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Lufthansa Group International marketing
Eryomin Constantine0/1301, World Economy
Institute of Management,SPSUoE
2014
International activity of Lufthansa Group
International market competition
Communication marketing mix
• Direct connections– Telecommunication feedback;– Providing of additional services (luxury
waiting halls, Wi-Fi access, Miles&More program);
• Advertising• Public press conferences
Financial aspects of international marketing
2008 2009 2010 2011 20120
5
10
15
20
25
30
35
24,8
22,3
26,5
28,730,1
Profit (2008-2012 )
Main strategic issues
• Innovative mobile technologies• Reducing of marketing costs• Customer services• Changing the position on
domestic market (working with subsidiary “Germanwings”)
Thank you for your attention!