Marketing mix analysis to attract more customers case study: Sita Air PVT Ltd.
Lamichhane, Sundar (2019)
2019
Kaikki oikeudet pidätetään
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201903132739
https://urn.fi/URN:NBN:fi:amk-201903132739
Tiivistelmä
The purpose of this thesis was to study and analyse the current marketing mix following by Sita Air to attract more customers and evaluate the enhancing process to attract more customers.
The theoretical part of the thesis includes explanations about the 7Ps of marketing mix in aviation, SWOT (Strengths, Weaknesses, Opportunities, Threats) in aviation, PESTEL (Political, Economic, Social, Technological, Environmental, Legal) in aviation and STP (Segmentation, Targeting and Positioning) in aviation.
Research methodology is mentioned in the empirical part where data collection process and method used during the research are explained. Primary data was collected via email interviews and survey. Survey was done via google drive and at Tribhuvan International Airport, Kathmandu with the help of Operation quality manager of case company. Survey questions were printed in paper form and distributed among the customers at airport premises. In total, 101 responses were collected and analyzed. Two interviews were conducted via e-mail with Operation quality manager and Marketing manager of Sita Air. The final section combines up with different research findings along with some recommendations for case company. The findings are analyzed, and conclusion is made.
The author has a two years of experience of working as a freelancer photographer at Tribhuvan International Airport, Kathmandu. During that period, author was able to learn about aviation business and its aspects. Personal ideas and views of the author has also been added in this thesis.
The survey showed that the customer satisfaction matches with Sita Air’s personnel opinions regarding the customers’ experience. This signified that Sita Air is doing well in terms of service offerings. Services that are appreciated highly by most of the customers include ground handling, baggage claim, pilot’s communication, flights information, etc. However, there are areas such as space facilities, easiness of booking via online, cleaning tools, etc. requires improvements. Thus, innovative renovation ideas were also collected from the discussions.
The theoretical part of the thesis includes explanations about the 7Ps of marketing mix in aviation, SWOT (Strengths, Weaknesses, Opportunities, Threats) in aviation, PESTEL (Political, Economic, Social, Technological, Environmental, Legal) in aviation and STP (Segmentation, Targeting and Positioning) in aviation.
Research methodology is mentioned in the empirical part where data collection process and method used during the research are explained. Primary data was collected via email interviews and survey. Survey was done via google drive and at Tribhuvan International Airport, Kathmandu with the help of Operation quality manager of case company. Survey questions were printed in paper form and distributed among the customers at airport premises. In total, 101 responses were collected and analyzed. Two interviews were conducted via e-mail with Operation quality manager and Marketing manager of Sita Air. The final section combines up with different research findings along with some recommendations for case company. The findings are analyzed, and conclusion is made.
The author has a two years of experience of working as a freelancer photographer at Tribhuvan International Airport, Kathmandu. During that period, author was able to learn about aviation business and its aspects. Personal ideas and views of the author has also been added in this thesis.
The survey showed that the customer satisfaction matches with Sita Air’s personnel opinions regarding the customers’ experience. This signified that Sita Air is doing well in terms of service offerings. Services that are appreciated highly by most of the customers include ground handling, baggage claim, pilot’s communication, flights information, etc. However, there are areas such as space facilities, easiness of booking via online, cleaning tools, etc. requires improvements. Thus, innovative renovation ideas were also collected from the discussions.