El-Al Marketing Analysis

5815 Words Jan 29th, 2012 24 Pages
El-Al Marketing Analysis
El-Al Marketing Analysis

Table Of Content
Chapter 1: Introduction
Executive summary………………………………………………………………………………4
Bibliography……………………………………………………………………………………...5
Chapter 2: An overview of the company
Overview of the company…………………..……………………………………………………6
History……………………………………………………………………………….....…………7
Definition of the business………………………………………………………………..…........8
Chapter 3: An analysis of the company’s business environment
Firms industry and macro environment……………………….……………..….……………..9
The PEST Model…………………………………………………….…………..………......10-12
The industries competitive situation using Porter’s 5 Forces………..……….…….…….13-15
Market segmentation……………………………………………….………….….…...……16-17
ELAL’s Attractiveness
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It was one of the most famous trademarks of the small state. The company 's story intertwined with Israel 's origins.
The company is operating in a "national" state of mind, aiming towards patriotic emotions based on the Israeli narrative of pride, safety and security. The company markets and considers itself as a national service provider, submitting itself to the whims and needs of the country. Not once the company has been involved in security or social operations (the joint confidential operation of bringing Ethiopian Jews to Israel), even in the price of losing money (i.e. not flying on the Shabbat), all in order of keeping the image of the national company.
The company traditionally operated international flights alone, but lately it operates domestic ones as well. The company 's headquarters and mother- airport are located in Israel 's international airport "Ben-Gurion".
The company has evolved and changed throughout the years, and has varied its basic definition from a government organization to a private company. The privatization has been complete mid-2000 's (that is less than 50% of company shares are kept in by the government).
The 2nd decade of the 21st century will colored by security issues, ever growing competition and the continuation of the privatization process. It will be the first decade in the company 's history that it will have to deal with