Aer Lingus Case Study
Company Profile
•Aer Lingus is the national airline of Ireland. It is headquartered at Dublin Airport, Ireland. •The airline operates 43 aircraft and carries on average 10 million passengers per annum. •The airline's primary mission is to connect Ireland with the world and the world to Ireland by offering its customers the best product in the Irish airline market at a competitive price. The airline’s primary markets are Ireland, the United Kingdom, Europe and the United States. The Irish people typically undertake several overseas flights a year. This is partly driven by Ireland’s status as an island nation but also reflects the inherent propensity among the Irish to travel to visit overseas destinations.
tgp2012
1
Marketing orientation Marketing orientation In 2001 after the 9/11 effect on the airline industry Aer Lingus introduces their first model of low fares to compete with other low fare In 2001 after the 9/11 effect on the airline industry Aer Lingus introduces their first model of low fares to compete with other low fare airlines. The airline was close to bankruptcy and they had to find new waysairlines.how to keep the company afloat. They carried out numerous to see The airline was close tosurveys within the industry to find new what was needed/wantedtheorder to prosper. They carried out numerous bankruptcy and they had to identify ways to see how to keep in company afloat. So after the initial surveys they lowered their fares and altered/removed/added new destinations. Since prosper. company’s marketing surveys within the industry to identify what was needed/wanted in order to then the So after the initial surveys they loweredupdated/upgraded many times putting the customer in theSince then the company’s marketing orientation has been their fares and altered/removed/added new destinations. driving seat. orientation has been updated/upgraded many times putting the customer in the driving seat. Marketing mix Marketing mix
B2C
Product • • • •
•Aer Lingus is the national airline of Ireland. It is headquartered at Dublin Airport, Ireland. •The airline operates 43 aircraft and carries on average 10 million passengers per annum. •The airline's primary mission is to connect Ireland with the world and the world to Ireland by offering its customers the best product in the Irish airline market at a competitive price. The airline’s primary markets are Ireland, the United Kingdom, Europe and the United States. The Irish people typically undertake several overseas flights a year. This is partly driven by Ireland’s status as an island nation but also reflects the inherent propensity among the Irish to travel to visit overseas destinations.
tgp2012
1
Marketing orientation Marketing orientation In 2001 after the 9/11 effect on the airline industry Aer Lingus introduces their first model of low fares to compete with other low fare In 2001 after the 9/11 effect on the airline industry Aer Lingus introduces their first model of low fares to compete with other low fare airlines. The airline was close to bankruptcy and they had to find new waysairlines.how to keep the company afloat. They carried out numerous to see The airline was close tosurveys within the industry to find new what was needed/wantedtheorder to prosper. They carried out numerous bankruptcy and they had to identify ways to see how to keep in company afloat. So after the initial surveys they lowered their fares and altered/removed/added new destinations. Since prosper. company’s marketing surveys within the industry to identify what was needed/wanted in order to then the So after the initial surveys they loweredupdated/upgraded many times putting the customer in theSince then the company’s marketing orientation has been their fares and altered/removed/added new destinations. driving seat. orientation has been updated/upgraded many times putting the customer in the driving seat. Marketing mix Marketing mix
B2C
Product • • • •