Thomson air - Essay Example

Task: Gap analysis In gap analysis, it would be vital to examine the present of Thomson airlines. Thereafter, it would be beneficial to highlight the needs that Thomson possesses. This will be coupled with the factors that the company will need to attain its goals. To begin with, Thomson Airlines deal with low cost services. This suggests that they offer flights with no entertainment and other conveniences. In addition, Thomson Airlines deal with flights services that occur within Europe. There are three scenarios as pertains to market capture of Thomson Airlines.

The UK holds 25 percent of the market as pertains to the number of passengers of which its airlines carry. In addition, two core competitors of Thomson recorded a 17 percent figure of passengers that travelled within Europe. Currently, Thomson administers charges for all the bags that their security team checks. This charge applies for bags that weigh not more than 23 kilograms. Besides, Thomson services possess convenient services such as onboard drink and food menu. It services entail online shopping and eatery.

These are coupled with complimentary blankets and pillows for extra comfort in the seats. Additionally, Thomson services entail provision of chocolate and champagne programs. In terms of planes, the airline employs wide body fleet planes. Their flights involve the use of long-haul schedules to limited destinations. The flights extend up to west of Faro and east of Athens. The company possesses plans to move away from this low market share. To begin with, it possesses a plan to eliminate the charge of the first bag as long as it weighs less than twenty three kilograms.

This will accord the airline an edge over its competitors since the rivals, Easyjet and Ryanair, charge a fee above the current rate of Thomson. In addition, the company seeks to attract a larger customer base by using e-ticket advertising and airport printed tickets. This will require the use of software engineers in integrating the system with other operations of Thomson. Furthermore, the company has a strategy of expanding its customer base by opening up more destinations. This strategy will be directed towards popular destinations in France, Netherlands, Germany and Switzerland.

Product conceptThe product concept rides on the idea that consumers would profess a preference towards quality products. In this perspective, it would be vital to examine how Thomson Company will try to manipulate the quality of its products. The company has made strategies to cut down on its value addition services such as online conveniences. This is contrast with the fundamentals of product concept that herald value addition as responsible for increased customer base (Baker 330. However, the company might have realized few lessons out of its flight experience.

To begin with, they might have created systems that their customers did not recommend. In spite of the fact that they placed conveniences, the whole customer base might have not appreciated the same because it led into led into increased ticket prices. The elimination of certain convenience services will help to cut down on the service costs of the company and give incentive to customers since they would offer lower ticket prices. Besides, the company is setting up a facelift of the planes by introducing 20 new Boeing 737-800’s planes.

These are faster planes with improved interior look and reliability to customers. In addition, introduction of attractive destinations would be achievable by faster planes and competent personnel. Works citedBaker, Michael. The Marketing book. New York, NY: Routledge, 2012. Print.