Case Study : American Airlines And The Aviation Industry Servicing Over Two Million Passengers On A Weekly Basis

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Situation Analysis American Airlines is one of the largest commercial airlines in the aviation industry servicing over two million passengers on a weekly basis. (digital.films.com) American Airlines use several marketing strategies to provide service to their customers daily. These consist of the product and services, their price, their distributions systems and their promotional capabilities. (Peter & Donnelly p. 184) American Airlines like many other large commercial airlines cater to the business class sector and passengers who desires full in flight service such as meals, and other related amenities. Many of these amenities are hindered due to the major discount carriers like Southwest and JetBlue etc… who has changed the airline industry with their no frills, low cost airfares by putting pressure on the major carriers in terms of eroding their market share. The Environment Being a major entity in the commercial aircraft sector American Airlines continues to use several marketing strategies to provide service to their customers daily. These consist of the product and services, their price, their distributions systems and their promotional capabilities. (Peter & Donnelly p. 184) The company’s political, economical, social, and technological environments have placed several threats on the industry since the 9-11 tragedy. The company’s political stability has had a major turnaround as far as pricing regulations, deregulation policies and the impact on national security.

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