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Examine the main ways that Air Arabia segment the market using demographic, geographic, psychographic and behavioural variables.

Air Arabia is a low-cost airline with its head office and flight operations in Sharjah Airport. The airline, the UAE’s only listed carrier reported strong net profits, higher load factors and an expanding route network (Gulf News November 12th 2014)
You have been appointed as a marketing consultant to analyze the target market of Air Arabia and the marketing strategies currently in place.
You are required to produce a report to the head of the Marketing Consultancy on 28th January 2015 which should address the following:-
Task 1

 Examine the main ways that Air Arabia segment the market using demographic, geographic, psychographic and behavioural variables. 5 marks
 Identify the segments Air Arabia are targeting. 5 marks
 Explain how they are positioned in the market against their main direct and indirect competitors. 5 marks

Task 2
You have also been tasked with reviewing the current Air Arabia marketing mix as well as making recommendations for a revised more effective marketing mix so that they can achieve even better results.
You will need to conduct a marketing audit and report on the following:
 PRODUCT: Identify the services offered and examine how they are developed to sustain competitive advantage 15 marks
 PLACE: Explain how the “place” strategy is arranged to provide customer convenience 10 marks
 PRICE: Explain how prices are set to reflect the organisation’s objectives and market conditions 10 marks
 PROMOTION: Illustrate how promotional activity is integrated to achieve its aims for the target market 15 marks
 Analyse the additional elements of the extended marketing mix
15 marks
 Make recommendations for improvements to the marketing mix
15 marks
 Structure and presentation 5 marks

Guidelines
You need to produce a detailed report covering the segmentation, targeting and positioning of Air Arabia’s services, as well as all the elements of the marketing and extended marketing mix for Air Arabia.
Identify the target market that Fly Dubai appeals to.
 Identify the targeting strategy used and evaluate how successful it is.
 Identify how Air Arabia are positioned against their competition
 Include a detailed product range and portfolio for Air Arabia
Apply Strategic techniques like BCG matrix and Ansoff’s growth matrix
 Investigate and report on the “place” strategy used by Air Arabia
 Provide pricing details of Air Arabia’s economy class service . Identify the different pricing strategies used by the organization. Investigate factors influencing these pricing policies.
 Produce information on various promotional activities undertaken by Air Arabia. This could include advertising, personal selling sales promotion , social media, publicity and PR activities
 Provide brief information on the additional elements of extended marketing mix and explain how important they are to Air Arabia.
 Recommend improvements to the marketing mix covering only 4
elements:-product, price, place and promotion.


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