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Developing a Marketing Plan for Kingfisher Airlines Limited - Case Study Example

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This case study "Developing a Marketing Plan for Kingfisher Airlines Limited" focuses on Kingfisher Airlines Limited, a former leading airline group based in India and understands how to develop a sound marketing plan and attempts to redesign the marketing plan for Kingfishers Airlines Ltd. …
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Developing a Marketing Plan for Kingfisher Airlines Limited
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Download file to see previous pages For the purpose of discussion, Kingfisher Airlines Limited, a former leading airline group based in India, has been considered. The parent company of the airline is United Breweries (UB) Group has a 50% stake in low-cost carrier Kingfisher Red. The company had been holding the second position in the domestic air travel market until December 2011. However, as a result of adopting several controversial marketing strategies and severe financial crisis, they had to shut down their operations at the end of 2012. Several attempts of the management to recover the airline proved to be futile and the CEO finally resigned his position in February 2014.
In the course of the discussion, the main objective of the study will be to understand how to develop a sound marketing plan and attempt to redesign the marketing plan for Kingfishers Airlines Ltd (Bhattacharya, 2009).
Before the discussion about the marketing plan of Kingfisher Airlines Limited, it is important to understand how to develop a good marketing plan. The adoption of marketing planning strategies depends mainly on the industry size and uniqueness of the product. Generally, the following initiatives constitute a sound marketing plan (Armstrong and Stephens 2005).
Product planning includes intensive market research to understand the company’s capability and existing resources to start up a new business, introduce a new product or change the marketing strategy for an existing brand or product. Ideal product planning should be concise, measurable and practically achievable. Hence, existing facilities, cost of production as well as breakeven analysis should be done in this part of the marketing plan (Applegate and Johnsen, 2007).
Identification of potential challenges and threats existing in the business environment should also be analyzed before finalizing the product. ...Download file to see next pages Read More
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