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It is worth noting that the air transportation industry is highly competitive and complex due to a number of reasons. In addition, many enterprises have been striving to share leadership among themselves for many years (Cummings & Angwin, 2015).
Air New Zealand is an example of the way effective management and leadership have brought the mid-level company to the group of large-scale leaders through a considerate attitude toward marketing strategy. The purpose of this research paper is to analyse the New Zealand airline industry, evaluate the market potential of Air New Zealand, and discuss the risks associated with its marketing strategy.
Alternatives Within the Strategy
Despite the opportunities that the company attained through the use of viral technologies, the risks discussed above are significant. Therefore, it is essential to identify alternative solutions within the strategy chosen by the enterprise. From the point of view of managing consumer demand, viral marketing has ensured the distribution of certain information through social networks and other services; nonetheless, the company also needs to consider traditional promotion methods including advertising (Bolke, 2014).
It will allow making certain that consumers receiving an information message will obtain it from both disinterested parties and on behalf of the affiliated side. In addition, relying on viral marketing, the company needs to use other methods of positioning and brand promotion, which will mitigate the possible risks described above. For instance, the enterprise might consider employing a positioning strategy that will stress the factual assessments from the side of customers.
That is to say, the airline should determine the perceived value of its services for the clients and highlight its particular characteristics. Thus, the company will be able not only to raise the awareness of customers but also increase its target audience.
In addition, the company’s marketing strategy implies the use of an unpredictable tool, the control of which is difficult to organise. Consequently, the company needs to use viral marketing as one of the ways of direct marketing in order to be able to receive feedback from potential customers and respond to it (Taneja, 2014). In this regard, given the current strategy, it is essential for the company to comprehend the predictability of the result when launching further campaigns.
Apart from that, to reinforce its current approach, the airline company could use the elements of Point of Difference strategy. Its essence lies in the idea that Air New Zealand should focus on the characteristics and benefits that potential customers will associate with this particular airline (Taneja, 2014). It suggests that they will positively evaluate the brand and distinguish it in this price category. Thus, using viral marketing, the company will be able to emphasise both real and symbolic benefits the enterprise brings to its consumers.
Thus, it can be concluded that Air New Zealand is a major national carrier of New Zealand. This is the country’s largest airline, and its flight geography is extensive. The company has been able to attract attention and receive a positive evaluation of millions of customers through the effective use of viral marketing (Fleisher & Bensoussan, 2015). Nevertheless, the company’s workforce runs the potential risk of being considered unprofessional due to the recent YouTube video it has launched. Therefore, the company should review the ways to boost its reliability and employ a strategy that will allow building customer loyalty.
Bolke, S. (2014). Strategic marketing approaches within airline management: How the passenger market causes the business concepts of full service network carriers, low cost carriers, regional carriers and leisure carriers to overlap. New York, NY: Anchor Academic Publishing.
Cummings, S., & Angwin, D. (2015). Strategy builder: How to create and communicate more effective strategies. Hoboken, NJ: John Wiley & Sons.
Fleisher, C. S., & Bensoussan, B. E. (2015). Business and competitive analysis: Effective application of new and classic methods (2nd ed.). Upper Saddle River, NJ: FT Press.
Taneja, N. K. (2014). Designing future-oriented airline businesses. Farnham, UK: Ashgate Publishing.