The purpose of the project is the development of a marketing strategy for INTERJET in the highly specialized sector of executive air charter. A market analysis was carried out, defining different market segments, as well as the factors affecting demand. The external environment was scanned and the competitive position of INTERJET was identified. Then, the key phases of the marketing planning process were tackled, together with a detailed analysis of the customer database. All marketing activities carried out by the commercial department were carefully reviewed and a respective marketing budget was allocated.
The analysis showed the implementation of a CRM initiative to be of major importance, for the future expansion of INTERJET’s market share. The successful implementation of CRM will result in increasing the rates of customer retention and customer loyalty, thus will maximise customer lifetime value.
