Operation Management

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| |October 2012 | | |The University of Hull | | |Business School | | | | | |Module 4: Marketing Analysis | | |Module Code: 56216 | | | |

| | |Marketing Analysis for Oman Air |

Table of Contents

About Oman Air………………………….………………………….………….2

SWOT Analysis…………………………………………………….……….…...2

2.1 Strengths……………………………………………………………………….3 2.2 Weaknesses…………………………………………………………………….4 2.3 Opportunities…………………………………………………………………..5 2.4 Threats………………………………………………………………………….6

PEST Analysis of Oman Air……………………………………………………6

3.1 Political Factors………………………………………………………………...7 3.2 Economical Factors…………………………………………………………….7 3.3 Social Factors…………………………………………………………………..8 4.3 Technological Factors………………………………………………………….……………………….8

Porter Five Factor Model………………………………………………….……9

4.1 Rivalry………………………………………………………………………….9 4.2 Threats of New Entry………………………………………………………….10 4.3 Availability of Substitutes……………………………………………………..10 4.4 Bargaining power of the buyers……………………………………………….10 4.5 Bargaining Power of Supplies…………………………………………………10

Oman Air Marketing Objectives……………………………………………...10

Tactics for Oman Air…………………………………………………………..11

BCG Matrix……………………………………………………………………..13

7.1 Question Mark…………………………………………………………………13 7.2 Dogs…………………………………………………………………………..13 7.3 Stars…………………………………………………………………………..13 7.4 Cash cows…………………………………………………………………….14

Academic Critique…………………………………………………………..…14

8.1 Political…………………………………………………………………….…..15 8.2 Economic………………………………………………………………….…...15 8.3 Social……………………………………………………………………….…..15 8.4 Technology……………………………………………………………………..15

Conclusion………………………………………………………………………17

References……………………………………………………………………….19

About Oman Air

Oman Air is the primary carrier of the Sultanate of Oman. It’s an enterprise that is committed to providing secure, reliable and suitable cost air transport services for passengers. Oman Air is also involved in providing other aviation services like maintenance, repair and overhaul. Oman Air is famous for its strong business presence in Oman. Moreover Oman Air is also respected by their customers due to their professional attitude and excellence in their services.

Since the time of its establishment, Oman Air as a national carrier has shown a rapid growth in its business. It is owned by the Government of Oman. The hub base of the air carrier is situated at Muscat International airport in the city of Muscat. The head office of the Oman Air is also present in the same city of the Muscat. The workforce of the Oman Air is dedicated and hard working. Oman Air has successfully built up their unique identity and customer base with the help of their excellent customer services.

Oman Air has also established partnerships with different carriers present all over the world. They have a special code share partnership with different...
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