NAME : ASHIM CHAKRABORTY STUDENT ID : 000570139-2

NAME : ASHIM CHAKRABORTY STUDENT ID : 000570139-2

Introduction:
The Green Sky is a low cost airline in a mature European market which always tries to execute their operations by simple and efficient way to keep the costs low than other competitors with environmental friendly approach. The aim of this paper to explain and creating the marketing policy for cheap aviation service Green Sky using the PEST+IE, Market sizing procedures, the 4Ps, and SWOT analysis with the objective of generating business in the UK Continental markets.

PEST+IE analysis for GREEN SKY air lines:

Porter (1985) described that PEST analysis is the effective element for business and strategic planning, marketing planning, and product development. It also makes sure that companys performance is completely organised with the effective sources of transformation that are affecting business atmosphere. As a democratic country, United Kingdom executes a capitalistic strategy which can be considered as a very effective feature for business development. The stable political system and independent environment for media is confirming to be important aspects, in addition a business friendly culture are some beneficial political issues. The economical condition could be influential factors for business expansion in UK. The value of UK currency (pound) represents the stable economical situation of the country and plentiful supply of labour is also an extra benefit. However some factors might be effect the business are dynamic economic atmosphere for example emergency rescission and inflation which can create unemployment problem. The social factors associated with Airline industry are consumers behaviour and income allocation. UK consisting middleclass dominated society where social condition act as a key factor. Consumers changing living standard,
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NAME : ASHIM CHAKRABORTY STUDENT ID : 000570139-2

demand, fashion, and lifestyle and social concern can be an effective feature for cheap airline industry. Technological efficiency and Industrial efficiency is also of the main features for any cheap aviation service. Introducing and practicing new technology can attract more customers like online distribution, ticketless travel. Self service ticketing, smart cards etc and other service can improve the customer service. According to the Environmental protection UK (2010) In 2006 UK airports carried 240 million people which were 30% more than last five years along with 2 million tonnes of freight. Besides contributing the UKs economy the aviation service also have an impact on local and global environment by creating air pollution and noise. But the environmental friendly airlines Green sky can implement the latest technology to minimise the emission of CO2 and noise to contribute to create a sustainable environment for next generation.

Market sizing for Green Sky:

OConnell & Williams (2005) the highest number of peoples is attracted by low cost airlines is young people who are travelling for non-business purposes that included visiting friends/family and trips to/from places of education.

NAME : ASHIM CHAKRABORTY STUDENT ID : 000570139-2

Marketing mix (4Ps) for GREEN SKY air lines:

NAME : ASHIM CHAKRABORTY STUDENT ID : 000570139-2

PRODUCT

PROMOTION

GREEN SKY AIRLINES

PRICE

PLACE

Product: Kotler (1998, p446) three distinct components for the nature of marketing: the product attributes, its benefits, and the marketing support services. To competing with ravels affordable and enjoyably Green Sky airlines is suggested to operate 150 environmental friendly Boeing 737-800 aircraft in different rote. Strategy for reducing fears can be: using secondary airports, No frills service, only economy class, free drink will offered onboard but passenger have to buy or can carry their own food. Company can also deals with renting car, hotel, phone cards and bus tickets. Price: pricing is a significant element of marketing mix. Wilson & Gilligan (1997) the most influential factors for price set is organisations corporate vision, nature and structure of competition, product life cycle, legal consideration, consumers and their response, and costs. As a low cost air lines, objective for selling seats for Green Sky air line could be, 65% of seats can sold as lowest two fears, 25% of seats are at higher cost and 10% of seats are charged as a highest fears. Easy online ticking system for customer to save their 15% travel agency cost. Some special discount can be offered by different category like student, over sixty age, more than three people etc. It can offer most reduces fears by saving direct cost and indirect cost from different sector and extending alternative source of income suppose multi-dimensional use of human resources , earning money by selling food onboard, commission from hotel and car rent agency etc.
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NAME : ASHIM CHAKRABORTY STUDENT ID : 000570139-2

Place: Green Sky could follow the direct marketing techniques for recruiting and retaining customers, and expands products and increase services to them. So it does not pay travel agent commission which reduces cost. They are suggested to use secondary airports as their home airports like Brighton in Sussex or Ashford in Kent which are much cheaper then Heathrow or Gatwick. They can follow another technique for saving cost is keeping airbus in the air as highest as possible, but in this case they have to follow the legal system. Promotion: To describing the promotional mix and plan Wilson & Gilligan (1997) the main features of promotional mix is Advertising, packaging, personal selling, sponsorship, publicity, exhibitions, sales promotion, and point of sale, and a marketing planner have to consider the nature of audiences, short and long term communications objective, key massages, communication channel, budget, promotion mix, way of measuring the result of campaign etc. the promotion strategy for Green Sky could be Effective advert by lowest expense. Instead of employing an advertising agent company Green Sky can make their simple promotional advertisement by in-house to let their passenger know that they has lowest fears and highest customer service. By using own web site, customers email, and internet social network they can promote their latest offer and product very cheap but effective way.

SWOT analysis of Green Sky Airlines:

Strength Products and Service. Attractive cost and Offers. Safety record and travel efficiency Weakness Expensive row materials. Huger capital required to do the outlays. Heavy reliance in outsourcing.

Opportunity Technological advancement. Environmental friendly approach Opportunity to extend brand

Threat Rising Fuel price. Price war can be arising by the new competitors. Governments legal restriction
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NAME : ASHIM CHAKRABORTY STUDENT ID : 000570139-2

association with other ecofriendly Multinationals.

on airport.

Conclusion:
Sir Freddie Laker cited in Calder (2002) predicted that the 21st century will be the preserve of the no-frills air lines where as 20th century was highly belonging to the traditional high cost airlines. So Green Sky airline have an infinite opportunity to generate their business and compete with rivals like Ryanair, easy jet etc by proper using of 4Ps along with the assistance of market segmentation chart and PEST+IE and SWOT analysis.

List of References:
1. Calder, A. (2002). No Frills: The truth behind the low-cost Revolution in the skies. London. Virgin Books.
2.

Environmental protection UK (2010) Available at http://www.environmentalprotection.org.uk/transport/aviation-pollution/ ( Accessed by 1st February 2010)

3. Kotler. P.(1998) marketing management: Analysis, planning, Implementation and control, Englewood Cliffs, N.J. Prentice Hall, 7th edition. 4. OConnell, J.F., Williams, G. (2005). Passengers perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines, Journal of Air Transport Management, Vol 11, pp 259-272

5. Porter, M. (1985) Competitive Advantage, New York: Free Press. 6. Wilson.M.S.R & Gilligan. C. (1997) Strategic marketing Management: Planning Implementing, Control. Oxford. Butterworth-Heinemann. 2nd edition.

NAME : ASHIM CHAKRABORTY STUDENT ID : 000570139-2