all of the files tell you what you need to do my part is about the airline industry

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TABLE OF CONTENTS

Executive Summary

1. Introduction
This is a summary of the industry (essentially a situation analysis )
Is the industry growing, getting more profitable?
Graphs, tables should be used here and then they must be explained
Who are the major competitors and what are their major strengths and weaknesses
Industry size and growth
Industry structure
Major competitors
Consumers

2. Macro-environment (A total of four maco-environmental factors have to be discussed)
Here you have been asked to examine the macro factors that impact on the industry and to identify the major opportunities and threats. Not all factors will impact equally but you are expected to briefly discuss each factor.
Political
Social-cultural
Economic
Competitive
Technical
Demographic
Opportunities and threats

3. Segmentation
Once you have developed an understanding of the marketing factors impacting on your industry, you will need to consider four different ways marketers could segment the market. These will be from the segmentation dimensions theory presented in lectures. Consider as many dimensions as possible to:
a) Describe the segments and
b) Describe the target markets
3.1 Segmentation method 1 (Include rationale of the theory)
3.2 Segmentation method 2 (Include rationale of the theory)
3.2 Segmentation method 3 (Include rationale of the theory)
3.4 Segmentation method 4 (Include rationale of the theory)
3.5 Description of target markets (Include rationale of the theory)
3.6 Positioning
Hint a perceptual graph is a good start here. (Remember, the dimensions are not always quality and price)

4. Marketing Strategies
Here you are asked to describe and consider the marketing mix of two products that compete within the industry. The strategies need to be explained with theory. Do you agree with the marketing mix strategies used?
4.1 Product A
4.1.1 Product
4.1.2 Price
4.1.3 Place
4.1.4 Promotion
4.2 Repeat for…

Attachments:

Major-Assignm….doc

Table-of-Cont….doc