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Market Management Function

The essay for this lesson is required to be a minimum of 750 words (excluding title and reference pages). Essay should have a clear introduction, thesis statement, and conclusion, written in APA format with subheadings for organization. A minimum of three sources, at least two from the lesson, must be cited in-text and in the Reference list. Please include the page number when you are referencing something in the paper. If there is no page number include the paragraph number. I will be attaching the reading material that was given to me for this assignment. I highly recommend using some of it. If you use outside sources please make sure the website is free and can access it without having to create an account. I do not need an abstract page for this assignment. Please avoid using past tense as much as possible.
Research Lesson Readings as well as external resources from the Cline Library and/or the Internet, books, journals, etc. strategic niche market planning. Write an introductory paragraph with a brief statement how a well-defined market niche plan can present attractive small business revenue stream opportunities.
Read the case study from the following documents:
Nicher Allegiant Air: Going Where They Aint from Armstrong, G., & Kotler, P. (2013). Marketing: An Introduction (11th ed., pp. 51-52). Upper Saddle River, NJ: Prentice Hall. (Attached to assignment)

Nicas, J. (2013, Jun 04). Allegiant air: The tardy, gas-guzzling, most profitable airline in america; allegiant’s airplanes guzzle gas and are often tardy; but its strategy is working. Wall Street Journal (Online) (Attached to assignment)

While reading and researching, keep in mind the following questions:
Description of Nicher Allegiant Airs approach to the market.
Description about the reason why the company took the marketing/business approach that they did.
Has it been successful?
Compare the market/business strategy of Allegiant to another large airline company.
How are they similar?
How are they different?
How did market research and planning make this a successful business?
What have you learned about the niche market planning process?

Write your essay:
Write your essay to address all the questions above.