Airline Marketing: Final Project Assignment and Guideline

Bangkok University 2017

Dr Narudh Cheramakara

Airline Marketing Final Term Project

Use the same airline/group as midterm project

Task

• Use your mid-term project as a catalyst to this report.• Identify gap in your business (i.e. business

opportunities)• Review the current products and services of your

competitor/other industries• Come up with one new products / services for your

airline• Justify why your airline needs the proposed

product/service• Either to reduce the cost/or/Improve your revenue• Using marketing theories in this class to plan for

product (e.g. segmentation, how would you

Clues

• Look at your competitors and see how can you outpace them? What product are they lacking? Or what product they have and you don’t?

• Look into other industries (Hotels, trains) and see what can you implement their product?

• Products and service can be from Booking/Check-in/Ancillary Revenue/Pricestructure or anything

• EG. Premium Economy for TG, Should Airline codeshare with train companies? Cargo carriers? Themepark?

Theoretical Applications

• Segmentation? What is your target market for new products? Why?

• Pricing Strategy? How much will you charge? How it will improve your revenues? (Consult annual reports for clue)

• Promotions? How to promote

• Advertising How? Example

Assessment: The assessment for your work will be based on the following criterion (10 points for each category totaling 50 points)

• 1) Creativity - The creativity of the strategies and implementation • 2) Thoroughness - Make sure that all angles are explored and you

must demonstrate that you have a thorough understanding of the industry and company you are working with

• 3) Realism and practicality of the plan • 4) Theoretical Application - The ability to apply marketing theories

to the plan and the analysis along with explaining how it works in reality

• 5) Presentation - You are expected to present this plan as an actual one to the management. Therefore the presentation style must be convincing and interesting.