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A Conceptual Framework for Marketing Strategy in Aviation Industry with Reference To Jet Airways

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Introduction:
In general, aviation industry is one of the profitable industries today which is characterized by of rapid technological and marketing changes. Nevertheless, the present situation requires cooperation between airlines and airports which should help them to market their services effectively to their clients.

Marketing strategies include a wide variety of techniques aimed to deliver customer satisfaction and safety. New product and services development, technological changes mark the main strategic activities in this market segment. Technology, being a universal factor that crosses national and cultural boundaries, plays the crucial role in aviation and aerospace industry. It should be mentioned that technology is truly "stateless"; there are no cultural boundaries limiting its application. Once aviation technology is developed, it soon becomes available virtually everywhere in the world.

New transportation technology significantly reduces the level of prices. The costs associated with physical distribution both in terms of money and time have been greatly reduced as well. The per-unit cost of shipping automobiles from Japan and Korea to the United States by specially designed auto-transport ships is less than the cost of overland shipping from Detroit to either U.S. coast. Another key innovation has been increased utilization of 20- and 40-foot metal containers that can be transferred from trucks to railroad cars to ships.
Another technological innovation, which helps to improve marketing activities is the Internet and World Wide Web. Airlines and aviation can be called boundary less or global industries, and for this reason Internet and Intranet services has become a driven force for them.
Today's information technology allows airline alliance partners to sell seats on each other's flights, thereby helping travelers get from point to point more easily while boosting revenues for companies such as United Airlines and Lufthansa. Meanwhile, the cost of international telephone calls has fallen dramatically over the past several decades. That fact, plus the advent of new communication technologies such as e-mail, faxes, and video teleconferencing, means that managers, executives, and customers can link up electronically from virtually any part of the world without traveling at all.
When a company establishes a site on the Internet, it automatically becomes global, at least in terms of its potential to reach global customers with information. At present, Internet usage is heaviest in the United States. Even as that situation changes, however, many constraints must still be overcome before Internet merchandise purchase transactions can become borderless (Joines, Scherer, Scheufele, 2003).

Number of Pages of Project Report: 71
Package Includes: Synopsis/Project Proposal + Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
EXECUTIVE SUMMARY
CHAPTER 1: INTRODUCTION
CHAPTER 2: THEORETICAL BACKGORUND
CHAPTER 3: LITERATURE REVIEW
CHAPTER 4: AIRLINES INDUSTRY IN INDIA
CHAPTER 5: COMPANY PROFILE- JET AIRWAYS
CHAPTER 6: RESEARCH METHODOLOGY
TYPE OF RESEARCH METHOD
THE SAMPLE
DATA COLLECTION
DATA ANALYSIS METHOD
RATIONALE OF THE STUDY
STATEMENT ABOUT THE PROBLEM
OBJECTIVES OF THE STUDY
NEED OF THE STUDY
LIMITATIONS
CHAPTER 7: DATA ANALYSIS
FINDINGS
RECOMMENDATIONS
REFERENCES
APPENDIX: QUESTIONNAIRE


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