The integral importance of this research study was that, it has given the airline industry a detailed and clear emphasis of the underlying information relating to the crucial part of certain useful marketing strategies of low cost airlines in Europe and its impact to loyal customers worldwide through the use of a survey that will serve as a research tool in getting and collating relevant data and information needed in realizing the study in determining consumer preferences between local and foreign goods. The dissertation has covered how marketing strategies of the airlines drive business sales and profits in lieu to Porter’s generic strategies of marketing business in the EU society along with competition on the other side of the scenario and has conducted a valid study on the value and significance of low cost airlines in Europe that has directed to the strategies in building up a solid marketing status to meet the needs and demands of its customers and travelers integrated globally that kept a sound research process in terms of supporting evidence basis of the whole study.
Moreover, the research had presented that low cost airline industry in the European setting presents a marketing strategy that shows the concern of the European customers on cost effective services. The preference to low cost airlines in Europe appears to create a trend in the airline industry in the said region leaning towards lesser airfares and considerably budgeted terms of service provision. The airline industry has constantly been vulnerable to transformations around it and the previous years have thrashed a lot of impediments in its course. Survey questionnaires are provided that has completed using the Likert scale having five response scales wherein the chosen respondents were given such response choices. The results have been tabulated in every question in the survey. (Saunders, Lewis and Thornhill. 2001) The study required an organized data gathering in order to pinpoint the research philosophies and theories that will be included in the research, the methodology of the research and the instruments of data interpretation. The descriptive research method uses observation and surveys. In this method, it is possible that the study would be inexpensive and time-efficient. Thus, this study will use the descriptive approach. Descriptive method of research is to gather information about the present existing condition. The purpose of employing this method is to describe the nature of a situation, as it exists at the time of the study and to explore the cause/s of particular phenomena. The researcher opted to use this kind of research considering the desire of the researcher to obtain first hand data from the respondents so as to formulate rational and sound conclusions and recommendations for the study.
RECOMMENDATIONS
The recommendations for the low cost airlines in Europe such as Ryanair and Easy jet is that these airlines need to strengthen whatever opportunities there is in the airline industry through engaging into a more established process of their marketing strategies. The low cost airlines should have a detailed plan for their strategic moves in the market and be able to provide good customer services to the customers like by having discounted flights and value promotion to keep the competitive advantage at a stable mode within its competitors and will need to focus more on the core competencies that allow those low cost airlines to practically and wisely design suitable airline operations within the bracket of their marketing network services in a market standard-based perspective. These airlines should amicably need to be goal oriented and must not stop to rejuvenate and change their marketing plan strategies from time to time in order to re-invent the performance process upon the upgrading of rules and regulations of these airlines as mandated by the state and should adhere to further liberalization in the market along with the impact of low-cost airlines and the commoditization of air travel that can lead to a long-term decline in sales and profits taken (Doganis 2001). It is then recommended that low cost airlines should outsource as many non-core functions as possible that may abandon peripheral services such as catering or ground handling services and can be required to perform such activities as external specialist companies defined to be independent profit centers.
Europe’s low cost airlines are to overcome the lack of product differentiation and increase it that will have the ability to revive revenue generation as the low cost fares got the industry in better function as these airlines in Europe have proven a better segment of the market that grew up to forty percent from twenty in the future as there is no mistaking that low cost airlines are not only here to stay, they are here to take over as the biggest low cost markets in Europe in significance to the internal and external drivers for their marketing strategies resulting into a reliable operation management processes and useful operational models that will reassess the appropriate nature of customer service within the area of market cost savings that includes meals, drinks and others to passengers as part of their fare, as low-cost airlines have realized better marketing measures for growth and maintenance by not placing their seats through global reservation systems but by providing better services to customers and boost management relationship within the process of gaining and re-gaining profits and sales that are of high value to the country’s airline industry that can possibly create woes in the process as it is a crucial factor that strategies works best in its market sanctions.
The appropriate way of giving out recommendation for these low cost airlines in Europe can be best explain in understanding the research objectives such as the following:
Low cost airlines need to segment customers using value-based and needs-based approaches. These airlines must be proactive in pursuing initiatives that respond to the needs of their customers and also provide a high rate of return. Low cost airlines need to pursue an organizational design that imbues employees with a service mentality and provides them with a clear understanding of their role and a complete view of the customer and by allowing value-based segmentation of the low cost airlines in Europe to understand the profitability of each customer. This allows for the identification of high-valued customers to be retained and lower-valued customers who might be migrated upward to higher-value segments, airlines might want to characterize customers along the two dimensions of monetary value and travel frequency.
CONCLUSION
In conclusion therefore, low cost airline industry is very much influenced by changes taking place in its varied environment. The development of the consumer-oriented marketing concept by airlines industry has been a response to changed environmental conditions from a sellers’ market to one of a buyers’ market as marketing orientation is needed for success that will depend on the prevailing relationship between these low cost airlines and its macro environment. (Elliot, 1990 p. 28) Furthermore, European low cost airlines are finding they can increase capacity by forging partnerships with other carriers that have a stronghold in the global market for the industry as there was a pricing reality that must he adhered to when considering lower-deck capacity on passenger flights versus capacity on freighters. Thus, customer satisfaction is very important in the repeat purchases. In terms of developing strategic marketing plans, airline executives should place more importance to those attributes which are deemed most important by passengers. In the development of new services and utilization of newer type of aircraft, consumer driven type of input should be utilized. In particular, most salient attributes used by airlines’ passengers need to be delineated. These low-cost airlines are gearing up to launch another humiliating attack on the business models employed by their larger other airlines and better get used in the process because the only profits being made in the airline industry in Europe are coming from these low cost airlines.
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