An analysis of Wizz Air’s marketing strategy

Magyarcsik Laura Viktória (2023) An analysis of Wizz Air’s marketing strategy. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

<p dir="ltr" style="text-align:left;"></p><p>In 2022, I saw tens of the same Wizz Air billboards for minutes next to each other while walking the metro stations of London. At first, I had mixed feelings about it: I was confused and did not really understand the point of having the exact same posters next to each other. I wanted to know the reason, and these thoughts led me to write this paper. The primary objective of this thesis was to gain an overview of Wizz Air's current marketing strategies, discover whether their methods are adequate and in line with the demand of their targeted segments, and alternatively determine if they need improvement and what their options are, and this was achieved. This required reading airline marketing publications about low-cost carriers in order to understand this very specific business model and making an analysis of Wizz Air’s current marketing strategy by using different marketing tools like Porter’s Five Forces, STP, PESTEL, SWOT analysis, and the 7Ps. Then, for the primary research to make sense, I have given some details and presented studies on customer loyalty in the low-cost carrier sector and introduced the online marketing activities of Wizz Air to be able to draw the right conclusions from the results of the primary research. Using the snowball method for my primary research, I conducted a survey that had 117 respondents from many countries, many ages, and different backgrounds. This was a requisition for the survey to make sense, so customer purchasing decisions can be understood and explained. I found out that low prices, past experience and familiarity with the brand are among the most influential factors when choosing an airline, followed by recommendation from friends, green campaigns, loyalty programs and creative billboards, magazines, posters, in this particular order. This is essential information to know so that Wizz Air could set an order of priority, based on that improve these attributes and know how to stand out from the other rivals. Many other insights can be read about passengers’ perception of Wizz Air and their marketing methods in my thesis.</p><br><p></p>

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tanszék

Menedzsment Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	7P modell, airline marketing, low-cost carriers, marketing strategy, pestel, SWOT, Wizz Air
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Jan. 24. 09:24
Utolsó módosítás:	2024. Jan. 24. 09:24

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