Marketing Research American Airlines

Currently, Southwest Airlines Company achieved the higher net income in 2013 and widened its field of operations by the integration with AirTran Airways. It seems Southwest’s business is going pretty well. However, there are numerous problems from competitors who will cause negative effect on Southwest’ market leader position and market shares. This marketing plan will make a careful analysis of the current activities of Southwest Airlines Company, and then this marketing plan will create how the company develop Southwest’s market leadership and higher market shares within 5years.

| Satisfaction is a primary factor in this sector, but not as concerned with excellence in customer service as the commercial sector. Rather than selling products to make profit they offer services to the community. The quality of and access to an organisation is usually guided by working to customer service charters. Making sure the services offered are satisfactory and beneficial to the community at the right price must be balanced.

United Airlines and Continental Airlines, two major airlines companies, agreed to a merger that would create the world’s largest airline. Such important deal has a lot of problems to be dealt with, from technical, for example how to put the companies databases together, to more fundamental, like how the company should be ruled.

This is an example of poor management and lack of commitment to properly train their employees or interns. This is a result of an increase in the check in process, which will deter customers from returning.

Each business plans to build its deal breaking its past records. Furthermore, the best way to do it is to draw in new clients as well as to keep up them after deals. An organization that prioritizes its customers will always be referred. The primary purpose behind the decrease of offers in an organization is its absence of duty to give appropriate administrations to its clients. An enlisted grumbling is here and there which is sometimes not attended by the organization which prompts expanded grievances among the shoppers prompting decrease in the sales. Sometimes the organization is not ready to keep up the record of the administrations of a client which prompts a more prominent perplexity in the association. Another issue related to less customer satisfaction is the inability to solve the problem on time.

There were several gaps/deficiencies identified within the B2E, O2C, P2S narratives; however, each gap/deficiency was not linked to corrective actions. Below, please see the PCM page number for gaps/deficiencies referenced:

The economy class is targeted at the leisure travel segment and the low cost business travel segment.

In between other revolutionary marketing programs, in 1981, American introduced the AADVANTAGE travel awards program to reward frequent flyers. On May 19, 1982, the company had a reorganization plan and a new holding company called AMR Corporation, which became the parent company of American Airlines. This reorganization brought to the company new frontiers. A year after AMR Services was formed as a subsidiary to provide aviation services to the other airlines, and AMR Consulting group which would provide consulting services in airline related business. Since 1990 American airlines has conquered most of its objectives, some of them are: the expansion of its routes all over the planet, the creation of a world wide web site for the convenience of its passengers and formed a customer-driven global alliance named “one world” with other airlines designing a raised standard of global air travel.

The Primary marketing objective is to achieve a 4-7% increase in fares per route flown by the increase of ticketing prices even with fewer seats on the aircraft. Status matching will be offered to competing airline frequent flyers to encourage them to travel more with American than their current choose airline. Airlines represents a $783 billion a year industry (Fact Sheet: Industry Statistics, 2014). Being able to expand the market to the high-end segment would create an attraction to a unique service not offered by other major US airlines. Break even cost would be the first year goal while there would be an increase in cost to retrofit aircraft.

Technology is growing rapidly since the early 90’s and a lot has changed in the marketing sector on how businesses operate. The internet has made it possible for businesses to market their products and services through digital channels. According to Smallwood, (2016). “The way people connect, communicate, and share information online has evolved in ways unimaginable just a generation ago, yet from a marketer 's perspective the biggest change may be in the amount of information suddenly available.” Through digital media consumers are able to associate themselves with the products and services that are rendered. The three organizations I have seen advertised; that have specifically focused on digital media to market its products and or services are, Southwest Airline, John Foy & Associates, and the Coca-Cola Company.

Southwest Airlines has effectively used a variety of promotional elements in its integrated marketing communications, making it one of America’s largest airlines with 3,300 flights a day to 72 domestic cities. Southwest Airlines has used all four possible elements of the promotion mix: advertising, public relations, personal selling, and sales promotion, but has focused primarily on advertising and public relations to add value to the product offered to customers. Its focus on advertising and public relations is directly related to its large size and it’s nationwide reach. Also, advertising and public relations are the

The main flaws in the service were due to several reasons. They are as follows.

The issues encountered can occur on both the company and customer side, among them are the

With 1988 operating income of $801 million on a revenue of $8.55 billion, American Airlines, Inc. (American), principal subsidiary of Dallas/Fort Worth-based AMR Corporation, was the largest airline in the United States. At year-end 1988 American operated 468 aircraft on 2,200 flights daily to 151 destinations in the United States, Bermuda, Canada, Mexico, the Caribbean, France, Great Britain, Japan, Mexico, Puerto Rico, Spain, Switzerland, Venezuela, and West Germany.

This interaction in the service encounter has an effect on the quality of service being offered for example where customer are waiting in a queue to collect airline tickets and customer ‘C’ decides to jump the queue. This will result in customer ‘A” and or ‘B’ complaining and perceiving poor service offering as there is no measure to safe guard an uninterrupted service consumption.\