Improving services marketing strategy for the flight catering company : Case: Company Aeromar- "Aeromar- Saint-Petersburg"

With the increasing prominence of services in the global economy, services marketing has become a subject that needs to be studied separately. Marketing services are different from marketing goods because of the unique characteristics of services, namely their intangibility, heterogeneity, perishability and inseparability. So, it is a challenging task to manage a service. In today’s increasingly service driven markets and with the proliferation of multiple providers, a company has to plan carefully its marketing strategy to stay in the market and surpass competitors. The aim of this thesis is to study services marketing and to gain an understanding of the development of a services marketing strategy. The final goal is to improve marketing activities of the case company operating in flight catering industry in order to increase its competitiveness in the market. In this study, the author applies deductive approach with a qualitative research method. Secondary data is collected from various sources of literature, including books, articles and journals, as well as Internet sources. The secondary data is supported with primary data, which is collected with the help of the researcher’s observation and interviewing workers from the case company, also the desktop study is carried out in order to analyze competitors. The theory part contains theories about services marketing and marketing strategy, segmentation and positioning and services marketing mix. Analyses such as SWOT, Porter’s Five Forces and PEST are used to gather information of the company and its external environment. In conclusion, the empirical results and suggestions that are given at the end of the research are considered to be beneficial for the company’s future development. The case company in order to achieve set goals should pay attention on the aspects that influence to the service quality of the company, as it is vital for the catering industry, and put effort on development of promotion campaign. It is also essential to carry out further research based on the financial figures of the company