Hospitality Industry

MarketingStrategies of City Jet

Introduction

CITYJET Mission, Vision, ValuesTarget Market

Marketing Audit

SWOT ANALYSIS OF CITYJET

Impact of PESTEL analyses on CITYJET by AIRFRANCE:-

Current Marketing Strategy of CITYJET

New Growth Strategy required by City Jet using Ansoff Matrix

Currents Marketing tools used by City Jet

Recommendations through Marketing Mixs

Conclusion

Bibliography

INTRODUCTION

It has been found that in the year 1994 City jet, known to be a complete service airline, entered the market beginning with Dublin-London route, known to be one of the busiest and important routes in the European region. Initially the airline faced many barriers economically as it was not successful in gathering more customers with high cost and also had to bear high airport and aircraft costs. In the year 2000 City jet was working under Airfrance but now it operates independently and is known as low cost airline providing complete service and competing with Air France group.

The airlines was established with the main intention and focus of providing high quality and quick services specially to business persons who had to fly regularly between London and key destinations within the UK, Ireland and European locations. Over the past 15 years City Jet has earned an excellent reputation for the warmth and professionalism of our front-line staff. Senior management team is led by CEO Geoffrey O'Byrne-White. Today, the airline employs nearly 1,100 people with its offices located at Antwerp and Dublin apart from its main commercial office at London City.

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CITYJET MISSION, VISION, VALUES

OUR MISSION: "Highway to success"

VISION:

* The highest possible standards in customer care and satisfaction.

* To feel welcome

* For prompt service

* To feel comfortable

* To be appreciated

* For respect

* To feel important

* To be recognised

* Exceeding expectation

VALUES:

* Sincerity

* Reliability

* Spontaneity

* Integrity

TARGET MARKET

* The airline industry mainly covers market range of people aged between 10 years to 60 years.

* Mainly in our airlines we do have more business passengers on day return or overnight

* Highly percentage of frequent flyer

* High connection on AMS and CDG

* High leisure passenger city break weekenders, second home owners, skies etc

* Multicultural passengers mainly we do have more English, Irish, Scots, Dutch, French, Belgian etc.

Marketing Audit

Definition As per the web site www.allbusiness.com Marketing Audit can be defined as 'the strategic tool used to review the effectiveness of a marketing program. A marketing audit is a comprehensive, systematic, periodic evaluation of a company's marketing capabilities.'

In simple words we can say that marketing audit is the process in which organisation reviews efficiency of the particular marketing plan evaluate marketing abilities. This studies the goals and objectives of the organisation as well as methods and strategies that are being used to achieve those goals. This should be done periodically on the basis of un biased criteria's. There are two aspects of Marketing auditExternal Audit and Internal Audit

External Audit : According to web site marketingteacher.com this is the analysis of all external factors that comes in Macro Environment .These factors can affect the business of the organisation and are out of control. Thus organisation can control their impact but have to adjust accordingly. These factors can be divided in categories namely Political, Economical, Social, Technological, Legal and Environmental. This is also called as PESTLE analysis. External analysis is vital part of auditing as it analyses the external environment and identifies the factors that organisation should consider and adopt the strategies and plans accordingly.

Internal Audit: Internal Audit consist of auditing the factors which are internal to organisation.In this audit organisation evaluates and examines the resources that they have, their strengths and weaknesses These factors are generally examined by Five Ms Men, Money, Machinery, Materials and Markets. This is as important as external auditing because it provides outlook of the resources the organisation. This auditing can be done using tool called SWOT Analysis which is stands for Strengths Weakness Opportunities and Threats.

Importance to carry out a marketing audit:-

 To know the position of the organization in the market

 To identify the factors which affect business favorably or un favorably

 To identify the various available resources

 To know our competitors and their plans and policies which can affect our business.

 To change our own market atmosphere E.g. changes in our marketing strategies force us to re think over the key markets again.

SWOT ANALYSIS OF CITYJET

Strengths:

* Benchmarking: which give the good competition to another airline by

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