Marketing Research About Airphil
A RESEARCH PAPER ON PRINCIPLES OF MARKETING: AIR PHILIPPINES EXPRESS
In Partial Fulfilment of the Requirement of the Course Principles of Marketing
March 2013
TABLE OF CONTENTS Acknowledgement Introduction Background of the study CHAPTER 1 | The Company Company logo About the company Marketing fundamental analysis Product Price Place Promotion People Process CHAPTER 2 | Situation Analysis SWOT Analysis Strength Weaknesses Opportunities Threats PEST Analysis Political Economic Social Technology 5C Analysis Company Costumers Collaborators Competitors Climate Analysis and Interpretation CHAPTER 3 | Marketing Strategies Segmentation Demographic segmentation Psychographic segmentation ii iii iv 1 2 3 4 5 8 11 12 14 15 17 18 18 18 19 20 21 21 22 24 25 27 27 28 28 29 31 33 34 35 35 37
TABLE OF CONTENTS Behavioral segmentation Geographic segmentation Target marketing Product positioning Value positioning CHAPTER 4 | Analysis and Recommendation Application of marketing fundamentals Recommended marketing strategies Recommended sample advertisements Framework Appendices 38 39 40 41 42 43 44 45 47 51 53
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ACKNOWLEDGEMENT First and foremost, we would like to thank their parents for all the help and encouragement. We would also like to extend our thank to Professor Jayson Lannu for giving us the chance to do this paper. To the Institute of Accounts, Business, and Finance of Far Eastern University for allowing us to research on the company. Thank you as well to the staffs of Airphil express who guided us at the beginning and for giving us few information on how can we get credible data about their company. To the Father Almighty, thank you for giving us the strength and full knowledge, patience, and courage to do and finish this research paper.
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INTRODUCTION Ten first year BSBA Internal Auditing students of Far Eastern University conducted a research under their subject, Principles of Marketing. This research concentrates on Airphil Express, a
In Partial Fulfilment of the Requirement of the Course Principles of Marketing
March 2013
TABLE OF CONTENTS Acknowledgement Introduction Background of the study CHAPTER 1 | The Company Company logo About the company Marketing fundamental analysis Product Price Place Promotion People Process CHAPTER 2 | Situation Analysis SWOT Analysis Strength Weaknesses Opportunities Threats PEST Analysis Political Economic Social Technology 5C Analysis Company Costumers Collaborators Competitors Climate Analysis and Interpretation CHAPTER 3 | Marketing Strategies Segmentation Demographic segmentation Psychographic segmentation ii iii iv 1 2 3 4 5 8 11 12 14 15 17 18 18 18 19 20 21 21 22 24 25 27 27 28 28 29 31 33 34 35 35 37
TABLE OF CONTENTS Behavioral segmentation Geographic segmentation Target marketing Product positioning Value positioning CHAPTER 4 | Analysis and Recommendation Application of marketing fundamentals Recommended marketing strategies Recommended sample advertisements Framework Appendices 38 39 40 41 42 43 44 45 47 51 53
ii
ACKNOWLEDGEMENT First and foremost, we would like to thank their parents for all the help and encouragement. We would also like to extend our thank to Professor Jayson Lannu for giving us the chance to do this paper. To the Institute of Accounts, Business, and Finance of Far Eastern University for allowing us to research on the company. Thank you as well to the staffs of Airphil express who guided us at the beginning and for giving us few information on how can we get credible data about their company. To the Father Almighty, thank you for giving us the strength and full knowledge, patience, and courage to do and finish this research paper.
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INTRODUCTION Ten first year BSBA Internal Auditing students of Far Eastern University conducted a research under their subject, Principles of Marketing. This research concentrates on Airphil Express, a
References: www.airphilexpress.com http://www.phitex.net/EVENT.PARTNERS.AND.SPONSORS/_media/download_media.php?file_id=Rmu www.philstar.net www.cebupacificair.com www.flyzest.com www.seair.com www.airasia.com CAPA – Centre for Aviation & Innovata http://philippineairspace.blogspot.com www.rappler.com http://www.reviewcentre.com/reviews3319.html http://newsinfo.inquirer.net/166133/airphil-express-eyes-share-of-luzon-market www.vetstart.org www.google.com/apps-airphilexpress centerforaviation.com business.inquirer.net www.scribd.com www.annalyn.net www.admu.ph.edu - The Gidon article www.planespotters.net www.philstar.net www.philstar.com/travel-and-tourism www.hamster168.tumblr.com www.bir.gov.ph www.scribd.com/airphilexpress www.philippineairlines.com www.scribd.com/airphil