Question;

Chosen Airlines: Cathay Pacific

BUS 1020: FUNDAMENTAL OF BUSINESS / EABUS1020: INTRODUCTION TO BUSINESS

BBA Aviation Management / / BSc ATM

Learning outcome 4: Review the marketing and human resource management functions within business organisations

Learning outcome 4: Identify key features of an existing business organization

INDIVIDUAL MARKETING MIX ARTICLE ON ONE OF THE TOP 100 AIRLINES

Assessment weighting: 15% of the total module mark.

Scenario:

As part of the airline’s marketing team, you have been tasked with reviewing the current marketing mix of the airline as well as making recommendations for a revised more effective marketing mix from January 2020 onwards so that they can achieve better results. You have been asked to present this information in the form of a short article for an aviation marketing journal.

You will need to conduct a marketing audit and report on the following:

  • PRODUCT: Identify the services offered and examine how they are developed to sustain competitive advantage                                                   15 marks
  • PLACE: Explain how the “place” strategy is arranged to provide customer convenience                                                                               10 marks
  • PRICE: Explain how prices are set to reflect the organisation’s objectives and market conditions 10 marks
  • PROMOTION: Illustrate how promotional activity is integrated to achieve its aims for the target market                                                       25 marks

Examine how they use traditional as well as digital and social media platforms to engage with their target markets

  • Analyse the additional elements of the extended marketing mix       10 marks
  • Make recommendations for improvements to the marketing mix (4Ps only)20 marks
  • Structure and presentation  10  marks

Maximum page limit – 8 pages excluding the cover page and list of references

Guidelines:

You need to produce an article covering the current marketing mix (7Ps) of the airline, as well as making recommendations for an improved marketing mix from January 2020 onwards.

  • Include an analsyis of the product range for the airline.

Apply the BCG matrix and Ansoff’s growth matrix to some of for the airline‘s destinations

  • Investigate and report on the “place” strategy used by the airline.
  • Provide pricing details for the airline service. Identify the different pricing strategies used by the organization. Investigate factors influencing these pricing policies.
  • Produce information on various promotional activities undertaken by the airline. This could include advertising, personal selling sales promotion, social media, publicity and PR activities etc.
  • Provide brief information on the additional elements of the extended marketing mix and explain how important they are to the airline.
  • Recommend improvements to the marketing mix covering only 4

elements:-product, price, place and promotion.

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