4.2 Target MarketsMalaysian Airline does provide domestic and international flight services, majorityof the customers of Malaysian Airlines are international flight customers. It is actually show that Malaysian Airlines have a certain target market with high income. The main target market will be the corporate and business traveller. 4.3 PositioningMalaysian Airlines will position its brand as a safest premier and luxury full serviceairline to the business travelers flying short haul and long haul destinations. Safety hasbecome the top priority of the airline as to regain customer’s confidence after the tragedy ofMH370 and MH17. 5.0 Marketing Goal and Objectives5.1 The Goal To be the champion of the aviation industry in the region in terms of the customer satisfaction and excellent services, the goal can be achieved by providing as follows:a) To provide air travel and transport service that rank among the best in terms ofsafety, comfort and punctuality.b) To generate sustainable value for its stakeholders and offer the highest quality ofcare and services to its customers.c) To continuously explore innovative ways of doing business and stay relevance toits core and inspiring motto; "Go Beyond Expectation".d) To provide a growth-oriented workplace that recognizes the interests, rights and ideas of its employees as well providing a corporate environment that encourages high integrity and ethical standards; and ensures compliance with all regulations10
MARKETING MANAGEMENT BMMK5103and laws.5.2 The Objectives The primary objectives of the company were to furnish the people of Malaysia with aproficient and profitable air transport system which would enhance the placing of the countryin the world. Moreover, Malaysia Airlines had played a vital role in contributing to theeconomic and social integration of the country as a whole. Malaysia Airlines will consistentlycommit to its planning as to maximize market penetration with a reasonable number ofaircraft type and fleet resources.6.0 Marketing StrategyMalaysian Airlines marketing strategy will be designed to enable the airline to exceedits marketing objectives by increasing interest in the product and the willingness ofconsumers to buy it. This section of the report proposes several marketing promotions for theairline to increase their sales, brand awareness, and loyalty from existing customers beyondthat which can be provided by advertising alone. 6.1 Promotional and Program6.1.1 Advanced Booking Price PromotionsThe main aim of the price promotions will be to reduce the number of empty seats onthe aircraft and hence to maximise revenue. Assuming that the existing target load factors aresufficient to generate significant profit additional seats which otherwise would be emptycould be sold at significantly reduced prices, however they must still yield a profit for theservice provided. Malaysian Airlines price promotion will provide significantly low prices forcustomers who are able to book an anytime seat over one calendar month in advance. Thispromotion will be targeted at leisure travellers as it is assumed that a majority of businesstravellers book their seats close to the required date of departure as they are required to leaveon short notice.
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- Spring '16