The Effectiveness of the Marketing Strategy Adopted by the Low-Cost Airlines

The targeting strategy that Delta Airlines follows is a Single Segment Strategy. Business fliers are the main target for this airline. In order to reach their target market, Delta Airlines is conveying its message that it delivers everything business fliers need through advertising in broadcast media and other national media. A differentiation strategy is the extensive flight service and brand legacy of Delta Airlines is recognized throughout the airline industry as unique. There are several benefits of Single Segment Marketing. The company can gain more competitive edge. Their major competitors are United Airlines, Northwest Airlines, American Airlines, and British Airways. Also, the company can create more fine-tuned offerings at the right price for the specific market segments as well as have a clear picture of the

The marketing plan for Oman air analyses the airlines market and situational analysis. The competitors, market strength, switching costs, the threat of new entrants, product differentiation, substitute strength and the purchasing power of buyers and suppliers are analyzed using porters five forces. The airline's strength and weakness (internal environment) and opportunities and strengths (external environment) are also looked into based on SWOT analysis.

The airline business is an industry that is competitive and unique, focussing on consumer choice and the responsiveness of airlines to changes in the external business environment. For any airline, this environment can be very complex as it is ‘hard for them to fully understand and impossible for them to fully control’ (The Times, n.d. p1). Virgin Atlantic is an international airline that is based in the UK. It was started by the entrepreneur Richard Branson in 1982 and now flies to 30 destinations around the world (Virgin Atlantic Airways Ltd, 2011). By looking at

American airline industry is steadily growing at an extremely strong rate. This growth comes with a number economic and social advantage. This contributes a great deal to the international inventory. The US airline industry is a major economic aspect in both the outcome on other related industries like tourism and manufacturing of aircraft and its own terms of operation. The airline industry is receiving massive media attention unlike other industries through participating and making of government policies. As Hoffman and Bateson (2011) show the major competitors include Southwest Airlines, Delta Airline, and United Airline.

Market structure can be defined as patterns of behaviour by enterprises in an effort to adjust to the markets in which they operate (buy or sell). Pricing strategies and collusive behaviour mergers are a few dimensions of market conduct. It is the industry norm for a legacy carrier to offer service to most popular destinations; Delta reducing routes to a similar schedule as the low-cost airlines is not an option in the multi-billion dollar industry. In order to gain market share from low-cost airlines, Delta must create a value proposition that differentiates itself from its competitors. Many customers will pay a premium if the level of service provided is higher than the low-cost, no-frills

In this essay I will create a nine-component marketing plan on flying full-service business class with Delta opposed to flying with a discounted low-fare carrier like Southwest. As the economy struggles and air travel becomes more competitive it is not easy to establish the best niche market strategy for an airline. Teplensky defined (as cited in Parrish, Cassill, & Oxenham, 2006) niche market strategy as, "an emphasis on a particular need, geographic, demographic, or product segment" (p. 695). Therefore, it would be ideal for Delta to seek a more specific niche in air

Airline Industry is 500 billion dollars, creative and dynamic industry. In early 2001, airline business was going through very rough patch because of economic crisis

Airline companies are becoming more and more competitive as the low budget discount airlines are becoming popular. It is key for airlines to differentiate themselves among the various airlines to choose from, and United Airlines wanted to ensure that it offered products and services for all marketing segments. “United realized that it needed to develop a customer-centric future strategy and galvanize its organization to improve the customer experience for its most valued customers” (Prophet, 2012, para. 1). This paper discusses the marketing plan for the newly merged

The aim of this report is to explain the nature of marketing and the marketing decisions taken by British Airways.

The airline industry is interpreted as being very unstable due to the immediate reaction to tragedies. The airline industry was affected following the September 11th tragedy and it affected other industries indirectly. The airline industry plays a key role in

The airline industry is facing one of its most difficult times in history. A worldwide recession along with the terrorist attacks of September 11, 2001 have led to a decrease in passenger traffic, reduction in revenue and rising fuel prices. Additionally, airline companies face the increase competition from new entrants. The shortage of pilots has also caused problems for the airline companies.

Situational Analysis The airline industry throughout the world and specially in Europe was facing hard time prior to the incidence of 9/11 with declining passenger growth rates and overcapacity was putting pressure on yields and margins. But afterwards budget airlines continued growth and profits as compared to increasing deficits of the mainstream airlines. European budget airline is

The airline industry is in a state of oligopoly, bordering onto the state of imperfect competition. The various aspects that have a bearing on the nature of competition will be covered subsequently.

Airline industry has been faced with stiff competition due to the increased number of airline companies in the sector. The study will focus on the strategies that are deployed by Ryanair Airline Company, Air Berlin Company and Easy jet plc in ensuring that it meets with the competitiveness in the economy. The strategies for Ryanair Airline include; Low fare, Best Customer service, Short-haul route and destination, Reduction of operating costs, Internet services in its reservation system and Quality management. In the case of Air Berlin airline its strategies comprises of high service standards, blanket coverage, market

The competition between Malaysia Airlines and Air Asia has been fierce in particular as regards the price factor. Air Asia has been aggressively promoting itself with the tagline of “Now Everyone Can Fly”. This has challenged the branding position of the long-known Malaysia Airlines. Both airlines serve different customers base and offer different services experience. However, this may not necessarily be true in the cases of domestic flights and some short distant international flights, where the services differentiation is rather minimal. Nevertheless, it is expected that the customer satisfaction level for both airlines is different as the customers’ perception on full service airlines and low cost airlines are different (O’Connell and Williams, 2005). As stated earlier, pricing strategy is the main way to differentiate between the two airlines in Malaysia. However, most airlines are aware that cost cutting may not be the only factor that contributes to an effective strategy. It is also important to differentiate themselves from their competitors by providing quality services that improve customers’ satisfaction. Based on previous studies, the airline industry has demonstrated that it is possible to achieve a clear differentiation through service brands (McDonald et al., 2001). Brands are increasingly seen as valuable assets which play an integral part in the marketing strategy (Lim and O’Cass, 2001; Morling and