Research Paper On Air Blue

Satisfactory Essays

Strategic Marketing Management

by Aqib Yousaf

Table of Contents

A- What is strategic marketing management & how it is relevant to Air Blue 1

B- Process of strategic Marketing 1

C- What is the link between strategic marketing and corporate strategy 3

D- Models used by Air Blue for developing a strategic marketing strategy 4

E- What is difference between strategic marketing and tactical marketing 6
F-Tools of relationship marketing you are planning
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Founder: Shahid Khaqan Abbasi

Founded: 2003

Air blue Limited (styled as air blue) is a private Pakistani airline with its head office on the 12th floor of the Islamabad Stock Exchange (ISE) Towers in Islamabad, Pakistan.
Air blue operates scheduled flights operating 30 daily services linking four domestic destinations Islamabad, Lahore, Karachi and Peshawar with international services to Dubai, Abu Dhabi, Sharjah, UK, USA and Muscat. Its main base is Jinnah International Airport, Karachi.

AC 1.1 Discuss the role of strategic marketing in an organisation

Managers were the implementers of day to day marketing functions but these days marketing managers are no longer the implementers of day-to-day marketing functions.
They areinvolved even in the strategic decisions of the organization and this has raised the concept ofstrategic marketing management. Strategic marketing management includes graphing thedirection of the organization and contribution in all the decisions that affect the long termcompetitiveness of the business. The new study of strategic marketing management hastransformed marketing manager job from being implementer to setting organizational
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In this last stage the result of implementation and the goal set will be compared and the actualachievement of the plans would be calculated, any deviation from the plan would be outlined andcorrective actions will be presented and implemented after the consensus of the executive teammembers.

1.3 Evaluate the links between strategic marketing and corporate strategy

An approach, a company uses to market business or product that gives competitive advantage over others is called Strategic marketing.Strategic marketing keeps the organization aligned with the overall plans to find the fit between the organizational activities and itsoperating environment. The fit is maintained in a sense that aligns the organizational marketingactivities with its both external and internal environment.A strategic plan is often written as a report so the marketing manager can approve it with thehelp of board of
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