Introduction To Marketing Management Marketing Essay

Marketing management is the act of choosing and targeting different markets and creating good relationships with them, regarding the resources of the company.

The marketing managers are the responsible for directing and entering a company to different markets by setting a marketing plans and strategies based on information allocated by studying the markets and defining the needs and wants of customers and come up with products that satisfy the needs of customers and gain the market.

According to Richard Branson, the founder and owner of Virgin Company, one of the richest and famous entrepreneurs in the United Kingdom and worldwide, “A business has to be involving, it has to be fun and it has to exercise your creative instinct”.

In marketing we almost use the four P’s, (product, price, promotion, place), these four P’s represent a convenient way to summarize the main factors involved in any marketing strategy.

Often, marketing strategy will evaluate a marketing plan in order to specify how able the company to implement the strategy decided and meet the business objectives.

The purposes of marketing plan to help you state your vision, mission and values, it needs to include your marketing budget, marketing strategy and the advertising plan you will use to market your business, and you need to keep it flexible to be sure you rich you goals and invest the money wisely.

http://www.principlesofmarketing.com/fall2002/chapter%20two.htm

http://www.ehow.com/about_4727858_purpose-marketing-plan.html

Vision is about the future situation that a business wishes to have, the vision’s intention is to control, to guide, and to encourage the business as a whole to achieve the desirable state of the business.

-Here The vision of the company

Mission are a measurable goals, the company has to know where it is going, and it’s current situation along the process, a business can have many different missions under the format of the vision of the business.

-Here you put the mission of Turkish airline

Values define the business beliefs, the rules that control the business to your peers, your staff and importantly to your customers. Your behaviors have a negative impact.

-Here you put the mission of Turkish airline

http://www.webandmacros.net/mission-vision-values-company.htm

marketing strategy aims and objectives

Is what unique position will the company be able to achieve, what the other advantage that the company will have at the end of the day and how the company will sustain these advantages all the time and that’s will drive the company.

A marketing strategy is about the designed marketing plan to achieve a certain marketing objectives, there might some objectives like becoming the market leader. The strategic plan here is a planning with details includes a marketing research, and next evaluating a marketing mix to become the leader. Every company needs to have marketing objectives to work on and achieve the strategy.

In a marketing strategy time is everything as long as the company take the advantage to plan, distribute, and to develop.

http://www.thetimes100.co.uk/theory/theory–marketing-strategy–244.php

SWOT ANALYSIS : is a technique uses to understand the strengths and weaknesses of your business and determine the opportunities and threats that your business might face.

The SWOT analysis of Turkish airlines based on a face to face interview of the marketing manager said,

Strengths of Turkish airlines are:

Good relationships with the staff.

Strong marketing strategy.

Punctuality of flights.

Sixty seven destinations from Morocco.

One of the best airline companies in the Middle East, competing with Fly Emirates and Qatar Airlines.

Customers care.

Good services.

Qualified staff.

Attractive flights prices.

Cargo flight service.

Ranked 4 stars sky plate.

Weaknesses of Turkish airlines are:

Brand awareness in Morocco.

No flights in destination to the countries in the East of Europe like Ukraine and Romania.

Opportunities of Turkish airline are:

Weak competition with African and south American aircraft companies.

Royal Air Maroc got a weak marketing strategy.

Focusing on getting destinations to most of the Asian countries, not like Royal Air Maroc that is focusing only on Chinese destinations.

Daily flight to Istanbul, Royal Air Maroc has only three flights per week.

Jakarta in Indonesia is the farthest destination for the Moroccan customers.

Threats that Turkish airlines takes into consideration:

High competition with big companies like fly emirates and others

Random shocks, (political, social or natural events)

Changes in government policy, ( the government may use a contraction monetary policy to prevent inflation which will effect the business)

Turkish airline’s staff are proud of the business and they are highly confident in the strategy of the managers to expand in all over the world and being global, in morocco they don’t consider it as a big market even in their advertising strategy they are not planning to use Moroccan people or a Moroccan symbol to deal with the psychology of the Moroccans, but in general they are doing well, for example, in the strengths they are taking into consideration the most important part which are customers and how to provide to them a friendly and a good atmosphere in the agency and the plan.

In the weaknesses as we mentioned above they don’t really make a big effort to create brand awareness in morocco which is not professional and we did not like it.

They have great opportunities to provide a better service than the African companies and South America and this is because of the less resources available in those countries, in they are completely true to do not consider la RAM as a big competitor and that as the manager mentioned about the marketing strategy that la RAM follow, and from our points of view, it has been so long that we have not seen or hear or read in thing about la RAM, either in the TV or RADIO or MAGAZINS or in the streets etc…., which very good for Turkish airlines to expand and growth.

The threats that Turkish airlines take into consideration are challenging, they to be very smart and not make quick decisions which well affects the business.

Market research

http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=14&Itemid=38

Marketing research is the collection and analysis of data to study a particular target market, environment, and competition. These data collected whether it is primary research, collected direct from a respondent, or secondary research (desk research)

The purpose of market research is to increase the understanding of the project matter.

For a market research the company might decide to work on the project by themselves, or to conduct a market research agency or consultancy to do it, but the company must decide in advance the research objectives.

Quantitative research is a statistical analysis of a numeric data collected by a questionnaire survey that involves a ways to get numbers. For example, Turkish airlines might ask its customers to rate the overall service satisfaction as either very satisfied, satisfied, somewhat satisfied or poor. In quantitative research every respondent has to be asked the same question’s series and involves a large number of questionnaires.

Qualitative research is about understanding why or how the consumer see and buy a certain product this research might be done in a supermarket for example by asking the buyer why hi or she choose that type of product, in qualitative research the set of questions is not fixed.