Fly Dubai Marketing Strategies

Fly Dubai Marketing Strategies

Introduction

There is unprecedented competition in the market today. The need to have bigger and better market share in the service or the product industry is bigger today than it was ten years ago. This can be attributed to the fact that firms are now than ever before in the quest to understand their customers. Marketing strategies emphasizes that the understanding of the customer is far much important than understanding the competitors. Marketing concept is the new mantra in marketing today. Firms have applied all the strategies they know to better understand their consumers. There are many factors that affect the needs and wants of customers. Therefore, it is important to understand the needs and the dynamics of the customers in the ever-changing environments. They should not only strive to provide the customers with what they want but should also strive to make them affordable. These marketing strategies deals with the fact that the businesses are not the ones which create the needs of the customers but they contribute a lot in influencing the demand by coming up with designs which are attractive, work well, affordable and available. Businesses will also strive to communicate the features of their products to the customers by way of advertising. The paper will analyze the marketing strategies and the effect it has in business operations.

Target Market

When contemplating on low-cost of travelling via air and most individuals picture the images of full of activity cabins, incomprehensible out-of-town air-link and the necessity to get on a packed bus in advance. This is not suitable for a middle or low class customer who is budget oriented and sticks to the budget. However, Fly Dubai presented a business-class travel a low-cost rotation. This is one of the strategies that the corporation employed in linking different routes comprising of big seats, affordable catering services skilled cabin crew, and provided with lounge in terminal two in Dubai international airport (Alcocks, 2011).

In the company, and the airline as a whole, the move is as a result of the requirements demanded by customers for a premium service, especially on routes that have beforehand never been operated with such an alternative, like Skopje in Macedonia and Juba in Sudan. The customer under the business-class get precedence check in, baggage assortment and a 24-hour client service centre, all for business-class prices. This is also one of the strategies of capturing the group of clients falling under this category (Jonnes, 2013).

Re-positioning

FlyDubai may be able to negotiate favorable deals with both the consumers who are eager for new ventures or who do not appreciate the opportunities for all the business component part. If later entrants consequently find the components in a short supply there have no choice other than expanding at a constrained period. For example, FlyDubai was able to absorb more than half of the entire production of services. As a result, all the competitors such as had difficulties matching the simplicity of their services. The company was able to expand its capacity thus, assuring its clients about their market sustainability (Trval Dailyme, 2013).

FlyDubai launches products, with the objective of attaining substantial market share. The target market however is very vital in dictating the success of the products launched. The preferences of consumers do vary, with some consumers being risk averse, who would not like to try any new product, while other consumers are risk takers. According to Walker et al, (2013), the marketers therefore have to understand the needs of different consumers and behaviors which demand require an in-depth study of their external and internal environment, so as to aid in the formulation of marketing plans (Walker et al, 2013).

Targeting Strategies Marketing concept is one strategy that has recently received attention and taken to be a tool that FlyDubai can use to increase their productivity levels. As defined by Ashen (2003), marketing concept is getting to understand the dynamics of the customer wants and striving to make sure that they are met. This marketing philosophy has come of age with time. It stresses the need for organizations to analyze the needs of the products and the services that they offer to their clients so that they satisfy the customers. The ever changing technology that is seen in the information and technology field serves as a perfect example of the marketing concept (Barringer, & Duane, 2010).

Product

The product of FlyDubai brings in a combination comfort and affordability. The business class and the economy class are the major products presented by the company. Every product has varied features depending on the class. The product has a capability of synchronizing a broad assortment of features. This is one of the strategies that the corporation employed in linking different routes comprising of big seats, affordable catering services skilled cabin crew, and provided with lounge in terminal two in Dubai international airport (Alcocks, 2011).

Place

FlyDubai marketers build up delivery strategies to guarantee that their services is accessible in the appropriate prive at the correct time and position. It is believed that FlyDubai do this competently. Moreover, it has expended in a number of nations and has stood and come out clearly. Perhaps it is for the reason that there is higherawareness and thus reputation is rising with the introduction of business class (Saxena, 2013).

Promotion

According to Kotler, Keller, and Burton (2009), businesses and firms do not concentrate and do marketing activities only. There are other factors that affect the businesses they engage in. There is competition from the competitors, political changes, and alteration in social and technological environments. All these factors have to be taken care of as the firm strives to meet the needs and wants of the customers (Borch, 2008).

Maintaining competitive advantage

FlyDuba is a newly started company in the airline industry. It first adopted a business model whereby the customers could go for the preferred service and ask for a specific class based on preference. The customer care support could the check for its availability, locate it and issues a ticket. In addition, FlyDubai operate a “call and collect” service whereby customers could ring, book the ticket if available and then reserve a seat (Walker et al, 2013).

