Modify the proposal Research Example | Topics and Well Written Essays - 1500 words

Modify the - Research Proposal Example This will be achieved through determining the perception of the customers towards the new form of marketing being used by Emirates Airlines. With the increasing levels of globalization resulting from liberalization of markets, efficient flow of information, and integration of economies, the level of competition in the market has increased immensely. This has resulted from the entry of multinational companies in the local market. These global firms have the adequate funds to segment the market, position the products strategically in the market and attract customer loyalty towards their products or services. The aviation industry has been the most affected. For instance, in the past one decade, Emirates Airline has faced immense competition from new entrants (Edelman,  2007. This aspect has necessitated the need to form a strong marketing department and use of efficient advertising channels in order to reach the customers. However, the media has increased the cost of advertising in order to benefit from the demand for their services. Therefore, Emirates airlines decided to seek cheaper channels that will help the firm re duce the cost of advertising (Mangold, & Faulds, 2009). The airline decided to use social media which continue to gain popularity among the young generation which forms the largest part of the target market. In addition, the media is also being used as a platform for conducting research. This is because the users are able to give their feedback, an aspect that enables the businesses to adjust their operations in order to meet the customer requirements (Fenwick & Wertime, 2013). Various researches have been conducted on the importance of social media. However, Emirates Airline is yet to conduct a study on how the new marketing strategy has affected the overall performance of the business. Currently, the technological sector is growing tremendously. People are able to get access