Analysis of Marketing Principles at Fiji Airways by Lui Philip Kame.pdf

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Analysis of Marketing Principles at Fiji Airways By Lui Philip Kame September 2018 Abstract This report is an analysis and description of concept and process of marketing, concepts of segmentation, targeting and positioning, and marketing mix in different contexts of Fiji Airways. This report focuses on the current situation of Fiji Airways and identified several tragedies and issues with the company’s flight operations and safety. Considering these tragicincidents that impacted on overall brand reputation of Fiji Airways along with impact on market share this report also discusses some ideas on how the airline could redesign and develop its new product and service to create more competitive advantage in existing and potential market. The report also presents information on best possible option in terms of new product and service development and their marketing strategies to target customers and regain market share.
TABLE OF CONTENTS 1.0. COMPANY BACKGROUND FIJI AIRWAYS ..................................................................................3 2.0. CONCEPT AND PROCESS OF MARKETING ...................................................................................3 2.1. CONCEPT OF MARKETING ............................................................................................................3 2.2. PROCESS OF MARKETING .............................................................................................................3 2.2.1. Mission ..................................................................................................................................4 2.2.2. Situation Analysis ..................................................................................................................4 2.2.3. Marketing Strategy ...............................................................................................................4 2.2.4. Marketing Mix .......................................................................................................................4 2.2.5. Implementation and Control ................................................................................................5 3.0. SEGMENTATION, TARGETING AND POSITIONING ......................................................................6 3.1. SEGMENTATION ......................................................................................................................6 i. Demographic segmentation: ..................................................................................................6 ii. Geographic segmentation:......................................................................................................6 3.2. TARGETING..............................................................................................................................6 3.3. POSITIONING ...........................................................................................................................6 CONCLUSION ...........................................................................................................................................7 RECOMMENDATION ...............................................................................................................................7 REFERENCE ..............................................................................................................................................8
1.0.COMPANY BACKGROUND FIJI AIRWAYS Fiji Airways is one of prestigious airline brand in airline industry that operates scheduled services to almost 22 destinations in 13 countries around the world with a workforce of over 1300 employees. The airline has a strong presence within the Asia-Pacific region, and is often ranked among the region’s top carriers. Each week, Fiji Airways provides over 400 flights to and from its various international routes including domestic services. The Fijian airline has gained its market and brand reputation because of its excellence service, hospitality practice, warmth and friendliness culture. Nevertheless, the following discussion highlights and demonstrates the concept and process of marketing, and concepts of segmentation, targeting, positioning and the marketing mix in the context of Fiji Airways. 2.0.CONCEPT AND PROCESS OF MARKETING 2.1. CONCEPT OF MARKETING The American Marketing Association (AMA) defined marketing as "a process of planning and executing the conception, pricing, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives". However, according to Blythe and Megicks, marketing is more than just a set of techniques for making sales and is more than a means of fulfilling corporate aims and objectives. Hence, marketing can be viewed as a business values and an organizational culture that can be used as the means of driving strategies towards meeting the organization’s objectives. Moreover, marketing provides a focus for the organization to developing

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Term
Summer
Professor
NoProfessor
Tags
Marketing, Branding, Consumer Behavior, Market Analysis, Fiji Airways

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