Turkish Airlines Marketing Plan
Marketing Management
Turkish Airlines Marketing Plan
2010
Table of Contents
Terms of Reference3
Executive Summary3
Business Mission3
External Marketing Audit
Macro-environment4
Micro-environment5
Internal Marketing Audit7
Operating results7
Strategic Issues Analysis 9
Marketing Mix Effectiveness10
Marketing Structures and Systems11
SWOT Analysis12
Marketing Objectives13
Core Strategy13
Marketing Mix Decisions13
Budget14
Organization and Implementation15
Control16
Reflexive Account17
Appendix18
References 20
Word count excluding appendices, diagrams, tables, figures and table of contents is 3490.
1. Terms of Reference
Turkish airlines celebrated 75th year in civil aviation in 2008, where they started with only 19 seat capacity, now making plans to be one of the major players of the global market.
2. Executive Summary * Company follows an aggressive growth strategy * Despite economic slump, performing even better than past. * Company is a customer-oriented company. * Has a very good chance to achieve goals because macro and micro measures are favoring THY. * Company retaining programs should be made more attractive. * Global brand awareness should be increased. * Customer relations should be transferred to digital in order to get more reliable, dynamic feedbacks.
3. Business mission
Turkish airlines describes its mission to become the preferred leading European air carrier with a global network of coverage thanks to its strict compliance with flight safety, reliability, product line, service quality and competitiveness, whilst maintaining its identity as the flag carrier of the Republic of Turkey in the civil air transportation industry.
In order to be the leader first priority goes to constant growth where they achieved doubling the number of passengers and tripling revenues between 2004 – 2009, which gave them rightfully, earned Europe’s fastest growing airline title.
Turkish Airlines Marketing Plan
2010
Table of Contents
Terms of Reference3
Executive Summary3
Business Mission3
External Marketing Audit
Macro-environment4
Micro-environment5
Internal Marketing Audit7
Operating results7
Strategic Issues Analysis 9
Marketing Mix Effectiveness10
Marketing Structures and Systems11
SWOT Analysis12
Marketing Objectives13
Core Strategy13
Marketing Mix Decisions13
Budget14
Organization and Implementation15
Control16
Reflexive Account17
Appendix18
References 20
Word count excluding appendices, diagrams, tables, figures and table of contents is 3490.
1. Terms of Reference
Turkish airlines celebrated 75th year in civil aviation in 2008, where they started with only 19 seat capacity, now making plans to be one of the major players of the global market.
2. Executive Summary * Company follows an aggressive growth strategy * Despite economic slump, performing even better than past. * Company is a customer-oriented company. * Has a very good chance to achieve goals because macro and micro measures are favoring THY. * Company retaining programs should be made more attractive. * Global brand awareness should be increased. * Customer relations should be transferred to digital in order to get more reliable, dynamic feedbacks.
3. Business mission
Turkish airlines describes its mission to become the preferred leading European air carrier with a global network of coverage thanks to its strict compliance with flight safety, reliability, product line, service quality and competitiveness, whilst maintaining its identity as the flag carrier of the Republic of Turkey in the civil air transportation industry.
In order to be the leader first priority goes to constant growth where they achieved doubling the number of passengers and tripling revenues between 2004 – 2009, which gave them rightfully, earned Europe’s fastest growing airline title.