Evaluating a Journal Article on Marketing for Kuwait Airways

Question: Discuss about theEvaluating a Journal Article on Marketing for Kuwait Airways. Answer: Introduction Evaluation of a marketing journal article involves studying and understanding referred topic and content of the given article to critically outline and examine the main marketing issues addressed. Evaluate the marketing issues identified from the given article with other relating articles to give a clear preference of a specific referred market. As a result, in this assignment the first role is to read and understand the marketing content of Kuwait Airways, identify two other marketing related articles to give basis of marketing issues evaluation identified in the first article (Al-Fadly, 2016). Carry out a research on Omani market which is the market of preference in this case to enhance understanding of the market structure. Application of the evaluated marketing issues from the three articles to the chosen specific market which is Omani market incorporating both Omani Air and Salam Air. Recommendation and conclusion will give a summary of a desired strength and identified weakness from the first article and give a probable solution to rectifying the weakness and whether further research is important. Body Summary of the article on marketing strategies Research carried out by Kuwait Airways department on establishment and execution of e-business marketing strategies had an objective of identifying how they enhance business operations within the organization. A case study on Kuwait Airways Company (KAC) and Jazeera Airways Company (JAC) was adopted as the basis of their research. The research was enhanced on the basis of marketing as a crucial factor of enhancing business growth of the organization. The main finding was that technology is key in enhancing good communication means as an effective tool of e-business marketing strategy. Both Kuwait and Jazeera have e-marketing strategies but have recorded different levels of success as a result of different application of marketing aspects. Some of the marketing aspects enhanced in the article are discussed below. Online marketing. Kuwait and Jazeera have enhanced online marketing of their travel services. Application of internet marketing software to enhance online booking services for travel packages to their esteemed customers. Customer relationship management (CRM). Both Kuwait and Jazeera airways have website portals that are important in lending services to their esteemed customers. With a technological media platform where customers can make enquiries or even make calls to the companies. Branding. Use of technology in enhancing market of the airways services has been examined. Direct online marketing has enhanced promotion of their services to the customers. Website designing also creates an image of a ready market to be utilized. Marketing mix and customers loyalty. This refers to activities involved from creation of a service or product until it reaches the consumer. The type of product quality, pricing value and means of issue affects the level of consumers loyalty to the company. Me ans of services delivery and evaluation by both Kuwait and Jazeera to reaching their customers affects the rate of its demand and acceptance by the target market. Jazeera has a higher number of customers than Kuwait as a result of improved marketing mix strategies. Competition. This refers to the act of competing between two or more entities in a business setting. Kuwait is facing stiff competition from Jazeera in terms of business productivity. Evaluation of Kuwait Airways case study article with two other peer reviewed marketing articles Marketing is a business management process set from the manufacture of a product or service till it gets to the consumer who is believed to be the last user. Other relating marketing articles are, a review of Hijab Industry a case study on mediating effect of customers satisfaction. The case study on Hijab industry is enhanced by the marketing mix activities enhanced to ensure customers satisfaction. The arguments in this article are that, if the customers needs and requirements are catered for, he or she is likely to be loyal to the company and vice versa. Another review article to enhance is one on Alibabas online marketing strategies (Li Yazdanifard, 2014). The article analyses Alibaba online business as one that has developed due to careful establishment, adoption and implementation of the increasing technological advancing factors positively in to the organizations marketing business activities. Evaluation of the three marketing issues to relating to identified marketing issues are as follows; Online marketing. Selling of goods and services through internet is a current trend that is growing more and more each day. Kuwait Airways and Jazeera Airways as transport companies have enhanced the use of online marketing on more expounded basis to enhance service provision to their customers. A well-developed travel package services is enhanced to ensure that all customers needs are catered for. Though recording different performances, online marketing for the two companies have linked a big advantage to reaching their customers. Hijab industry marketing platform is based on the fact that, products and services provided either online or manually should fit the needs of the target market. Unlike in Kuwait case, online marketing by Hijab should demonstrate good intentions to satisfying customers needs and not just make profit. Alibaba business on the other has strategy that put online business as the main marketing routine as its easy to do business anywhere in the world. Alibaba ar gues that, internet technology is the best marketers can have as it enables them reach out to all consumers. The three articles support online marketing with the aim of ensuring that they reach out to the target market as they provide consumers needs and requirements (Suryana, et al, 2017). Consumers Relations management. These are strategies enhanced by business units to enhance or improve an existing relationship with their customers. Kuwait and Jazeera airways have website portals where they connect with their customers at any time, a social media platform with relevant customer care services where customers can ask questions and give reviews to help improve the services given (Lee and Kotler, 2015). This is important to help increase customer interaction activities important for improving consumers relations management. Self-service routine and free luggage carrier up to a certain amount by Jazeera gives it advantage than Kuwait in attracting the customers. Hijab industry has incentives given to customers like bonuses and free gifts at any time provided the need to reward their customers a rises. Also providing the right products, Hijab works to provide the desires of their customers in terms of new fabrics, designs among others in their market. Alibaba on the other hand has perfect CRM strategies that have been keenly implemented leading to companys higher rank in service delivery as an online business. Example, discounts for certain items on specific days, public relations and direct marketing services to customers. The three articles illustrates that CRM is important in any given business organization to help improve consumers relationship important for development of marketing activities. Branding refers to the activities enhanced to create an appealing image of the company. This can be names given to the company, promotion activities among others. Branding is very important for a company to enhance attraction of the target market as well as the stakeholders. Technology in branding goes together with policy of