THE IMPACT OF MARKETING STRATEGIES ON PERFORMANCE OF AIRLINE COMPANIES

Abstract

The aviation industry is important one and it was developed with the technological science to human welfare & services. The marketing competition led to greatly distinct performance in this field and created groups and ties to regulate this important industry. So, the future problems will not be exist, for example the rise of the international aviation organization (IATA), which had made regulations to determined the practical, qualitative and cheating authority for this important industry. The problem of the study can represent as:- 1/ the services rendered by Sudan Airways Company are inadequate. 2/ delays of flights 3/ inadequate aircrafts. 4/ due to international sanction there is difficulty to get part spare. 5/ the sharp lack of capital. 6/the sharp rising of fuel price. 7/the sharp market competitive on aviation services. 8/ the weakness of administrative system beside lack of international and local training. 9/ lack of modern technology for equipments. 10/ lack of sale centers locally and internationally.

The results of research: 1/ marketing sector: - is one the most important vital sector at any services industry, according to this study we need to modernize the new marketing system and increase the marketing channel which is represents at marketing centers inside the capital, states, and international stations, beside a huge revolution in the field of technogical equipments and the system of training of human resources. 2/ human resources: - Sudan Airways Company considered to be as rich-in cadre and well trained qualified employees with long experience on the administrative system. 3/industry and engineering: - this is one of the an important sector, but we notice that it doesn’t play any role for many reasons, one of them technical experience which is lack of the modernization as the air and ground equipments, also unused of the new methods, which leads to good performance. 4/Aircraft and equipments: - lack of the capital led to big weakness of the modern a accompaniment aviation field and this is including, the used aircrafts and inefficient number of it, which has play big role on programmed schedule flight, so these led to close most of the international- routes, delay flights, and unavailable of suitable reserve 5\ International Effects: a) The U. S. A. by cott and U. N. prohibition are influence of the company programmed. b) The continuing war in Sudan led to raise the flaying cost and destruct most of the Aircraft that belong to the company. c) The international hesitate price of the fuels and oils led to increase the price. d) The lack of capital led to difficult dealing with (IAATA)’s order. e) Unfair bilateral agreements concerning the company.

Recommendation The recommendations of this study can be divided into four parts: Firstly recommendations for the comprehensive national Strategy for development of Sudan Secondly recommendations for the national air transport strategy Thirdly recommendations for the national carrier strategy Fourthly recommendations for sub- strategies for the company Pricing policy Promotion policy Advertising policy Product policy Privatization policy