StudentShare solutions
Triangle menu
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Marketing Strategy of Aer Lingus - Assignment Example

Extract of sample
Marketing Strategy of Aer Lingus

Currently, Irish government holds 25.1% of shareholding in Aer Lingus. The airline company operates as ‘value carrier’ while it has signed number of agreements air line companies of other countries such as Aer Arann, Air Bus etc in order to manage its low cost services. Primary market for Aer Lingus includes Republic of Ireland, continental Europe, UK and USA. In the year 2012, the Irish airline company has carried more than 9.6 million passengers across the boundaries. In the year ended 31 December 2012, the company has reported annual revenue of more than €1,350 million with operating profit hovering over €65 million. The company has established its base airport in Belfast City and shown the interest to expand its destination routes by 2 times in next couple of years (Competition Commission, 2013). The Irish airline carrier has established its base in Belfast City along destination points include Manchester, Birmingham, Gatwick and Heathrow airports of UK (Competition Commission, 2013). Great Britain-Ireland destination root contributes 30% to 33% of the top line growth and 45% of total passengers for Air Lingus. Until 2001, Aer Lingus operated as full service carrier but after 9/11 world trade centre terrorism the company has transformed itself as low-cost carrier. Since 2009, the company has completely changed its positioning statement has become ‘value carrier’ by serving centrally located airports in order to decrease its travel path and save the fuel cost in order to deliver service to customers at competitive price. The company has also entered in partnership with existing low-cost airlines in order to deliver low cost services to customers...
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. ...Show more
Cite this document
  • APA
  • MLA
(“Marketing Strategy of Aer Lingus Assignment Example | Topics and Well Written Essays - 5000 words”, n.d.)
Retrieved from
(Marketing Strategy of Aer Lingus Assignment Example | Topics and Well Written Essays - 5000 Words)
“Marketing Strategy of Aer Lingus Assignment Example | Topics and Well Written Essays - 5000 Words”, n.d.
  • Cited: 0 times


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…
Author : bridgetkoss
Download 1
Marketing Strategy of Aer Lingus
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the assignment on your topic
"Marketing Strategy of Aer Lingus"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Marketing strategy
The Windows Phone 7 is different and is more similar to ZuneHD. With its Windows 7 phone, the company plans to make the end users the top priority unlike its past where the OEM were the Microsoft’s primary customers (Cameron, 2011, p.1). Therefore this project deals with the analysis of Windows 7 phone launched by Microsoft.
4 pages (1000 words) Assignment
Marketing strategy
This paper illustrates that marketing strategy is a primary foundation in marketing plans and allow for reaching of marketing objectives and expectations. The strategies determined should be in a position to last for long. The duration of strategy differs from one organization to the other and from one state to the next.
4 pages (1000 words) Assignment
Marketing strategy
Previous distribution strategy The previous distribution strategy of the said chocolate manufacturing company is to tie up with specialty and gift stores. This is eventually conventionally marketing system. In this strategy, the distribution becomes limited only to those brokers that are specializing marketing activities on specialty foods such as chocolates that are made out of fine and natural ingredients.
2 pages (500 words) Assignment
Cornflower Blue Marketing Strategy
The discussion part will deal with the strategic plan of Cornflower Blue with respect to macro and micro factors affecting the marketing strategy. Further, segmentation and target strategy will be looked analyzed. Finally, the buyers’ behavior towards affecting the marketing process, as well as the reposition of Cornflower Blue products will be discussed.
4 pages (1000 words) Assignment
Integrated Marketing Communications Strategy
Now, it is also selling t-shirts, hoodies, and baseball caps with the same branding style. Our brand is more fashioned than athletics. Our core customers have been self described as hipsters but they generally shop at the mall. We sell through a 62 youth oriented stores in our sales region as well as through our own website.
4 pages (1000 words) Assignment
RyanAir Strategic Management
Models acceptable to the business world are used to map out Ryanair's current situation. The paper concludes by giving an unbiased clear view of Ryanair's position and potential in the air carrier market. At this time the airline industry is in a state of recovery.
12 pages (3000 words) Assignment
Marketing strategy
ent’s current cost-cutting priorities, there is a danger that the university could find itself short of funds to enable business as usual to continue. This new venture provides a new way to provide courses to those wishing to learn, initially focusing on small business
9 pages (2250 words) Assignment
Marketing Strategy
Many brands offering similar products in similar process have not only given huge bargaining power to customers, but also resulted in declining net profit margin of these retail chains. The objective of the current report is
12 pages (3000 words) Assignment
lty; therefore, one can shift from one product to another one in the market for trial and error purposes since there are little differences between the brands According to Schiffman (2007), the buying process begins with problem recognition. At this stage, the buyer recognizes
4 pages (1000 words) Assignment
Marketing Strategy
In this case, marketing plan uses some tools to evaluate the performance of marketing of Apple Inc. This paper presents a market audit of the Apple Inc. that assess weakness, strengths, threats and opportunities to the company along with its
15 pages (3750 words) Assignment
Comments (0)
Click to create a comment
Let us find you another Assignment on topic Marketing Strategy of Aer Lingus for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us