Oman air’s roots can be found from the staring of the Oman International services started in 1970 and in 1972, OIS started its new station from the Seeb International Airport. In 1981 Oman aviation authority started with the joint of the stock company. Finally, 4 June 1993 the Oman air founded in Muscat. In this, the first flight from Boeing to Salalah started and the next flight to Dubai was started followed by the first. After that many of the other air flights were started to other cities such as Karachi, Delhi, Sharjah, Kuwait, and many other cities. Till 2000, almost in many countries the Oman Air has started its services and facilitated many of the local and international passengers (Oman Air lines , 2019).

Oman Air is the national airways company of Oman which provides its aviation services within the country and also to the international passengers. Oman Air headquarter is Muscat International Airport. Muscat Oman. Its chairman's name is Ahmad Bin Mohammad Al Futtaisi and the CEO of the company is Abdul Aziz Al Raisi. It was founded from the Oman Aviation Group through which it is providing its services in the form of air flights and the charter lifts.

Objectives of OMAN AIR MARKETING PLAN

Oman as leading and the developing company is facilitating the national and international travelers and the visitors in many executive ways. Its main aims and the objectives are as follows;

· Its first objective is to provide safety throughout the air traveling.

· Next is to become and come in front as the first choice in the market of airlines.

· It mainly focuses to maximize the revenue and minimize the cost of traveling.

· It’s another objective to attain its 10 years plan results in a better way.

· Its next objective is to provide the traveler luxuries and comfortable journey.

· Its major objective is playing its vital role in the development of the country.

Current Market and Brand of OMAN AIR MARKETING PLAN

It is very important and essential for every company or the brand to analyze and asses the market and the procedure for the development of the company, for these two analyses are applied. That’s areas PESTLE AND SWOT analysis. Both of these are helpful for every company to analysis the stage, rank, and position in the market. These analyses also provide the weakness and applied threats of the companies. The detail of the Oman air in the context of this analysis are as follows;

PESTLE ANALYSIS of OMAN AIR MARKETING PLAN

PESTLE analysis is the assessment of the factors like political, economic, social, technological, legal and environmental that have to face any company. For this analysis, Oman findings areas (Subramoniam, 2018);

Political

Elections and the changes that occurred in Oman due to the elections held recently will affect the performance and the activities of the Oman air. New elected political persons will influence on the organization and business of the Oman air (Husain, 2016).

Economical

There is changing occurring in the Economy of Oman due to the lesser production of the Oil that was considered as the only source of the income. This change is favorable for the development of the Oman Air. Condition of the loans, the credits of Oman will affect badly the static of Oman (Al-Sarihi & Bello, 2019).

Socio-Cultural

The difference in the population rate and the age factor is also affecting the performance of the Oman Airs. Position of the health, education and the social behavior of people is also changing in the country that’s is very helpful for Oman Air (Al-Sarihi & Bello, 2019).

Technological

Applying the new technology to the Oman Airs is the positive point of the company. Oman Air is developing the infrastructure and the work frame towards technology according to the comfort of the people (Al-Sarihi & Bello, 2019).

Legal

There is occurring time changing of the legislative due to the new government of Oman and this is not many issues for Oman Air. Rules for the property and the laws of the taxations will be favorable for Oman air in accordance with the revenue increase. Different rules and laws for the public are improving that’s is leading to traveling people more. Changes in the rules and regulations for the business are also done that’s is an issue for the Oman Air (Subramoniam, 2018).

Environmental

Effect of the globalization on Oman Air is leading to more flights. Climatic change in the context of traveling is not good for traveling. Different natural hazards occurred within Oman are decreasing the traveling in the country and that’s decreasing the revenue of Oman Air (Al-Sarihi & Bello, 2019).

SWOT Analysis of OMAN AIR MARKETING PLAN

Swat Analysis is done to analyze the strength, weaknesses, opportunities, and threats that are facing the Oman air in the context of the traveling and the developments towards Oman. In this context the findings are detailed discussed as follows;

Strengths

Oman Air is handled by the government of Oman. Its major activities and the resources are towards the public of Oman. It is the first choice of national travelers. Oman Air has to face less competition in the market. Research opportunities to the employees of the company are the next strength of Oman Air (Subramoniam, 2018).

Weaknesses

As the competitors are improving their facilities towards the peoples and the Oman air is not integrating its systems. Next, Oman is also not promoting its employees and not taking its employees into a trust while applying new strategies. In this way, Oman Air is losing its vital employees (Subramoniam, 2018).

Opportunities

Oman is a national company, so any new policies adopted in the country are facilitated first in the company. There is no hurdle for the company to apply new strategies and plans for development. Oman Air is also providing employment to many of its national residents (Subramoniam, 2018).

Threats

Ongoing multiregional activities of Oman is the main threat for the serving of the Oman Air. Next is the new government of Oman will not be occupying the Oman air as the previous one (Al-Sarihi & Bello, 2019).

