Alega Airlines Marketing Strategy Analysis

Marketing Individual Assignment (70% weighting) Guidelines You are a marketing consultant employed by a new airline company entering the Irish market and tasked with producing a report of maximum 3,000 words (+/- 10%) reporting the findings of a marketing analysis you have undertaken on behalf of the firm and identifying marketing implications of the analysis for the company’s marketing strategy. (Please see details below) A new full-service airline - Alega Airlines is looking to establish operations in Ireland. You have been hired as a marketing consultant to advise the company. Alega is not looking to compete with budget airlines; instead they want to position themselves as the prime choice for customers travelling to destinations in Asia. The management team wants to comprehensively learn about the macro environmental factors impacting the current and future Irish airline industry. They want you to develop a report which critically evaluates how forces in the external, macro marketing environment may pose threats and/or opportunities for Alega. You have been asked to research and compile a report on the Political, Economic, Social, Technological, Legal and Ecological factors of relevance to Alega. The new management team has requested that you address the nature of the opportunities and threats related to each environmental force. They have also requested that you highlight some potential marketing strategy implications of these threats and opportunities for them. Develop your report for the new Alega management team. Individual written report deadline: Friday 29th November 2024 at 5pm This submission deadline is non-negotiable. A soft copy of the report (WORD document, not a PDF) should be uploaded to the assignment submission link on Loop. Your report should: Demonstrate and cite links to marketing theory and lesson materials Be structured and written in a manner which is coherent, well organised and uses a consistent writing style Use A4 page size with 1.5 line spacing and normal margins Be free from grammatical and spelling errors Use full referencing (including bibliography) of any sources consulted. The Harvard style of citation and referencing is the default standard for DCU Business School. Significant tables/charts may also be included as appendices. You are permitted 3 appendices so make each one count! Include the appropriate cover page listing your name, ID number and programme/year (e.g. John Doe 52000000 MSBM1). The Individual cover page template is available on the course Loop page.