El-Al Marketing Analysis

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El-Al Marketing Analysis
El-Al Marketing Analysis

Table Of Content
Chapter 1: Introduction
Executive summary………………………………………………………………………………4 Bibliography……………………………………………………………………………………...5 Chapter 2: An overview of the company
Overview of the company…………………..……………………………………………………6 History……………………………………………………………………………….....…………7 Definition of the business………………………………………………………………..…........8 Chapter 3: An analysis of the company’s business environment Firms industry and macro environment……………………….……………..….……………..9 The PEST Model…………………………………………………….…………..………......10-12 The industries competitive situation using Porter’s 5 Forces………..……….…….…….13-15 Market segmentation……………………………………………….………….….…...……16-17 ELAL’s Attractiveness ……………………………………………………...….…...…………17 Chapter 4: The Company’s Marketing Overview

Mission Statement, Objectives and Values................................................................................18 Marketing Mix (Four P’s)...........................................................................................................19 SWOT Analysis............................................................................................................................20 ELAL’s main problems...............................................................................................................21

Chapter 5: Recommendations and Summary
Is the Company’s Marketing Mix in – tune with its markets and its objectives?..................22 Solutions to ELAL’s main problems…………………………..………………………...…….22 Summary and Conclusions ………………………………...………………………………….23 Appendix 1 - Boeing…………………………………………………………………………….24 Appendix 2 – Code Sharing ………………………………………………..………………….25

Chapter 1: Introduction
Executive Summary
1. ELAL is the leading airline in Israel. In the past it was a government owned company until privatization commenced on 2003. 2. ELAL owned several dozen aircrafts, which are used for international and lately national flights as well. 3. ELAL hires thousands of employees and has several subsidiaries as well. 4. ELAL's narrative is defined by the ideal of being the number one airline for passengers from and to Israel. ELAL is constantly walking the thin line regarding the political status quo. ELAL maintains its religious crowd by keeping the Shabbat on one hand, and losing potential revenues by doing so. This narrative is implemented in the outline of ELAL's marketing agenda, ever claiming that it is Israel's national company and by launching numerous patriotic campaigns. As part of this agenda, ELAL serves kosher food as default. 5. ELAL is in a satisfying financial situation. ELAL is growing constantly; revenues, stock value, ROE and net value are growing in a healthy manner. The company survived impressively the latest financial crises. 6. ELAL prices its flights relatively expensive, offering the passengers non-compromising security, safety and service standards. As part of this agenda, ELAL keeps its technology in a state of the art level, using new and improved American planes.  7. ELAL offers transparent and non-transparent services, such as constant flyer benefits on one hand and code-share agreements on the other. ELAL could "hide" its disadvantages by exploiting the benefits that globalization offers, with emphasis on international collaboration and offering combined services to its clients such as hotels, car rentals and others.   8. ELAL's current and future challenges will be defined and influenced by the constant entrance of national and international competitors. ELAL will have to emphasize its advantages, maintain its technological and marketing images.

Bibliography
http://en.wikipedia.org/wiki/El_Al
http://www.bizportal.co.il/shukhahon/bizcompbaalsump.shtml?p_id=1087824&c_id=1152 http://www.elal.co.il/ELAL/Heasbrew/States/General/ .
http://www.elal.co.il/NR/rdonlyres/2D943294-0735-4E30-9C7C-9FCDA40B23E7/0/FactSheet20092final.pdf...
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