M.Comm. / The overall goal of this study is to provide a medium-sized South African airline with the theoretical framework and necessary research and analyses, in developing an integrated marketing approach in a deregulated environment. The objectives of the study are : to analyse the macro and market variables that could impact on the marketing efforts of a medium-sized South African airline. to assess a medium-sized South African airline's marketing efforts (in response to external variables) using existing theories and the airline's own set objectives. to link the marketing efforts of a medium-sized South African airline to internal variables, to be able to provide a truly "integrated" analysis of all marketing activities. to provide broad guidelines for future marketing activities undertook by a medium-sized South African airline.

This dissertation reports on the factors that contributed to the successful entry strategy of 1time Airline, a low cost carrier, into the South African airline industry as well as its competitive strategies within this context. Research interviews were conducted in November 2005 and research material gathered until end January 2006. Key issues include an evaluation of 1time's business model in relation to other low cost entrants as well as against material sourced through interviews with 1time Airline management, employees and consumers of the airline's product. Porter's Generic Strategies and Five Forces model are used as a framework in evaluating the airline. It is found that Nohria, Joyce and Robertson's "4+2 Formula" is effectively implemented at the airline, but that further implementation of Game Theory in terms of alliances should be investigated for continued success and sustainability.