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Essay / Research Paper Abstract
This 4-page paper discusses the company's marketing and segmentation and positioning, and provides a competitive analysis. Bibliiography lists 10 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTjetairst.rtf
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Unformatted sample text from the term paper:
an analysis of the companys competitive advantage and strategy is called for. The purpose of this paper is to analyze both of these factors through an explanation of the companys
positioning and segmentation strategies, a look at its target market and marketing mix, where it is in the product life cycle, and the competition it faces. Positioning and Segmentation
Naresh Goyal launched Jet (Airways) India in the early 1990s with what was then considered a somewhat revolutionary concept for airlines companies
in India. The goal was to fly people in comfort, provide friendly service, and have a great on-time record (Michaels, 2009). Though most Europeans and Americans were used to this,
at the time, this was not a common thing in India. With its reputation for on-time service and friendliness, Jet Airways was able to commandeer close to half the domestic
market by the early 2000s and was also able to grab a substantial amount of international traffic from Air India, the state-owned airlines (Michaels, 2009).
Jet Airways works with foreign airlines on code-sharing agreements to fly its international passengers. In 2008, it worked on eastward expansion to Shanghai and San Francisco
(Caswell, 2008). Jet Airways has also been working on flying direct to various international destinations, though the recent economy has caused it to close various offices around Asia (Michaels, 2009).
Though Jet Airways isnt known as the cheapest airline in India to fly, it does offer low-fare alternatives, making this product
fairly attractive to the very price-conscious Indian. Target Market and Marketing Mix Though much of Jet Airways market is domestic passengers,
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