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David Kilburn. Head of Business Development Chartered Marketer Barclays Fellow in Marketing. Definition of Marketing. Marketing is the management process

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David Kilburn

Head of Business Development

Chartered Marketer

Barclays Fellow in Marketing

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Definition of Marketing

Marketing is the management process

responsible for identifying, anticipating and satisfying customer requirements


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Airtours Case StudySwot Analysis


  • Vertical integration

  • Experienced management team

  • Ambitious acquisitions

  • Diversifying its market and reducing dependence on U.K. market

  • Good range of choice of holidays

  • Different distribution channels

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Airtours Case StudySwot Analysis


  • Proliferation of brand names – could cause confusion

  • Prodigious growth – will the bubble burst?

  • Bewildering range of acquisitions

  • Local company with international ambitions

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Airtours Case StudySwot Analysis


  • To become the number one U.K.Tour Operator

  • To be the market leader

  • To diversify in to other tourism related sectors such as green tourism, ecotourism

  • To anticipate future trends in the travel industry

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Airtours Case StudySwot Analysis


  • Consumers tire of the same old holidays to Spain, Portugal, Majorca, Ibiza, etc.

  • Growth of low cost airlines

  • Consumers can plan their own holidays and put the package together saving 10% on the cost of using a travel agent

  • Economic downturn, rising interest rates

  • Changing consumer behaviour

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Airtours Case StudyFuture Challenges

  • Staying one step ahead of the competition

  • Political and Economic uncertainty

  • Unpredictable Consumers

  • Terrorism

  • War

  • Airport security

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Airtours Case StudyBranding Strategy

  • Proliferation of brands across the business


  • Gives consumers more choice

  • Sub brands can be more up market or discount

  • Brand probity of umbrella brand (Airtours)

    can be enhanced or damaged by performance of sub brand

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Airtours Case StudyMyTravel rebrand

  • The company had expanded rapidly and offered a confused message to consumers

  • Consumers were seeking alternative types of holidays – fed up with packages

  • On the one hand - a good idea to rebrand

  • On the other hand – consumer confusion can lead to loss of brand equity and falling sales

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Airtours Case StudyReasons why MyTravel has performed badly

  • Rebranding coincided with a downturn in the market caused by terrorism and economic uncertainty

  • The company grew too large and confused customers with too many brands and business units

  • Innovative and entrepreneurial founder, David Crossland has retired so the company has lost its visionary leader.

  • Difficult market conditions, heavy discounting reduces profitability and damages brand equity.