แผนการตลาด เที่ยวบินภายในประเทศ ของ บริษัท การบินไทย จำกัด (มหาชน) / ณกฤช ทิพรังศรี=Marketing Plan for Domestic Flights of Thai Airways International Public Company Limited / Nagrit Tipparungsri
This study is to formulate a marketing plan for Thai Airways to increase domestic fight revenue. The study includes a market research on the factors influencing the customers’ intentions to fly by the domestic flights from Thai Airways. The results show that the first top three influencing factors are Safety, Services, and Quality reputation and Brand image of the airline. The marketing plan for Thai Airways covers the identification of the target market by presenting excellence in services and the motivations to purchase. This includes targeting the new customers from new destinations and revising the current destinations with positioning of new culture destinations combining with exclusive services. Channel strategy utilizes the increasing of ticket selling channel
and the convenience of purchasing the ticket including the addition of the counter service in the department stores and purchasing ticket through telephone, Thai ticket master service, and smart phone application. Moreover, the channels for payment are expanded by paying via counter service and ATM. Due to the emergence of the low cost airlines, integrated marketing communication emphasizes on value for money by creating the campaign “My pride my Thai”, advertising the newest aircraft “A380”, and advertising through internet or website particularly. Total market budget is 274 million Baht while the target sale is expected to achieve 16,000 million Baht in the end of the year, 2013.
