Eithad Airlines Strategic Management
You have obtained various information regarding the company and its marketing environments
and activities through PART A, B, and C. Now, you will need to develop a tactical marketing
recommendation for the company using the 7Ps (i.e., product, place, promotion, pricing, people,
physical evidence, and process). Answer the following questions:
1. How would you improve their marketing using the 1st P (product)?
Describe in detail (i.e., packaging, features, flavors, size, physical objects, services, places,
organizations, and ideas)
2. How would you improve their marketing using the 2nd P (a place or distribution channel)?
Describe in detail (i.e., Will you use intermediaries? Which intermediaries and why?)
3. How would you improve their marketing using the 3rd P (promotion)?
Which method or combination of methods did you choose and why? (i.e. advertising, sales
promotion, PR, personal selling, direct and digital marketing, and word of mouth)
* Note: Promotion is Module 7’s topic. If you need, you can read Module 7’s chapter readings
(THM 8 & 9) located in the Textbook PDF files folder in the getting started section.
4. How would you improve their marketing using the 4th P (pricing)?
What are your pricing strategy and your rationale?
5. How would you improve their marketing using the 5th P (people)?
Describe in detail (i.e., hiring, training, motiving employees, offering rewards to employees,
educating customers)
6. How would you improve their marketing using the 6th P (physical evidence)?
Describe in detail (i.e., facility design, equipment, business cards, employee dress)
7. How would you improve their marketing using the 7th P (process)?
Describe in detail (i.e., standardized services, customized services)
8. How and when will you measure the success of the strategies you recommended through Q1-
7?
Hospitality & Casino Marketing Project Structure:
The contents should be summarized.
Single space in 12-point font size.
List your answer in a number format.
Be sure to record all sources of information you have used in your assignment report. Follow the
APA format for the in-text citations and the reference list. The APA style guides are posted on
Moodle.
Word counts excluding the reference list.
PART D: Minimum 1000 words; Maximum 1500 words in length