EFFECTIVE MARKETING STRATEGIES FOR AIRLINES OPERATING IN ENUGU METROPOLIS
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EFFECTIVE MARKETING STRATEGIES FOR AIRLINES OPERATING IN ENUGU METROPOLIS
Chapter one
INTRODUCTION
1.1 Background of the Study
Marketing strategy can be defined as the marketing rationale used by business unit experts to achieve their marketing objectives, which include decision making, marketing expenditures, marketing mix, and marketing allocation in relation to anticipated environmental and competitive conditions. Kotler (2000: 170).
However, the airline operation must properly integrate the above variables in the most efficient and result-oriented manner. This allows them to get the most out of their strategic initiatives, which leads to enhanced performance. Ti will also allow them to outperform their competitors from all angles.
The role of airlines in the transportation industry should not be overstated. It contributes to the creation of time and place utilities. Airlines are regulated for their high speed and comfort, and are hence mostly employed to deliver high-value, perishable, and emergency cargo.
To effectively service the transportation needs of clients, the airline sector, particularly Executive Airline Services, must use efficient marketing methods.
Olakunori (2000: 247) stated that the aviation sector is quite interesting, even if air transportation is recognised as the most modern way of transportation today.
Executive Airline Services, as the name suggests, is simply “Executive Airlines Services.” Airline consumers sometimes assumed that the airline was only for executives, although this was not the case.
Executive Airline Services allows the regular citizen to fly to many destinations in comfort. Executive Airline Services did not begin with the name “Executive Airline Services,” but rather as a chartered airline in 1996, from which they expanded into cargo operations.
Although they were in the partnership industry, they ran for a few years until changing to Executive Airline Services roughly three (3) years ago, and they have since been in passenger/commercial operations.
Executive Airline Services, despite being relatively new to the transportation business, have made significant contributions to the industry. However, there has recently been an increase in the number of airlines, such as Sosoliso and Albarka Airlines, which has increased competition in the business.
Given their rivalry, which has impacted their profit and customer base, one has to wonder how Executive Airline offerings can improve its offerings in order to thrive in an overly competitive marketing environment. Designing efficient marketing tactics is the solution.
Thus, in this study, the researcher investigates efficient marketing tactics for an airline operating in Enugu Metropolis, with a focus on Executive Airline Services.
1.2 Statement of the Problem
The market for airline services is highly competitive, owing to the presence of both national and international airlines that have entered the business.
Among these is Executive Airline Services (EAS). It holds a key role in the business through its airline operation, which serves the following routes: Lagos, Port Harcourt, Jos, Abuja, Kano, and Enugu.
The organisation has been performing admirably as seen by its services. Furthermore, Executive Airline Services is rapidly becoming a household name among airline customers.
The following issues arise: what are the success criteria that have influenced the efficient performance of Executive Airline Services operations? How effective is the company’s marketing strategy? And what do customers think of the company’s services in comparison to other airlines?
To address the following issues, the researcher conducted a thorough analysis of Executive Airline Services’ marketing approach.
1.3 GOALS OF THE STUDY
The study’s aims, among others, include:
a) Determine the amount of airline users’ satisfaction with Executive Airline Services.
b) Determine the influence of marketing methods on Executive Airline Services’ profits.
c) Determine whether airline users are happy with the fares charged by Executive Airline Services.
d) To assess the impact of Executive Airline Services’ promotional techniques on its services.
a) Determine the elements that influence passengers’ airline choices.
f) Recommend relevant methods to improve Executive Airline Services’ marketing tactics.
1.4 Formulation of Hypotheses
To help with research analysis, the following hypothetical statements were developed.
The statement is as follows.
Ho1: Customers are dissatisfied with Executive Airline Services’ quality.
H1: Customers are pleased with Executive Airline Services’ quality.
Ho2: Customers are dissatisfied with the prices charged by EAS Airlines.
H2: Customers are pleased with the fare charged by EAS Airlines.
Ho3: Executive Airline Services does not make its services easily accessible to its clients.
H3 Executive Airline Services makes its services easily accessible to their customers.
Ho4: Executive Airline Services’ marketing techniques have a detrimental impact on the profitability of its airline services in Enugu Metropolis.
H4: Executive aviation Services’ marketing techniques improve the profitability of their aviation services in Enugu Metropolis.
1.5 Significance of the Study
The significance of this study cannot be overstated or overemphasised. The study was conducted to establish the extent to which the marketing strategy performance of airlines operating in the Enugu metropolitan is valuable in the following ways.
i) To enable the researcher learn more about marketing tactics for airlines operating in the Enugu Metropolis.
ii) To assist airline operators in the Enugu metropolitan in better understanding the importance and efficiency of marketing tactics in acquiring and retaining consumers.
iii) It serves as a reference point for airline operations in Enugu metropolis by informing them about the dangers, the use of incorrect marketing tactics, and ideas that place airline operators’ marketing efforts in the correct channel.
iv) To identify areas for development in the marketing strategies of airlines operating in the Enugu Metropolis in order to improve their performance.
v) It will teach airline owners how to keep their consumers in order to avoid losing them to another carrier.
vi) It encourages patronage by prospective treatments such as an instant discount.
vii) The airline user has the advantage of being in the easy group of easy fliers.
viii) It informs the reader about some of the factors that may influence their decision to use Executive Airline Services.
1.6 Scope of the Study
This research evaluated all aspects of marketing strategies for airlines operating in Enugu Metropolis, including promotion, price, product, and location.
However, the focus of the paper “Effective Marketing Strategies for Airline Operating in Enugu Metropolis” is on EAS Airlines.
1.7 Definition of Terms
MARKETING: The most essential set of creative human activities focused at detecting, predicting, and satisfying human needs and desires through exchange as efficiently and effectively as feasible (Adirika, 1990: 3).
COMPETITION: The effort to get more advertising, profit, or success from clients than the next person, particularly among enterprises in modern business. (Ozor 2001: 42).
VARIABLE: Anything that affects the firm but is not under management’s control, such as government policies, political crises, competitors, and so on (Olakunori 2000: 224).
MARKETING STRATEGIES: A game plan for accomplishing a set of goals. It is an integral aspect of the strategic planning process. (Subhash 1990: 12).
CUSTOMER: A person who purchases a product from a manufacturer or a consumer, but is not necessarily the end user of that thing.
PRICE: The amount of money that customers pay for a product or service at the time and location of exchange (Kotler 1996:46).
PROMOTION: This is one of the components of the marketing mix that an organisation uses to inform, educate, and persuade customers about the company’s offerings. (Ebue, Adirika & Nnolim, 2001:58).
Distribution refers to a company’s efforts to get its products to the target market. (olakunori 1999:93).
PRODUCT: Anything that can be presented to the market for attention, acquisition, or consumption and may satisfy a desire or need. It encompasses physical goods, services, people, organisations, and concepts (Kotler 2000:247).
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