EFFECTIVE MARKETING STRATEGIES FOR AIRLINES OPERATING IN ENUGU METROPOLIS (A CASE STUDY OF EXECUTIVE AIRLINE SERVICES)
ABSTRACT
This research work titled “Effective Marketing Strategies for Airlines Operating in Enugu Metropolis (A Case Study of Executive Airline Services) was carried out with some of the following objectives: -
Extensive literature review was carried out and the sample size of 369 customers determined using Top man’s formular, since the population of management and relevant staff is, the researcher did a census survey.
The four hypothesis formulated were tested using chi-square and data collected were analyzed using tables, percentages and frequencies.
Some of the findings are:
However, their charges are considered by their customers to be high and their promotional strategies are not effective for creating customer awareness of their services.
Based on the findings, the researcher suggest among others that;
They should always remember that the customer is the king, and the only survival strategy in a competitive marketing environment is the use of effective and efficient strategies, which are both responsive and responsible.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
CHAPTER TWO: LITERATURE REVIEW
CHAPTER THREE: RESEARCH METHODOLOGY
CHAPTER FOUR: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
CHAPTER FIVE: SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION
Bibliography
Appendix
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Marketing strategy can be said to be the marketing logic by which the business unit experts, to achieve its marketing objectives, which consists of decision making, marketing expenditures, marketing mix and marketing allocation in relation to expected environmental and competitive conditions. Kotler (2000 : 170).
However, the airline operation have to blend effectively with the above variables in the most efficient and result oriented manner. This is to enable them get the best out of their strategic efforts, which results to an improved performance. Ti will also enable the to beat their competitors from every angle.
The importance of Airlines in transport industry need not to be over emphasized. It helps to create time and place utilities. Airlines is regulated for its high speed and comfort, it is therefore mostly used for transporting high value, perishable and emergency freight.
In order to serve the customers transport need very well, there is need for airline industry, Executive Airline Services to embrace the effective marketing strategies.
Olakunori (2000 : 247) noted that the aviation industry is very interesting though air transportation is regarded as the most modern means of transport today.
Executive Airline Services as the name implies, simply means “Executive Airlines Services. The common assumption of Airline users were that the airline was for the executives, but in actual sense, it was not meant for the executives alone. An average citizen can fly with Executive Airline Services to different places comfortably. The Executive Airline Services do not start with the name “Executive Airline Services, but rather they started as a chartered airline in 1996, from there, they went into cargo operation.
Although they were into partnership business, they operated for some years before it was changed to Executive Airline Services about three (3) years ago and from there, they have been into passenger/commercial operation.
Executive Airline Services though relatively new in the transport industry have made an appreciable contribution to the industry. But of recent, there have been increase in airlines like Sosoliso, Albarka Airlines etc, these has brought about competition in the industry.
In view of their competition, that have been affecting its profit and customers patronage, one is bound to ask how Executive Airline Services can improve its services in order to survive in over competitive marketing environment. Designing effective marketing strategies is the answer.
Thus, in this study, the researcher takes a look at effective marketing strategies for the airline operating in Enugu Metropolis with particular interest on Executive Airline Services.
1.2 STATEMENT OF THE PROBLEM
The market for airline services is highly competitive; this is due to the presence of both national and international airline that has made in road into the industry.
Among these, is Executive Airline Services (EAS). It occupies a significant position within the industry with its airline operation that covers the following routes – Lagos, Port Harcourt, Jos, Abuja, Kano and Enugu.
The company has been performing very creditably as an evident from its services. Besides, Executive Airline Services is fast becoming a household name among airline users.
The questions that come to mind therefore are, what are the success factors that have determined the efficient performance of Executive Airline Services operation? How effective are the company’s marketing strategies? And what is customer’s perception of the company’s services in relation to other airlines?
In order to provide answers to the above questions, the researcher critically investigated the marketing strategy adopted by Executive Airline Services.
1.3 OBJECTIVES OF THE STUDY
The objectives of this study among other things include:
1.4 FORMULATION OF HYPOTHESES
To effectively conduct this research, the following hypothetical statement were designed to help in research analysis.
The statement are as follows:
Ho1: Customers are not satisfied with Executive Airline Services quality.
H1: Customers are satisfied with Executive Airline Services quality.
Ho2: Customers are not satisfied with the fare charged by EAS Airlines.
H2: Customers are satisfied with the fare charged by EAS Airlines.
Ho3: Executive Airline Services do not make their services readily available to its customers.
H3 Executive Airline Services make their services readily available to its customers.
Ho4: Executive Airline Services marketing strategies have negative impact on the profit of Executive Airline Services airline services in Enugu Metropolis.
H4: Executive Airline Services marketing strategies have positive impact on the profit of Executive Airline Services airline services in Enugu Metropolis.
1.5 SIGNIFICANCE OF THE STUDY
The importance of this study cannot be over looked or over emphasized. The research which was carried out is to determine the extend to which the marketing strategies performance in airline operating in Enugu metropolis is quite valuable in the following ways.
1.6 SCOPE OF THE STUDY
This research work covered all the areas in marketing strategies in Airline Operating in Enugu Metropolis which includes their promotion, price, product and place.
However, the extent of the study “Effective Marketing Strategies for Airline Operating in Enugu Metropolis focuses on EAS Airlines.
1.7 DEFINITION OF TERMS
MARKETING: The all important set of creative human activities aimed at identifying, anticipating and satisfying human needs and want through exchange as efficiently and as effectively as possible (Adirika (1990 : 3).
COMPETITION: The struggle to gain advert, profit or success from the customers over the next person, mostly among firms in contemporary business. (Ozor 2001 : 42).
VARIABLE: Anything that is extended to the firm, not under the control of the management, such as the government policies, political crises, competitor, etc. (Olakunori 2000 : 224).
MARKETING STRATEGIES: A game plans for achieving a set of objectives. It is part and parcel of strategic planning process. (Subhash 1990:12).
CUSTOMER: The people that buy from either a manufacturer or consumers, but may not necessarily be the users of those products. (Olakunori 2000:227).
PRICE: The amount of money, the customers pay for the product or service of the time and place of exchange. (Kotler 1996:46).
PROMOTION: This is one of the components of the marketing mix used by an organization to inform, educate, and persuade the marketing, regarding the company’s offering. (Ebue, Adirika and Nnolim. 2001:58).
DISTRIBUTION: This is concerned with the efforts which a firm makes, in order to get its products to the target market. (Olakunori 1999:93).
PRODUCT: Anything that can be offered to market for attention, acquisition, or consumption that might satisfy a want or need. It includes physical objects, services, persons, organization and ideas (Kotler 2000:247).
1 - 5 of 96 Reviews |