1.

What are the most relevant growth drivers for marketing

research for Egypt air?
1-The global airlines market experienced good growth
during the past five years and is expected to reach an
estimated $832.8 billion in 2020. Increasing demand from
emerging economies, continuous demand for new low-cost
carriers, deregulation, and rising middle class are factors
driving growth in Airline markets such as Asia and the
Middle East.
2-Progressive liberalization of traffic rights has supported
growth but led to highly fragmented industry structure.
3-Restrictive national ownership and control rules stand in
the way of necessary restructuring and international
consolidation.
4-Airlines unable to fully access international capital
markets.
5-Global economic growth will shape future aviation.
6-Intensely competitive industry continues to drive
innovation. Middle Eastern carriers such as Emirates and
Qatar Airways on the rise and are expanding globally.
7-European airlines hit by increased competition and
overcapacity.
8-Premium cabins generate 27% of total international
passenger revenue. customers are Continuously looking for
better seat comfort, cabin ambience, inflight entertainment,
food and beverage, cabin crew, customer service.
9-Airline Market Research can provide: Data, Information,
Insight, Innovations, Intelligence, Action Plans, Strategies
and Recommendations - Market Research is always the
answer.
2. What is the value added of marketing research for Egypt
air?
1-Airline Market Research can provide: Data, Information,
Insight, Innovations, Intelligence, Action Plans, Strategies
and Recommendations.
Uncover Qualitative insights to understand meaningful
factors and context.
Observe and storyboard new ideas and themes.
2- Gain an ability to categorize and map brand awareness –
for greater insight into customers’ unmet and met needs.
3-Surveys allow you to gain an increased understanding of:
Customer needs (met and unmet), Customer segmentation,
Existing product offerings vs. its top competitors’ offerings,
Your product gaps vs. competitors and Identification and
preliminary analysis of your potential product
differentiation
4- Strategic market analysis can achieve the following:
Understand the gaps in your current knowledge,
Periodically, deliver track reports based on your needs,
Analyze your current position in the market, Test future
scenarios and decision impacts

3. Please conduct a marketing research needs assessment for

Egypt air in this case in terms of capacity, availability,
resources, timing, cost-benefit analysis
1- Capacity: MR can conduct focus groups with consumers
to understand their low level of awareness of the airline and
to understand why they do or do not consider a destination
or choose your airline./*/MR can conduct an “attitudes and
usage” quantitative study to quantify consumers’ choices in
the selection of destinations and their choice of airlines
/*/MR can uncover what airlines customers recommend and
why. Why they do not recommend Egypt air or other
airlines?
2-availability: surveys are usually conducted on airplanes or
at airports. Questionnaires can be completed by the
interviewer or the interviewee.
and the internal data and records of the company are very
useful
3- resources: primary data & secondary data
secondary data: internal sources like customer services &
booking services. External sources like customers, web,
reports
4-Timing: A typical market research project takes six-seven
weeks. This is pretty standard for a small project, say 10-30
in-depth interviews or 4-8 focus groups. Larger projects
take longer, of course.
5-Cost-benefit analysis: Medium Market Research project
costs around 20K $ and the result will be millions of
revenues.

4. How can you configure conducting the marketing research

process as encoding, application, and decoding stage?
Encoding: 1-Defining of the Marketing Research
Problem/Opportunity
2-Formulating Marketing Research Hypotheses/Questions
Application:1-Selecting a Marketing Research Design
2-Sampling Plan and Design
3-Measurement, Scaling and Data Collection 4-Data
Preparation
Decoding: 1-Data Analysis and Interpretation
2-Preparation and Presentation of the Final Marketing
Research Report.
5.What are the kinds of marketing research utilization that
can result from this case?
1- Instrumental Utilization: The direct, straightforward
utilization of marketing research to achieve its original and
disclosed purposes.
2- Conceptual Utilization: The strategic, long-term and
learning-oriented use of marketing research to gain
attitudes, knowledge and skills that are useful beyond the
current project.
3- Symbolic Utilization: The implicit use of marketing
research to achieve undisclosed political agenda.
*outside the book question Should the marketing research
be included in the marketing mix? Yes/No? Why? Market
research should be included in the marketing budget, but it
is not part of the marketing “mix” which usually refers to
marketing implementation. Market research is an essential
element when developing a marketing strategy as well as
marketing tactics. Properly applied, research can inform
what to say, how to say it, to which audience’s messages
should be directed, as well as pricing and product
configuration. Many companies under-spend on research,
because it can be expensive, in the mistaken belief that the
testing of tactics is effective. Or they think they know (based
on instincts and anecdotal information) what consumers
want. Research greatly speeds up the likelihood of success
because research yields knowledge. As a friend of mine
reminded me: if you think knowledge is expensive, you
should try ignorance.