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marketing plan of royal nepal airlines
MARKETING PLAN OF NEPAL AIRLINES CORPORATION

BY: SAROJ BARAL
31 MAY 2013
(INDIVIDUAL ASSIGNMENT)
MARKETING AND BUSINESS ENVIRONMENT
MBA INTAKE 14

Table of contents
1. Executive summary……………………………………………………………………………………….4
2. Introduction………………………………………………………………………………………………….4
3. Situation analysis of Nepal Airlines Corporation………………………………………...…..5
3.1 Product and services………………………………………………………………………………..5
3.2 Market and competition….…………………………………………………………………...…..5
3.3 Competitors……………………………………………………………………………………………..6
3.4 Competitors product……………………………………………………………………...………...7
3.5 Competitive advantage of NAC………………………………………………………………….7
3.6 Target Customer……………….………………………………………………………………...……7
3.7 SWOT Analysis………………….………………………………………………………...…...………8
3.8 Management team……………..……………………………………………………………….....…8
4. Key Assumptions…………………………………………………………………………………...…..….9
5. Objective of NAC…………………………………………………………………………………………....9
6. Market strategy of NAC……………………………………………………………………………...…10
6.1 Values………………………………………………………………………………………………..…...10
6.2 Segmentation, Targeting and Positioning…………………………………………………10
6.3 Intended strategy………………………………………………………………………………..…..12
6.4 Market penetration………………………………………………………………………………….12
6.5 Market development…………………………………………………………………………….….13
6.6 Product development…………………………………………………………………………....…13
6.7 Cost reduction……………………………………………………………………………………....…13
7. Tactics and Action…………………………………………………………………………………..….....13
7.1 Price……………………………………………………………………………………………...….…….14
7.2 Place…………………………………………………………………………………….………….……...14
7.3 Promotion……………………………………………………………………………….…………...….15
7.4 Product……………………………………………………………………………………….……..……15
7.5 People………………………………………………………………………………………….…….……16
7.6 Process…………………………………………………………………………………………..……….16
7.7 Performance……………………………………………………………………………………………16
7.8 Position…………………………………………………………………………………………………..16
8.


References: Nepal Airlines. 2013. Nepal Airlines. [ONLINE] Available at: http://www.nepalairlines.com.np/?section=history&action=browse. [Accessed 17 may 2013]. Jobber, D. (2010).Principles and Practice of Marketing (6th Edition ed.).Berkshire: McGraw-Hill. Nepal Airlines. 2013. Nepal Airlines. [ONLINE] Available at: http://www.nepalairlines.com.np/?section=history&action=browse. [Accessed 17 may 2013]. Lost in the clouds|MONEY|:: The Kathmandu Post::. 2013. Lost in the clouds |MONEY|:: The Kathmandu Post::. [ONLINE] Available at:http://www.ekantipur.com/the-kathmandu-post/2011/08/05/money/lost-in-the-clouds/224868.html [Accessed 21 may 2013]. Nepal Rastra Bank. 2013. Nepal Ratra Bank. [ONLINE] Available at:http://www.nrb.org.np/fxmexchangerate.php [Accessed 23 may 2013]. Thai Airways. 2013. Thai Airways. [ONLINE] Available at: http://www.thaiairways.com/ [Accessed 23 may 2013] The Himalayan Times: Tourists arrival increases in 2012- Detail News: Nepal News Portal International tourism, number of arrivals| Data| Table. 2013. International tourism, numbers of arrivals | Data | Table. [ONLINE] Available at:http://data.worldbank.org/indicator/ST.INT.ARVL [Accessed 24 may 2013]. APCA Nepal – Rate Card. 2013. APCA Nepal- Rate Card. [ONLINE] Available at: http://apcanepal.com.np/ratecard.aspx [Accessed 28 May 2013] Market Positioning, Position, Marketing Strategies, Marketing Mix-Hamilton New Zealand
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