Business Studies academic writing shows situation when you have been appointed
as a marketing consultant to analyze the target market of Air Arabia
Airline and the marketing strategies currently in place. You are
required to produce a report to the head of the Marketing Consultancy
which should address the following:-
Task 1. Business Studies academic writing
¬ Examine the main ways that Air Arabia segment the market using
demographic, geographic, psychographic and behavioural variables.
¬ Identify the segments Air Arabia are targeting.
¬ Explain how they are positioned in the market against their main
direct and indirect competitors.
You have also been tasked with reviewing the current Air Arabia
marketing mix as well as making recommendations for a revised more
effective marketing mix so that they can achieve even better results.
You will need to conduct a marketing audit and report on the following:
¬ PRODUCT: Identify the services offered and examine how they are
developed to sustain competitive advantage
¬ PLACE: Explain how the “place” strategy is arranged to provide
¬ PROMOTION: Illustrate how promotional activity is integrated to
achieve its aims for the target market
Examine how they use digital and social media platforms to engage with
their target markets
Analyse the additional elements of the extended marketing Make
recommendations for improvements to the marketing mix
Guidelines in Business Studies academic writing
You need to produce a detailed report covering the segmentation,
targeting and positioning of Air Arabia’s services, as well as all the
elements of the marketing and extended marketing mix for Air Arabia
Identify the target market that Air Arabia appeals to.
¬ Identify the targeting strategy used and evaluate how successful it
¬ Identify how Air Arabia are positioned against their competition
¬ Include a detailed product range and portfolio for Air Arabia
Apply Strategic techniques like BCG matrix and Ansoff’s growth matrix to
Air Arabia’s destinations
¬ Investigate and report on the “place” strategy used by Air Arabia
¬ Provide pricing details of Air Arabia’s service . Identify the
different pricing strategies used by the organization. Investigate
factors influencing these pricing policies.
¬ Produce information on various promotional activities undertaken by
Air Arabia. This could include advertising, personal selling sales
promotion, social media, publicity and PR activities etc.
¬ Provide brief information on the additional elements of the extended
marketing mix and explain how important they are to Air Arabia
¬ Recommend improvements to the marketing mix covering only 4
elements:-product, price, place and promotion.
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