Reference no: EM132397186

Air Arabia History Assignment -

Learning Outcome - Identify key features of an existing business organisation.

You have been appointed as a marketing consultant to analyze the target market of Air Arabia Airline and the marketing strategies currently in place. You are required to produce a report to the head of the Marketing Consultancy during Week 12 which should address the following:-

Task 1 -

Examine the main ways that Air Arabia segment the market using demographic, geographic, psychographic and behavioural variables.

Identify the segments Air Arabia are targeting.

Explain how they are positioned in the market against their main direct and indirect competitors.

Task 2 -

You have also been tasked with reviewing the current Air Arabia marketing mix as well as making recommendations for a revised more effective marketing mix so that they can achieve even better results.

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.

PLACE: Explain how the "place" strategy is arranged to provide customer convenience.

PRICE: Explain how prices are set to reflect the organisation's objectives and market conditions.

PROMOTION: Illustrate how promotional activity is integrated to achieve its aims for the target market.

Examine how they use digital and social media platforms to engage with their target markets.

Analyse the additional elements of the extended marketing mix.

Make recommendations for improvements to the marketing mix.

Guidelines - You need to produce a detailed report covering the segmentation, targeting and positioning of Air Arabia's services, as well as all the elements of the marketing and extended marketing mix for Air Arabia

Identify the target market that Air Arabia appeals to.

Identify the targeting strategy used and evaluate how successful it is.

Identify how Air Arabia are positioned against their competition.

Include a detailed product range and portfolio for Air Arabia.

Apply Strategic techniques like BCG matrix and Ansoff's growth matrix to Air Arabia's destinations.

Investigate and report on the "place" strategy used by Air Arabia.

Provide pricing details of Air Arabia's service . Identify the different pricing strategies used by the organization. Investigate factors influencing these pricing policies.

Produce information on various promotional activities undertaken by Air Arabia. 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 Air Arabia.

Recommend improvements to the marketing mix covering only 4 elements:-product, price, place and promotion.