Assignment # 2

Subject: ___ Marketing for Aviation __

Submitted To: ____M.Usama______________

Submitted By: ADIL AMJAD, Hashim Maqsood, Zain Yasin, Mehar Dawar

ID: ____F2019001162, F2019001034, F2019001196, F2019001007__

Section: ______A__________________
Boston Box:
The Boston Box is a framework used to classify a company's products or business units
based on their market growth and relative market share. According to this framework, a company's
products can be classified into four categories:

1. Stars: These are high-growth, high-share products that require a lot of investment to maintain
their position.
2. Cash cows: These are low-growth, high-share products that generate a lot of cash for the
company.
3. Question marks: These are high-growth, low-share products that require a lot of investment in
order to grow market share.
4. Dogs: These are low-growth, low-share products that do not generate much cash or require
significant investment.

It is difficult to categorize specific airline products (such as those offered by Qatar Airways,
Emirates Airways, and British Airways) using the Boston Box framework, as the product offerings
of airlines are diverse and can vary significantly. However, some strategies that these airlines may
consider adopting could include:

1. Focusing on customer experience: Airlines can differentiate themselves from competitors by

offering excellent customer service and a comfortable, seamless travel experience.
2. Investing in new technology: Airlines can adopt new technologies, such as self-service kiosks
or biometric security systems, to improve efficiency and the customer experience.
3. Expanding their route networks: Airlines can increase their market share by adding new
destinations to their route networks, either through partnerships with other airlines or by
acquiring new planes and expanding their operations.
4. Developing loyalty programs: Airlines can create loyalty programs to reward customers for
their repeat business and encourage them to choose their airline over competitors.
5. Offering a variety of fare classes: Airlines can offer a range of fare classes (e.g., economy,
premium economy, business, and first class) to appeal to different types of travelers and
generate additional revenue.
6. Promoting a small number of ultra-low fares: It's a clever marketing strategy to use low-cost
airlines in this scenario. Because there is little demand when flight reservations open, the
price is also cheap to encourage purchasing. Low cost airlines frequently advertise those low
fares on specialised websites to generate discussion about "crazy discounts."