Competition in the Air Transport Market in Congo. Ligne/Pointe-Noire

Ngomah Madgil Don Stenay Junior^1, and Pr Zhang Youtang¹

¹School of Management, Wuhan University of Technology, 430070

Cite this paper:
Ngomah Madgil Don Stenay Junior and Pr Zhang Youtang. Competition in the Air Transport Market in Congo. Ligne/Pointe-Noire. Journal of Finance and Economics. 2016; 4(1):10-20. doi: 10.12691/jfe-4-1-2

Abstract

This study examines competition among commercial air transport companies in Congo Brazzaville, home network Brazzaville Pointe-Noire. Four (4) companies are the subject of this study, namely ; Canadian Airways, Equatorial Congo Airlines, Mistral Aviation and Tac. This qualitative study analyzes not only the market share of each of these companies, but also the quality of services and customer satisfaction of the four companies was examined. Different service strategies were analyzed case by case in order to explain the practice of marketing mix of these companies on the ground. The preference of the public in relation to the positioning of each of these companies in the market was also measured. This study has put on the spot, the strengths and weaknesses of the Congolese air fleet. Following a field survey, a sample of 1800 people BZV (capital political of the Republic of Congo) and 1200 PNR (economic capital of the Republic of Congo) was respectively taken in the two capital cities of the country. 200 people per boroughs there by determined the quality of services of these companies and the degree of customer satisfaction. The issue of company image was answered by 1,000 people per city. Formal and informal discussions were also held with the staff of these companies on information strategies; ASECNA and ANAC on market regulation issues. Processing and data analysis were performed with Microsoft Excel 2007.

Keywords:
competition market air transport

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