Jet Airways - the story so far and the road ahead

Abstract

Objectives of the project The objective of the project is to understand, analyze and evaluate the manner in which Jet Airways has differentiated itself through its marketing and services strategy in the past. The project will also explore future marketing strategies that the airline may employ to remain a leader in the national market, and to emerge successful in the international market. Description of the project The study would focus on the following issues: Analysis of marketing and services differentiation in the past • How it survived in the industry when other similar private airlines who entered at the same time failed • Differentiation from competitors over a ten year period without entering into a price war • Quality of Personnel Services offered in flight and on the ground • Incentives offered to customers in the form of schemes like Jet Privilege cards, night flight services etc. Analysis of potential marketing and services differentiation in the future • Evaluate whether the differentiation strategies employed in the past can still help it retain its brand image and brand loyalty, in the face of increasing competition • Suggest the ways in which the airline may differentiate and establish itself in the international market through o Advertising and promotion strategies