A flag carrying airline is considering setting up a discount airline as part of its portfolio of operations.
Its business strategy is to maximise its profits by gaining a wider range of customers. You have been appointed as a consultant to the board of this airline to make recommendations for potential marketing strategies for both the full service and low cost carrier operations.
Using appropriate reference sources, such as academic books and journal articles, research and produce a report of 2,500 words that covers the following criteria:
– Evaluate the role marketing will play in implementing their business strategy.
– Assess how they might successfully devise separate marketing strategies that truly reflect the differences in marketing of each type of carrier and yet remain complementary to each other
– Identify and critically appraise the main components of each strategy
– Draw conclusions and make recommendations.