Global Marketing


Global marketing is all about the design of competitive process which provides better sustainability to business while operating activities in international market. It has been spotted that global marketing has become one of the most popular methods that provide strength to business while dealing in the global era. In this report, learning will focus on the work culture of airline industry in order to have effective understanding about global marketing. It will focus on marketing mix so that global marketing factors can be understood in an effective way. It will also spotlight on benefits of digital era to airline industry during the period of generation Y.

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7P's of marketing mix

Marketing mix plays a key role in the success of every organization and it has been spotted that airline industry during the period of 1990 -2000 has focused on 7P's in order to amend the business opportunities.The classification of seven principles can be as product, price, place, promotion, physical evidence, process and people.

Airline organizations have focused on improvement in design of their aircraft’s and quality of services in order to attract more customers. Airline industry covers two kinds of services which are classified as on ground services and in-flight services. Big organizations like British Airways has improved its opportunities by focusing on cabin service, catering service, ramp service and other supportive actions of operations. Number of new features in services has also tried to introduce so that brand image can be enhanced.

Price is also one of the key marketing principles that airline industry has concerned during the period of 1990 -2000. In this respect, industry has tried to reduce the commission and extra charges so that prices can be decided as per the customer’s needs and expectations. In this respect, it can also be said that the airline industry has focused on various pricing strategies such as premium, value for money, low cost, Apex fares, etc. Companies were deciding its products and service’s prices as per the distance of travel and classes of aircraft. Sometimes, airline firms were also consider the number of halts in order to determine the pricing of products and services.

Place means the ways where customers can approach airline firm in order to attain the desired services. In this respect, the airline sector has focused on some factors which are classified as online 24 hour reservation systems, consolidation and tour operators. Airport authorities have also focused on the expansion of airports by introducing various restaurants at airports (Heding, 2009). Big organizations like Air India have introduced its services at various new destinations so that global marketing goals can be met in an effective manner. Moreover, the airline firms have also focused on various promotional activities such as advertising, publicity, sales promotion and word of mouth. In this respect, the organizations also started using digital tools that can amend the business opportunities by creating awareness among gen

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