Mba 570
Running head: Z-WING Marketing PLAN
Z-Wing Marketing Plan
University of Phoenix
MBA 570
William Wider
January 26, 2009
Executive Summary-Elmore P. Bellamy Jr.
Exceptional airline service is the key important factor in being the Leader of the world largest
commercial and military Manufacturer within the aviation community. Providing the customer with
numerous service selections to a variety of flight destinations at a very fair and competitive rate
develops a relationship between the customer and Z-Wing.
Z-Wing has recognized the need of air service for the local community, therefore Z-Wing
along with the local community has purposed developing a partnership that can establish programs
to stimulate the area’s economic growth, this will stimulate business and community leaders along
with Z-Wing can spearhead the development of the partnership program.
The Partnership program will be designed to attract and retain new customers who are
seeking a low cost , and good quality service. The economic impact of low-cost air service occurs in
a number of ways:
• Increased sales, wages and employment generated by business activity within the local
community.
• Increased airport activity spending, such as increased concession and parking revenues.
• Reduce ticket prices to promote sales.
The possible impact effects of the partnership program are estimated by using two measures:
1) Return on investment percentage
2) Benefit-cost ratio
If the local community benefits exceed local community costs then the rate of return is larger
than 100% and the benefit-cost ratio is greater than 1. This is a win win situation for both the
local community and Z-Wing.
Situation Analysis
Market Summary – Tiffany Grant
Z-Wing is presently the world’s largest military and commercial manufacturer of aircraft products. Z-Wing currently dominates 50% of the commercial aircraft market;...
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