Oman Air: Marketing Plan

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Table of Contents

Introduction
Marketing Lever #1: Audience
Marketing Lever #2 Technology
Marketing Lever #3 Networking
Additional methods
Positioning regarding Turkish Airlines, Emirates, Qatar Airways
Summary
Conclusion
References

Introduction

For Oman Air, it is essential to identify the optimal marketing strategies to incorporate into the company’s future projects and business ideas. According to a number of studies, both qualitative and quantitative marketing strategies must be integrated to increase sales (Kotler Keller, 2016). The quantitative methods allow for statistical values and numbers to be analyzed, essentially through surveys and questionnaires. On the other hand, qualitative strategies are directed towards exploring the reason behind particular customer preferences and are usually conducted through interviews and in-depth discussions with focus groups (Valtakoski, 2019). Therefore, incorporating these strategies can substantially increase the data available for further analysis and effective marketing. It means that Oman Air should combine two approaches to increase the number of customers by considering their preferences and meeting their demands. It will help to broaden the target audience and ensure Oman Air enjoys increased revenues.

Marketing Lever #1: Audience

For Oman Air, it is important to discuss specific marketing levers to elevate the company’s reputation and status, amongst others. The central factor to consider is the company’s target audience (Deshpande, 2019). In this case, both qualitative and quantitative methods can be utilized to gather information on the airline’s clients, their preferences. and possible critical feedback. Surveys offer quick and simple ways for both the customers to mark and the employees to analyze service levels. Furthermore, the data analytics can be utilized to determine the predominant socio-economic group, gender, and age, all of which must be taken into consideration while marketing planning. Using this information, the company should create plans for positive change. They should include the company’s work reconsideration to meet new clients’ demands and ensure they are satisfied with the provided services and are ready to continue collaborating with the corporation.

Marketing Lever #2 Technology

Moreover, in the age of constantly advancing technologies, Oman Air must take advantage of the internet’s accessibility and progressiveness. As numerous studies have noted, social media marketing has become a leading method of gaining new clients and communicating with loyal customers (Arrigo, 2018). For this reason, the company should focus on increasing its social media presence to ensure clients can access information about it and use specific services offered via this platform. It will ensure the target audience is informed about the current offerings and can select the most needed ones (Arrigo, 2018). Furthermore, the internet sites allow for faster and less biased reviews of a company’s clientele, decreasing the necessity to conduct lengthy interviews and study focus groups (Li, Larimo, and Leonidou, 2021). For this reason, considering the existing clients’ demands, Oman Air can create the first-class and luxurious image of the company and form the basis for its further development and growth.

Marketing Lever #3 Networking

In order to successfully stand out apart from other companies, Oman Air must be based on a stable set of networking businesses. Although it may seem contradictory, having more business partners will only increase a company’s chances of maintaining its efficiency. However, the networking must also be implemented correctly for the principle to work to ensure Oman Air can manage multiple relations with partners (Franco, 2018). By collaborating with businesses of a different field (in this case, for example, a meal set company), Oman Air can attract new population groups and ensure the increased quality of provided services. At the same time, the networking process can be aligned by using social media as effective tool. (Naeem, 2019). In such a way, Oman Air’s readiness to engage in collaboration with numerous partners will help to create a pool of potential partners who can support its evolution and help to generate a competitive advantage, which is vital regarding the high level of rivalry in the sphere.

Additional methods

Additionally, Oman Air can use Google to improve the visibility for internet users worldwide (Abas, 2022). The costs covering a higher position in the list of appearing Google sources will be compensated by the number of people viewing the website daily. Additionally, the given search engine can be used for marketing purposes to present unique offerings and ensure clients are interested in them. Furthermore, loyalty and customer prioritization must be emphasized to demonstrate the company’s determination to provide the best services (Solimun and Fernandes, 2018). Specific bonuses and loyalty programs should be introduced as a way to support passengers who continue working with the company. Finally, adhering to one stable plan for a long period will aid in portraying the reliability and security of the company.

Positioning regarding Turkish Airlines, Emirates, Qatar Airways

Finally, the growth strategy should consider the high level of rivalry peculiar to the sphere. For this reason, it is vital to select the correct positioning regarding the major rivals, such as Turkish Airlines, Emirates, and Qatar Airways. First of all, Oman Air should emphasize its increased attention to clients and their needs and focus on offering services regarding specific requests. Second, the prices should be more flexible compared to competitors to ensure new passengers are attracted (Shams, 2018). At the same time, Oman Air should continue working on empowering its social media platform as it is a potent tool nowadays. The high number of subscribers will ensure the company is more popular among the target audience and benefit from high interest levels. Finally, the innovativeness and diversity of new offerings because of the developed network and numerous partners will help to make services more attractive for clients.

