Introduction of the Airline Industry - Essay Example

The tension prevailing in the airline industry has led them to call for the increased attention of customers. In order to sustain in the competitive global market, the airline services significantly needed to acquire a great proportion of loyalty and satisfaction from the customer. However, this high competition has proved to be an advantage for travelers as they get a chance to travel at a low cost.

With every airline service offering better product quality, lower prices, and promotional offers, the competition became even tougher. Since there are numerous airlines on the international routes, it gets harder to reap profits. It is a saddening fact that the event of the September 11 attack has impacted the airline industry in a very destructive way. It not only decreased the passenger traffic but also hiked up the airfares to make things worse. Eventually, the global recession made the airline industry struggle to subsist in the market and maintain its profit ratio. Subsequently, the only way to boost sales was to gain customer confidence and loyalty.

In order to gain customer satisfaction and loyalty, the airline industry initiated making use of the marketing mix and its 7Ps. Since only the right marketing strategy can increase the customer’s loyalty and satisfaction; the airline services rested their trust on the 7 ps of marketing mix model. The 7 elements of the marketing mix like the product, process, price, place, physical evidence, people, and promotion were sure the best concept for them. For this reason, the airline companies started to come up with promotions, advertising campaigns, frequent flyer programs, and many online services to meet the mind and hearts of customers. They assured the customer that they would not regret choosing their service as they are the best in the market in respect of price and comfort.

Many airline services experienced that the customers definitely responded well to their marketing strategies and this enabled them to at least cover up their operating cost with a small percentage of profit. Marketing mix elements touched all aspects of the airline industry from advertisement to the attitude of their staff . Few airlines were also successful in making enough profits in the state of economic downturn. Airline companies realized that making a customer happy is not an overnight task but a consistent effort in understanding the needs and demands of the customer and catering to them. Apparently, it can be sternly mentioned that the core of any business is undoubtedly the trust and confidence of the customer.