Strategy and management Assignment Example | Topics and Well Written Essays - 1250 words

Strategy and management - Assignment Example This company saw this as an opportunity to expand by capturing the market that had been left by the major industry players. A competitive marketing strategy has been adopted in seeking to help the company to capture the desired market. There different markets available within the industry have prompted competitive strategies to be adopted by the airlines operating within the industry in order to compete effectively. The deregulation of the industry left all the markets and routes open to the available firms. Due to the changing market demographics, there is need to develop products that meet the needs of each market based on the characteristics of the market (Kotler & Keller 2011). These characteristics of the market vary in terms of distance, number of firms in the market and the daily demand for the airline seats. The company has adopted a pricing strategy that is aimed at ensuring all the markets that are available have been accessed. Accessing these markets will enable the company to become competitive within the industry by reaching a wide range of markets. The company has adopted an approach of flying once within each route in seeking to ensure that they have an extensive reach. As time progresses, there is hope to increase the number of flights to different routes to maximise on the widening customer base. The company is focused on flying within routes that terminate at large cities as they have large airline connecting and their clients can connect too many destinations. This approach has been adopted in order to ensure the customers are satisfied by the services as they can reach destinations where they connect to other airlines (Middleton & Clarke 2012). The preference for many customers is direct flights and the company has adopted such routes, except the route D, which has a stop-over. The scheduling element of the flight remains a crucial factor that can