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PRESENTATION OUTLINE
Overview
Mission Statement
SWOT Analysis
PEST Analysis
Market Overview (STP)
Channel Strategy
Marketing Objectives & Strategy
Marketing Mix
Financial Statement
Conclusion
“Iceland’s most punctual airline”
OVERVIEW
May 2016
WOW Air will offer Routes:
Toronto Iceland Europe
Montreal Iceland Europe
“Iceland’s most punctual airline”
MISSION STATEMENT
“WOW air is committed to providing the cheapest flights to and from Iceland, but doing so with a smile and providing a memorable service
all the way”
“Iceland’s most punctual airline”
SWOT ANALYSIS
STRENGTHS Innovative model Taxes included Itinerary development
WEAKNESSES Limited brand loyalty Flexibility required No direct flight No smart phone app
OPPORTUNITIES Market development Global expansion Popular destination Rewards points system
THREATS Easy entry to market Competitors Environmental conditions Currency fluctuations
PEST ANALYSIS
POLITICAL Political conflicts Heightened security Changing Legislation
ECONOMIC Price of fuel Economic state Income of citizens
SOCIAL Terrorist threats Perceived psychological risk. Environmental impact
TECHNOLOGICAL Physiological risk CO2 emissions Smartphone technology
SEGMENTATION
Business Traveller Retired Vacationer Young Families Student Travellers
Segment 1 Segment 2 Segment 3 Segment 4
TARGET MARKET DEFINITION
Focus on “Student Travellers” Exercise a market penetration strategy
Establish sustainable competitive advantage
Customer Excellence
Locational Excellence
Service Excellence
POSITIONING STATEMENT
To the money-conscious student traveller, WOW air is air travel on a budget - providing a low cost option to experience adventures, to see the
world, and to discover new cultures all in a travel package that fits your
needs.
“Iceland’s most punctual airline”
MULTICHANNEL DISTRIBUTION STRATEGY
“Iceland’s most punctual airline”
Direct Website CallCentre
Indirect TravelAgent
OnlineRetailers
MARKETING OBJECTIVES
Achieve Net Income Goal
Build Recognition and Brand Awareness
Build Strategic Partnerships
Expand North American Market Share by 10% by 2025
“Iceland’s most punctual airline”
MARKETING STRATEGY
Maintain current operations
Target Generation Y
Create Strategic Partnerships
Expansion plans to achieve a goal of expanding the Transatlantic market share by 10% by 2025
EXAMPLE 2
“Iceland’s most punctual airline”
MARKETING MIX
PRODUCTPlane
Airbus A321
Low Operating Costs
Additional Offerings
Tours, Hotels, Car Rental
PRICE
Toronto/Montreal to Europe$149 Toronto/Montreal to Iceland $99
MARKETING MIX
PLACE
Indirect Retailers
Direct Sales
Various Destinations
PROMOTION
Internet Social Media Presence
Strategic Alliance
University/ College Student Grad Trip
Credit Card Companies
Travel Agents
“Iceland’s most punctual airline”
FINANCIALS
Market Analysis
Canadian airline industry - $27.7 billion
Buying patterns – highly variable
Competition – oligopoly of major airlines
“Iceland’s most punctual airline”
FINANCIALS
Sales Forecast$20,646,912 in 2016Market Share1.53% in 20162.89% by 2020Hopes for 10% by 2025
“Iceland’s most punctual airline”
THANK YOU FOR FLYING WITH US
“Iceland’s most punctual airline”
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