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

Adnan Ashraf, Yousaf Raheel, Muhammad Adeel

Abstract

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.

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

Journal   IOARP Journal of Business and Management
Volume   Volume 1
Issue   Issue 1, December 2016
Date Published   31 December 2016
Published in   IOARP Journal of Business and Management
Date Appeared in GDL   15 January 2017

Pages   8
Global Digital Library Number   GDL-IOARP-JBM01-002
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