Running head: Turkey Airways MGT 1
Turkey Airways MGT
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Evaluate the marketing strategy of Turkish Airways, with a focus on its segmentation, targeting,
positioning, and marketing mix elements (product, pricing, distribution, and promotion). How do
these elements support the airline's business model and its competitive positioning in the low-
cost airline market? Additionally, discuss the effectiveness of Turkish Airways' differentiation
strategies and how they contribute to its growth and profitability.
Word Count Requirement: 1500-2000 words

Turkey Airways MGT 2
2
TURKISH AIRWAYS:
Turkish airways are a twenty-year old international air carrier and are now the
largest low cost airline in Turkey and Europe and have modeled its operations on the very
successful Southwest Airlines Low Cost Leadership model. The company has angered trade
unions, government officials and competitors with his “bare knuckle” tactics but has achieved
dramatic growth and profitability in the very competitive airline industry. As of the end of the
year 2004, Turkish airways were flying 25 million passengers annually with a staff of less than
2500 personnel. Turkish airways fly only Boeing 737s and are rapidly transitioning to the newest
737 models – the 737-800. The airline operates in almost the entire part of Asia and Middle East
and has certain European bases too.
Marketing strategy
It includes segmenting, targeting and positioning; in order to concentrate all marketing
efforts towards specific target customers; shape their expectation; and gain organizational
effectiveness and efficiencies.
Market segmentation is defined as dividing the total market into small groups having similar
set of needs, preferences, behaviours, motivation and attitude. Market segmentation is defined
as dividing the total market into small groups having similar set of needs, preferences,
behaviours, motivation and attitude. Segmentation plays a pivotal role in preparing marketing
strategies; by identifying the target audience, positioning the product, create unique brand
proposition. 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
necessary that market segments are measurable (measurable size, purchasing power, etc),
substantial (large and profitable segments to be served), accessible (can be reached and served),

Turkey Airways MGT

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