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Questions: 1.Define Marketing Environment. 2.Explain how changes in the demographic, cultural, and economic environments affect united airlines decision. 3.Define Market Segmentation, Market Segment, Targeting and positioning 4.Define SWOT analysis 5.As a united airlines owner or manager, apply SWOT analysis to your Business. Answers: 1.Marketing environment is the external forces and factors which leaves an impact on the ability of company in order to develop and balance prosperous transactions and relationships with the targeted group of customers. There are several factors which are influencing the activities of marketing both outside and inside of the firms of business. These are the important factors which keep on encouraging the decisions of the market and they are known by the name marketing environment (Armstrong et al 2015). The internal factors of the market environment are customers, distributors, shareholders and retailers. The external factors if the marketing environments are political, economic, social, technological, environmental and legal. These are termed as important factors which are encouraging the operations of the market. Firms need to understand the environment of the market and also the marketing activities of the firms. The marketing environment is divided into three parts and they are i nternal environment, Micro environment and Macro environment (Armstrong et al 2015). 2.The change of demography of the Arab world and the other countries are shifting their family structures and the preference of the customers is becoming more value oriented. They want the quality based services from the workers of the airlines (Czinkota, M.R. and Ronkainen 2013; Sarofin and Tolba 2015). Accordingly the airline company needs to meet its market segment based on the tastes and choice of the customers. The prices need to be adjusted as the economy of the country is going through under recession and which in turn might affect the taste preferences of the customers based on their incomes. There would be customers who want the less price of the tickets. The Airlines therefore need to work on this matter. As far as the Cultural atmosphere is concerned, people of different culture from all around the world book tickets in the United Airlines. However, due to the faulty services provided by the United Airlines led to the discrimination of an Arab-American woman which led to the problems of the industry and suffered a backslash in its services (Czinkota, M.R. and Ronkainen 2013). 3.The STP model which stands for Marketing segmentation, targeting and positioning is a strategy which makes an approach in the modern marketing. It is considered to be one of the important practices in marketing models (Kampamba 2015). The STP model is quite useful while creating plans for the market communications as it helps the marketers to give priority to the propositions and then deliver the relevant messages in order to get connected with the different customers. STP aims at the marketing effectiveness, concentrates on the important segments of the business and then trying to come up with marketing products and mix, positioning strategy for each of the segments of the market. Through market segmentation, the segment of the audience on the basis of Demography: This is based on age gender, income , marital etc. Psychographics: the audience can be segregated on the emotions and personality of the behavior which is linked to the hobbies, personality, traits and reading magazines (Kampamba 2015). Lifestyle: Hobbies can become the target for the business which incorporate recreational activities, vacations, playing footballs. They can be segregated under the targeted audiences for the organization. Through the process of Market segmentation, companies bound to divide larger markets into the smaller segments which can be approached more efficiently with the promotion of services and products along with their unique needs (Kampamba 2015). Market targeting must be created to increase the commercial attraction in each of the segment which depends on size, differences among the segments, money for the extra marketing plans, Accessible must be possible for each segments and focus must be made on the priority of the different benefits (Kampamba 2015). Product positioning is the last elements of this process where the customers finally focus on the quality of services and the products of the organization (Kampamba 2015). Through the process of segmentation, United Airlines can determine the opportunities of the market and to set the objectives of the market. Segmentation provides the airlines with a better understanding of its users. Market segmentation help airlines (United.com 2017). To identify the audiences and also the proportion of the audiences To develop the prices and products in order to meet the needs Communications based on target at the customers within the each segment It allocates funds and develop opportunity for each market. In this way the market segmentation is enabling the United Airlines to enhance the efficiency of the markets (Hollensen 2015; United.com 2017). 4.SWOT analysis is a powerful way to seek opportunities and it is also a process through which one can understand the importance of the weakness a bout the organization. This way SWOT analysis could enable to discard the threats by developing a proper strategic tool for the working of the organization (Sevekli et al 2012). This also helps to seek an important framework and accordingly a strategy should be crafted that help to distinguish the organization from the other competitors, so that the business of the market is done successfully. Components of SWOT are four in number and they can be categorized as Internal factors consists of weaknesses and strengths An external factor consists of opportunities and threats (Sevekli et al 2012). The components can be further consists of Positive factors: Strengths and weakness are profitable and thus they are positive Negative factors: Threats and weakness are regarded as the negative factors which are having poor influences. Strengths: This arises what makes an organization to do well in its field and what are its positive elements Weaknesses: What are the drawbacks that are hindering the company to run successful business and its development? Opportunities: opportunities to find out whether there are any promising markets where the organization can expand its branches Threats: Threats are needed to be pointed out which are bringing danger to the company (Sevekli et al 2012; Rothaermel 2015). 5.SWOT analysis of the United airlines Strength: United airlines is having a stronger operational based network which is having more than 5000 flights in a day to the 360 destinations across the six continents. The United Airlines has a famous and stronger brand name and also has high productivity of employee (United.com 2017; Sevekli et al 2012) The company has all over more than 80,000 employers all over the world along with the greater market segmentation to approach the targets. It also focuses on the greater experiences of the customer with the good entertainment along with an extensive branding. Weakness: The continuous huge loses affected the financial performances. The airlines are heavily dependent on the services of the third party for the customer services, fueling operations and maintenance. The airlines also has a direct involvement with the 9/11 terrorist attacks which was actually a sad incident. The strong unions are also quite a matter of concern (United.com 2017; Sevekli et al 2012). Opportunities: The United Airlines is seeking opportunity to the growth of airline industries of United States. USA is also in the position to help the United Airlines as the Economy of America is back to its good position (United.com 2017; Sevekli et al 2012). The airline company is also looking forward to build more tourism and travel industries by recruiting more employers in its organizations. Threats: There has always been an intense competition from the airlines of low cost which is offering at a discounted price. The rising of the fuel prices are the major challenger for the airline industry and also at the same time the recession taking place around the globe is affecting the economy of the airlines based on the demands of the audiences (United.com 2017; Sevekli et al 2012). References Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015.Marketing: an introduction. Pearson Education. Czinkota, M.R. and Ronkainen, I.A., 2013.International marketing. Cengage Learning. Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. Kampamba, J., 2015. An Analysis of the Potential Target Market through the Application of the STP Principle/Model.Mediterranean Journal of Social Sciences,6(4), p.324. Rothaermel, F.T., 2015.Strategic management. McGraw-Hill Education. Sarofim, S. and Tolba, A., 2015. Islamic Marketing: A Conceptual Framework for Political, Cultural, and Religious Interrelatedness. InIslamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control(pp. 130-148). IGI Global. Sevkli, M., Oztekin, A., Uysal, O., Torlak, G., Turkyilmaz, A. and Delen, D., 2012. Development of a fuzzy ANP based SWOT analysis for the airline industry in Turkey.Expert systems with Applications,39(1), pp.14-24. United.com. 2017.United Airlines Airline Tickets, Travel Deals and Flights. [online] Available at: https://www.united.com/ual/en/in/ [Accessed 5 Aug. 2017].