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Marketing Strategy and Analysis of Turkish Airways: Differentiation and Competitive Advantage in the Airline Industry

Marketing strategy and analysis of Turkish Airways.

Lucas Allen
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1Marketing Strategy and Analysis of Turkish Airways: Differentiation andCompetitive Advantage in the Airline IndustryAnalyzethemarketingstrategyofTurkishAirways,focusingonitsmarketsegmentation, targeting, positioning, and the effectiveness of its marketing mix. Howdo these elements contribute to the airline's competitive advantage in the low-costairline industry? In your response, evaluate the role of pricing strategy, distribution,and promotional tactics.Word Count Requirement: 1500-2000 words

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2TURKISH AIRWAYS:Turkish airwaysare a twenty-year old international air carrier and are now the largest low costairline inTurkeyand Europe and have modeled its operations on the very successful SouthwestAirlines Low Cost Leadership model. The company has angered trade unions, governmentofficials and competitors with his “bare knuckle” tactics but has achieved dramatic growth andprofitability in the very competitive airline industry. As of the end of the year 2004,Turkishairwayswere flying 25 million passengers annually with a staff of less than 2500 personnel.Turkish airwaysfly only Boeing 737s and are rapidly transitioning to the newest 737 models–the 737-800.The airlineoperates in almost theentirepart of Asia andMiddle Eastand hascertainEuropeanbases too.Marketing strategyIt includes segmenting, targeting and positioning; in order to concentrate all marketingefforts towards specific target customers; shape their expectation; and gain organizationaleffectiveness and efficiencies.Market segmentationis defined as dividing the total market into small groups having similarset of needs, preferences, behaviours, motivation and attitude.Market segmentationis definedas dividing the total market into small groups having similar set of needs, preferences,behaviours, motivation and attitude. Segmentation plays a pivotal role in preparing marketingstrategies; by identifying the target audience, positioning the product, create unique brandproposition. Market segmentation will fosters effective and efficient use of marketing resources;increased volume, profit and market share. To deliver the above mentioned benefits; it is
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