Turkey Airways MGT

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Running head: Turkey Airways MGT1Turkey Airways MGTNameProfessor:University Attached:DateEvaluate the marketing strategy of Turkish Airways, with a focus on its segmentation, targeting,positioning, and marketing mix elements (product, pricing, distribution, and promotion). How dothese elements support the airline's business model and its competitive positioning in the low-cost airline market? Additionally, discuss the effectiveness of Turkish Airways' differentiationstrategies and how they contribute to its growth and profitability.Word Count Requirement:1500-2000 words

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Turkey Airways MGT22TURKISH AIRWAYS:Turkish airways are a twenty-year old international air carrier and are now thelargest low cost airline in Turkey and Europe and have modeled its operations on the verysuccessful Southwest Airlines Low Cost Leadership model. The company has angered tradeunions, government officials and competitors with his “bare knuckle” tactics but has achieveddramatic growth and profitability in the very competitive airline industry. As of the end of theyear 2004, Turkish airways were flying 25 million passengers annually with a staff of less than2500 personnel. Turkish airways fly only Boeing 737s and are rapidly transitioning to the newest737 models–the 737-800.The airlineoperates in almost theentirepart of Asia andMiddle Eastand hascertainEuropeanbases too.Marketing strategyIt includes segmenting, targeting and positioning; in order to concentrate all marketingefforts towards specific target customers; shape their expectation; and gain organizationaleffectiveness and efficiencies.Market segmentationis defined as dividing the total market into small groups having similarset of needs, preferences, behaviours, motivation and attitude.Market segmentationis definedas dividing the total market into small groups having similar set of needs, preferences,behaviours, motivation and attitude. Segmentation plays a pivotal role in preparing marketingstrategies; by identifying the target audience, positioning the product, create unique brandproposition. Market segmentation will fosters effective and efficient use of marketing resources;increased volume, profit and market share. To deliver the above mentioned benefits; it isnecessary that market segments are measurable (measurable size, purchasing power, etc),substantial (large and profitable segments to be served), accessible (can be reached and served),

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