Author:
B. K. Karimov,
Candidate of Economic Sciences, Associate Professor,
Humanitarian Technical Academy,
35 Dzhambyla st., Kokshetau, 020000, Republic of Kazakhstan
e-mail: baurka@yahoo.com
T. E. Muratov,
Postgraduate Student
Institute of Hospitality Management
Svídnická 506, 181 00 Prague 8, Czech Republic
e-mail: baurka@yahoo.com
Abstract:
Introduction. The study is conducted on the problem of creating an effective marketing strategy that will turn the needs of consumers into the corporate earnings. The main goal is to analyze theoretical approaches to the formation and improvement of the airlines’ marketing strategy.
Materials and Methods. The scientific and methodological basis includes modern theories and concepts of marketing research conducted by various scientists and practitioners. The main methods used in the research process are general scientific approaches, consisting of observation, comparison, description, sociological and competitive assessments, as well as various marketing research methods.
The results of the work consist in the theoretical justification of marketing opportunities for the airlines growth, as well as in increasing the competitiveness of the airlines based on the studies that allow you to choose a marketing strategy taking into account the internal and external environment of the organization.
Conclusions. The authors conclude that a marketing strategy is one of the important mechanisms for strategic development management of any company. In international practice, you can find various approaches regarding the definition of marketing strategies. In the authors’ understanding, a marketing strategy is a set of principles by which an enterprise forms marketing goals and objectives and organizes their implementation on the market for making effective strategic and tactical management decisions in the face of uncertainty. Studying and analyzing the experience of marketing strategies of the world’s leading airlines is relevant for Kazakhstan with the goal of finding opportunities to optimize costs, to improve the effectiveness of marketing strategies and introduce the results of the largest and most successful enterprises in the industry into Kazakhstan practices.
Keywords:
marketing, strategy, consumers, market, company management, efficiency, target market.
