Contents

• Executive Summary 2
• Introduction 4
• Company Overview 4
• Problem Statement 5
• Analysis of the strategic marketing plan 5
• Situation Analysis 7
• Market Overview 7
• Competitors 8
• Customer Analysis 9
• PEST Analysis 10
• SWOT Analysis 11
• Metrics 12
• Objectives 12
• Strategy 13
• Segmentation 13
• Targeting 14
• Positioning 15
• Big Idea and the Digital Strategy 16
• Tactics 17
• Action Plan 21
• Control 22
• Conclusion 23
• Refernce List 24

Description

To meet the changing demands of the globalised digital market, and attain organizational objectives with a sustainable growth, companies need to strategize in accordance to its operational environment (Alsyouf, 2007). Therefore marketing strategies create and fulfills demand; while digital marketing creates demand using digital intelligence and internet. The digital forum can be seen as an interactive medium, which adds value to the company (Ryan, 2014). This paper, aims to investigate Oman Air’s digital marketing strategies by identifying the current marketing activities in view of the digital problem that the company is facing. The digital issues of Oman Air will be addressed and recommendations will be provided according to the SOSTAC model evaluation.