graphics and design. Kuwait and Jazeera airways brand themselves through their website portal. Graphic designs technique used in enhancing the companies websites has led to increased customer traffic in booking of the companys services. Jazeera Airline has the most attractive website, as a result of use of graphic and design, the companys customer traffic has relatively increased by far much margin than that of Kuwait. This has enhanced an increase in marketing productivity of the Jazeera. Hijab Companys logo website is created in a way that incorporates all the newest designs in the fashion industry and its changed from time to time to remain relevant in the ma rket for consumer attraction (Peterson, 2016). Alibaba just by its name its a unique brand, the name can be easily pronounced and can be written in different languages thus enhancing understanding to the target customers. Apart from Kuwait airways, all the other companies illustrates that effective branding is important for the company to enhance more customer attraction important for marketing. Kuwait has a low customer traffic profile due to poor branding (Tan, et al, 2015). Marketing mix to enhance customers loyalty. This refers to the activities involved from production of a product or rather a service until it reaches the consumer. It involves the 4ps of marketing that includes product, price, place and promotion. Case study on Kuwait and Jazeera illustrates that only the satisfied customers that go back for another service. Effective products and services at valuable prices that are always available for the consumer when need arises enhances positive marketing mix. Jazeera has relatively higher profile on marketing mix than Kuwait thus customers remain loyal to Jazeera. Hijab and Alibaba has set efficient marketing mix strategies to ensure that the services offered to their customers are of high quality that matches its value and are available at any time its required by the customer. The three articles enhance efficient and effective marketing mix process to enhancing customers loyalty. Kuwait has a big gap to feel in its marketing mix activities to enhancing customers loyalty (Wahab, et al, 2016). Competition. Technical advancement in business marketing has enhanced high level of competition between different business entities. Technology enhances creation of a good website important for passing information from the company to the consumers. Kuwait is facing competition from Jazeera a local airline company as a result of technical application in its activities. Though both offer similar services, the customers cannot overlook the aspect of technology, Jazeera has a better taste of technology application thus an increased marketing output. Hijab as a fashion dominated company has various competitors but beats them by enhancing aspect of technology. Alibabas main competitors are E-bay, to stand out, Alibaba uses technology to give improved packages of their services (Schepp and Schepp, 2009). Technology is the key driver of competition in marketing as observed from the three articles. Application of the evaluation on Omani Market (Omani Air and Salam Air) Omanis marketing economy incorporates both Omani Air and Salam Air as its very open. Online marketing is very important to enhance the level of growth of the market both locally and internationally. Omani Air being the most trusted airline provider services in the region, has developed and expanded the level of its service delivery. Example, in the tourism industry strategies set are aimed at improving Omani market to an international level for visitors from all backgrounds in the world to a common destination across the Sultanate of Omani and for the local travelers Salam air has services to various local destinations and also to the neighboring countries (Henderson ,2015). The set online portfolio by the tourism sector enhances its activities by providing a wide range of relating information from the government set programs that illustrates the market as the most productive and viable for willing customers (Omet and Mashharawe, 2002). As a growing airline service provider in Omani, Salam has ensured that online services are clearly developed with a platform to communicate with their esteemed customers. Competition is a healthy factor of marketing at Omani marketing structure. Both Omani and Salam Air have enhanced the aspect of originality while providing services to their customers. Being managed by local companies with direct links with Omani government, the two Airlines have been able to maintain and differentiate the taste of cultural aspect and that of the visitors in to the country. This is very important to enhance the real experience of both the visitors and the locals who have aims of using the two Airlines. Omani Air with the support of the tourism industry has incorporated the latest set of technical advancement in expanding the Airlines structure to enable high quality activities for better service delivery Salam Air however, is bet to face and its facing high competition from other airlines in the region as well as Omani Air being of the low technical enhancement in its activities to service delivery (Alsumairi and Tsui, 2017). Consumer Relations Management in Omani market is enhanced through e-marketing, using a specific set portal for that particular sector. Both Omani and Salam Air have well developed online portals that set a specific platform for consumers to engage with the companies directly. This is important to enhancing direct marketing between the customers and the service providers. Salam has an exciting portal that gives easy booking guidelines to the customers unlike Omani which has been in existence for a longer time. Customers using both Airlines have the advantage of enjoying catering services while on board at affordable prices (Al Ani and Al Amri, 2015). Branding for Omani and Salam Air differ in that, Omani has used organized marketing exhibitions planned by the tourism sector while Salam has used the online platform to attract more customers. Clear graphic and design structures have been used by Salam importantly to attract customers who are satisfied by the way they offer their services. On the other hand, Omani has used open marketing exhibitions campaigns as a way of convincing their customers. Example, the marketing campaign organized by Omani Air together with tourism ministry in the UK in the year 2008 (Baldwin and Scott, 2013). Recommendations Omani Air should apply online technical advancement services to enhance its marketing activities. That is, enhance graphics and design in developing its website portal to create an attractive customer relations site. Salam Air should develop baggage carrier services that fits the needs of the customers. More than 7kgs free baggage carrier to attract more customers. Salam should also enhance cargo carrier services within the planes that carry the owners to enhance trust and also because of delays that may occur. Conclusion The main determinant of effective business marketing is communication between the consumer and the marketer. Information gives knowledge about the existing service and the means by which the consumer can acquire the product or rather the service. The various marketing aspects discussed above enhances an understanding on the crucial need for all marketers to set viable marketing structure that gives the consumers a feeling of ownership. Marketers should not only be concerned about making huge profits but also the feelings of the consumer. The study has also illustrated that technology is the main gear to healthy competition in marketing and also to effective branding. 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