Air Namibia

Topics: Marketing, Strategic management, Windhoek Pages: 9 (3253 words) Published: March 18, 2011
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TOPIC: Air Namibia
UNIT NAME: MARKETING STRATEGY
UNIT CODE: MKW3440
LECTURER: Dr. H.B. Klopper
TUTOR: Diana
WORD COUNT: 2731 Words
ASSIGNMENT BY: Lekgotla Ntshole
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Table of Contents
Executive Summary........................................................................................................................3 1. In-Depth Evaluation of Strategic Objectives & Strategic Fit....................................................4 2. Industry Review, Competitor Analysis & Profiling....................................................................4 3. Assessing Market Potential..........................................................................................................5 4. Assessing Market Attractiveness.................................................................................................5 5. STP Analysis...............................................................................................................................5 5.1 Segmenting.....................................................................................................................5 5.2 Targeting........................................................................................................................6 5.3 Positioning.....................................................................................................................6 6. Customer Analysis.......................................................................................................................6 7. Internal Capabilities & Core Competency Analysis.....................................................................6 8. Evaluation of Market Program Elements......................................................................................7 8.1 Product...........................................................................................................................7 8.2 Price................................................................................................................................7 8.3 Place...............................................................................................................................7 8.4 Promotion.......................................................................................................................8 8.5 Physical Evidence...........................................................................................................8 8.6 People.............................................................................................................................8 8.7 Process............................................................................................................................8 9. Evaluation of Current Financial & Marketing Situation...............................................................8 10. Problems & Strategic Alternatives.............................................................................................10 11. Conclusion.................................................................................................................................11 References.......................................................................................................................................12 3

EXECUTIVE SUMMARY
Air Namibia, the national airline of Namibia has been operating for over 50 years under its current and previous name “Namib Air” and operating its scheduled flights on domestic, regional and intercontinental routes. Air Namib aircrafts operates intercontinental flights between Windhoek and Frankfurt and London, regional flights between Windhoek and Johannesburg & Cape Town (South Africa) and Luanda and lastly between Windhoek International airport and Maun (Botswana) and Victoria Falls (Zimbabwe). Air Namibia’s objectives are to be a safe, reliable, efficient and caring airline as well as being committed to meeting the expectations of its customers, employees, business partners and their...
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