MARKETING STRATEGIES IN THE SERVICE INDUSTRY:
MARKETING STRATEGIES IN THE SERVICE INDUSTRY:
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Date
1998-12
Authors
MUSA, ELLA SAMUEL
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Abstract
ABSTRACT
Over the years, Nigeria has made giant strides in Aviation development. The
rapid growth of the industry in the country in the last twelve years is
unprecedented in black Africa.
The Federal Government of Nigeria has expended enormous resources to make
this possible. The elevation of the Aviation in Nigeria from Category III status to
Category II by the International Civil Aviation Organization (ICAO) confirm the
progress it made in establishing an expansive Aviation base.
Nigeria today has twenty standard airports and over fifty airstrips. The airline
industry has numerous operators engaged in scheduled, non-scheduled
passenger and cargo services.
Nigeria Airways being the national carrier has every opportunity to grow both in
size and quality of services using the advantages of the much improved Aviation
facilities in the country. At the peak of the oil boom era, the national carrier, in
spite of its expanded capacity and monopolistic power, was unable to meet the air
transport demand of domestic passengers including the internationals.
The absence of total quality management influences the issuing of Air Transport
licences to private operators in the early eighties to operate domestic scheduled
and non-scheduled passenger services. The operations of these private airlines
thus put an end to the monopoly of Nigeria Airways and engendered competition
in the domestic airline market. !n view of the developments of aviation and the role
marketing is playing the airline business undertakings and while the development
of the airline business in Nigeria by Nigeria airways as a business enterprise is
important from the point of view of economic development, it is beset with the
problem of how to develop unique marketing strategies that will guarantee it a
pace better in the aviation industry.
The study is basically descriptive and historical. The main source of data and
information is secondary data. Attempt is made to recommend possible marketing
strategies if adopted will go along way to helping the airline achieve its set targets.
Although environmental change creates problems, it should be noted that it also
creates opportunities. This is the more reason why the management of the
national airline should not seat on the fence but should at all time review the
activities of its competitors with a view to developing marketing strategies that will
enable the airline to prosper and subsequently contribute to public welfare.
Description
DEPARTMENT OF BUSINESS ADMINISTRATION
FACULTY OF ADMINISTRATION
AHMADU BELLO UNIVERSITY
ZARIA
Keywords
MARKETING,, STRATEGIES,, SERVICE,, INDUSTRY,, CASE STUDY,, NIGERIA, AIRWAYS,, LIMITED (WT)