Specific and directional planning
At Air-blue a combination of specific and directional
planning is used. For example upper level management at Air-blue when decided
to launch Karachi Dubai route they gave directions to achieve goals to all
concerned departments each department then planned specifically according to
their requirements, for example marketing department developed a specific
marketing plan which was concerned with the following:
- What will be the target market?
- How they will position their product?
- How they will set their products’ prices?
- What will be their distribution network?
- How much sales staff is required?
- What will be the qualification and experience of their sales
force?
- How much advertising expenditure is required?
- What will be the budget of sales promotion program?
- The senior management settles the budget of marketing
research?
- What will be the marketing strategies in product life cycle?
- What will be the marketing information system (MIS)?
- What will be the marketing control system?
Air-blue plans are developed and used according to the
situational requirements. In recent past Air-blue was using A320 airplanes
which are good but not so much comfortable. For the customer satisfaction and
better performance concerned authorities decided to lease new A321. So with a
proper systematic manner required. Airplane were imported, it was a situational
plan, which was developed for a situation that is not encountered very
frequently.
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