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Essay / Research Paper Abstract
This 13 page paper look at research to consider the ways in which the airline industry in the UK should be marketing their services. The paper has a short introduction and the main part of the paper presents some realistic, but fictitious quantitative and then qualitative research, first using written surveys and then with the use of a focus group. The paper ends with the results and conclusion. The bibliography cites 10 sources.
Page Count:
13 pages (~225 words per page)
File: TS14_TEairresea.rtf
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Unformatted sample text from the term paper:
Research Findings 12 References 14 1. Introduction The airline industry is changing. New entrants are emerging but not all
are succeeding. The recent failure of EU Jet, a budget airline tat flew out of Manston in Kent also indicates the low profit margins in the industry and the ease
with which a company can fail (BBC News, 2005). This has also provided a good PR and sales opportunity for the many passengers that are ether stranded or have lost
their plans as a result of the failure. EasyJet and others have offered the EU Jet passengers with tickets replacement flights for only ?25. This helps the passengers and also
gives a large level of free publicity to the airlines which is valued at a great deal more than the proportion of the usual fare they may be loosing.
The case of EU Jet is one that illustrates the importance of good marketing. If we ask a number of people, that do not live in the Manston area of
Kent, for the names of air lines, either low cost carriers or traditional carriers and it is unlikely that EU Jet would be in the answers of many people. This
indicates the importance of marketing. If low cost carriers, who are able to differentiate and offer lower process are finding survival difficult, and there are also national flag carriers
such as Swiss Air which have failed in recent years, the indications for the industry are of continuing hash condition, especially when there is a low elasticity and the economy
in the UK is not expected to grow at an increased rate (FWN Select, 2005). In condition such as this airlines need to use their marketing budgets carefully, maximising the
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