Strategic Marketing for Environmental Impacts- MyAssignmenthelp

Question: Discuss about theStrategic Marketing for Environmental Impacts. Answer: Introduction Marketing is the way of determining the taste and preference pattern of the customers and providing those services and products accordingly (Baker, 2014). Strategic marketing are being adopted by the organizations to create an ideal marketing plan to increase the sales turnover and the satisfaction level of the customers. Strategic marketing involves different promotional policies of the organizations covering various aspects of attracting customers, providing highest level of service and expansion of market share (West, Ford Ibrahim, 2015). Absence of proper marketing strategies can led an organization to its doomsday. Eastern airlines were one of the prominent airliners in United States of America. It was being considered among the top four airliners in America. In late seventies, Eastern airlines faced business issues such as labor problems and high debts. On the other hand, deregulations also caused inflow of new competitors, which further affected their market share. Withstanding with all these issues, Eastern airlines came to halt in 1991 when they went for bankruptcy. Recently, they are trying to regain the market again under new leaderships (About Us Eastern Air Lines, 2017). This report will throw the lights on the probable marketing strategies of Eastern airline and their business environment where they will operate. Promotional strategies to regain their market share will also be discussed here. Situational Analysis Internal Environment: Internal environment represents the microenvironment of the organizations that includes resources and core competencies of them. Internal communications determine how well the organization will serve to its customers (Singh, 2012). Eastern airline has the core competencies of most technologically advanced aircraft, most professionally trained crew and best customer services. Nowadays, air travel is not about only travelling from one place to another but also an entire phenomenon of providing excellent service to the customers. The competencies if effectively maintained by Eastern airline can help in regaining their market share. They have fleet size of four aircrafts currently operating. They have placed order for ten new aircrafts from Boeing. Having these physical assets, they can efficiently operate in their initial routes. Last time, they lag behind in the competition due to the antagonistic approach of their former chief. However, now their leadership comprises of some professional and experienced airline managers. They have taken modern and sustainable marketing approach. Their current mission is to provide the customers best in the segment ambience and facilities. This helps to attract more customers and their employee friendly organizational culture will motivate the employees to serve better. Customer Environment: In the present scenario, customers are more sensitive to new technologies, products and services. In the airline market of America, price is one of the key criteria for the customer along with different added facilities (Silva Verhoef, 2013). Customers are also tends to choose their preferred airlines based on their punctuality. Therefore, customer environment is much more competitive than ever before and Eastern airline should meet their expectations to regain the market share. External Environment External environment comprises of political, social and economic factors that can have an impact on the organizations (Dixon et al., 2013). Changes in labor laws and other corporate laws can affect the business of Eastern airline (Cavusgil et al., 2014). Bad word of mouth due to some incidents will also prove a challenge for them. Negative growth of economy will also adversely affect their business due to reduction of purchasing power of customers and vice versa. Eastern airline should always be technologically advanced to be ahead in the competition. Marketing Goals and Objectives The primary objectives of Eastern airline are to increase the market presence in the American market. They are based in Miami and have their headquarter in Miami International airport. Their short-term objective is to acquire more aircrafts and be operational in more routes. Eastern airline already have the brand value and identity from their past. This will help them to garner the initial recognition in the market. They were known for their good services. Therefore, Eastern airline now have the primary goal of attaining that status by providing top-notch services. In late seventies, Eastern airline is the biggest airline services in term of passengers in American market. Their initial goal is to achieve that market leadership position again. To achieve these goals, they are gradually increasing their fleet size and routes to increase their access to the customers. Fulfillment of these initial conditions will gradually lead them to their goals. The more they will provide good services to the customers, the more good word of mouth will spread and more they can increase their market share. Marketing Strategy Target Market Eastern airline has the goals of being one of the largest airline services as they are in the past. Targeting only a particular segment of customers or providing niche services will not help to achieve this goal (Wedel Kamakura, 2012). Eastern airline will have to promote a holistic approach covering all segments of customers. However, targeting both the higher and middle class customers at the same time is not an easy task. Therefore, their aircraft should comprise both of business class and of economic class. Certain routes may have more of business class customers and vice versa. Promoting situational strategy in these cases will be beneficial. Added services and ambience will be the key factors for Eastern airlines to promote their business class portfolios whereas, cost effectiveness will be the key to push the sales in economic class. Adopting this strategy, Eastern airline can cover the entire customers base as their target audience. Marketing Program Eastern airline is rebuilding their organization right from the scratch. Therefore, their initial target is to have a commendable market presence. Their strategy should be to select a few profitable routes for initial operations. Again, providing top-notch services will create goodwill in those regions, which will help them to expend their base. Now the next step will be to analyze the competition in the market (Hollensen, 2015). Analyzing the competition will make them aware about the factors most and least preferred by the customers. Market potential and customers behavior can also be obtained from the competitors analysis. Based on the analysis, situational strategy should be implemented to attract the customers. Eastern airline should take the note of pricing policy and the equilibrium prices for a certain market or region. Branding and Positioning Strategy Eastern airline should position them in the market in such a way that is will attract entire customer base. Having a particular targeted segment will not increase the market share. Reduction of business risks can be achieved by increasing more customer base. The positioning strategy of Eastern airline should make them positioned as a premium service provider among the masses and having more value added service than the competitors to the upper class audience. Extensive and aggressive marketing and promotional activity should be implemented to increase the brand identity. Activities such as loyalty programs will help to retain the existing customers and to create a good word of mouth (Hassan Craft, 2012). Eastern airline should maintain a universal and singular approach when it comes to customer services. All the touch points of them should possess same approach and same ambience. They should maintain same color code, training of the employees and customer services all over their covered regions (Jian et al., 2012). This will enable the customers to relate in a singular way with them. Eastern airline should brand their service in all types of media, especially in social media. Presence in social media will help them to connect directly with the customers, and can have their reviews according to which they can modify their services (Castronovo Huang, 2012). Conclusion This report analyzed the both internal and external environments where Eastern airline is going to operate. It concludes that, Eastern airline is having a goodwill and identity from their past. Efficient utilization of the same and the existing resources can make them a prominent player in the American airline market again. They are in the first stage of growth and gradually expanding their businesses and if all the factors can be maintained properly, they can achieve their desired goals. Ideal marketing strategy for eastern airline has also been discussed in this report. Optimal implementation of these marketing, branding and positioning strategies will help them to gain a position in the market and the foundation for further growth or development. References About Us | Eastern Air Lines. (2017). Easternairlines.aero. Retrieved 29 May 2017, from https://easternairlines.aero/about Baker, M. J. (2014).Marketing strategy and management. Palgrave Macmillan. Castronovo, C., Huang, L. (2012). Social media in an alternative marketing communication model.Journal of Marketing Development and Competitiveness,6(1), 117. Cavusgil, S. T., Knight, G., Riesenberger, J. R., Rammal, H. 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