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This unit is called JNB161 Air Freight Transport.
This assignment has a scenario. It consists of 4 Tasks. Tasks include (1) import and export markets (2) segmentation of air freight transport system (3) Develop marketing strategies for cargo airlines to target market customers. (4) Descriiption of the the hypothetical business (from scenario)
It must be 2750 words. No limited amount of sources.
Assume you are a senior manager for a hypothetical cargo-only airline* Anytime Moving Cargo (AMC) that operates 4 Airbus A350-900 freighters out of Sydney International Airport (SIA).
Since AMC’s international launch in 2020 to capitalise on the limited freight capacity at the start of the global pandemic, the cargo-only airline has achieved good profits and established a good reputation with its growing customer base.
To date, AMC air cargo services have been mass marketed towards
customers with a range of time-sensitive goods including fresh produce; electrical equipment and computers; and dangerous goods, both in Australia and internationally.
As the global recovery of passenger travel gathers momentum and the likelihood of more congestion at Sydney International Airport grows, AMC Board is considering shifting its fleet from SIA to Western Sydney International (Nancy-Bird Walton) Airport (WSA).
WSA is scheduled to open in 2026, providing a new international airport for the Sydney catchment. The airport’s proximity to freight precincts in Western Sydney and its ability to operate 24/7 means it is well positioned to support air freight flows.
The first stage of the proposed Western Sydney International Cargo Precinct (WSIC) is expected to provide 75,000 square metres of freight terminals, with the capacity to process 220,000 tonnes of freight each year.
Incentives including long term leases, preferable slot allocation, discounted airport fees and rental holidays are available for both combination and cargo only airlines to become launch tenants at the WSIC.
The AMC Board, as part of its due diligence on the proposed shift, has commissioned you to oversee the preparation of report, that will include a Marketing Plan that changes AMC’s marketing strategy from its current mass marketing approach to a more targeted marketing approach.
Using Figures 6 and 7 in the 2021 International Airfreight Indicator
document (Reading 1 ( i have attached below)) prepared by Infrastructure Partnerships Australia as a guide, recommend:
a)a single product or product grouping that the cargo airline will specialise in exporting from Australia; and an international country to export the product or product grouping to. Justify your choice of export product and international country.
b) a single product or product grouping that the cargo airline will specialise in importing to Australia; and an international country to import the product or product grouping from. Justify your choice of import product and international country.
Review the four air cargo market segments, based on the shipper’s
motivations and journey urgency, detailed in Reading 2 (i have also attached below. read page 25-35 :)), and recommend:
a. one of the four main air cargo market segments that is likely to include the single product or product grouping that the cargo airline will specialise in exporting from Australia. Include an overview of the types of cargo services expected by Australian customers in this air cargo market segment.
b.one of the four main air cargo market segments that is likely to include the single product or product grouping that the cargo airline will specialise in importing to Australia. Include an overview of the types of cargo services expected by the International country customers in this air cargo market segment.
Based on your answer to Task 2a, prepare a Marketing Plan to target Australian exporters in your recommended air cargo market segment with your cargo airlines services. The Marketing Plan should address the following:
a. SWOT Analysis
b. Marketing objectives
c. Marketing mix strategies:
1) Product Strategy
2) Price Strategy
3) Promotion Strategy
4) Place Strategy
5) People Strategy
6) Physical Evidence Strategy
7) Process Strategy
Attach a short, 200-250 word descriiption of AMC. The descriiption should include the strengths and weaknesses of the hypothetical cargo-only airline . ( AMC is the scenario business that you are a manager off)
Criteria 1: Justify the selection suitable products and markets within the air freight transport system.
Criteria 2: Undertake segmentation of air freight transport system
Criteria 3: Develop marketing strategies for cargo airlines to target market customers.
Below i have attached:
(1) task 1 reading ( Reading 1) – only for figure 6 and 7
(2) task 2 reading (Reading 2). – Pg. 25-35 has the market segments required for task 2.
(3) Assignment descriiption again
(4) Marking Rubric
(5) Task 3 Marketing plan
And please please if you have any questions or need any clarification let me know and i can try to find answers.
best of luck