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...


References: actions and finally how to influence the competitor’s behaviour to the firm’s own advantage, (Johnson 2002).
6. CUSTOMER ANALYSIS
Customer analysis refers to the process of examining the values required by groups identified in market analysis (Kristian Moller and Torronen, 2003)
7. INTERNAL CAPABILITIES & CORE COMPETENCY ANALYSIS
Air Namibia is financed by the Ministry of Finance as a tourism attraction in effort to generate economic benefits for the country (Air Namibia, 2010)
7.2 Price
Price can be affected by a number of factors such as organisational factors, customer factors and market factors (Rowley, 1997)
Air Namibia. (2010). About Us – Corporate Profile. Retrieved on August 16, 2010 from http://www.airnamibia.com.na/node/3.
Dess, G. G., Lumpkin, G.T. & Taylor, M. L. (2005). Strategic Management. (2 ed.).
Johnson, M. (2002). Competitive Profiling with Financial Ratio Analysis, Competitive Intelligence Magazine, viewed 17 August 2010, < www.scip-dfw.com/Ratio%20Analysis%20Article.PDF>
Kazondu, J
Kristian Moller, K. E. & Torronen, P. (2003). Business Suppliers Value Creation – A capability based analysis. Industrial Marketing Management. 32 (1), 109-118.
Kuugongelwa-Amadhila, S. “Statement for the 2008/09 Budget” by Department of Finance”, Windhoek, Namibia, 2008, pp. 27-28.
Reibstein, D. (2004). Connecting Marketing Metrics to Financial Consequences. Retrieved August 12, 2010 from
http://www.wharton.universia.net/index.cfm?fa=viewArticle&id=873&language=english
Rowley, J. (1997) Principles of price and pricing policy for the information marketplace, Library Review, 36 (3), 179-189.
Schiffman, L., Bednall, D., O’Cass, A., Paladino, A., Ward, S. & Kanuk, L. (2008). Consumer Behaviour. (4th ed.). Pearson Education: Australia.
n.a. (2010). “Air Namibia secures N$40million loan from DBN”, The Namibian, 21 April 2010, www.thenamibia.com.na, viewed 20 August 2010.
Walker, O. C. & Mullins, J. W. (2008). Marketing Strategy. (6th ed.). McGraw-Hill: Australia.
Weidlich, B. (2007). “More bailouts for Air Namibia”, The Namibian, 16 March, 2007, pp. 4, www.thenamibian.com.na, viewed 17 August 2010.
Weidlich, B. (2007). “AirNam N$3billion in Red”, Africa Aviation, 8 October 2009, http://www.flyafrica.info/forums/showthread.php?t=22975 , viewed 20 August 2010.
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