Nok Air

Topics: Airline, Low-cost carrier, Suvarnabhumi Airport Pages: 34 (10047 words) Published: August 27, 2013
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ASSUMPTION UNIVERSITY
A TERM REPROT OF NOK AIR FOR MKT4730
MARKETING MANAGEMENT
Section: 901

SUBMITTE TO A. WARISARA

BY

Group: BIG BIRD
| | | | | |Name |ID |E-mail |Telephone | |Varin P. |4814799 |aisunnykrab@hotmail.com |081-8192099 | |Thitirat N. |4817312 |thitirat_nara@yahoo.com |084-5306068 | |Sunee Sae-lor |5057302 |antie_ant@hotmail.com |080-9400474 | |Avassada N. |5111755 |avassada@hotmail.com |081-5577765 | |Bancha S. |5115296 |centerx@hotmail.com |081-8533155 | |Dongfang P. |5145806 |fangmgt1989@gmail.com |086-3928224 | |Veeravat P. |5214816 |moonsword@hotmail.com |085-1469090 |

TABLE OF CONTENT

Executive Summary…………………………………………………………………3 Situation Analysis…………………………………………………………………...4 Market Analysis……………………………………………………………………...4 Market Size…………………………………………………………………..5 Market Segment…………………………………………………………….5 Market Segment Share………………………………………………..…5-6 Market Growth & Trend………………………………………………….6-7 Market Demographics………………………………………...8 Market Needs…………………………………………………...9 Environment Analysis………………………………..……9-12 Competition Analysis…………………………………………………………..12-16 Product Offering…………………………………………………………………....16 SWOT Analysis………………………………………………………………….17-18 Marketing Strategy

Mission………………………………………………………………………19 Marketing Objectives……………………………………………………...19 Financial Objectives………………………………………………………………..20 Target Market…………………………………………………………………….20-24 Positioning………………………………………………………………………..24-27 Marketing Mix

Product……………………………………………………………………….28 Pricing…………………………………………………………………….28-29 Place…………………………………………………………………………..30 Promotion…………………………………………………………………30-31 People……………………………………………………………………..31-32 Process………………………………………………………………………..32 Physical Environment………………………………………………………32 Financial Projections

Sales Forecast……………………………………………………………….33 Break-Even Analysis……………………………………………………….33 Implementation and Control
Implementation………………………………………………………………34 Contingency Planning………………………………………………………35 Conclusions and Key Success………………………………………………....35-36 Appendices…………………………………………………………………………….37 EXECUTIVE SUMMARY

Nok Air was established in the year of 2004 know at the time as Sky Asia Co., Ltd; Later on in year 2006, the company named Nok Air officially. The name meaning locally means bird which is easy to pronounce and recognized. The symbol reflects on freedom to travel anywhere, any time and display friendliness. This report provides a current market analysis, current situation and evaluation of the current competitors and prospective of marketing strategy for domestic flights of Nok air. Thus the report provides backed up information from consumer insight. Firstly, the objective of this report is to define the company’s market share in the low cost airline industry. Secondly, to understand the consumer behavior and measure the outcome by using SPSS from the research conducted. Focus groups and questionnaires were the mythology used to gather these data information. Furthermore, the main objective of the airline its self is to capture and gain a larger market share from a targeted...
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