Marketing planning process a case study: The analysis of Turkish Airlines' marketing planning process
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- Tez No: 403214
- Danışmanlar: Dr. ALI BAIG
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2013
- Dil: İngilizce
- Üniversite: Coventry University
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 68
Özet
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Özet (Çeviri)
The purpose of this dissertation is to explore and analyse the marketing planning process of Turkish Airlines. Turkish Airlines, Turkey's flag carrier and rising star of the airline industry, was established by the Turkish government and commenced operations in 1933 with just five aircraft. It was awarded Best European Airline Company in 2011 and has had enormous success over the past nine years; expanding its destinations, number of employees and aircrafts, and improving its reputation and market share, as well as boosting economically since 2003. This research focuses on ways in which Turkish Airlines has brought about this success and expanded the number of destinations it flies to, both in Turkey and across the world, through examination of the marketing planning process. This thesis used a research method to consider comprehensively the marketing planning process, in which the method of the planning process was obtainable through understanding of how the marketing planning process could be implemented on Turkish Airlines. This research project was based on relevant literature, which formed a framework of the marketing planning process implementation for Turkish Airlines, as well as being interviewing Turkish Airlines' marketing management departments. The finding was that the airlines industry is very competitive and requires a substantial amount of money in order to start as a business. The conclusion outlines the price wars between competitors and emerging new companies in the industry.
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