Marketing metrics and marketing audit in relevance to your businessOne of the marketing metrics is the cost of customer acquisition. This is the average amount of money that a company (FlyDubai) spends in order to win of the new customers in the market (Walker, & Ruekert, 1987). The importance of using this metric is to ensure that the calculation of the cost effectiveness of the marketing campaign. The other metric used by the company is customer life value. It is the average amount of money that the company derives for each customer. The metric helps the company to evaluate the loyalty of a customer as well as improving the customer relations. It is also important in determining specific customers spending and those that deserve higher or specific attention. Another metric that plays a significant role in making sure that FlyDubai company flourishes is the marketing Oriented Customer Percentage (Weiss, 2002). This metric is important as it helps in determining the amount of profits that one can earn after an increase in customers spending rate. It also helps in determining the efforts of the company’s marketing team and how they are paying off to the company. Marketing Audit is a methodical examination of organizations marketing strategies, objectives as well as organizations performance. It is an important tool for FlyDubai as:

It examines the effectiveness of the company’s contemporary marketing strategies and other marketing tactics.

To generate recommendations for all the ways in which the company can use more effective ways to utilize its resources.

Auditing is also important in answering all the company’s business questions for the better market choice positions. Recommendation

Strategies that must be put in place include online marketing. The company will make sales over the internet thus reducing cost of marketing products. Online promotion is another strategy that is incorporated to increase sales. Contingency plan will be prepared to ensure business continuity if a disaster occur. Key business areas that must be kept include customer relations, customer phone contacts and utilization department. In case of a disaster, continuous availability strategy will be applied since the data center will need to be the same with all operations undertaken at the organization and has to be away from the location of the organization. Remote journaling and electronic vaulting are yet some other strategies that will be applicable. The security personnel, the damage assessment and recovery team, service teams and IT/IS experts are among the teams responsible for recovering electronic systems to normal state.

One of the basic things that should be considered when taking into consideration marketing concept is marketing as a core function of business. Most companies have not given marketing the attention it so deserves. The concept of marketing should be included in the normal operations of the business. Of great importance is the fact that the consumer’s wants should be put into consideration right from the beginning of all the plans that the firm has in store. This therefore follows the fact that marketing should be introduced at the start and not at the end of the production process. All major decisions that are done in the firm should include marketing considerations.

The marketing concept is based on two principles which include the fact that the consumer is taken to be the central point of all the activity of the business. The second principle is the fact that the profits are specified as the criteria that will be used for evaluating marketing activities. For a long time, volume sales have been used to evaluate the marketing activities.

FlyDubai launches products, with the objective of attaining substantial market share. The target market however is very vital in dictating the success of the products launched. The preferences of consumers do vary, with some consumers being risk averse, who would not like to try any new product, while other consumers are risk takers. According to Walker et al, (2013), the marketers therefore have to understand the needs of different consumers and behaviors which demand require an in-depth study of their external and internal environment, so as to aid in the formulation of marketing plans.

The Consumer behavior is the decision-making strategy that the organization can use for its leaders and followers and physical activity engaged in the acquisition, evaluation, usage and the disposition of goods and services. The consumer behavior is all encompassing function, which heavily influences the marketing and the purchasing process. The purchasing process starts from the consumers’ mind, which influences the alternatives that the consumer chooses, depending on their perceived relative advantages and disadvantages.

In trying new products, FlyDubai consumer behavior is of importance, as the decision-making process and physical activity which is involved. The behavior of the consumers is multidimensional, complex and a dynamic process which influences the entire decision making procedure. It is therefore of importance that the organization adopts strategies which are vital towards attaining a strategic competitive advantage, therefore the marketing channels by the organization utilizes are vital towards determining the product’s success. The customer behavior determines the perceived customer value, hence business have to implement a process which entails formulation of marketing strategy. Essentially, the marketing strategy involves market analysis, strategy formulation and decision making. The decision making is a process which entails problem recognition, information search, evaluation, selection procedure, and this finally influences the purchase decision by the consumer.

In understanding the behavior of the consumers towards new products, it is vital to conduct market analysis, which also includes analysis on the organization, the competition and the conditions. In contacting the research, this is aimed towards offering better customer value, which is the aim of the company. This is dictated to by the consumer needs, the company offerings as well as the environment. The diversified nature of the factors influencing the market, especially on the consumers’ perception and acceptance of new products, creates challenges on the producers. This is doubled edged sword that assists both growth-market strategies for market leaders and share-growth strategies for followers to improve the company’s profit. The company will make sales over the internet thus reducing cost of marketing products.

