Strategic Marketing Management of Turkish Airlines
17.01.2011
Academy of Economic Studies
Strategic Marketing Management of Turkish Airlines
Strategic Management
Table of contents
1. Introduction
2. General description of the company
3. Vision, mission and corporate values
4. Strategic objectives
5. Analysis of external competitive business environment (Porter’s model)
6. SWOT Analysis, PEST Analysis
7. Strategy description & implementation
8. Possible resistances analysis and methods of over passing resistances
9. Conclusions
10. References
1. Introduction
A comprehensive marketing plan for Turkish Airlines, particularly focusing on its services, product differentiation, target markets and customer segments is vital to ensure its survival against the existing services provided by its competitors - British Airways, Pegasus Airlines and Easyjet.
The objective of this strategic marketing management plan is to further develop Turkish Airlines market share in summer 2010 and winter 2010/11 period through marketing programs and initiatives. The task undertaken begins with overview of the company, its products for the worldwide market and competitive advantage. In order to better understand where Turkish Airlines should focus its strategic marketing management campaign and how it should differentiate its product several analyses are made. The report also looks at the airline internal strengths and weaknesses through SWOT analysis and identifies the airline external operating environment through PEST analysis. Marketing promotions highlighted in this strategic marketing management plan serve to increase market share in the short term while the advertisements seek to increase product and brand awareness in the long term. Finally, the report will be concluded with an overall summary of the company situation, market share and evaluation of its future marketing activities.
2. General Description of Turkish Airlines
THY –
Academy of Economic Studies
Strategic Marketing Management of Turkish Airlines
Strategic Management
Table of contents
1. Introduction
2. General description of the company
3. Vision, mission and corporate values
4. Strategic objectives
5. Analysis of external competitive business environment (Porter’s model)
6. SWOT Analysis, PEST Analysis
7. Strategy description & implementation
8. Possible resistances analysis and methods of over passing resistances
9. Conclusions
10. References
1. Introduction
A comprehensive marketing plan for Turkish Airlines, particularly focusing on its services, product differentiation, target markets and customer segments is vital to ensure its survival against the existing services provided by its competitors - British Airways, Pegasus Airlines and Easyjet.
The objective of this strategic marketing management plan is to further develop Turkish Airlines market share in summer 2010 and winter 2010/11 period through marketing programs and initiatives. The task undertaken begins with overview of the company, its products for the worldwide market and competitive advantage. In order to better understand where Turkish Airlines should focus its strategic marketing management campaign and how it should differentiate its product several analyses are made. The report also looks at the airline internal strengths and weaknesses through SWOT analysis and identifies the airline external operating environment through PEST analysis. Marketing promotions highlighted in this strategic marketing management plan serve to increase market share in the short term while the advertisements seek to increase product and brand awareness in the long term. Finally, the report will be concluded with an overall summary of the company situation, market share and evaluation of its future marketing activities.
2. General Description of Turkish Airlines
THY –
References: Doganis R. (2006), “The Airline Business”, 2nd edition, Routledge Publishing, USA Doganis R