ComfortAir PLC

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Northern College *

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BU1293

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Management

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Nov 24, 2024

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pptx

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Uploaded by Raj_17

Student ID: 22050904 Title: A case study of Comfort Air Plc Module Name: Marketing in the Digital World Module Number: MN7032 London Metropolitan University - London Student ID: 22050904 Title: A case study of Comfort Air Plc Module Name: Marketing in the Digital World Module Number: MN7032 London Metropolitan University - London

Comfort Air Plc “Comfortable Fly in Open Sky” is the new airplane service that will start its journey in the year 2024 in January month. It has been planned that the plane will journey to London, Paris, Frankfurt, Milan, Athens, Istanbul, Brussels, and Amsterdam. Here in this presentation, a market of ComfortAir is analyzed using STP, Porters Five Score, also including airlines the key success, key issues, and solutions. Executive Summary

Introduction and Company Overview • In this study, the overview of the airplane company named Comfort Air Plc “Comfortable Fly in Open Sky” has been mentioned. • The airline is located in the UK, and it has a plan to fly across Europe and Middle Asia. • In the year 2024 and January month will be the date of starting our duty as the airline company. • ComfortAir will use smaller plane having 150 seats Airbus A220-500 and Boeing 737 and will make luxurious comfort for customers with comfort seats and excellent services including healthy gourmet sandwiches and fresh juices.

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Competition and Regulatory Environment • A huge level of competition has been seen in the airline market of airlines in the current days and in the future time as well. (Agrawal, 2021) • All the airline companies are going to increase their services among international and national places. (Albers et al. 2020) • The shakedown of the industry has been caused by the far-reaching condition of the market in this sector. • High regulatory environmental factors will impact operation in Europe and Middle East Asia. (CAPA - Centre for Aviation, 2018)

Segmentation, Targeting and Positioning (Kotler, 2022) Segmentation • Geographic: Grouping into different regions. • Demographic: Gender, age, income, profession. • Behavioral: Purchasing behaviour, loyalty program. • Psychological: Lifestyle, values, personality, and interests. Examples • Male and female • 18 to 60+ age • 30,000 Pounds to 50, 000 Pounds/Year • Tourists, professionals • Values timer over price Targeting • Size of market • Level of competition • Company’s capabilities • Potential Profitability Positioning • Brand Personality • Price based positioning strategy • Social media strategy

Porter’s Five Force Porter’s factors Analysis Impacts Purchasing power of suppliers Fuel, aircraft and labour suppliers’ price based on global fuel prices Strong force Purchasing power of customers They have direct access to multiple options Strong force Threats of new entrants Offering innovation at reduced cost for long period is hard Low force Threats of substitute Road and water transits are available if customers have time Medium Threats of competitive rivalry ‘Lufthansa’, IGA, Air France-KLM are its string competitors with more revenue structure (CAPA - Centre for Aviation, 2018) Strong force

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Challenges and Barriers Challenges • Brand establishment • Customers attractions • Unemployment’s and lack of training • Infrastructure ( Top 8 challenges for the aviation industry in 2023 and beyond 2022) Barriers • Competition • Fluctuation in economy • Fuel crisis • Strict regulatory and environmental compliances ( Top 8 challenges for the aviation industry in 2023 and beyond 2022)

Key to Success • Unique luxurious offering. • Cost management. • Excellent customer service. • Managing fleets. • Employee management. • Proper market segmentation, targeting and positioning. • Excellent digital marketing

Fuel Crisis and Staffing • In the segment of fuel, the airline company needs to do a huge level of expenses. • According to Air Transportation Association, Fuel expense is the second highest expense of every airline companies (Setiawan et al. 2020) • The efficiency of the airline company can make a difference in the consumption of fuel.

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Conclusion To sum up, ComforAir “Comfortable Air in Open Sky” name itself represents what this airline want to provide to their customer, i.e., luxurious air with excellent services. To fulfill this, there are challenges which can be faced such as environmental and fuel. Using STP, a strong marketing strategy can be built. Apart, using Porter's Five Force, competitiveness in the current market is found. At last

Bibliography • Albers, S. and Rundshagen, V. (2020). European airlines′ strategic responses to the COVID-19 pandemic (January-May 2020). Journal of air transport management, 87, p.101863. • Agrawal, A. (2021). Sustainability of airlines in India with Covid-19: Challenges ahead and possible way-outs. Journal of Revenue and Pricing Management, 20(4), pp.457-472. • Buchholz, K. and Richter, F. (2019). Infographic: Airlines are paying more for fuel, Statista Daily Data. Available at: https://www.statista.com/chart/19452/fuel-price-and-fuel-consumption-by-airlines-worldwide/ (Accessed: 30 July 2023). • CAPA - Centre for Aviation (2018). Aircraft fleets: Western V eastern/central Europe. Airbus leads orders, CAPA - Centre for Aviation. Available at: https://centreforaviation.com/analysis/reports/aircraft-fleets-western-v-easterncentral-europe-airbus-leads-orders-410122 (Accessed: 30 July 2023). • Kotler, P. (2022) Marketing management. Milano: Pearson. • Riwo-Abudho, M., Njanja, L.W. and Ochieng, I. (2013) ‘“Key Success Factors in Airlines: Overcoming the Challenges”’, European Journal of Business and Management , 5(30), pp. 84–88. Available at: https://www.iiste.org/Journals/index.php/EJBM/article/view/9448/9653 (Accessed: 30 July 2023). • Setiawan, E., Wati, S., Wardana, A. and Ikhsan, R. (2020). Building trust through customer satisfaction in the airline industry in Indonesia: Service quality and price fairness contribution. Management Science Letters , 10 (5), pp.1095-1102. • Top 8 challenges for the aviation industry in 2023 and beyond (December 21, 2022) Global Market Insights Inc. Available at: https://www.gminsights.com/blogs/top-challenges-of-aviation-industry (Accessed: 30 July 2023).

THANK YOU

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