This assement will cover the following questions:
- Identify the role of marketing strategies and programs in achieving organisational objectives, including ethical considerations.
- Understand how marketing concepts and principles are used in daily business operations in Air Canada.
- Evaluate the important marketing concepts and terminology.
- Identify the relationships of the marketing functions to other functional areas.
- Identify information needs and interpret findings.
- Communicate the findings and plans effectively of the Air Canada.
1. INTRODUCTION
Airline industry
Airline industry can be referred to as the corporate sector which is engaged in designing, manufacturing, usage and operations of airlines (Baker, 2016 In other words, it can be said that airlines industry witnesses the transportation of passengers as well as freight from single location to another against which prices are charged from customers.
Air Canada
Air Canada is acknowledged to be the biggest airline company as well as flag carrier of Canada in relation with passengers carried and size of the fleet. This company is regarded as a founding member of the Star Alliance® network. With the help of its 28 members airline network, the respective airlines company provides its clientele with access to over 1320 destinations across the world (Armstrong and et. al., 2014).
Growing value of marketing within airline industry
The marketing of products is much easier than that of services. In this regard, one of the most prominent and increasing industry across the globe is regarded to be airlines sector. To keep the top positioning of this sector maintained, companies pertaining to this industry make use of extensive marketing techniques as well as channels (Alserhan, 2017). The respective sector witnesses a large number of technological trends on a rapid basis, looking upon which airlines introduce several changes within its confines. The offerings of airline sector need to be promoted among the customers in an effective manner so that they get persuaded to experience it once. This helps in building extensive goodwill across the global periphery.
Structural response
The following project contains an overview of key marketing concepts and terms pertaining to airline sector. Also, it consists of the marketing strategies which provided assistance to Air Canada in achievement of corporate objective. Further, it comprises of the marketing idea as well as principles used within the respective airlines (Kotler and Armstrong, 2013). Apart from this, it encompasses the interconnection of marketing with other business functions. Lastly, recommendations are given for the firm to enhance effectiveness of company.
Read more: Business and the Business Environment- Marks and Spencers
2. The Main Body
a. BrandingBranding strategy is seen as the long term plan of the company that is developed by them for attaining success. Branding is mainly done towards specific goals and objectives that respective organisation wants to attain in the particular period of time. With reference to Air Canada, it has been analysed that the respective manager of this company follows effective brand strategy that is developed by focusing on all business activities along with the effective alignment with needs and requirement of customers (Kotler and et. al., 2014). Air Canada make use of hashtag campaigns as its branding strategy in order to develop their effective brand image among
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