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| Topic: |
Business
|
| Number of pages / Number of words: |
8 / 2169 |
Essay's paper body
Yet, there also have some unexploited opportunities and underlying problems. The following step will utilize SWOT analysis to identify the case problems and issues.
SWOT analysis
Strengths
?c Dominant position in home market
?c Holding of Ansett
?c Full member of Star Alliance Group
?c Good marketing communications strategy
?c High quality Internet services
?c Many-faceted service & Exceptional inflight service
?c Successful partnerships with airlines and
?c companies
?c Excellent crew scheduling and rostering system
Weaknesses
?c Weak brand extension
?c One-track promotion strategy
?c Limitation of alliance
Opportunities
?c New era of Internet
?c Broad marketing development
?c Trend of co-operation Threats
?c Domestic and international competition
?c New Airlines entering the New Zealand market
According to the above analysis, case issues will be identified as follow:
1) Did Air New Zealand?¦s strategy of joining the Star Alliance Group is a successful strategy? Are there any changes in marketing environment will influence the company?¦s strategy plan?
Marketing environment as one of important variables significantly affects marketer?¦s decision...
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An evaluation of the various environments surrounding the organization, combined with an understanding of the consumer market, is the key to identifying growth opportunities (Quester, P, McGuiggan, R, Perreault, W, McCarthy, E, 2004). Significantly, market manager as an interface between the market and the organization must remain keep in touch with environmental changes...
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