S/M/207. EOS Airlines Marketing Strategy

This report aims to analyse the current EOS Airlines marketing plan and product and then develop a new marketing strategy that shall focus upon: product differentiation; understanding customer and consumer requirements and desires; increasing market share and expanding the target market; competitive fares; efficient business management; increasing load factors; the airline's image; customer and consumer awareness of the airline; promotion and advertising of the airline. In order to achieve this the paper is going to: describe the current situation in terms of product and marketing plan etc; identify and explain key objectives and targets for improvement; identify and explain probable issues and vulnerabilities (SWOT analysis); redefine the target market, marketing strategy and suggest how to implement it; forecast potential revenues, costs and profits for Summer 2006