Práce a štúdie - Vydanie 14

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    Marketing of low-cost carriers
    (University of Žilina, 2023) Mihalčinová, Nikola; Badánik, Benedikt
    The article deals with the marketing of low-cost airlines and marketing strategies. The article primarily focuses on three selected airlines - Wizz Air, Ryanair and easyJet. The aim of this article is to propose specific possibilities for improving marketing activities based on the theoretical basis obtained from relevant sources and the subsequent processing of the practical part. Proposals are based on the analysis of marketing strategies, including marketing mix, Porter's five forces model, perception map, passenger segmentation, BCG matrix and Ansoff matrix, and evaluate the success and effectiveness of airline marketing activities. The results of the analysis show that airlines could improve their marketing activities through various strategies, such as increasing investment in digital marketing, improving service and customer experience, adapting prices and product packages to the needs of different passenger segments, and expanding the market into new areas. These recommendations can help airlines improve their competitiveness and market success and contribute to their long-term success.