Marketing Report on Klm Royal Dutch Airline
Table of Contents
1.0 Executive Summary 2
2.0 Introduction 3
3.0 Situational Analaysis 4 3.1 Internal Strengths and Weaknesses 4 3.1.1 Strengths to Build Upon 4 3.1.2 Weaknesses to Overcome 5 3.2 External Opportunities and threats 6 3.2.1 Opportunities to Exploit 6 3.2.2 Threats to Overcome 7
4.0 Mission Statement 9
5.0 Organisational Goals and Objectives 10
6.0 Positioning Strategies 11 6.1 Products 11 6.2 Food 11 6.3 Operation 12
7.0 Marketing Mix Strategies 13 7.1 Product 13 7.2 Price 13 7.3 Place 13 7.4 Promotion 13
8.0 Implemention and Control 15 8.1 Implemention Schedule 15
9.0 Additional Considerations 17
9.0 Conclusion 18
10.0 Reference 19
1.0 Executive Summary
The main purpose of this report is to create a tactical marketing plan for KLM Royal Dutch Airlines. The report comprises the marketing initiatives of KLM for years especially recent years, which have been created through identifying and analyzing its own strengths, weaknesses, opportunities and threats. KLM Royal Dutch Airlines is the world's oldest airline which is still operating under its original name. It also includes KLM cityhopper, transavia.com and Martinair. KLM has three core businesses: passenger transportation (Passenger Business), cargo transportation (KLM Cargo), and aircraft maintenance (KLM Engineering & Maintenance). It offers customers global access at competitive prices with a good and varied product. In virtue of its merger with Air France, KLM is now part of the Europe's leading airline group and one of the World's most important airlines.
However, the position of such renowned leader as the KLM Royal Dutch Airlines is also experiencing some difficulties and obstacles with its operation and management. Due to the global economic crisis and cut-throat competition, KLM is facing a decline in profits and margins; it’s also under great pressure from the reduced demand in the market; its
1.0 Executive Summary 2
2.0 Introduction 3
3.0 Situational Analaysis 4 3.1 Internal Strengths and Weaknesses 4 3.1.1 Strengths to Build Upon 4 3.1.2 Weaknesses to Overcome 5 3.2 External Opportunities and threats 6 3.2.1 Opportunities to Exploit 6 3.2.2 Threats to Overcome 7
4.0 Mission Statement 9
5.0 Organisational Goals and Objectives 10
6.0 Positioning Strategies 11 6.1 Products 11 6.2 Food 11 6.3 Operation 12
7.0 Marketing Mix Strategies 13 7.1 Product 13 7.2 Price 13 7.3 Place 13 7.4 Promotion 13
8.0 Implemention and Control 15 8.1 Implemention Schedule 15
9.0 Additional Considerations 17
9.0 Conclusion 18
10.0 Reference 19
1.0 Executive Summary
The main purpose of this report is to create a tactical marketing plan for KLM Royal Dutch Airlines. The report comprises the marketing initiatives of KLM for years especially recent years, which have been created through identifying and analyzing its own strengths, weaknesses, opportunities and threats. KLM Royal Dutch Airlines is the world's oldest airline which is still operating under its original name. It also includes KLM cityhopper, transavia.com and Martinair. KLM has three core businesses: passenger transportation (Passenger Business), cargo transportation (KLM Cargo), and aircraft maintenance (KLM Engineering & Maintenance). It offers customers global access at competitive prices with a good and varied product. In virtue of its merger with Air France, KLM is now part of the Europe's leading airline group and one of the World's most important airlines.
However, the position of such renowned leader as the KLM Royal Dutch Airlines is also experiencing some difficulties and obstacles with its operation and management. Due to the global economic crisis and cut-throat competition, KLM is facing a decline in profits and margins; it’s also under great pressure from the reduced demand in the market; its