Remodelling a company’s marketing strategy to increase revenue: a case study of Zambia airports corporation limited.
| dc.contributor.author | Lungo, Mwape | |
| dc.date.accessioned | 2024-12-12T10:11:03Z | |
| dc.date.available | 2024-12-12T10:11:03Z | |
| dc.date.issued | 2024 | |
| dc.description | Thesis of Master of Business Administration | |
| dc.description.abstract | This study investigated the marketing strategies of Zambia Airports Corporation Limited (ZACL) and their impact on revenue generation. Employed a mixed-methods approach, the research integrates both qualitative and quantitative data to provide a holistic understanding of ZACL's marketing dynamics. The interpretivist research philosophy underpinned the study, aligning with the qualitative nature of the investigation into the subjective realities of marketing strategies and their effectiveness. The research was conducted across ten Zambian airports, with a target population of 1049 Zambia Airports Corporation Limited (ZACL) employees. A stratified sampling technique was utilized, reflecting the employee distribution across the airports. The sample size was 282 employees distributed as follows: Kenneth Kaunda International Airport: 138, Harry Mwaanga Nkumbula International Airport: 45, Simon Mwansa Kapwepwe International Airport: 53, Mfuwe International Airport: 14, Chipata Airport: 14, Kasama Airport: 3, Mansa Airport: 6, Mongu Airport: 3, Solwezi Airport: 6 and Mbala Airport: 1. Data collection methods included an extensive literature review, interviews with key personnel, and analysis of air transport records. Quantitative data were gathered through structured questionnaires, while qualitative insights were obtained via interviews with management staff. This comprehensive approach ensured a thorough understanding of the situation at each airport. Data analysis employed thematic and content analysis for qualitative data and statistical techniques such as multinominal/binary logistic regression analysis, omnibus test, likelihood ratio test, chi-square tests, and z-tests for quantitative data. The study aimed to examine the existing marketing strategy, establish reasons for the lack of significant revenue gains, and propose an ideal marketing strategy for competitive advantage. The findings revealed that despite ZACL's emphasis on digital engagement and customer experience, the current marketing strategy had not led to significant revenue gains. High operational costs, increased competition, and market volatility were identified as key barriers. The study concluded that ZACL requires a more integrated marketing approach, focusing on innovation, adaptability, and customer-centricity to achieve sustainable growth and maintain a competitive edge. To ensure the rigor of the research, reliability and validity were addressed through standardized data collection procedures, pilot testing, and the application of statistical tests. The study contributes to the strategic planning process of ZACL by providing valuable insights into the optimization of marketing strategies within the aviation industry. | |
| dc.identifier.uri | https://dspace.unza.zm/handle/123456789/8991 | |
| dc.language.iso | en | |
| dc.publisher | The University of Zambia | |
| dc.title | Remodelling a company’s marketing strategy to increase revenue: a case study of Zambia airports corporation limited. | |
| dc.type | Thesis |