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EXECUTIVE SUMMARY Qatar Airways has been enjoying a reputation for luxury and is the flag carrier of the State of Qatar. The airline offers carrier services across different destinations across the globe. It offers different classes of service supported by excellent in-flight comfort, convenience and entertainment.
The current marketing policies have been reviewed and the report recommends involvement with the social media with a renewed focus. Allocation of marketing budgets has been recommended. Table of Contents Contents EXECUTIVE SUMMARY 1 1. Introduction 1 1.1 Background 1 1.2 Qatar Airways 1 1.3 Current Marketing and Promotion Policies 2 1.4 Report Objective 3 2. Competitors and Situation Analysis 3 2.1 Porter’s Five Forces 3 2.2 SWOT 6 2.3 Justification for revising marketing strategy 9 3. Recommended Marketing Strategy 9 3.1 Marketing Objectives 9 3.2 Segmentation 10 3.3 Targeting 10 3.4 Positioning 10 3.5 Marketing Mix variables 11 3.6 Application of social media 13 3.7 Recommended social media strategy for Qatar Airways 14 4. Marketing Budget 17 5. Contingency Plan 19 6. Conclusion 19 1. Introduction 1.1 Background Marketing is no more a mere functional discipline but for most managers it now centres on identifying and satisfying customer requirements (Hooley, Piercy & Nicouland, 2009, p3). Recent challenges to marketing functions from sources as diverse as McKinsey Consultants make it imperative that marketing reflects new development and market opportunities. The effectiveness of marketing is ascertained based on how effectively a marketer is able to reach out to customers and fulfil customer needs and expectations better than competitors. ...
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