My Master thesis focuses on the design of the marketing strategy of a low-cost airline SparrowJet. The first chapter of the theoretical parts contains the required basics of theoretical information necessary to develop a marketing plan. In the second chapter is an analysis of the air transportation market with an emphasis on the low-cost segment. The final chapter of the theoretical part is dedicated to the marketing mix in the transportation. The practical part of my thesis begins with the situation analysis, which includes: the PEST analysis, Porters five forces analysis, a competition analysis and a customer analysis. My work is concluded with a complete proposal of a marketing strategy for the airline, including both basic strategy of S-T-P and a marketing mix.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:261774 |
| Date | January 2016 |
| Creators | Khomutova, Sofia |
| Contributors | Král, Petr, Tročil, Jan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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