CHAPTER ONE

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

Marketing and promotional strategies in the Aviation industry may differ depending on the unique situation of the individual business like Arik Airline.

However there are a number of ways of categorizing some generic marketing strategies. A brief description of the most common categorizing schemes by David J (2002) is presented below:

·        Strategies based on market dominance - In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies:

o   Leader

o   Challenger

o   Follower

o   Nicher

The recent trend of company collapse in Airline businesses in Nigeria is becoming very alarming and needs urgent solution to nip the trend in the bud. Many companies in Nigeria are folding up; many of them are operating at relatively business competition in their various industries, sectors or brands.

Thus, any company that must survive the negative trend must put necessary business marketing strategies and plans of actions in place to enable it make ends meet, break even and equally make business gains/profits; effective marketing plan therefore comes into focus as a company's saving grace that adequately adopts it.

Promotional strategy is needed to meet short-term and long - term objectives of a company. At its most basic, short term planning is required simply in order to identify where the company is now, and where it will be next week, or next month or year.

According to Curry (1999), marketers who fail to conduct thorough marketing strategy and marketing research works run the risk of not achieving their marketing promotional goals and objectives. Catterall, (1988), notes that some marketing executives consider academic research as irrelevant to their marketing problems, while academics complain that marketing executives ignore their marketing research efforts marketing plan and marketing research is real, vital and costly process, without which marketing management decisions would be made.

According to mechanically Osuagwu, (2002).Marketing promotional strategy is a very indispensable tool in marketing decisions and strategy formulation. Developing a very useful marketing plan would however depend on having a sound and reliable information data on the business/organization/company and on the market, the uncontrollable factors and these elements that make up the marketing mix in Arik Airline.

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