Essays on Capa

At the moment Korean Air is focusing on middle/upper middle class passengers. In order to strengthen its competitive force in the global market, the two advisable market segments for Korean Air are lower middle class families and young families with children. Geographically, the least and less developed countries are facing both the low income as well as increasing fertility rates (Haub, 2012). More specifically, sub-Saharan Africa, Asia, Caribbean and some low-income European countries have a need for cheaper transportation for families. Demographically, young parents should be targeted, because most often they have only one young breadwinner due to one ...

Introduction

The low cost carriers (LCCs) have been enjoying very fast growth in the past several years. Airlines like Ryan Air, Southwest, Lion Air and Asia have become dominant forces in their respective regions. Opportunities for growth and expansion abound especially in the light of changing consumer preferences and habits stemming from the global financial crisis. To take advantage of emerging opportunities, Air Asia needs to go public and raise funds for expansion. While its business model has so far been very successful, certain aspects of it operations and business model need to be modified for it to be able ...

Executive summary 3

Company Description 3 Strategic Focus and Plan The Service and its Value Proposition 4 Marketing Goals 4 Marketing Situation Strengths and Weaknesses 5 Opportunities and Threats 6 Market Strategy Overall Marketing Strategy 7 Market Needs 7 Target Markets 8 Marketing Mix (4 Ps) Product 8 Price 8 Promotion 9 Place 9 Conclusion and Recommendations 10 References 11 Appendix 1 13 Executive summary The following report discusses market strategies and marketing mix, developed by Ryanair, Ltd. The company at hand operates a broad network of low-fare airline routes that connect 186 airports in Europe, as well as Africa (Morocco). The ...