Marketing Strategies of Low Cost Airlines Dissertation or Thesis

Marketing Strategies of Low Cost Airlines
This is a dissertation proposing a low cost analysis for airplane sales.
# 148055 | 15,867 words | 59 sources | MLA | 2011 | PK
Published on Aug 30, 2011 in Business (Marketing) , Business (Business Plans)

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This dissertation is a complete and thorough piece on strategies for airlines. Its thesis is that airline strategies to keep costs and flights down vary when compared to other modes of transport. This paper looks at many themes including how airlines promote low-cost flights, how airlines market low-cost flights, what the business model looks like, etc. Throughout the paper is a large collection of data charts to provide visuals for the study. In addition, it offers research and case studies to show failed and what succeeded.

Chapter 1: Introduction
1.1 Background of the low cost airline model
1.2 Ryan Air
1.3 EasyJet
1.4 Wizzair
1.5 Purpose of the research
1.6 Aims and Objectives
Chapter 2: Literature review
2.1 Emergence of low cost carriers
2.2 Market deregulation
2.3 Network expansion
2.4 Competitive advantages
2.5 Customer satisfaction
2.6 Marketing success
2.7 Types of network
2.8 Extended marketing mix
2.9 Ryanair
2.10 Summary
Chapter 3: Methodology and procedures
3.1 Methodology
3.2 Primary Research
3.3 Analysis Method
3.4 Secondary Research
3.5 Purpose of Research
Chapter 4: Results
4.1 Presentation and Analysis of Data
4.1.1 In-depth interviews
4.1.2 Business user
4.1.3 Housewife
4.1.4 Student
4.2 Descriptive Analysis of the Questionnaire
4.3 Data Analysis and Interpretation
4.4 Frequency Analysis
4.5 Cross Tabulation Analysis
Chapter 5: Discussion
5.1 Conclusion
5.2 Limitations
5.3 Recommendations
Chapter 6: Reflection
Appendix I Questionnaire
Appendix 2 Proposal
Appendix 3: Ethics form
Appendix 4: Dissertation log

From the Paper:

"Marketing success for low cost airlines lies in their ability to provide services in a short-time. Different airlines can use different type of marketing routes for their own benefits. Those airlines which travel to and from hub-based destinations will face less competition (Doganis, 1995). All other major destinations are linked to the main city which makes it simple. For example, Southwest Airlines concentrates its marketing strategy on high density short markets. These markets are served at high frequency. It operates around six to seven daily departures on each of its routes. The high flight frequency attempts to earn high market share for the low cost airlines. The competition forces some low cost airlines to close down their hubs. The cost saving comes from higher density in seating arrangement and lower commission payments to travel agents. The actual booking can be done individually and more efficiently by different customer groups. Those customers whose IT skills are less advanced will require assistance in registration from agents. The use of non-expensive downtown airports can contribute to lower ticket cost as well (Doganis, 1985)."

Sample of Sources Used:

  • ADG Stanford. (2000) The airline Industry. [Online] Available from: [Accessed 19th April 2010].
  • Ariffin, M. et al. (2010) Service Quality and Satisfaction for Low Cost Carriers. [Online] 6 (1), 47-56. Available from: [Accessed 20th March 2010].
  • Blumberg, B., Cooper, D. & Schindler, P. (2005) Business Research Methods. Maidenhead: McGraw-Hill Education
  • Brancker, J. (1977) IATA and what it does. Leyden: Sijthoff International Publishing Company B.V.
  • Bryman,A. & Bell,E. (2003) Business Research Methods. New York: Oxford University Press

Cite this Dissertation or Thesis:

APA Format

Marketing Strategies of Low Cost Airlines (2011, August 30) Retrieved May 21, 2022, from

MLA Format

"Marketing Strategies of Low Cost Airlines" 30 August 2011. Web. 21 May. 2022. <>