Marketing research report to Flybe Airlines

 

Read the following excerpt and complete the task below:
Flybe (UK): March 2020
UK regional airline Flybe entered administration — a practice similar to declaring bankruptcy — on Thursday,
March 5.
Although Flybe was already on the brink of collapse — despite a major investment by a Virgin Atlantic-led
consortium the previous summer — the coronavirus crisis pushed it over the edge. Flybe operated about
40% of domestic flights in the UK.
Source:
https://www.businessinsider.com/coronavirus-airlines-that-failed-bankrupt-covid19-pandemic-
2020-3?IR=T#flybeuk-march-2020-1
Assume that you are the marketing research executive for Flybe Airlines. Ticket sales have declined drastically due to the COVID19 pandemic. You have been requested to submit a marketing research report to the board members of the Airline.
You may use the following link to commence your research: https://www.businessinsider.com/coronavirus-airlines-thatfailed-bankrupt-covid19-pandemic-2020-3?IR=T#flybe-uk-march-2020-1
Based on the problem definition, research using secondary data, as well as the results of data analysis and interpretation, a report is required to be constructed.
The following Objectives have been identified by the Airline:
(a) Increase in market share
(b) Continued long-term growth
(c) Increase in profitability
(d) Achieving better operating efficiency
(e) Higher capacity utilization
(f) Increase in customer satisfaction
(g) Provision of reliable service
(h) Improving employee productivity
The following steps are to be considered when compiling the report:
 Define the nature and extent of the marketing problem / opportunity/ situational analysis (10)
 Identify/ set research objectives (10)
 Determine the research design (10)
 Collect the secondary data (10)
 Prepare and process the secondary data (10)
 Interpret the results and compile the research report (10)
 Propose recommendations to the Board of Management of Flybe Airlines (10)
To perform the steps highlighted above, a situational analysis, or internal and external marketing environment analysis, ought to be carried out. This creates a picture of the internal and external situation surrounding the problem or opportunity. The situational analysis gathers information about:
 The marketing objectives and strategies of the Airline: the product, distribution, price and marketing communicationstrategy.
 The resources of the Airline: more specifically its strengths, weaknesses, opportunities and threats.
 The enterprise market: in other words, specific information about the customers, the market structure and competition.
 The general situation in the external environment: including the economic conditions, socio-cultural factors, technological developments and political action (macro-environmental factors).

 

 

 

Sample Solution

Section 1 – Project Objectives and by and large exploration approach

1.1 Reasons for Choosing the point and association

 

Enthusiastically for Finance and a craving for abundance creation through putting resources into productive endeavors, I have consistently attempted to evaluate and examine the exhibition stocks (organization’s) on the stock trade to see which may be productive. I therefor picked this subject since it would assist me with fostering the capacity to all the more likely examine organizations exhibitions, and furthermore to additional my vocation in finance. Throughout the span of my ACCA studies, I have been expected to assess the monetary exhibition (performing proportion examination) of associations, get ready and decipher budget reports (F5, F7, and F9), and to perform business examination. I therefor look to apply this information in a genuine circumstance subsequently this point appears to be great.

 

Humanity has for a very long time, relied upon the tremendous abundance of assets underneath the planet’s surface; from farming which was the significant action of early man to mining (the extraction of important minerals from the earth).

 

Mining has been a significant supporter the worldwide economy. A review distributed in 2013 observed that the worldwide gold industry’s commitment to the world’s economy was in excess of 150 nations around the world, as this area alone created more than $171 billions (Cecilia Jamasmie, 2015). As indicated by Mark Cutifani, CEO of AngloGold Ashanti (2012), “mining straightforwardly or by implication drives over 45% of the world’s total national output” (GDP) (Martin Creamer, 2012). This developing significance of the mining business to the worldwide economy was a critical driver to my choice of this area.

 

I additionally end up working in the ranger service area that likewise manages the extraction of normal assets, this nearness to nature additionally added to my decision of industry

 

I picked Fresnillo Plc on the grounds that it is perhaps of the biggest silver maker on the planet. The London-recorded organization works a few silver and mother lodes in Mexico. In spite of a drop in Mexican silver creation in 2014, the nation actually stayed the most elevated silver maker around the world, with Fresnillo at its front. The organization is versatile and has a designated creation result of in excess of 65 million ounces of silver by 2018 (Investing News Network, 2015).

 

1.2 Research points and goals

 

Dissect and assess the monetary exhibition of Fresnillo Plc for the 3 years finished 31st December 2017

Distinguish the elements that have affected the business and monetary execution of Fresnillo over these years These goals would be accomplished by giving solutions to the accompanying inquiries:

What has been the monetary presentation of Fresnillo Plc over the 3 years finishing 31st December 2017, in contrast with Tahoe Resources Inc.?

How has the qualities, shortcomings, potential open doors, and dangers to Fresnillo, impacted their exhibition (both monetary and nonfinancial) over the long term period?

How has Political, Economic, Social, and Technological elements impacted the presentation (monetary and nonfinancial) of Fresnillo?

1.3 Framework for RAP

 

The report examinations the monetary exhibition of Fresnillo Plc for the 3 years finishing 31st December 2017. This is worked with by the utilization of proportions, for example, productivity, liquidity, equipping, and financial backer proportions.

 

To more readily assess the presentation of Fresnillo, their exhibition is benchmarked against that of Tahoe Resources Inc.

 

The report then, at that point, goes further to dissect the effect of the business climate on the presentation of Fresnillo, by utilizing the SWOT system to analyzing its assets, shortcomings, open doors, and dangers. It additionally utilizes the PEST model to evaluate the effect of political, financial, social, and mechanical variables on Fresnillo Plc.

 

Section 2 – Information assembling and bookkeeping/business strategies

2.1 Sources of data

 

Data is fundamental to each examination venture, and given the vagueness in the idea of data it is fundamental to guarantee that data gathered is pertinent and suitable for some random exploration, investigation and so on. There are 2 fundamental data sources: essential and optional sources.

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