Market Analysis of Low Cost Airlines in Sa
Table of Contents
Introduction
Actual and potential size of the industry
Market growth and Profitability
Cost Structure and behaviour of the industry
Distribution systems
Trends and development
Key success factors
Introduction
Marketing analysis can help a business do one or more of the following:
Gain a more detailed understanding of consumers ' needs - marketing analysis can help firms to discover consumers ' opinions on a huge range of issues, e.g., views on products ' prices, packaging, recent advertising campaigns
Reduce the risk of product/business failure - there is no guarantee that any new idea will be a commercial success, but accurate and up-to-date information on the market can help a business make informed decisions, hopefully leading to products that consumers want in sufficient numbers to achieve commercial success.
Forecast future trends - marketing analysis can not only provide information regarding the current state of the market but it can also be used to anticipate future customer needs. Firms can then make the necessary adjustments to their product portfolios and levels of output in order to remain successful. Marketing analysis include but not limited to the 7 dimensions that i will be looking at below re: low cost airlines. 1. Actual and potential size of the industry
South African low cost industry consists of the following airlines:
1time:
Offers low-cost, single-class flights from Johannesburg to Cape Town, Durban, Port Elizabeth, East London and George, and from those cities back to Johannesburg
Mango:
A no-frills carrier operated by SAA, Mango offers low-cost, single-class flights between Johannesburg, Cape Town Durban, Port Elizabeth, and Bloemfontein. Kulula.com
Offers low-cost, single-class flights between Johannesburg 's OR Tambo International Airport and Cape Town, Durban, George, Port Elizabeth, and Nelspruit. The airline also offers flights from Johannesburg 's Lanseria Airport to Cape Town,
Introduction
Actual and potential size of the industry
Market growth and Profitability
Cost Structure and behaviour of the industry
Distribution systems
Trends and development
Key success factors
Introduction
Marketing analysis can help a business do one or more of the following:
Gain a more detailed understanding of consumers ' needs - marketing analysis can help firms to discover consumers ' opinions on a huge range of issues, e.g., views on products ' prices, packaging, recent advertising campaigns
Reduce the risk of product/business failure - there is no guarantee that any new idea will be a commercial success, but accurate and up-to-date information on the market can help a business make informed decisions, hopefully leading to products that consumers want in sufficient numbers to achieve commercial success.
Forecast future trends - marketing analysis can not only provide information regarding the current state of the market but it can also be used to anticipate future customer needs. Firms can then make the necessary adjustments to their product portfolios and levels of output in order to remain successful. Marketing analysis include but not limited to the 7 dimensions that i will be looking at below re: low cost airlines. 1. Actual and potential size of the industry
South African low cost industry consists of the following airlines:
1time:
Offers low-cost, single-class flights from Johannesburg to Cape Town, Durban, Port Elizabeth, East London and George, and from those cities back to Johannesburg
Mango:
A no-frills carrier operated by SAA, Mango offers low-cost, single-class flights between Johannesburg, Cape Town Durban, Port Elizabeth, and Bloemfontein. Kulula.com
Offers low-cost, single-class flights between Johannesburg 's OR Tambo International Airport and Cape Town, Durban, George, Port Elizabeth, and Nelspruit. The airline also offers flights from Johannesburg 's Lanseria Airport to Cape Town,
Bibliography: Cant, MC & Machado, R (eds). 2010. Marketing success stories. 7th edition. Cape Town: Oxford University Press. Jooste, CJ, Strydom, JW, Du Plessis, F & Berndt, A. 2011. Applied strategic marketing. 4th edition. Sandown: Heinemann. University of South Africa. Department of Marketing and Retail Management … 2008. Advanced Strategic Marketing issues: Study Guide I for STRMAR6. Pretoria http://www.flysaa.com/us/en/Documents/Financials/SAA_annual_report_2011.pdf Accessed on the 20 June 2012 Accessed on the 21 June 2012 Accessed on the 20 June 2012 : Accessed on the 21 June 2012 Accessed on the 21 June 2012