The conventional way of viewing operations of businesses as an interaction involving the product, the market, and the organization would appear to be significantly insufficient in the current trends in the cutthroat, globalized, and internationalized mode of conducting trade. Marketing strategies are essential in making companies survive, especially if these have large market segments to deal with in the first place. This is the circumstance with regards to airline companies. With a considerable number of players in the industry, continued existence and sustained effort to compete would entail considerable work for every organization. This is especially true with the low-cost airline companies that holds majority of the markets in
II. Marketing Strategy
For the key to better performance, the marketing strategy have to include a breakdown of the collection of individuals whom the organisation desires to attain (target market) and the combination of product, price, place and promotion (marketing mix) that will please those consumers in the target market. (Reddy, 1997) The moment the marketing strategy of an organization is determined, the entire business have to be considered around the target market's needs. Customer satisfaction is the main objective of marketing. In looking at the future, the business guarantees the best probable opportunity of accomplishing long-standing stability and competitive position. Marketing possess the fundamental assumption that customer satisfaction have to be the main intention of the business. (Cotterill, 1994) Such contentment and pleasure can only be acquired and maintained by means of the provision of competitive products or services, at competitive values. It have to be concentrated on all facets of marketing, not only on promotion and sales methods, to convince consumers to purchase but also on target market, marketing mix and the marketing strategy. An efficient marketing strategy brings about more capable products, content customers, and greater profits.
III. Low-Cost Airlines in