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marketing strategy for jet airways
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| Words: 3952 | Submitted: 05-Nov-2011
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DescriptionTHIS IS A MANAGEMENT ASSIGNMENT ON JET AIRWAYS MARKETING
The airline industry is one of the fastest growing modes of travel and tourism. But this industry faces numerous challenges over the years. Increasing fuels costs, logistics cost, over-crowed airports and other issues have impacted air travel. Recently the airline industry reformed and repositioned itself on marketing to the consumer. Without marketing effort it is impossible to establish itself in market. . Nowadays, the airline industry is extremely competitive and has become essential to modernize marketing plans to target consumers in order to persuade them to fly and fly with their company. Utilizing the seven P’s of Marketing which are product, price, promotion place, people, process and physical evidence, the airline industry is trying to reclaim consumer confidence as well as present and future business1.
Aviation has been recognized as one of the fastest growing sectors in India. With the modernization, technological development and fleet expansion, the Indian Aviation Sector has experienced drastic changes in the recent past. Now, a large number of people prefer to travel by air transport due to the lack of time and rising disposable income. Consequently, the domestic and international air traffic in the aviation sector has been registering a phenomenal growth over the past few years. In FY 2010, the domestic air traffic stood at approximately 46 million against 40 million in FY 2009, an increase of about 15 per cent. Indian domestic market is dominated by Jet Airways. Jet Airway operated its services in domestic as well as internationally. Jet Airways provide world class service to their customer that is way people preferred to travel in Jet Airways.
2. JET AIRWAYS
Jet Airways Private Limited is the Indian’s fastest growing private airline. At present it captures a market share of 27%. Jet operates a relatively young fleet of Boeing 737 jets and ATR 72 turboprops. It transporting about 7 millions passengers to their destination in year. Its commitment for punctuality and excellent service attracts large proportion of travelers. The founder of Jet Airways, Naresh Goyal, an Indian expatriate living in London. Jet airways started its first international flight in March 22, 2004. Now it operates many international flight including London and Brussels9.
2.1 Jet Airways Profile
Jet Airways started its operation on 5 May, 1993 and within a short period of 17 years established itself as a fastest growing market leader. It establishes its position as one of the fastest growing airlines in the world. Now-a-days it set to change the way you fly – for the better! Beside India’s ‘Best Domestic Airline’, Jet Airways has won several national and international awards.
Jet airways spread its business to 65 domestic and 20 international destinations span the length and breadth of India and beyond, including New York (both ...
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