Further, economical factors have significantly affected marketing strategy of the organization and the alliances. In economic terms, the income elasticity is a major characteristic of modern day demand for air traveling. As the world is headed for higher demand for air travel, the organization should consider a marketing strategy that will increase its capacity to cope with the surge of demands from customers in future.

Social and cultural context in which the company operates poses major factors that all the three business partners should consider in order to achieve more acceptance of the company’s products to the locals. Acceptance of a company’s product amongst the natives and the society leads to loyalty of the customers who comfortably associate with the company (Gillman &White, 2001). Cultural and social factors affect the customers’ requirements and the ultimate size of the target customers. The company ought to recognize the characteristic of various customers and their needs since some customers may only use the flights for leisure while others use air travel for reasons such as business.

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