- Formartive Assessment 2 100 Marks Assume That You Are The Marketing Research Executive For Singapore Airlines Ticket 1 (166.51 KiB) Viewed 24 times
FORMARTIVE ASSESSMENT 2 [100 Marks] Assume that you are the marketing research executive for Singapore Airlines. Ticket sales have declined drastically due to the COVID19 pandemic. You have been requested to submit a marketing research report to the board members of the Airline. Answer ALL the questions in this section. Question 1 (100 Marks) Based on the problem definition, approach, research using secondary data, as well as the results of data analysis and interpretation, a report is required to be constructed. The following Objectives have been identified by the Airline: (a) Increase in market share (b) Continued long-term growth (c) Increase in profitability (d) Achieving better operating efficiency (e) Higher capacity utilization (f) Increase in customer satisfaction (g) Providing reliable service (h) Improving employee productivity The following steps are to be considered when compiling the report: - Define the nature and extent of the marketing problem or opportunity/ situational analysis - Identify/ set research objectives - Determine the research design - Collect the secondary data Prepare and process the secondary data - Interpret the results and compile the research report - Propose recommendations to the Board of Management To perform the steps highlighted above, a situational analysis, or internal and external marketing environment analy ought to be carried out. This creates a picture of the internal and external situation surrounding the problem or opportu The situational analysis gathers information about: - The marketing objectives and strategies of the Airline: the product, distribution, price and marketing communica strategy; - The resources of the Airline: more specifically its strengths, weaknesses, opportunities and threats; - The enterprise market: in other words, specific information about the customers, the market structure and competition The noneral situation in the external environment including the economic conditione ennio cultural factors technolo