Turkish Airlines Marketing Plan Essay

4964 Words Feb 9th, 2011 20 Pages
Marketing Management
Turkish Airlines Marketing Plan
2010

Table of Contents

Terms of Reference3
Executive Summary3
Business Mission3
External Marketing Audit
Macro-environment4
Micro-environment5
Internal Marketing Audit7
Operating results7
Strategic Issues Analysis 9
Marketing Mix Effectiveness10
Marketing Structures and Systems11
SWOT Analysis12
Marketing Objectives13
Core Strategy13
Marketing Mix Decisions13
Budget14
Organization and Implementation15
Control16
Reflexive Account17
Appendix18
References 20

Word count excluding appendices, diagrams, tables, figures and table of contents is 3490.

1. Terms of Reference
Turkish airlines celebrated 75th year in civil aviation in 2008,
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That is partly due to meeting their relatives and parents, Turks are known for holding high value of close family relations.

Increasing disposable income among its population and the relative young age average to Europe with more than 93 percent of its population under age of 65 and quarter of its is under age 15 makes the general market dynamic and open for opportunities 9.

Technological:
Aviation is rapid changing environment due to technical improvements made everyday. To keep up to date every airline carrier has to renew, improve and maintain their fleet in order not fall behind the competition. Every major player, adopted internet technology quickly which served us in return as online booking, check-in, sms notices while reducing cost, speeding up the processes. (App. SITA)

Micro environment

The market:

According to a search done by Datamonitor the global airlines industry grew by 11.3% in 2007 to reach a value of $429.9 billion at the time. (Airlines: Global Industry Guide) However more recent research shows more depressing values. According to AEA (Association of European Airlines) in 2009 the industry plunged into the deepest crisis it has seen in its history. Traffic volumes have plummeted and there is no immediate recovery in sight. More worryingly the fall in yields has now reached a level which puts in jeopardy the survival of the traditional business model. Bisignani comments that

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