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Kilburn, David (2001)
Publisher: Chartered Institute of Marketing
Languages: English
Types: Book
Subjects: bmm

Classified by OpenAIRE into

ACM Ref: ComputingMilieux_THECOMPUTINGPROFESSION
A Chartered Institute of Marketing case study presented to professional marketing managers for the Analysis and Decision examination
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    • 3. Develop a strategic plan to maximise opportunities from the expanding leisure and tourism sector.
    • 4. A key strategic imperative is for MAS to be within the world's top 20 airlines by 2010. Prepare a strategic plan to ensure this becomes a reality.
    • 5. How can MAS capitalise on the emerging growth markets for leisure/business travel.
    • 6. Develop an e-distribution strategy to reduce reliance on travel agents.
    • 7. Prepare a relationship marketing campaign which will effectively increase customer loyalty and their lifetime value to MAS.
    • 8. What branding and positioning strategy should MAS adopt to improve sales and profitability?
    • 9. What pricing strategy should MAS adopt to increase profitability in the light of the devaluation of the ringgit against the USdollar.
    • 10. Design a development plan for KL airport over the next decade to increase MAS passenger revenues.
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