Abstract
Qeshm Air (QA) as an Iranian airline experienced lower market share than two local carriers, Fly-Dubai and Air-Arabia. These airlines grew an interest in this market due to the large number of available passengers, especially Iranian customers. This research aims to answer “How can Qeshm Air change its marketing strategies to increase its market share in Dubai?” by the use of SWOT and Fishbone analysis with a focus on marketing mix. To answer this question, a combination of secondary and primary data has been used. The Secondary data includes the SWOT analysis of Fly-Dubai, Air-Arabia and the population of Iranian customers in UAE. The primary data includes interviews with QA’s authorities and customer questionnaire. The results of the secondary data and QA’s SWOT which was made from the interviews was a fishbone diagram which helped investigate the effect of different marketing mix elements on QA’s low market share. Data evaluation gives a positive answer to the research question which means that QA can increase its market share with online and long-term direct booking through its website. It can also control its promotional strategies by direct communication with its customers by using low-cost social media tools such as Telegram and WhatsApp.
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