The Study Of Marketing Strategy Of First Mandarin Business Aviation Company

As we moved into the 21st century, the tide of knowledge economy is surging forward and worldwide economic integration is dramatically speeding up. To keep up with the outside world, China is undergoing an unprecedented reform cause. The civil aviation, as the fundamental industry of the national economy, is in a crucial historical period, confronted with opportunities and challenges at the same time. In recent years, as business aviation market in China is starting to boom, business aviation enterprises meet great opportunities. First Mandarin Business Aviation Co., Ltd. (FMBA) is the first one of its kind in Northeast China and is the only private one of its kind in China until now. To seek stable development, the enterprise needs to choose a fitting and sustainable development strategy that is adapted to the foreign and domestic environment from the very beginning. Marketing strategy, however, is the most important part of this strategy. Based on this point of view, the author of this thesis makes some analysis on the issues of marketing strategy of FMBA in a hope that her remarks may draw forth by abler people.Through analytical approaches such as PEST, SWOT and many others, the author made an analysis on the macro-environment FMBA faces, industrial features of business aviation, current situation, development trend and the Five Competitive Forces, in order to recognize the opportunities and threats to the company; and made evaluation on FMBA's HR, finance, assets, technology, and etc. so as to find the strengths and weaknesses of the company. To achieve the strategic objective of the company, make full use of its strengths and avoid its weaknesses, the author is of the opinion that FMBA should enter into the market by taking a focus strategy based on differentiation.This thesis can come up with a conclusion:the main competitors for FMBA are Deer Jet and Asia United Business Aviation Limited. Although it is a new player in the market, small and weak in this industry, FMBA has its own strengths. The company will focus on the targeted customer they found after market segmentation, and provide them with a better product and service than the competitors in attempt to broaden its market share.This thesis is focused on the application of theory in the real world, so the conclusions the author made have truly practical value for the development of FMBA.