Research suggests that a business is likely to achieve superior revenue growth,

ID: 331755 • Letter: R

Question

Research suggests that a business is likely to achieve superior revenue growth, market share, and profitability when there is a good fit between its competitive strategy and the strategic marketing programs of its various product or service offerings*

*Reference: From Chapter 9 Take-Aways in Mullins, J., Walker, O., & Boyd, H. (2013). Marketing management: A strategic decision-making approach. (8th ed.) New York: McGraw-Hill Irwin.

In this discussion, address the following:

Analyze the above concept in relationship to the airlines industry: (1) how do competitive strategy and strategic marketing programs intersect in the case of airlines and (2) in what ways can this result in superior revenue growth, market share, and profitability? Give specific examples.

Explanation / Answer

ans 1=Branding plans depend on a comprehension of what customers desire in an airline, & why they select a specific airline. Are they keen on comfort at the cost of higher pricing / would they instead select a budget airline which gives a sense of nonconformity to the travelling experience?

Notions in consumer psychology aid recognize the causes as to why customers develop negative/ positive feelings towards brands such as airlines. By studying models of consumer satisfaction / brand loyalty, air companies position themselves better to face competition effectively.

There are 4 distinctive features of services. Air companies must take these matters into consideration if they want to successfully edge out rivals.

These features include:

In order to aid consumers evaluate/ compare among various service providers, firms should try their level best to market their service as being tangible. This implies marketing endeavours which reveal the direct advantages of utilizing that service – advantages that rest in a psychological comprehension of what customers actually desire.

By marketing themselves as the most superior service provider, air companies develop their brands in the consumers’ mind. To retain these clients – & attract those displeased by the rivals – air companies concentrate on enhancing customer loyalty via special promotions / improving a customer’s sense of belonging.

Ans 2= For instance, Delta positions itself as valuing the consumers’ time. It promises that by selecting their airline, the consumer will arrive to his destination on time without too much stress.

On the other hand, American Airlines' new marketing drive concentrates on the effortless traveling in their aircrafts. Ads promote the firm's wi-fi enabled flights, enabling one to travel ‘without having to put one’s life on a brief halt.’

Navigate

Research studies are superior to personal experience because: O They include at

Research suggests that heavy drinking will have the most adverse effect on the a

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.

Research suggests that a business is likely to achieve superior revenue growth,

Question

Explanation / Answer

Related Questions

Navigate