Gogo Innovation Case Study

JetStar must adjust and adapt to the most forward-thinking technological developments, to ensure they are operating at optimal efficiency, to save fuel consumption and run at the lowest cost.

Ferrell, O.C., & Hartline, M.D. (2014). Marketing Strategy: Text and Cases (6th ed.). Mason, OH: South-Western/Cengage Learning

David Jobber and Fiona Ellis-Chadwick (2013). Principles and practice of marketing. 7th edition. United Kingdom: McGraw-Hill Education.

Airlines are now able to expand their outreach directly to consumers through e-commerce. For example, airlines like Qantas are able to introduce ticketless travel through the use of technology (Thompson and Gamble, 2012).

Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding

An assessment of Aircraft Solutions (AS) as to what Security Vulnerabilities that might be found, two areas discussed are Hardware & Policy weakness and impact.

Perreault, William D., Joseph P. Cannon, and E. Jerome McCarthy. Basic Marketing: A Marketing Strategy Planning Approach. 19th ed. N.p.: McGraw Hill, n.d. Print.

Kerin, R. A., & Robert A. Peterson. (2013). Strategic Marketing Problems: Cases and Comments. Pearson Education Limited.

The success of WestJet Airline over a course of time has been exponential and remarkable. Over the span of 15 years, the company has expanded tremendously, operating in 18 countries with a fleet of over 90 aircrafts having nine thousand employees. Being a “high-value low-fare budget airline” it aims at delivering “world-class guest experience”. The key driver for the success of WestJet is the use of Information Technology. WestJet’s core value has always been around IT with highly competitive and technical employees, providing them an edge over its competitors.

Perreault, Jr., W.D., Cannon, J.P., & McCarthy, E.J. (2011). Basic Marketing: A Marketing Strategy Planning Approach [University of Phoenix Custom Edition eBook]. New York, NY: McGraw-Hill. Retrieved from University of Phoenix, MKT/421 website.

The airline industry operations depend largely on the usage of technology, appropriate IT infrastructure should be considered. Technology makes this industry accessible through the usage of the internet from booking the ticket, online check in and using the Wi-Fi online. The domestic operations on the SAA have not match up with the usage of Wi-Fi on air.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2012). Principles of Marketing. Frenchs Forest: Pearson Australia.

In conclusion American Airlines continues to be the epitome of what utilizing all the knowledge and technology advances that one has to conquer success in the given field. And is the ideal example of what best practices

Porter’s five forces analysis is a tool is useful for us to analyse the threat of competition in an industry. Porter believed that the industries were influenced by five forces; competitive rivalry, threat of new entrants, bargaining power of suppliers, bargaining power of buyers, and the threat of substitutes. Analysing these areas can allow you to see attractiveness of the market and find a competitive advantage.

Westwood, J., 2002, The Marketing Plan: A step-by-step Guide. 3rd ed., London, Kogan Page Limited, p