You have been appointed as a marketing consultant to analyze the target market of Fly Dubai Airlineand
the marketing strategies currently in place.
You are required to produce a report to the head of the Marketing Consultancy on 7th December
2015whichshould address the following:-
Task 1
Examine the main ways that Fly Dubaisegment the market using demographic, geographic,
psychographic and behavioural variables.
5 marks
Identify the segments Fly Dubaiare targeting.5 marks
Explain how they are positioned in the market against their main direct and indirect
competitors. 5 marks
Task 2
You have also been tasked with reviewing the current Fly Dubai marketing mix as well as making
recommendations for a revised more effective marketing mix so that they can achieve even better
results.
You will need to conduct a marketing audit and report on the following:
PRODUCT:Identify the services offered and examine how they are developed to sustain competitive
advantage 15 marks
PLACE:Explain how the “place”strategy is arranged to provide customer convenience
10 marks
PRICE:Explain how prices are set to reflect the organisation’s objectives and market conditions
10 marks
PROMOTION: Illustrate how promotional activity is integrated to achieve its aims for the target
market 15 marks
Analyse the additional elements of the extended marketing mix
15marks
Make recommendations for improvements to the marketing mix
15 marks
Structure and presentation 5 marks
Guidelines
You need to produce a detailed report covering the segmentation, targeting and positioning of Fly
Dubai’s services, as well as all the elements of the marketing and extended marketing mix for Fly
Dubai.
Identify the target market that Fly Dubai appeals to.
Identify the targeting strategy used and evaluate how successful it is.
Identify how Fly Dubaiare positioned against their competition
Include a detailed product range and portfolio for Fly Dubai
Apply Strategic techniques like BCG matrix and Ansoff’s growth matrix to Fly Dubai’s destinations
Investigate and report on the “place” strategy used by Fly Dubai
Provide pricing details of Fly Dubai’sservice.Identify the different pricing strategies used by
the organization. Investigate factors influencing these pricing policies.
Produce information on various promotional activities undertaken by Fly Dubai. This could
include advertising, personal selling sales promotion ,social media, publicity and PR activities etc.
Provide brief information on the additional elements of the extended marketing mix and explain
how important they are toFly Dubai.
Recommendimprovements to the marketing mix covering only 4
elements:-product, price, place and promotion.