Operation Management

OStrategic Marketing

Assignment Title:

5-Year Strategic Marketing Plan
Assuming you be the marketing manager for an airline based in the Asia-Pacific region. The chief executive officer has tasked u to prepare a 5-year strategic marketing intend for 2012 to 2016. Your plan will help the airline to create sustainable competitive advantage in the competitive aviation industry.
Your newspaper should at least cover the following areas:
* Part 1 (50%): Strategic abbreviation (internal, external, customers, competitors etc.)
* Part 2 (50%): Marketing strategy Development & Implementation
As this is an academic work, your insure must(prenominal) be supported with theories and concepts drawn from relevant literature.

Strategic Analysis:
1. Introduction of Airlines
2.1 Name of Airlines (Cebu Pacific- philippines airlines)
2.2 Brief Airline operation
2.3 Aim of the report ( see question above)
2. Customer Analysis
3.4 Biggest customer ( may be holiday makers, business travellers, commercial cargo)
3.5 Competitors box

Like this must correspond cebu pacific with 5 other airlines.. It may be sizable running airlines companies too like emirates, Singapore airlines… Compare with 5 airlines, and compare either 5 options they provide like Ive mentioned( price, food, aircraft, service, etc)
3.



6 Brief strategies to beat competitors.. ( nominate ur ideas in this place as to how to meliorate this cebu pacific)
3.7 Customer complaints ( see from websites.. also u can give ur own complaints even if it is not given in any website.. example even if the food is good, itemise it is very bad, tell that their flights are very often delayed,,,.. but then u have to give suggestions to overcome them…)
3.8 General ideas on how to ferment customers complaints (give ur suggestions here)
3. Market Analysis
4.9 Emerging submarkets
4.10 Market and submarket profitability
4.11 Trends and Development
4.12 Key success factors
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