Marketing Strategy of Dragon Air
MARKETING REPORT F
OR
DRAGONAIR
From: Cheung Kit Yan Ava (HIH0288),
Lam Tai Mo Moses (HIH0317),
Lo Man Yin May (HIH0397),
Ling Kwai Sum Samuel (HIH0295) &
Lai Miu Chun Janny (HIH0252).
Agenda of the report
1.
2.
3.
4.
5.
6.
7.
8.
9.
Company’s background of Dragonair
Description of the Market operates in
Macro Environment Analysis
Micro Environment Analysis
Dragonair’s Market Segments
Positioning of Dragonair
Dragonair’s Marketing Mix for its target segments
Recommendations for Dragonair’s Marketing Str ategy Summary of the Report
Company’s Background
Dragonair is a Hong Kong-based internationa l airline and a member of the Cathay Pacific
Group.
Running business based on Marketing Conc ept, to identify and satisfy customers’ needs.
Provides travelling and cargo services on an
Asian-regional basis, mainly business and lei sure travel service between Hong Kong and
Mainland China.
Description of the market Dr agonair operates in
Hong Kong is a gateway and hub for travelling among Asia n Countries.
People travel on business an d for pleasure.
Through government’s suppo rt, the sophisticated Hong Ko ng International Airport allows airlines to provide efficient avi ation services for satisfying th e huge volume of passengers and cargos.
Hong Kong International Ai rport Description of the market Dragon air operates in
The traveling service market in Hong Ko ng is matured and the competition is kee
n.
Since focusing on Asian-regional destina tions, mainly Mainland China, the major competitors of Dragonair’s are Singapor e Airlines, The China Eastern Airlines an d The China Southern Airlines.
Macro Marketing Environment An alysis for Dragonair
Socio-Cultural force
Increasing number of Hong Kong peo ple find travelling as an entertainment
.
Taking short trips among Asian countr ies. Especially during the long public holid ays. Demographical force
Retired people have time and money to enjoy their retiring life by travelling.
Macro
OR
DRAGONAIR
From: Cheung Kit Yan Ava (HIH0288),
Lam Tai Mo Moses (HIH0317),
Lo Man Yin May (HIH0397),
Ling Kwai Sum Samuel (HIH0295) &
Lai Miu Chun Janny (HIH0252).
Agenda of the report
1.
2.
3.
4.
5.
6.
7.
8.
9.
Company’s background of Dragonair
Description of the Market operates in
Macro Environment Analysis
Micro Environment Analysis
Dragonair’s Market Segments
Positioning of Dragonair
Dragonair’s Marketing Mix for its target segments
Recommendations for Dragonair’s Marketing Str ategy Summary of the Report
Company’s Background
Dragonair is a Hong Kong-based internationa l airline and a member of the Cathay Pacific
Group.
Running business based on Marketing Conc ept, to identify and satisfy customers’ needs.
Provides travelling and cargo services on an
Asian-regional basis, mainly business and lei sure travel service between Hong Kong and
Mainland China.
Description of the market Dr agonair operates in
Hong Kong is a gateway and hub for travelling among Asia n Countries.
People travel on business an d for pleasure.
Through government’s suppo rt, the sophisticated Hong Ko ng International Airport allows airlines to provide efficient avi ation services for satisfying th e huge volume of passengers and cargos.
Hong Kong International Ai rport Description of the market Dragon air operates in
The traveling service market in Hong Ko ng is matured and the competition is kee
n.
Since focusing on Asian-regional destina tions, mainly Mainland China, the major competitors of Dragonair’s are Singapor e Airlines, The China Eastern Airlines an d The China Southern Airlines.
Macro Marketing Environment An alysis for Dragonair
Socio-Cultural force
Increasing number of Hong Kong peo ple find travelling as an entertainment
.
Taking short trips among Asian countr ies. Especially during the long public holid ays. Demographical force
Retired people have time and money to enjoy their retiring life by travelling.
Macro