StudentShare solutions
Got a tricky question? Receive an answer from students like you! Try us!

Assignment example - Marketing Strategy of Aer Lingus

Masters
Assignment
Marketing
Pages 20 (5020 words)
Download 1
In this paper, the researcher will shed light on marketing strategy of renowned Irish airline company Aer Lingus. In the first part, the paper will try to discuss the business portfolio of Aer Lingus while the second part will shed light on segmenting, targeting and positioning of the company…

Extract of sample

Conjoint impact of reduction of disposable income of consumers and entry of resource rich international airlines have pushed Aer Lingus to reposition as value carrier. Hence it can be said that, although the problem for Aer Lingus is strategic in nature but the brand can reposition itself with the help of integrated marketing communication strategy. However, let’s try to understand changing macro environmental challenges for Aer Lingus in terms of PESTLE Analysis.
VCCP Blue (2008) has pointed out that Aer Lingus spends only €2 million for implementing its IMC plan which is way below than the industry average of advertising to sales ratio (A/S ratio). Hence it is recommended for the company to increase its advertising position in order to use all channels of communication in effective manner. On the basis of PESTLE analysis, it can be said that the company needs to promote its green initiatives such decreasing the carbon emission in short haul travel, creating greenery in African nations etc in the form of press release. They need to use the print media advertisement in order to release key benefits that can be achieved through merger & acquisition in order to create positive word of mouth regarding the event among customers. Such kind of indirect lobbying also help Aer Lingus in legal proceedings. ...
Download paper
Not exactly what you need?

Related papers

Aer Lingus Products and Target Market Segments
Aer Lingus is one of the reputable fleet carrier companies in Ireland. With the low cost model and one way fares, Aer Lingus brand has become most talked about brand in fleet services. On October 22, 2006, Aer Lingus entered into a new phage of business as it realized nearly 400 million Euros through Irish and London Stock Exchange. Most of the Aer Lingus passenger revenue will be generated from…
10 pages (2510 words)
Marketing Assignment.
1. Introduction Ryanair began its operations in 1985 with a single 15-seater plane, primarily a conventional airline from Dublin and Waterford in the Ireland Republic to London. During the initial years of operations, the airline faced significant financial challenges, which led to losses in the company. After an analysis of its marketing strategies, the company decided to re-launch in 1990/1991…
10 pages (2510 words)
Marketing Strategy
This will help the company in bringing together all the basics of marketing for the purpose of ensuring that the objective of the promotion; that is entering a new market of the new innovation is achieved. Introduction The first iMac was the earliest legacy-free PC. The original iMac was the first ever Macintosh computer not to have the FDD and to be fitted with a USB port. All the Macs have…
17 pages (4267 words)
Marketing strategy
The pharmaceutical industry is highly concentrated and only a few companies are doing well in the industry. The main aim of this study is to analyze the marketing strategies adopted by GlaxoSmithKline Plc; a London based pharmaceutical company (Chaffey et al., 2008). The study would also analyze the factors affecting the marketing strategies implemented by GlaxoSmithKline Plc. Since, the company…
12 pages (3012 words)
Marketing Strategy
Marina Bay Sands targeted the ‘Meetings, incentives, conventions and events’ and business travellers as their major markets but the hotel is now aiming at the family and leisure markets as well. The hotel appears to be entirely matching with regard to their products, experience offered and their facilities. For this reason, they appear to be attracting and containing quite distinguishable…
7 pages (1757 words)
Marketing Strategy
This strategy is very effective since it will help to attract more students who may be inspired to join it. The responsible authority ought to use specially designed websites in order to present itself to the general public. Aspiring students can easily access any information about the university from the internet which can make it relatively easy for them to make informed choices. This can also…
4 pages (1004 words)
Marketing and Marketing Strategy
In light of this, this paper is a marketing strategy for a hypothetical new business. 1. NAME, LOCATION & NATURE. Sequrex Security Services will be a service provider for security and related provisions’ solutions that will cover a wide spectrum of security needs. It will be located at Inglewood in Los Angeles, California. This choice of location is calculated and purposed. The market there is…
5 pages (1255 words)