Strategic Marketing Management
Acknowledgement
Predominantly, I wish to place on record my sincere thanks to the Management of ICBT for allowing me to carry out this study.
I wish to express my special gratitude to Mr. Gayan Jayasinghe, in Strategic Marketing Management, for the kind and willing guidance and constant interest and encouragement given to me during this study.
It also my duty to record my thankfulness to all the lecturers of ICBT who gave us a wealth of knowledge and shared their experiences, which made this study a truly valuable experience and made me well equipped with the necessary competencies to complete this assignment in a meaningful manner.
Executive Summary
This report helps to obtain an idea on the present situation of the strategic marketing and an understanding of the corporate objective as a whole.
This study finds that at present, Sri Lankan Airlines has a significant Marketing recall and awareness among the target market. Even though Sri Lankan shows a steady growth in terms of revenue and numbers of passengers carried over the past decade, the continuous increase in fuel price (which is 47% of its revenue) limits the company’s ability to achieve a level of profitability.
Sri Lankan has unveiled its expansion plans and has taken steps to replace the old fleet with new fuel-efficient aircrafts, refurbishment of cabin and optimizing yield management operations. Nevertheless, as the national carrier, Sri Lankan’s decisions are not merely commercial, thus the airline does not have the option of disengage certain loss making routes as it could impact country’s economy and tourism industry.
Yet, as a growing airline, Sri Lankan has the potential of minimizing its losses if afore suggested marketing strategies are adopted to optimize revenue and reduce cost.
Table of Contents
Acknowledgement i
Executive Summary ii
Table of Illustrations iv
1.0 Introduction 1
2.0 Strategic and tactical marketing decisions 2
3.0 Strategic Marketing and Corporate
Predominantly, I wish to place on record my sincere thanks to the Management of ICBT for allowing me to carry out this study.
I wish to express my special gratitude to Mr. Gayan Jayasinghe, in Strategic Marketing Management, for the kind and willing guidance and constant interest and encouragement given to me during this study.
It also my duty to record my thankfulness to all the lecturers of ICBT who gave us a wealth of knowledge and shared their experiences, which made this study a truly valuable experience and made me well equipped with the necessary competencies to complete this assignment in a meaningful manner.
Executive Summary
This report helps to obtain an idea on the present situation of the strategic marketing and an understanding of the corporate objective as a whole.
This study finds that at present, Sri Lankan Airlines has a significant Marketing recall and awareness among the target market. Even though Sri Lankan shows a steady growth in terms of revenue and numbers of passengers carried over the past decade, the continuous increase in fuel price (which is 47% of its revenue) limits the company’s ability to achieve a level of profitability.
Sri Lankan has unveiled its expansion plans and has taken steps to replace the old fleet with new fuel-efficient aircrafts, refurbishment of cabin and optimizing yield management operations. Nevertheless, as the national carrier, Sri Lankan’s decisions are not merely commercial, thus the airline does not have the option of disengage certain loss making routes as it could impact country’s economy and tourism industry.
Yet, as a growing airline, Sri Lankan has the potential of minimizing its losses if afore suggested marketing strategies are adopted to optimize revenue and reduce cost.
Table of Contents
Acknowledgement i
Executive Summary ii
Table of Illustrations iv
1.0 Introduction 1
2.0 Strategic and tactical marketing decisions 2
3.0 Strategic Marketing and Corporate