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Strategic Planning for Digital Marketing Communications
Pages 12 (3012 words)
INTRODUCTION: SAUDI ARABIA AIRLINES (SV) Saudi Airlines (SV) since its establishment in the year 1945 has a stated aim to be one of the best airlines in the world with slogan “" To enhance the reputation of SV and improve its image within the Kingdom and abroad” (Saudi Airlines c, 2012).
SV has expanded footings catering section for airlines (Saudi Airlines a, 2012). SV has partnered with Sky team Alliance; a group of 18 international Airlines to provide more flexibility, convenience and choices to customer of member alliances (Saudi Airlines b, 2012). SECTION 1: CHALLENGES AND OBJECTIVES Section 1a: “General” marketing communications challenges ISSUES CHALLENGES 1 Global business is moving around the slogan of “Be Global – Act Local” (Amey, 2012). Globalization &Localization on increasing destination as well as service. 2 Tightening of policies, increasing taxes resulting in job losses; counts up to 1.6 mn in UK in 2010 the trend continues till date (The Economic Times, 2012), US waiting for sustained pick up in consumption, Top ten areas of change in consumer spending worldwide are aimed to be financially considerate (Delotte, 2011). Adopting product marketing that persistently stands business product to be best value for money spent. 3 Spending moved from bricks to clicks and now on to mobile. 52% of US consumers using mobile for purchases overall with more than 20% of air-tickets are purchased through mobile. Availability and adaptability with most digital mediums. 4 51 % rely on online shopping for product search and evaluation. In 2012, 167 million people shopped online with average amount of $1800. ...
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