Executive Summary
Z-Wing has always been an industry leader although latterly their greatest competitor, Janssen has gained a 47% market portion out. It is Z-Wings kick to give consumers a funny aviation experience that no other competitor smoke match. With that mission in discernment Z-Wing is on the verge of introducing an upgraded 888 and a new downhearteder and quicker Z-Aero I which testament bring new consumers to the Z-Wing experience. With these new consumers Z-Wing can maintain their industry leader status.
To do so Z-Wing mustiness focus on how to market their new products and services to their underway customers and the new consumers they wish to obtain. The marketing plan will lend oneself a new website with a customized e-service portal and television ads that will direct the consumer to the new Z-Wing website.
The marketing plan and successful effectuation will allow Z-Wing to continue to offer consumers a unique experience and allow Z-Wing to maintain its industry leader status in the aviation industry.
Situation Analysis
Market Summary
There has been pugnacious competition brewing between Z-Wing and its nearest competitor, Janssen, for the past 10 years. The aviation industry has been growing at 5% per year. Although Z-Wing has obtained a 50% market share of the aviation industry, Janssen has recently captured 47% of the market.
Since the aviation industry is only growing a small amount per year it is necessary for Z-Wing to retain their current customer base and develop a plan to obtain customers from their close at hand(predicate) competitor.
SWOTT Analysis
Strengths identified for Z-Wing:
The club is the aviation industry market leader
The company has experienced managers
The organization has a good product stage business and good service
The company has good financial strength realizing $60 billion in annual revenues
Weaknesses identified for Z-Wing:
Their market share is sliding-Janssen now has a 47% market share
Budget constraints
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