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Marketing mix

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Introduction

Marketing mix Product The product is the most important aspect of the marketing mix. The product can be a service or even a holiday destination. Products have both tangible and intangible benefits. Tangible benefits include benefits, which can be measured such as the top speed of a car. Intangible benefits are benefits that cannot be measured such as the enjoyment the customer will get from the product. It is important that the product is changed as necessary to bring it up to date and prevent it from being overtaken by competitors. I'm going to selling a travel service using air travel. It will be a low cost airline that will fly from a variety of different airports in the UK notably in the north where no low cost airline is available, and to a range of different European destinations. I will be offering customers the lowest prices as well as complete customer satisfaction. Hopefully I will be able to compete with the current cutthroat competition in today's airline industry. The research I acquired from various sources helped me to learn hat customers actually want which is basically hassle-free cheap and quick travel. I also learnt essential tips about starting up an airline, for example the biggest mistake airlines could make when starting an airline service is over ordering too many aircrafts. I will aim to position my product in the minds of the customers by allocating seats to provide them with the opportunity to sit next to friends and family and also to create less chaos when boarding the aircraft. ...read more.

Middle

The airline market is extremely competitive with more and more airlines starting up every year, the main reason for this is that it's surprisingly easy to start up your own airline. The market is also very price sensitive because if you can't afford to keep your prices as low as Ryanairs prices you won't survive, it's thought that the market is so cutthroat that even the very successful British Airways are on the verge of losing everything. The existing range of prices varies at the moment between �1 and �50 to mostly all European destinations, of course with Ryanair pricing around the �1 mark and BA (British Airways) around the �50 for most European destinations. To succeed early on in this market the prices must be kept as low as possible at all times because raising the prices will not help at all according to our questionnaire where most people valued price over quality when travelling with an airline. The pricing strategy my company will adopt is to replicate the prices of the leaders of the market but differentiate through the product quality in some way, the main reason for this being that when starting up a new company you're relatively unknown so to be noticed you'll need to challenge the market leaders through either quality or prices and as most people look for price before quality in airlines I have chosen to use prices. ...read more.

Conclusion

The channels of distribution that the competitors use are either the internet or the travel agents mainly because it's simple and cheap for the airlines, my company, however, will not use travel agents because they have to make a profit so they'll put the ticket prices higher and this won't be good for the company image. So we'll only use the internet as a channel of distribution because it's cheaper for the customers therefore increasing our sales and improving our relationship with the customers. Customer service We will try our best to ensure customer satisfaction at all times, from booking the flight to baggage reclaim at their chosen destination we expect our customers to be left hassle free and to arrive on time after a smooth flight. The company must make sure that our disabled customers are provided with everything they need to ensure a good and safe journey. We will mainly focus on making sure that the customer is never mislead and that they always understand what we are asking them. We will make sure that our company provides excellent customer service by continuously asking the customers for their thoughts and opinions on our current service, asking them to fill out frequent questionnaires and encourage them to report anything bad or good to a member of staff. This could make the company look full problems but it means we can improvements to the problems much quicker. ...read more.

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