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Marketing - Essay Example

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Case Analysis: Oman Air Marketing Management-Midterm Assessment Date: Word Count 2013 Index Page I. Introduction……………………………………………………………………………3 Profit………………………………………………………………………………
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Download file to see previous pages... ...5 A) Customer Analysis…………………………………………………………….5 B) Competitor Analysis…………………………………………………………..6 C) Company Analysis…………………………………………………………….8 D) Community Analysis………………………………………………………….8 III. Brand and Positioning Analysis……………………………………………………….9 A) Appearance, Personality, and Reputation……………………………………………10 B) Future Marketing Position……………………………………………………………10 C) Positioning Map……………………………………………………………………...11 IV. Conclusion……………………………………………………………………………12 V. References List……………………………………………………………………….13 Fig.1………………………………………………………………………………..1 Fig.2………………………………………………………………………………..6 Marketing Introduction Oman Air has grown from a short-haul regional carrier into a national airline; a global player that is committed to meeting its customer needs and expectations. Oman Air extends true Omani hospitality and is completely committed to attaining its environmental, social and governance goals by pursuing a balanced business model. Oman Air is committed to ensuring delivery of valuable economic, environmental, and social benefits (Oxford Business Group 2009, p.118). Profit Oman Air’s objective is to create and enhance the value by availing competitive returns to investors, meeting the client’s need and expectations, generating prosperity, and contributing to overall economic development. In line with its established business principles, Oman Air seeks to compete fairly and ethically. Revenue within Oman Air grew by 35% to OMR 311.3 million (USD 808.5 million) (CAPA, 2012), as presented in the income statement presented below. The company cares about the distribution of its gross value and actively pursues cost-saving efficiencies that match new, sustainable business models. In 2011, Oman Air reported record losses of OMR 110 million (about 286 million US Dollars) occasioned by sky rocketing oil prices, industrial unrest, rapid expansion programme, and regional political turmoil. The airline is on the path towards long-term profitability and the losses suffered form part of the growth. People Oman Air values honesty, integrity, and respect, which form part, of its core values. The company is pursues to be a responsible member of the society by playing a part in the welfare of its staff and communities. The company manifests a strong commitment towards availing a stable work environment that guarantees equal opportunity for learning and personal growth where staff can enjoy a sense of purpose, teamwork, creativity and innovation, besides availing a rewarding and value enhancing experiences (O’Connel & Williams 2011, p.16). Oman Air is at the forefront in promoting responsible citizenship by creating flourishing CSR programs. Significant emphasis is laid on embracing diverse communities through the creation of rich and inclusive experiences. Planet Minimizing emissions to air, water, and land the central to Oman Air’ ...Download file to see next pagesRead More
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