The Critical Issues of Airline Industry within Baltic States: The Development of Marketing Strategy

The following report is an analysis of airline industry which provides information on current issues within this particular business. Whilst writing this report authors intentions were to analyze global marketplace of the industry, today’s tendencies and possibilities. Author provides an analysis of the industry within the Baltic States, examining the possibilities for the Baltic companies to expand and grow. In the present report author familiarizes the readers with the suggestion on the development of marketing strategy examining the industry’s marketing management function. Also, the possibilities within the industry arise from critical issues which closely affect the suggested development, such as price of oil and client behavior. The purpose of the work is examining these issues and suggesting a possible salvation of the situation.
Globalization, as a process, is by now a historical fact, which enriches the interactions of people in a lot of different countries: they meet, swap goods and ideas, and borrow or buy resources (“Ethics versus corruption in globalization” G.I.Zekos, 2003). During the past decades due to technological and economical development the world became smaller. Using an airline has an equal demand as other type of transportation, and it certainly became more affordable. Though, airlines became more flexible and the demand on services is driven not by the management, but by the clients. In past decades a certain amount of new market players arose within the marketplace. Companies like Rynair and EasyJet introduced a conception of cheap airlines which literally destroyed classical perception of an airline providing expensive fares, meals and a process of routine check-in procedures. …