ABSTRACT
The misconception have prompted the researcher to focus his attention on the issue with particular reference to marist poultry as a case study. Therefore this work have developed to tactically look into practices with a view to determine the reality of such misconceptions. Chapter one give insight into the purpose of the study. Literatures were reviewed in chapter two in order to expantiate on poultry activities. In chapter three stratified random sampling technique was used as methodology in soliciting data for the research base on the analysis in chapter four summary of findings conclusion and recommendation were made in chapter the researcher is optimistic suggestion for further research. The researcher is optimistic that any one having intentions of exploring profitably in the business presently and in future time not neglecting future research in the field will benefit from rite. Up specially designed towards making the business more lucrative.
CHAPTER ONE
- INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Marketing strategy can be said to the marketing logic by which he business unit experts, to achieve its marketing objectives, which consists of decision making, marketing expenditures, marketing mix and marketing allocation in relation to expected environmental and competitive conditions to expected environmental and competitive conditions. Kotler (200:170).
However, the airline operation have to blend effectively with the above variables in the most efficient and result best out of their strategic, which results to an improved performance. To will also enable the to beat the competitors from every angle.
The importance of Airlines in transport industry need be over emphasized. It help to create time and place utilities. Airlines is regulated for its high sped and comfort, it is therefore mostly used for transporting high value, perishable and emergency freight.
In order to serve the customers transport need very well, there is need for airline industry executive airline service to embrace the effective marketing strategies.
Olakunori (2000:247) noted that the aviation industry is very interesting though air transportation is regarded as the most modern means of transport today.
Executive airtime services as the name implies, simply means executive airlines services. The common assumption of airline users were that the airlines was for the executives. Cut in actual sense it was not meant for the executives alone. An average citizen can fly with executive airline services to different places comfortably the executive airline services do not start with the name executive airline services. But rather they started as a chartered in 1996, from they went into cargo operation.
Although thy were into partnership business, they operated for some years before it was changed to executive airline services about three (3) years ago and from there. They have been into passenger / commercial operation.
Executive airline services through relatively new in the transport industry has made on appreciable contribution to the industry. But of recent, there have been increase in airlines like sosoliso, Abarika airlines etc. these has brought about competition, that have been affecting its profit and customers patronage, one is bound to ask how executive airline services can improve its services in order to survive in our competitive marketing environment designing effective marketing strategies is the answer.
Thus, the study, the researcher takes a look at effective marketing strategies for the airline operating in Imo metropolis with particular interest on executive airline service.
- STAEMENT OF THE PROBLEM
The market for airline service is highly competitive, this is due to the present of both national and international airline that has made in road into the industry
Among these, is executive airline service (EAS) it occupies a significant position within the industry with its airline operation that cares the following routes – legal, port Harcourt, Jos, Abuj, Kano and Imo.
The company has been performing very creditably as an evident from becoming a household name among airline users.
The questions that comes to mind therefore are what are the sources factors that have determined effective performance of executive airline service operation? How effective are the company’s marketing strategies? And what is customer’s perception of the company’s devices in relation to other airlines?
In order to provide answers to the above questions the researcher critically investigated the marketing strategy adopted by executive airline services.
- OBJECTIVES OF HE STUDY
The objective of the study among other things include:
- To determine the level of airline users of executive airline services.
- To determine the impact of marketing strategies on profit of executive airline services.
- To determine whether airline users are satisfied with fare charge by executive airline services.
- To determine the impact of executive airline service promotion strategies on its services.
- To determine the factors that influence the choice of airline by passengers.
- To recommend appropriate measures aimed at importing the marketing strategies of executive airline service.