March 2, 2009

Sample Research Proposal on Cooperation of Business

I.                   Introduction

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 Europe. (Barton, Bradshaw, Brunschwiler, and Bull-Larsen, 1994) Alongside huge carriers and internationally established airline companies, these low-cost airline companies seem to have diminutive chance of survival in the European airline industry. However, in the past years, these low-cost airline companies have been giving these internationally established huge airline organizations a run for their money, at least in the European market. The subsequent discussions in this paper will present how this took place in the said region.   

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 Europe

The airline industry in the European setting has previously been composed of "monolithic national carriers." (Barton, Bradshaw, Brunschwiler, and Bull-Larsen, 1994) This means that before the flight of the low-cost airline carriers in the European region, the industry was dominated by airline companies controlled by every state in the European Union. Prior to the 1980's there subsisted intense limits on competition in this line of business forced by each nation seeking to look after their national airlines. A liberalized bilateral contract in the 1980's involving Ireland and the UK was an enormous springboard for the deregulation of the airline industry. Similarly throughout the 1980's the EU made a start in deregulating the industry and an assortment of liberalization procedures followed that were to be functional all over its boundaries. (Doganis, 2002) The consequence of the EU realizations has been that ever since 1997 whichever EU airline can operate anyplace inside the boundaries of the EU with no limitations.  This disrupted the neatly divided airline industry in Europe and provided low-cost airlines like Easyjet and RyanAir with the best possible position in the market. (Binggeli and Pompeo, 2002)

IV.            Conclusion

The low-cost airline industry in the European setting presents a marketing strategy that shows the concern of the European customers on cost-effective services. The preference to low-cost airlines in Europe appears to create a trend in the airline industry in the said region leaning towards lesser airfares and considerably budgeted terms of service provision. The airline industry has constantly been vulnerable to transformations around it and the previous years have thrashed a lot of impediments in its course. From the epidemic of Foot and Mouth Disease in the United Kingdom to the Severe Acute Respiratory Syndrome (SARS) outbreak in Asia, from the terrorist assaults of 9/11 to the conflict in Iraq, all of which triggered a worldwide economic recession. Nonetheless, the need of the services of airline companies is still of high requirement in the market.


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