Read the following excerpt and complete the task below:
Flybe (UK): March 2020
UK regional airline Flybe entered administration — a practice similar to declaring bankruptcy — on Thursday,
March 5.
Although Flybe was already on the brink of collapse — despite a major investment by a Virgin Atlantic-led
consortium the previous summer — the coronavirus crisis pushed it over the edge. Flybe operated about
40% of domestic flights in the UK.
Source:
https://www.businessinsider.com/coronavirus-airlines-that-failed-bankrupt-covid19-pandemic-
2020-3?IR=T#flybeuk-march-2020-1
Assume that you are the marketing research executive for Flybe Airlines. Ticket sales have declined drastically due to the COVID19 pandemic. You have been requested to submit a marketing research report to the board members of the Airline.
You may use the following link to commence your research: https://www.businessinsider.com/coronavirus-airlines-thatfailed-bankrupt-covid19-pandemic-2020-3?IR=T#flybe-uk-march-2020-1
Based on the problem definition, research using secondary data, as well as the results of data analysis and interpretation, a report is required to be constructed.
The following Objectives have been identified by the Airline:
(a) Increase in market share
(b) Continued long-term growth
(c) Increase in profitability
(d) Achieving better operating efficiency
(e) Higher capacity utilization
(f) Increase in customer satisfaction
(g) Provision of reliable service
(h) Improving employee productivity
The following steps are to be considered when compiling the report:
Define the nature and extent of the marketing problem / opportunity/ situational analysis (10)
Identify/ set research objectives (10)
Determine the research design (10)
Collect the secondary data (10)
Prepare and process the secondary data (10)
Interpret the results and compile the research report (10)
Propose recommendations to the Board of Management of Flybe Airlines (10)
To perform the steps highlighted above, a situational analysis, or internal and external marketing environment analysis, ought to be carried out. This creates a picture of the internal and external situation surrounding the problem or opportunity. The situational analysis gathers information about:
The marketing objectives and strategies of the Airline: the product, distribution, price and marketing communicationstrategy.
The resources of the Airline: more specifically its strengths, weaknesses, opportunities and threats.
The enterprise market: in other words, specific information about the customers, the market structure and competition.
The general situation in the external environment: including the economic conditions, socio-cultural factors, technological developments and political action (macro-environmental factors).
