Marketing Strategy of Comair in South Africa
Marketing Strategy of Comair in South Africa
Comair is South Africa’s longest non-national carrier (Comair Airways Limited, 2012). Comair Limited is an airline that operates two brands: British Airways and Kulula.com. British Airways is aimed at business travellers and the high class society while Kulula.com is aimed at leisure and middle class passengers. British Airways has two offerings, Club (business class) and Traveller (economy class). Club facilitates for the more elite customer and Traveller is for the less elite providing fewer facilities compared to Club. Kulula, being aimed at the middle class society, offers a simple package that is at a low cost and that is affordable (Comair Airways Limited, 2012). Comair’s mission statement states that “Comair aims to be Southern Africa’s leading business airline” ( Lubbe, 2000: 20). Its core values are to be professional and maintain ethical values, to deliver safe and quality services, to be reliable and to be honest in its business. It aims to provide affordable prices and aims to meet the expectations of its customers. Comair, as it seeks to satisfy its customers and is focused on providing a good service for its consumers, is a market orientated company. This assignment will look at why business people would choose to fly on British Airways and will analyse the opportunities and threats faced by Kulula. It will discuss the environmental implications which affect British Airways’ marketing department in South Africa and seek to conclude that Comair has a promising future.
When a businessman decides to travel, he has many expectations and needs that he requires while flying to his destination. Primarily, a businessman would want a comfortable, convenient, safe, reliable and enjoyable journey. He would want to use a well-known and reputable airline that has a history for satisfying its customers. A businessman would want to get the greatest value for the money he has used. In terms of convenience, a
Comair is South Africa’s longest non-national carrier (Comair Airways Limited, 2012). Comair Limited is an airline that operates two brands: British Airways and Kulula.com. British Airways is aimed at business travellers and the high class society while Kulula.com is aimed at leisure and middle class passengers. British Airways has two offerings, Club (business class) and Traveller (economy class). Club facilitates for the more elite customer and Traveller is for the less elite providing fewer facilities compared to Club. Kulula, being aimed at the middle class society, offers a simple package that is at a low cost and that is affordable (Comair Airways Limited, 2012). Comair’s mission statement states that “Comair aims to be Southern Africa’s leading business airline” ( Lubbe, 2000: 20). Its core values are to be professional and maintain ethical values, to deliver safe and quality services, to be reliable and to be honest in its business. It aims to provide affordable prices and aims to meet the expectations of its customers. Comair, as it seeks to satisfy its customers and is focused on providing a good service for its consumers, is a market orientated company. This assignment will look at why business people would choose to fly on British Airways and will analyse the opportunities and threats faced by Kulula. It will discuss the environmental implications which affect British Airways’ marketing department in South Africa and seek to conclude that Comair has a promising future.
When a businessman decides to travel, he has many expectations and needs that he requires while flying to his destination. Primarily, a businessman would want a comfortable, convenient, safe, reliable and enjoyable journey. He would want to use a well-known and reputable airline that has a history for satisfying its customers. A businessman would want to get the greatest value for the money he has used. In terms of convenience, a
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