Aer Lingus Essay

4232 words - 17 pages

Marketing Research Survey – By Milton Redmond

Teacher: Deirdre Murphy

Module Code – 5N1400

Table of Contents:

Introduction: 3

History: 4

Primary Source - Questionnaire: 5

Quantitative: 7

Qualitative: 9

Secondary Data: 10
Partners in focus 10

Strategy: 12

Routes Operated by Aer Lingus: 14

SWOT Analysis: 23

Conclusions & Recommendations: 25

Bibliography: 26


The aims and objectives of this marketing research investigation are to analyse how the airline is currently competing in this business area.
There are a number of factors in which we can examine to determine this:

1. Find the main source market profiles? ...view middle of the document...

The airline celebrated its 75th Anniversary in May 2011 and today carries over 10 million passengers each year to almost 70 destinations across Ireland, the UK, Continental Europe and the USA.

Aer Lingus has made a huge contribution to Irish life, connecting Ireland to the world and providing opportunities for Irish people to access new horizons both commercially and recreationally. During tough economic times, the airline maintained international connectivity and gave the Irish people an outlet to experience the rest of the world and it also gave the Irish abroad a much-needed connection with home.

Aer Lingus is a company steeped in history. The now world-famous shamrock which adorns the tailfins of the Aer Lingus fleet is one of the most iconic symbols of Ireland around the globe. The airline has a worldwide reputation for caring, friendly staff, a superior quality of service and value for money. It is this 'great care' that sets Aer Lingus apart from its competitors and resonates with customers around the world.

The airline’s success is due to many people; our loyal customers who have travelled with us through eight decades and also our current and past employees who have worked together to keep Aer Lingus flying high. Today, 75 years on, Aer Lingus continues on its mission to connect Ireland with the world by offering award winning customer service at great value fares.

Primary Source - Questionnaire:

1. What age group would be your main source market profiles fall under?

A. 16 - 24
B. 24 - 35
C. 35 - 50
D. 50 - 65
E. 65+

2. Which of the following categories best describes your typical customer's employment status?

A. Employed, working 1-39 hours per week
B. Employed, working 40 or more hours per week
C. Not Employed
D. Student
E. Retired

3. How competitive is the market for your target customer?

A. Extremely Competitive
B. Very Competitive
C. Moderately Competitive
D. Slightly Competitive
E. Not at all Competitive

4. How important is convenience when choosing this type of service?

A. Extremely Important
B. Very Important
C. Moderately Important
D. Slightly Important
E. Not at all Important

5. Are your typical customer’s individuals, companies or organizations, families, groups or a mix of the four?

A. Individuals
B. Companies or Organisations
C. Families
D. Groups
E. Mix of the four

6. About what percentage of your target market do you currently "own"?

---------- Forwarded message ----------
From: Sir Lopes <>
Date: Sun, Jan 5, 2014 at 7:00 PM
Subject: Marketing Research Investigation

Hi Service Team,

Could you please assist me by completing the following questionnaire attached and return back to me?

This is in relation to a College study in which we are examining the Market for Aer Lingus.

Thanks for your...

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