Contents

• Introduction 4
• Market Environment Analysis 4
• Analysis of Marketing Functions and Strategies 4
• Market Orientation Followed 5
• Marketing and Other Units 6
• Conclusion 6
• References 8

Description

In this modern competitive world, the role of marketing in any organization has become too important to be ignored. The global economy has realized that the survival and sustainability of an organization depends largely on the marketing efforts. Marketing plays an important role in establishing relationships among the clients and the business organizations. The marketing function is very much critical in shaping up the image of every organization regardless of whether it is a profit or non-profit centered. In case of the former one, the importance of marketing mainly lies in increasing the revenue and profitability of the organization (Milisavljevic, 2012). Additionally, the function also assists in growing up the clientele base, in turn enhancing the business performance too. Considering that marketing function is tasked with branding of the organization, advertising, participation in publicity and customer interaction in the form of collecting feedback, without such proper marketing unit, the organizations would be lifeless. This study intends to explain the role of marketing and its relationship with other functional units, focusing on Oman Air, or the national airline of Oman. With the help of marketing, this flagship company of the Sultanate of Oman has witnessed massive growth in the recent times. It has played a crucial role in making Muscat, the capital of Oman, a significant traffic hub in the Middle East region. This report aims to analyze the marketing functions and strategies Oman Air has followed, providing evidence of its current marketing performance.