@article{2017,title={USED OF NICHE MARKETING STRATEGIES IN AVIATION TRANSPORTATION: THE CASE OF PANJET (PAN AVIATION)},abstractNode={Turkey, which is the fastest growing country in the aviation sector in recent years, started to become the new hub of business jets in the region of Middle East and East Europe, considering the global business jet market is worth an estimated 200 million dollars. The firms operating in this sector seen as benefiting especially the niche marketing strategies to keep up with the rising competition. With this strategy, it is aimed to satisfy a homogeneous group of customers’ needs and demands in the best way who needs more special goods or services. In this study, the business jet firm called PANJET (Pan Aviation) operating in Turkey is selected as the case and its structure and applied marketing strategies are examined in the light of niche marketing concept. Qualitative case study analysis was used, the data was gathered with the help of snowball sampling and face to face-depth interview techniques, also intellectualised and interpreted within the context of research topic. Based on the research results, it is understood that, niche marketing strategies are highly effective strategies for business jet firms providing profitability, sustainability and customer satisfaction and should be choosen as a marketing strategy.},author={Elif DENİZ-- Bedrettin BEDİR},year={2017},journal={The Journal of Academic Social Science}}