Contents
Introduction 3- Marketing Audit 5
- I. External 5
- 1. Macro-environment 5
- -PESTEL 5
- 2. Micro-environment 6
- -Market overview 6
- -Porter's 5 Forces 7
- II. Internal 8
- 1. Mission statement 8
- 2. Service Marketing Mix 9
- 3. Ansoff’s Matrix 10
- III. SWOT 11
- Conclusion 12
- * Recommended Future Marketing Strategies 12
- References 14
- Appendix 15
Description
This report presents comprehensive marketing audit of Turkish Airlines/TA/. It consists of analysis of external environment, including macro and micro, and internal assets and capabilities. The analysis focuses on civil air travel in Europe. Based on it are drawn conclusions about the whole sector and Turkish Airlines, which are later used to develop and suggest new marketing strategies and draw additional recommendations to the company.
In terms of the external environment, the major opportunities and threats are identified applying PESTEL and Porter's 5 Forces frameworks and a market overview. The key TA's strengths and weaknesses are drawn from the internal-based analysis using critical mission statement review, service marketing mix framework and Ansoff’s Matrix. The key findings from both external and internal analysis are summarized by means of SWOT framework. On that basis the company's key drivers for success are also revealed. The superior service quality is found to be TA's top competitive advantage and the company subordinates everything to it. TA successfully established a brand image built on its superior customer service, which is another key determinant for its success. These were the reasons for gaining international recognition and a place among the leading European airlines.
The report proposes two marketing strategies for future exploitation of some of the opportunities arising from findings of the external marketing audit. It also makes some recommendations, including undertaking a market research to further analyze the other opportunities discovered and to evaluate whether it is reasonable to exploit them.
