Free Sample: Airline Research on Marketing Strategy Improvement paper example for writing essay

Airline Research on Marketing Strategy Improvement - Essay Example

This is occasioned by the following: Lack of marketing intelligence For a long time, Kenya Airways has enjoyed monopoly operations in the African racket and all connections into and out of Africa. They did not realize when this changed and competitors slowly encroached and took over their traditional markets. 1) Euro crawls The financial crunch that has affected mainly Europe and America has greatly affected the traditional tourist markets into Kenya and the rest of Africa. 2) Wrong products for the various market segments Kenya Airways’ market can be put into various segments all with deferent needs.

The wrong products were applied to the wrong segments and this led to customer dissatisfaction. 3) Unsuitable aircrafts. Recent aircraft acquisitions by Kenya Airways saw them take delivery of the Embrace aircrafts which are small and do not have enough cargo capacity that their market demands. 4) competitors As Kenya airways continued experiencing these problems, its competitors moved in by taking advantages of its weak points and in the process taking over the market share that it previously occupied. . Research Objectives When the problem has been carefully defined, the marketing manager and researcher must set the research objectives, that is, the outputs or end results of the research effort. Titus Massy out put and end results (Research Design) Mural Descriptive Research Design – Involves describing certain variables of Interest to the the frequency with which something occurs or the extent to which two variables co- vary. 4.

Why? 2) 3) Why 4)What one reason would make you change your airline The mail questionnaire is the best way to reach individuals who would not give personal interviews or whose responses might be biased or distorted by the interviews. Mail questionnaires require simple and clearly worded questions, and the response rate is usually low and/or slow. 0 Telephone interviewing is the best method for gathering information quickly; the interviewer is also able to clarify questions if they are not understood.

The response rate is typically higher than in the case of mailed questionnaires. However, only people with telephones can be interviewed and interviews have to be short and not too personal. 0 Personal interviewing is the most versatile of the three methods. It provides additional observations about the respondent, such as dress and body language. Its main drawbacks are that it is the most expensive method and requires more administrative planning and supervision. It is also subject to interviewer bias or distortion. C) THE FINDINGS Giovanni sunset ) Most of Kenya Airways’ western Africa passengers were mainly traders and merchants who travel to mainly the Middle East and Asia to buy goods for trade. Their biggest need is to have the cheapest fare and for their goods to arrive on time and in one piece. Due to the unsuitable aircrafts that the airline has, it often leaves behind cargo for this group of passengers and this has greatly inconvenienced them and led to loss of business for traders. ) Most business people who use the airline do so because of the wide network coverage they have across Africa and the world. The airline, of late, has been experiencing frequent technical problems and operational disruptions that lead to delays and cancellations. This has led the passengers to seek out other airlines that have a more stable schedule than Kenya Airways’. 3) In the last 2-3 years, there has been a sharp increase in the domestic travel market to the point that the airline cannot cope with the number of passengers traveling especially on weekends.