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IOARP Journal of Management and Leadership

Creating Brands for Airline Industry – Marketing Planning to Launch a Commercial Helicopter Service


Adnan Ashraf, Yousaf Raheel, Muhammad Adeel, Asghar Hussain


Over the years, tourism industry has remained a key player in Pakistani economy. It has although seen its worst downfall in history due to the incidents of terrorism in the past 15 years, in the recent years, this industry is on the rise/booming again. Airline industry has played a key role in connecting far-flung tourist heavens of Pakistan to the mainland. After researching the Pakistani airline industry, this work provides a preliminary marketing plan for a proposed commercial helicopter service for a leading airline in Pakistan. The paper includes a comprehensive internal and external analysis of the airline to assess the feasibility of the proposed service. Besides providing a situation analysis, this paper also includes a detailed 4 Ps analysis, and an evaluation of value addition for the consumer in the proposed marketing strategy.

Airline Industry, SWOT, Porter’s 5 Force Model, Marketing Mix, PEST Analysis, Customer Value Analysis

IOARP Journal of Management and Leadership
Volume 1
Issue 1, December 2016
31 December 2016
IOARP Journal of Management and Leadership (JML)
15 January 2017
1 - 8
IDL-JML01-001
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