SHAF 4033/SBSF 4033: STRATEGIC MARKETING SEMESTER 2 2019-2020

CASE STUDY 2 (Scenario-based discussion): YouFLY Airline

INSTRUCTION: Answer all questions.
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The management of YouFlY, a low-cost carrier, is preparing a strategic marketing plan to

compete in Malaysia airline market for the next three years. This plan addresses the
current economic, environment and technological issues facing the airline industry in
Malaysia, as well as threats posed by its competitors among low-cost carriers and other
modes of transports in the country. You are appointed as the marketing consultant to
advice the company preparing the plan and formulating the marketing strategies and
programs. The plan must address the following key points.

1. a. Analysis on the economic, environment and technological factors affecting the

marketing mix of the company. (15
marks)

b. The airline strategic advantages relative to its competitors (airline operators) by

highlighting the following information.

(i) Buying criteria for low-cost carriers in priority. (10

marks)
(ii) The YouFly strategic advantages relative to its competitors. (8 marks)
(iii) Market share of the competitors in term of share of market, share of mind
and share of heart. (6 marks)
(iv) Threats posed by the competitors based on the above analyses.
(8 marks)

2. Realizing the growing competition from quality express bus, car rental, train and taxi
services in Malaysia, which provide alternative transports to the passengers, the
impact of the following points must be analyzed and highlighted in the plan.
(a) Threats posed by these groups of competitors. (10
marks)

(b) How these threats can be turned into opportunities to the company.

(10
marks)
(c) Based on the outcome of the analyses performed in question 2 (a – b),
propose:
(i) Value strategy for YouFly using Treacy and Wiersema’s framework.
(9 marks)
(ii) Marketing strategies for YouFly using Ansoff Matrix. (6 marks)

(iii) Promotional strategies and programs to effectively execute the

marketing strategies. (18
marks)