21 Competitive Pricing Strategies Assessment BriefThis

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2.1 Competitive Pricing Strategies assessment brief

This assessment asks you to apply your learning so far about the marketing mix, in particular pricing, along with supply and demand in the airline industry. The task accounts for 10% of your marks in Phase 2.

Learning Objectives
This task will help you to:

Recognise the concept of the business organisation operating within the parameters of a changing external environment Demonstrate an awareness of current issues, facts and events in the national and international business world Collect, evaluate and use information from published sources to assess a problem, select the most relevant information and use it to propose solutions Understand the differences between a report and an academic essay Use appropriate referencing

The Task
You are to write a response in three parts to cover the points listed below:

1 In essay format, explain the role of pricing within the marketing mix (maximum 500 words).

2 Visit the Ryanair web site and check the price of a one week return ticket from London (Luton) to Dublin for each of the following: a Leaving the following day on the closest flights you can get to 7am, 1pm and 6pm b Leaving in 10 days time on the closest flights you can get to 7am, 1pm and 6pm c Leaving in 30 day’s time on the closest flights you can get to 7am, 1pm and 6pm d Leaving in 3 month’s time on the closest flights you can get to 7am, 1pm and 6pm Include a screen print from the Ryanair website and using report format explain any differences that occur within the day and between the different departure dates. Use a graph to illustrate this (maximum 500 words).

3 Visit the British Airways website and check the prices from London (Heathrow) to Dublin, for the same departure dates and on the closest flights you can get to 7am, 1pm and 6pm

In essay format, compare and contrast the pricing strategies of Ryanair and British Airways on the London to Dublin routes (maximum 500 words)....
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