Aviation strategy- course assignment Essay Example | Topics and Well Written Essays - 4500 words

Aviation strategy- course assignment - Essay Example Making use of its point to point flights, the airlines gives regular direct flights for the short distances, for example from Los Angeles to Las Vegas, etc. In 2008, Southwest served 438 nonstop city pairs, in 64 cities in 32 states and carried over 101.9 million passengers, the most of any domestic carrier. As the low-fare leader, Southwest's average ticket price was $119.16 in 2008, up from $106.60 in 2007 compared to an average price of $139.40 in 2008 at its closest competitor, Jet Blue. The Southwest Airlines has a focused strategy, it has defined target market and does not scramble its efforts to gain benefits from all over. Instead, it has selected a niche segment, to cater their needs better. Target market - the market that the company focuses are the low cost and value conscious travellers, with no frills but a comfy journey. It focuses on customers that have to travel short haul, these include passengers that travel for their business, are time conscious as well and also include residential customers that prefer travelling for vacations and seeking best value for their spending. Product offering - With focused target market, Southwest has a differentiated product (service) offering, it describes its service offering as short haul, low fare, high frequency, and a point to point carrier in the United States' airline industry. The informal and casual but dignified journey experience is the whole package. It does not provide meals, a pack of peanuts would do, there are no assigned places, no transfer of luggage and no class differentiation either, in form of first class or the business class etc. Whilst the average cost of a meal serve per passenger in the airlines industry is approximately $5, the cost for Southwest airlines is around 20 cents (Rose, 1999)3. Pricing structure - since Southwest Airlines distinguishes itself as the low fare

Proposal Assignment Example | Topics and Well Written Essays - 750 words - 1

Proposal - Assignment Example The market has become so dynamic and requires every player to change tact and not stick with some of the old ways. We seriously need to rethink our policy on publicity matters. We will need to have a public relations department headed by a professional and given adequate staffing to help with selling the company brand. There is need for an all-out campaign aimed at improving the image of the company and giving it a more modern touch. We should realize that we have not done better than hold onto the clientele base we had more than 10 years ago when some of our competitors had either not emerged or were still very young in the industry. Younger generations do not identify with our brand. Our publicity approach should contain a mix of the social media and radio/TV adverts which both the old and young generations can identify with. We don’t want to continue losing clients instead of retaining and adding more, because that is known to be the surest route to collapse. There is need to set aside physical and monetary machinery to implement the publicity agenda. It is going to cost us quite some money as we start on it, but continued publicity measures will be less costly. Any amount of resources that will be spent in the pursuit of lost glory, it will be worth it. We are never going to regret having spent enormous sums of money towards improving the company’s brand it is the only way to expand our customer base beyond what we have currently. Let us strive not to succumb to competition, but learn to live with it and be able to handle its dynamics. We will need to work as a team to be able to achieve this. We have to walk together to deliver the best brand possible. It will require sacrifice on the part of each and every one of us, but this will take immense support of the company’s top management. All we will ask of the management is an enabling environment for