Marketing Plan Objectives of OMAN AIR MARKETING PLAN

In the context of the Oman air, the SMART rule ids described as the detail for the marketing plan and objectives (Sharma & Aggarwal, 2018);

Specific of OMAN AIR MARKETING PLAN

Oman air specific rule is to expand the organizational operations towards the developing countries for the enhancement of the tourism of their country.

Measurable of OMAN AIR MARKETING PLAN

Oman air measurable marketing objective is to increase the air business up to 5% more as compared to the last year. Also, to enhance the tourism of the country by 7% as the previous year.

Achievable of OMAN AIR MARKETING PLAN

The mentioned marketing objectives have to achieve in collaboration with the government organizations, employees with the administrations of the Oman Air.

Realistic of OMAN AIR MARKETING PLAN

Oman Air is the high profiled national Airline so, it can easily target the new market. Oman has much potential for tourism, therefore, better traveling can encourage tourism.

Timed of OMAN AIR MARKETING PLAN

The above mentioned, marketing objectives are scheduled to be attain timely. For this the time span is mentioned as the 2 years, that’s is the challenging time for both of the Oman Air and also for the Country.

Segmentation, Targeting, and Positioning

Segmentation

Segmentation is regarded as market division into segments based on different characteristics (Sharma & Aggarwal, 2018). Oman segmentation is for targeting the local people, business travelers, urgent travelers and tourists of the country.

Targeting of OMAN AIR MARKETING PLAN

Oman Air is targeting the gulf air industry, Omani air industry and the developing countries of Asia and Europe (Oman Air Annual Report 2017, 2018).

Positioning of OMAN AIR MARKETING PLAN

The position of the Oman air is very good from the perspective of the air market map (Sharma & Aggarwal, 2018). Presently, Oman Air is providing high quality at high prices. As the market competition is increasing, so the Oman Air should provide High quality with moderate prices.

Marketing Mix Strategy of OMAN AIR MARKETING PLAN

Marketing Mix Strategy of the Oman air is based on the following Four P’s as follows (Rajasekar, 2017);

· Product: Oman airlines are providing traveling services, tourism services, holidays packages, local and international air traveling, transportation from the airport to destination and from destination to the airport.

· Place: Currently Oman Air is operating from Muscat towards the 54 destinations all around the world. Its main focusing areas are Oman and the Gulf countries.

· Price: Oman air is working on valuable pricing through which high-quality services are provided through the high prices.

· Promotions: Oman airline is prompting its business towards Asia and Europe countries. For this Oman, the air is facilitating the customers with good inflight facilities and also the economic packages to regular travellers.

Budget Recommendations of OMAN AIR MARKETING PLAN

For the development of the marketing strategy, Oman Air has planned a 2-year marketing plan through which the objectives of the company will be accomplished. for this total 10 million budgets has specified. From which the 10% is allocated for holidays and tourism Packages. 40% for the Tv adds, 10% for print media 30% for online marketing and 10% for the membership benefits (Oman Air Annual Report 2017, 2018).

Evaluation and the Control of OMAN AIR MARKETING PLAN:

For the evaluation of the marketing plan of the 2 years, there will be the settled short-term goals and through weekly meetings, the performance of the employees will be checked out. Next to that, there will be a 2-month organizational performance evaluation. At the end of the year, there would be Annual company reports by which the whole plan will be checked. By comparing with last year's report, it will be checked how much goals are to achieve. There will also provide proper leadership for controlling the activities of the company.

Recommendations of OMAN AIR MARKETING PLAN

Based on the previous down PESTLE and SWOT, recommendations for the Oman air are as follows;

a. Oman air should follow the rules and regulations of the destination’s countries.

b. It should improve their ERP systems and online services.

c. It should come to the leadership pricing strategy.

d. It should enhance the marketing and the business of the company.

e. There should be proper training of the employees on a regular basis.

References of OMAN AIR MARKETING PLAN

Al-Sarihi, A., & Bello, H. (2019). Socio-economic and Environmental Implications of Renewable Energy Integrity in Oman: Scenario Modelling Using System Dynamics Approach. Climate Change and Energy Dynamics in the Middle East., 17-46.

Husain, A. (2016). Economic reform and political risk in the GCC: implications for US government and business. Middle East Policy , 5-29.

Oman Air Annual Report 2017. (2018). Oman Air Annual Report of 2017. Retrieved Dec 2019, from https://www.omanair.com/sites/default/files/content/about_us/pdf/2017annualreport_eng.pdf

Oman Air lines . (2019, 12 10). History . Retrieved from Oman AIR line : https://www.omanair.com/pk/en/uber-oman-air/history

Rajasekar, J. a. (2017). Oman Air: Challenges of repositioning through business level strategy. Asian Journal of Management Cases,, 4(2), 117-141.

Sharma, & Aggarwal, S. (2018). Principles of Marketing. SAGE Publishers.

Subramoniam, A.-E. A.-M.-K. (2018). SWOT analysis on Oman tourism: A case study. journal of Economic Development, Management, IT, Finance, and Marketing,, 2(2), 1.