Conclusion

Proper marketing strategies have helped many companies to reach epic positions in the competition. With time, they started taking strategic planning and this served to position the marketing concept at the periphery of marketing functions. Now, as many companies lose competition and business, these marketing strategies have back in full swing. Businesses need to rethink their take of the customers and meet their needs. The need to have customers satisfied will never be overtaken by any other business strategy. FlyDubai has found it necessary to take into account the marketing concept and see to it that they implement to the core.

ReferencesAshen, M 2003, “The rediscovery of the consumer”, Journal of Marketing, vol. 5(3), 248

253.

Alcocks.C, (2011). AIN Online. Flydubai Expands Its Route Network with a ‘Simple’

Strategy. Retrieved 06/01/2014:

HYPERLINK “http://www.ainonline.com/aviation-news/dubai-air show/2011-11-12/flydubai

expands-its-route-network-simple-strategy” http://www.ainonline.com/aviation-news/dubai-air show/2011-11-12/flydubai

expands-its-route-network-simple-strategy

Barringer, B. R. & Duane I. (2010). Entrepreneurship: Successfully Launching New Ventures, 3rd ed. Upper Saddle River, NJ: Prentice Hall.

Birchall, J. (2009). Out to Launch in a Downturn. Financial Times. New York.

Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. Marketing of services, 47-51.

Borch, F 2008, “The marketing philosophy as a way of business life”, Harvard Business

Review, vol. 6(3), 65-76.

Boyd, H. & Walker, O. (1990). Marketing Management, A Strategic Approach, Boston, Irwin 

Colombo, R. A., & Morrison, D. G. (1989). Note—A Brand Switching Model with

Implications for Marketing Strategies. Marketing Science, 8(1), 89-99.

Grönroos, C. (1983). Innovative marketing strategies and organization structures for service firms. Emerging Perspectives on Services Marketing, 9-21.

Hauser, J. R., & Shugan, S. M. (1983). Defensive marketing strategies. Marketing Science,

2(4), 319-360.

Hawes, J. M., & Rao, C. P. (1985). Using importance-performance analysis to develop health care marketing strategies. Journal of Health Care Marketing, 5(4), 19.

Hoagland, H and Williamson, L 2000, Feasibility Studies, Kentucky, University of Kentucky

José M. M. (2005). Market Segmentation Strategies. How to Maximize Opportunities on the

Potential Market. Mexico.

Jonnes. R, (2013). The Wall Street Journal. Low-Cost FlyDubai Targets the Business Crowd.

Retrieved, 06, 01,2014: HYPERLINK “http://blogs.wsj.com/middleeast/2013/06/19/low-cost-flydubai-targets-the-business-crowd/” http://blogs.wsj.com/middleeast/2013/06/19/low-cost-flydubai-targets-the-business-crowd/

Kotler, P, Keller, K, & Burton, S 2009, Marketing management, 1st Australian adaptation,

Frenchs Forest, Australia, Pearson Education Australia.

Kotler, P., & Roberto, E. L. (1989). Social marketing: Strategies for changing public

behavior (p. 25). New York: Free Press.

Lovelock, C. H. (1999). Developing marketing strategies for transnational service operations. Journal of services marketing, 13(4/5), 278-295.

Miles, R.E. & Snow, C. (1978). Organizational Strategy, Structure and Process, New York, McGraw Hill.

Miller R. K. & Washington, K. (2009). The 2009 Entertainment, Media & Advertising Market Research Handbook. 10th ed. Loganville, GA: Richard K. Miller &

Associates, 157–66.

Moore, G. A. (1995). Inside the tornado: marketing strategies from Silicon Valley’s cutting

edge (Vol. 19). New York: HarperBusiness.

Noble, C. H., & Mokwa, M. P. (1999). Implementing marketing strategies: developing and testing a managerial theory. The Journal of Marketing, 57-73.

Schlacter, B. (2009). Generation Y Lacking Savings. Fort Worth Star-Telegram. Boston.

Spellings R. (2009). Mass Marketing Is Dead. Make Way for Personal Marketing. The Direct Marketing Voice. England.

Travel Dailyme, (2013).Travek Daily Media. FlyDubai takes off with new Business.

Retrieved 06/01/2014: class HYPERLINK “http://www.traveldailymedia.com/198624/flydubai-takes-off-with-new-business-class/” http://www.traveldailymedia.com/198624/flydubai-takes-off-with-new-business-class/

Tybout, A. M., Calder, B. J., & Sternthal, B. (1981). Using information processing theory to design marketing strategies. Journal of Marketing Research, 73-79.

Walker et al, (2013). Marketing strategy: A decision focused approach (2nd ed). London. Allan and Wayne

Weiss, MA 2002, Data structures & Problem Solving using Java (2nd ed). Boston, Addison

Wesley.