A study on marketing strategy problems and solutions in Turkish Airlines
Başlık çevirisi mevcut değil.
- Tez No: 402901
- Danışmanlar: DR. ZHIJUN YAN
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Turkish Airlines, Airline Marketing, Marketing Strategy of Turkish Airlines, Marketing Problems in Airline Industry
- Yıl: 2016
- Dil: İngilizce
- Üniversite: Beıjıng Instıtute Of Technology
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
Özet yok.
Özet (Çeviri)
Every day more and more globalized and growing air transport sector definitely has the biggest share in transportation sector. In parallel to developing and growing airline industry, competition and technology in the industry are growing at the same time. Growing competition constitutes new threats for airlines. In addition to this, the needs and desires of airline customers started to show diversities with increased competition and evolving technology. Therefore, quality of service offered by airlines in order to satisfy the passengers, represents a great importance for airline companies which want to get competitive advantage. Airline companies should know customer, be aware of needs of customer and respond to the needs to improve their service qualities. For this purpose, the stability of the offered prices, attitudes and behaviors of employees, quality of the offered product or service are very important for customer pleasure. In this regard, customer-oriented marketing strategies play a major role. A sustainable financial structure and profitability in the airline industry depends on low costs, high service quality, meaningful transfer connections, the loyal customers who obtained through frequent flyer programs and marketing strategies designed for these activities. Marketing strategies have great importance for companies in all sectors. All necessary operations from the production of the product or service until the presentation to customer should be handled by marketing strategy. With adopted strategies, Turkish Airlines is in a growth trend in recent years. Additionally, provided advantages and regulations made by the Republic of Turkey have an important role in this achievement. However, new problems have emerged within continuous and rapidly growing airline sector. Some of these problems directly affect the marketing strategy of Turkish Airlines. Besides, some problems have an indirect impact for marketing strategy. This thesis study was prepared in order to identify marketing strategy and problems of Turkish Airlines in the scope of marketing activities. In this study,policies adopted by Turkish Airlines, dynamics of the company, effects of these dynamics over competitors, implemented marketing strategies, determined target market, marketing mixture and applied growth strategies were investigated. Additionally, encountered difficulties or problems were identified by the SWOT analysis and interviews. Solutions were offered for problems in the last chapter. Identifying more effective strategies in marketing area depends on strong relationships with customers. At the same time, it is required to know passengers and to have enough information about customers to provide flight opportunities with affordable prices to passengers. In this regard, various solutions were offered and determined advantages of offered solutions for Turkish Airlines which has various problems about customer relationship. Moreover, necessary solutions were identified for organization problems in Turkish Airlines and problems that are caused by lack of capacity at Atatürk Airport.
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