AIRLINES INDUSTRY AND MARKETING PROMOTIONAL

British Airways and Lufthansa and Their Marketing Promotional Campaigns Between 1990 and 2009



Table of Contents

CHAPTER 1: INTRODUCTION3

Introduction3

Aims of the Research4

Research Questions4

The main research question of the research is:4

Significance of the Research5

Rational of Research5

CHAPTER 2: LITERATURE REVIEW8

An overview of the industry8

Changes in the airline industry8

Marketing Promotion11

Franchising12

Marketing Strategies12

Promotional Mix13

What should be done14

Marketing Models15

CHAPTER 3: RESEARCH METHODOLOGY17

Rationale of the Methods18

Instrument21

CHAPTER 4: RESULTS AND ANALYSIS27

Gender27

To what extent have the following prompted changes in the service?30

Why do you fly with your chosen airline (Market Turbulence) Effect Marketing?31

Hypothesis31

Who will get Benefit?39

CHAPTER 5: CONCLUSION41

Market Factors41

Consumer Preferences42

Consumer Purchasing Habits43

Economic Development44

Competition44

Market Turbulence45

Technological Turbulence46

Implication of the Research47

Recommendations For Future Research48

REFERENCES50

Chapter 1: Introduction

Introduction

During economic downturns, normally we have "winds of creative destruction" which might be sentiments for the free market, gust the world with full energy, establishing also threats and fovourable moments (Schumpeter 1912). For instance, the scale of airline firms collapses escalated substantial throughout economic downturn of 1990 to 1991 (Pearce 1997). For instance, airline industry was mainly pretentious, accompanied by comparatively miniature magnitude, small without heterogeneity, together with sizeable asset restriction. Conceivably its benefit is its prominent pliability. Pearce (1997) argues that little investigation for airline companies has been done to help them to sustain oneself on economic downturns, nevertheless, not one on airline industries' has been done, and the question was recognised as a field of study years ago by Fahey and Christiansen (1986). The study contemplate promotion bustles if they can help airline firms to sustain economic downturn. The paper inspect promotion plans engaged by airline firms prior to 1990-1991 economic downturn to test whether yields can be connected with increased promotion bustles. We find a fascinating contrast: Increasing promotion bustles in the heart of business assists can help a company to sustain, but branching out into recently developed ducts and locations need to be taken with prudent restraint in shipshape to avoid overexpansion and plummet of yields throughout the economic downturns (Pearce 1997). The study is structured as follows: The initial chapter probes the 1990-1991 economic downturn and its impacts on the financial resources in public. The second chapter probes the previous literature and business press for guidance concerning economic downturns. The third chapter amalgamate economics from literature, promotion plan, and airline firms to recognise theories concerning the capacity to marketing promotion to "economic downturn-proof" a firm (Pearce 1997). Next, the information is set and described, and the findings is produced and recommendations follows.

Aims of the Research

The paper chosen will aim to show the effect of current economic downturns on the marketing promotional campaigns of British Airways and Lufthansa. A probe of the company literature bestow snippet proof that the academicians and businessmen have expresses interest concerning the marketing promotional concepts. These two national carriers were chosen because of their leadership in their alliances. The current study attempts to determine the attitude of the business marketing executives relating to the airline firms towards the appropriateness of the marketing promotional concepts in an economy characterized by the current economic ...