Gulf Air Martketing

1.0. Executive summary

This is a report on Gulf Air airline (GA), the report will be an evaluation of marketing practices and the marketing mix, also the uses these elements of the micro and macro environment to convey its services to the public. And to make a recommendation of a marketing strategy GA can use on its Falcon Gold Class to increase sales.

In addition this report will include a SWOT analysis, highlighting the strengths, weaknesses, threats and opportunities of Gulf air.

The recommendation is to help GA boost its sale while still observing its primary objectives and mission.

2.0. Mission Statement and Objective

With full responsibility for acquiring goods and services to support the operational requirements of the company on an international scale, the Procurement Department is centralised at Gulf Air's headquarters in the Kingdom of Bahrain.

GA strictly adheres to a disciplined and systematic process ensuring reliable supply at optimum cost and quality, whilst working to clearly defined objectives.

• Ensure timely procurement in a planned manner avoiding any disruptions to operations due to lack of goods/services

• Adoption of best practices and continuous improvement in efficiency

• Acquire quality goods/services with a focus on reducing cost, minimising risk and improving levels of service and technology

• Develop key supplier relationships and ensure best terms of supply

• Maintain awareness of market conditions and sources of supply.

Our mission is to provide a responsive service to the operational needs of our organisation in an ethical, effective and efficient manner (gulf air, 2010).

GA financial objective is aimed at

3.0. Environmental (Internal and External)

3.0.1. Macro Environment (PESTLE)

The macro environment is the external factors that impact upon the company's internal environment such elements can be identified as Political, Economic, Social, Technological, Legal and Environment (market).

The Political & Economic GA is directly affected by the economic condition of its markets or the global economy as a whole. The income of passengers are crucial i.e. during recession leisure travel will be cut down by customers. The political state of the economy affects travel, i.e political crisis.

Social Factors affecting the marketing environment are the various religions, culture, behaviour, e.t.c. of the society. The major religion in its region is Islam, GA therefore provide