Business W@tch, focusing on the tourism industry. Its objective is to describe how companies in this industry use ICT for conducting business, to assess the impact of this development for firms and for the industry as a whole, and to indicate possible implications for policy. Analysis is based on literature, interviews, case studies and a survey among decision-makers in European enterprises from the tourism industry about the ICT use of their company. Disclaimer Neither the European Commission nor any person acting on behalf of the Commission is responsible for the use which might be made of the following information...
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...Managerial Economics Term Paper DEMAND IN THE DOMESTIC AIRLINE INDUSTRY OF INDIA Submitted by: Akshata Shirodkar ePGP-02-002 This term paper explores the rational economics behind the demand and its affect on dynamic pricing in the domestic airline industry in India, where both of these vary often with time and units available. Based on the learning gained during microeconomics course, this paper analyses the current pricing strategies and norms practiced by the airline industry. Managerial Economics Term Paper Demand in the Domestic Airline Industry of India CONTENTS 1. INDUSTRY OVERVIEW ............................................................................................................................................... 3 1.1 MARKET SHARE ................................................................................................................................... 3 1.2 INDUSTRY GROWTH ............................................................................................................................ 4 1.3 CAPACITY VS DEMAND ........................................................................................................................ 5 2. AIRLINE INDUSTRY CUSTOMERS ............................................................................................................................... 5 2.1 CUSTOMER SEGMENTS ..............................................................................................................
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...E MARKETING Prepared for Alanah Malkini Prepared by PRINCE NEGI NZSE 13/03/2015 Air New Zealand, a company that needs no introduction. Being the national passenger and freight airline of New Zealand form many decades and number of awards under the belt it has achieved almost every mile. Air New Zealand mainly operates in the Oceania region and to some of the countries worldwide. With its base in Auckland and competing with some other local and international airlines it truly represents the spirit of New Zealand. Obviously behind this huge success of Air New Zealand there are some parameters which need to be examined. Therefore it becomes very important to highlight how they do this. In the following essay we will try to highlight what are the E Marketing strategies of Air New Zealand and the principle and nature & scope. Let us briefly discuss some of the business modules of Air New Zealand marketing strategy first. Air New Zealand has a B2B and B2C model. Their business totally depends on Commission and Sales. Like other airlines they operate on the web and through their physical stores. Therefore we can categorize Air NZ as a Click and Mortar model. The biggest reason behind the success of their E Marketing growth and implementation is their two state of the art websites; www.airnewzealand.co.nz and www.grabaseat.co.nz. These websites have won people choice award in the tourism industry for their remarkable growth and performance. But sometimes there is more...
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...Ryanair Strategic Analysis Introduction Ryanair is one of the biggest airlines of Europe that offers the lowest fares, and has set up 729 courses from 32 bases. It is the largest airline globally with regard to passengers internationally, but not in terms of profits. A significant growth has continued since its inception Ryanair, which was approved by the European aviation industry liberalization in 1997 for him. The Stansted Airport in London his main base but the headquarters of the company are located in Ireland at Dublin Airport. In the year 2009, The Michael O'Leary leader of the body began to provide technology for mobile phones in their plane. This allows passengers to use their phones on airplanes, but at higher cost. Ryanair has tried to buy Aer Lingus twice, in 2006 and 2008, but failed both times. This paper discusses the Ryanair's sustainability strategy and how it impacted the company in the near-term future. Ryan air's Current Strategy The purpose of Ryan Air is to establish itself as the leading low-fare airline in Europe, willing to travel by improving and strengthening the offers by starting its low fares services. Ryanair aims to offer preferential tariffs to develop expanded traffic, while at the same time maintaining the relentless focus on cost containment and operational efficiency. Ryanair offers cornerstone of a sense, therefore, the elimination of the smallest of all obligations of the host of tourist services to Ryanair, despite the tariff...
