Analysis of the marketing policy of the spanish budget airline «Volotea» in the context of macroeconomic instability

Abstract

Purpose: the purpose of the study is to analyze the marketing policy of the low-cost airline "Volotea" in the period of overcoming the crisis caused by the negative impact of the COVID-19 pandemic and to identify key trends in post-crisis development. Discussion: based on the analysis of the fleet and route network of Volotea Airlines, its role and impact on the market for air passenger transportation was determined. Taking into account the experience of overcoming the consequences of the global financial crisis in 2008, and taking into account the share of low-cost airlines in the market structure, a forecast for the growth of the market share of low-cost air transportation in the conditions of overcoming the crisis in 2020 was presented. One of the key factors in the growth of the budget air travel segment is the effective marketing policy of budget airlines. By analyzing the pricing policy data from December 2019 to January 2021, the key principles of Volotea's marketing strategy in the context of macroeconomic instability have been identified. Results: the result of the study is the conclusion that the decrease in the cost of air tickets of the airline "Volotea" in the period from January to April 2021 is not dumping, having the risk of bankruptcy of the air carrier. The decrease in the cost of air tickets for the airline's main destinations is temporary . There was also a tendency to increase the cost of air tickets in the period of the III-IV quarter of 2021, when, according to experts, the current restrictive and prohibitive measures will be lifted.