The Impact of Adopting Guerrilla Marketing on Increasing the Market Share of EgyptAir Airlines

The market share that an airline companies has, depends on the marketing process of its products and services. Adopting untraditional ways of marketing can be one of the key factors towards achieving success for these companies. This research aims at clarifying the impact that guerrilla marketing can play as an untraditional marketing tool for increasing the market share of EgyptAir Airlines. By adopting guerrilla marketing, EgyptAir's tickets can be marketed in a unique, interesting and a low cost way, and as a result the company's market share will be increased. This research presents an investigation into the guerrilla marketing concept, its role and the extent of its adoption in EgyptAir Airlines. The research depended on primary data through carrying out interviews with eighteen members of the marketing and sales department at the senior management of EgyptAir Airlines. The research also depended on utilising different sources of secondary data related to its subject. The findings have revealed that guerrilla marketing is not widely adopted on EgyptAir Airlines except for the use of some signs, hoardings and logos' models of EgyptAir and Star Alliance in airports. The findings have also revealed that digital marketing is the marketing method that EgyptAir Airline basically depends on. Therefore, the research recommends adopting guerrilla marketing in EgyptAir Airlines to act as an ancillary form of marketing alongside the digital marketing and the other marketing practices that are already adopted in EgyptAir Airlines so that the market share of the company can be increased.