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...ATTRACTIVENESS 8 Table 3: Market attractiveness from a macro perspective 8 Table 4: Market attractiveness from a micro perspective 9 Table 5: Porter’s Five Forces for AirAsia 9 5.0 SEGMENTATION, TARGETING AND POSITIONING ANALYSIS 11 5.1 Market Segmentation 11 Table 6: Market Segmentation of AirAsia 11 5.2 Target Market Profile 14 Table 7: Target Market Profile of AirAsia 14 5.3 Positioning 15 Figure 1: AirAsia’s Perceptual Map 15 6.0 CUSTOMER ANALYSIS 17 7.0 INTERNAL CAPABILITIES & CORE COMPETENCIES 19 Table 8: Comparison of Malaysia’s Top Players in Low Cost Carriers’ Marketing Program 20 9.0 FINANCIAL AND MARKETING EVALUATION OF AIRASIA 23 9.1 Evaluation of AirAsia’s financial status using 2007 and 2008 annual reports 23 Table 9 : AirAsia’s financial status in 2007 and 2008 23 9.2 Financial Evaluation for AirAsia as compared to Malaysia Airline [MAS]. 24 Table 10 : AirAsia’s financial status as compared to MAS in 2007 and 2008 24 9.3 Marketing Metrics 25 Table 11: Marketing metrics 25 10.0 PROBLEM IDENTIFIED AND THE ALTERNATIVES 25 11.0 REFERENCE LIST 27 1.0 INTRODUCTION AirAsia is a low cost carrier [LCC] based in Kuala Lumpur [KL], Malaysia. Tony Fernandes founded AirAsia in 2001 which has expanded rapidly into an award-winning and profit-yielding company, grabbing the title of World’s Best Low Cost Airline by Skytrax (AirAsia, 2009a). From hubs located in Malaysia, Thailand and Indonesia, more than 400 flights operate...
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...set of controllable tools that the f irm blends to produce the response it wants in the target market, so it consists of everything the f irm can do to inf luence the demand f or its product”( Kotler and Armstrong, Principles of Marketing 2004, Tenth Edition, New Jersey Pearson Education Inc.). T he Elements of Marketing or Marketing mix which is f amously known as the “4P’s of Marketing”( stated by McCarthy in 1960) which include Product, Price, Placement or Place and Promotion. When these elements of marketing are analysed with the Easyjet case study, it gives a good example as how the 4P’s help an organization scale to new heights with increased sales and customer base. T hey are; Product:- In the respective case study as Easyjet is a airline industry, its main f leet consists of Airbus A320200, Airbus A319 and Boeing 737-700. Easyjet is a budget airliner and intended to attract business customers and leisure travelers spending lesser time travelling between destinations. T he company does not provide complimentary meals or ref reshments on board to reduce costs and increase space to accommodate more customers, whereas customers can buy items on board by using Easyjet Bistro (buy on board programme). T he onboard programme also helped the airliner to increase its revenue. Easyjet has also got other value added services like Eastcars, Eastjet holidays and Easyjet Hotels. With these services Easyjet can provide one stop shop f or its customers, both Business customers as well as...
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...words ‘Business’ and ‘Environment’. In simple terms, the state in which a person remains busy is known as Business. The word Business in its economic sense means human activities like production, extraction or purchase or sales of goods that are performed for earning profits. On the other hand, the word ‘Environment’ refers to the aspects of surroundings. Therefore, Business Environment may be defined as a set of conditions – Social, Legal, Economical, Political or Institutional that are uncontrollable in nature and affects the functioning of organization.Business Environment has two components: 1.InternalEnvironment 2. External Environment Internal Environment: It includes 5 Ms i.e. man, material, money, machinery and management, usually within the control of business. Business can make changes in these factors according to the change in the functioning of enterprise. External Environment: Those factors which are beyond the control of business enterprise are included in external environment. These factors are: Government and Legal factors, Geo-Physical Factors, Political Factors, Socio-Cultural Factors, Demo-Graphical factors etc. It is of two Types: 1.Micro/OperatingEnvironment 2. Macro/General Environment Micro/Operating Environment: The environment which is close to business and affects its capacity to work is known as Micro or Operating Environment. It consists of Suppliers, Customers, Market Intermediaries, Competitors and Public. (1) Suppliers: – They are the persons...
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...Importance of environmental analysis Introduction No single organization can exist in a vacuum. For a successful business operation, an organisation needs to interact with various other actors and players around it. These may range from political institutions to other business and financial institutions. These institutions are called environment of an organisation. In this assignment, we would try to illustrate the importance of environmental analysis for a business organisation. The conceptualisation of environment holds the central position in this discussion. Thompson uses the term ‘operating or task environment, or inner layer’ for immediate or internal environment (Thompson, 1997). It relates to that domain where staff from one organisation interacts with people from others in their day to day business relationships (Douglas Brownlie, 1994b). Brownlie employs the term ‘remote or general environment, or outer layer’ for external or macro environment (Douglas Brownlie, 1994b). This refers to those factors which are outside of company’s direct control but have significant direct and indirect influence on company’s operations. For a company to be successful, it needs to be fully aware of its environment as it allows an organisation to respond to the needs and requirements in its environment. ‘Whilst organisational decision makers may wish to believe that they are the masters/mistresses of their organisation’s destinies, in reality that destiny is shaped by governments, customers...
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