Summary

Altogether, Oman Air might face numerous barriers limiting its further evolution. Most of these barriers come from the rivalry peculiar to the sphere and successful work of closest competitors. For this reason, it is vital to select an appropriate development strategy. First of all, the company should use both qualitative and quantitative analysis methods to evaluate external and internal factors that should be included in the plan. These approaches will ensure Oman Air pays much attention to clients’ demands and is ready to meet them. By collecting data through feedback and direct communication with passengers, the company can create the basis for future improvement and introduce necessary changes. Furthermore, the constant cooperation with customers will ensure that Oman Air is ready to respond to new demands and diversify its offerings to ensure passengers are satisfied.

Moreover, the proposed strategy should focus on cultivating a strong social media presence. Today, it is a potent tool that provides unique opportunities for cooperating with clients, discussing specific issues, and remaining in touch with them. For this reason, Oman Air should pay much attention and resources to manage its social media accounts and make them a place for interacting with clients. It will help to popularize most of the offerings and test them by initiating debates about their necessity and use. At the same time, social media can be employed to cultivate better relations with partners and establish a developed network with potential partners. It will contribute to the emergence of new chances to generate a competitive advantage.

The increased number of partners achieved due to the focus on networking activities will help to attain several goals. First, Oman Air will benefit from the diversified number of products offered for clients. For instance, the brand producing luxurious food and products can become the company’s partner to ensure all passengers enjoy the high-class meals and are satisfied. In such a way, it will lead to the acquisition of competitive advantage via the diversifying of offerings and collaboration with a higher number of partners. Furthermore, a developed network will serve as the tool to overcome possible crises by using partners’ support and finances. In such a way, the creation of a developed network is critical for Oman Air.

Conclusion

Finally, Oman Air has to struggle with numerous competitors, such as Qatar Airways, Turkish Airlines, and Emirates. For this reason, there is a need for unique positioning to help the brand to overcome rivalry. Under these conditions, it has to increase the flexibility of its offerings and ensure passengers can benefit from the diversified choice. Moreover, social media and Google search can be employed for marketing purposes to increase transparency and familiarize customers with new proposals. It will help to broaden the targeted audience and guarantee they are ready to continue working with the brand. Loyalty programs and bonuses are also critical for Oman Air’s growth as they will ensure a constant increase in the number of passengers. In such a way, following these recommendations, it is possible to attain the desired goal and create the basis for the company’s growth.

References

Abas, A.J. (2022) ‘The influence of Google AdWords towards homestay marketing and promotion in Pulau Tidung, Kepulauan Seribu’, Budapest International Research and Critics Institute (BIRCI Journal): Humanities and Social Sciences, 5(1), pp. 223-228.

Arrigo, E. (2018) ‘Social media marketing in luxury brands: A systematic literature review and implications for management research’, Management Research Review, pp. 657-679.

Deshpande, S. (2019) ‘Social marketing’s strengths, weaknesses, opportunities, and threats (SWOT): a commentary’, Social Marketing Quarterly, 25(4), pp.231-242.

Franco, M. (2018) ‘Networking as a marketing tool in small companies: a random and informal approach’, Journal of Business Strategy, pp. 47-55.

Kotler, P. and Keller, K.L. (2016) Marketing Management. 15th edn., New York, NY: Pearson.

Li, F., Larimo, J. and Leonidou, L.C. (2021) ‘Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda’, Journal of the Academy of Marketing Science, 49(1), pp.51-70.

Naeem, M. (2019) ‘Role of social networking platforms as tool for enhancing the service quality and purchase intention of customers in Islamic country’, Journal of Islamic Marketing, pp. 811-826.

Shams, M. (2018) ‘Social marketing for health: theoretical and conceptual considerations’, Selected Issues in Global Health Communications, pp.43-55.

Solimun, S. and Fernandes, A.A.R. (2018) ‘The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty’, Journal of Management Development, 37. pp. 72-98.

Valtakoski, A. (2019) ‘The evolution and impact of qualitative research in Journal of Services Marketing’, Journal of Services Marketing, 34(1), pp. 8-23.

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