Research Paper on:
Proposal for a New Airline

Unformatted Sample Text from the Research Paper:
and Timeline 19 References 20 1. Executive Summary Phoenix Airline is a new airline proposed to operate out of  the UK, competing with the low cost airlines using differentiation, using several advantages, increased quality of service, higher transparency of costs, flying to city centre rather than out of town  airports and the size of an externally managed loyalty scheme to reward loyalty but minimize costs and operating interference of a loyalty scheme. The marketing budget of ?1,000,000 will be  used across a range of media, including an initial contest to guess the weight of the first flight, the return on investment, after the provision of services is expected  to provide a 10% return on investment. 2. Situation Analysis In order to determine the best approach and model for a new airline to follow it is necessary to  look at the airline industry in general and consider conditions in the market in order to identify a potential gap in the market, or a segment that the airline may  be able to enter in a profitable manner. The research on the airline industry that is already possessed by the consortium is useful in terms of the models, but  it does not provide up to date information regarding the demands and patterns of demand as well as target markets in the airline industry. When identifying a potential target  market we can start by looking at the patterns seen in 2009/10 in the airline industry to assess which market may be viable. 2009/10 has been a difficult period, the  global credit crunch as well as oil prices have added to the pressures on the industry, so to enter the market it is necessary to ensure that the target market