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Essay / Research Paper Abstract
This 20 page paper performs a marketing audit in Singapore Airlines with the aim of assessing the airline and the environment to develop a new marketing plan. The marketing plan targets business travelers in the US with a new exclusive executive service to increase revenue and support differentiation. As well as the marketing plan and budget and projections are provided. The paper ends with a short reflective section. The bibliography cites 12 sources.
Page Count:
20 pages (~225 words per page)
File: TS14_TEsingplan.rtf
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Unformatted sample text from the term paper:
4.2.1 Market Trends 7 4.2.2 Competition 8 5. INTERNAL MARKETING AUDIT 9 5.1 RESULTS 9 5.2 STRATEGIC ANALYSIS 10 5.3 MARKETING MIX 13 5.3.1 Product 13 5.3.2 Price 13 5.3.3 Placement 14 5.3.4 Promotion 14 6. SWOT ANALYSIS 15 6.1 STRENGTHS 15 6.2 WEAKNESSES 15 6.3 OPPORTUNITIES 15 6.4 THREATS 16 7. MARKETING OBJECTIVES 16 7.1 TARGETS 16 7.2 THE STRATEGY 17 8. CORE STRATEGIES 17 9. MARKETING MIX 17
10. BUDGET 18 11. ORGANIZATION AND IMPLEMENTATION 20 12. CONTROL 21 13. REFLECTIVE SECTION 21 1. Terms of Reference A report has been requested to examine the marketing of Signore Airlines and develop a new marketing
strategy for the airline. Instead of looking at the company as a whole a more focused strategy design is required in order to increase passenger numbers into and out of
the US on Singapore Airlines flights with results to be realized in the same financial year as the new marketing campaign is launched. The strategy suggested needs to utilize and
build in the existing strengths, aligning with current marketing strategies that are used for the airline as a whole and those seen in other areas or routes. To determine the
strategy the current marketing of the airline and the market conditions need to be assessed. 2. Executive Summary Singapore Airlines is a highly differentiated airline operating in a competitive
global environment. 2007/8 saw an increase in all areas, but the US showed only an 18% increase in revenues whereas all other areas where in double digits. The marketing plan
is to increase revnue and passenger numbers flying from the US to Singapore. The plan targets business traveller and high income leisure travellers with the launch of a new executive
complete service that include the development of a new fare that includes a chauffer driven car and curb side check in. The net profit after a year from this service
alone is expected to be in excess of $2 million, as well as the additional seats that are sold as a result of the service. This will support the existing
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