Sign Up Now
Get instant access to over 1 million+ study documents
OR
Already registered? click here to login
By creating your account, you agree to our terms of service, privacy policy and student honor code.
8. ("CMI")
Pricing Strategy
Because of skyrocketing energy costs, the company is already operating on razor-thing profit margins. Therefore, the company's general pricing strategy that is associated with the marketing initiative envisioned herein, "Llevar a un amigo" ["Take a friend"] will remain unchanged from current practice, but the content will offer Hispanic consumers in the targeted areas with the opportunity to purchase two tickets to their destination of choice for the price of one. This will allow the 100 lucky winners to take a friend or loved one wherever they want to go, and will still generate revenues and additional interest in the company's full-service offering.
9.
Summary and Implementation Plan
The research showed that the airline industry is fiercely competitive and Continental faces competition from American Airlines, Delta Airlines and U.S. Airways in the full-service category, as well as increasing competition from low-cost carriers such as Southwest, JetBlue and AirTran. The implementation of the marketing initiative envisioned herein should therefore proceed before spring break 2011 in order to generate interest from the Hispanic traveling public, many of whom will likely be traveling during this period.
References
About us. (2011). Continental Airlines. Retrieved from http://www.unitedcontinental holdings.com/.
Butcher, D. (2009, October 28). Mobile Marketer. Retrieved from http://www.mobilemarketer.
com/cms/news/advertising/4508.html.
Continental advertising. (2011). Continental Airlines. Retrieved from http://www.continental.
com/web/en-U.S./content/company/advertising/commercials.aspx.
Flouris, T. & Walker, T.J. (2005, March). Financial performance of low-cost and full-service airlines in times of crisis. Canadian Journal of Administrative Sciences, 22(1), 3-21.
The world's leading airline. (2011). Continental Airlines. Retrieved from http://www.united continentalholdings.com/documents/FactSheet.pdf?file=united_factsheet.pdf&type=pdf.
Company profile. (2011). Yahoo! Finance. Retrieved from http://finance.yahoo.com/q?s=
ual&ql=1
Form 10-Q quarterly report. (2010, October 21). EDGAR online. Retrieved from http://biz.
yahoo.com/e/101021/ual10-q.html.
Appendix a
Key Statistics
Frequent Flyer Program
Mileage Plus
OnePass
Mainline Fleet Facts
Total Operating Mainline Fleet: 359
Total Operating Fleet: 348
Narrow-body
• Airbus A320 family: 152
Operating Brands
• United Express®
• p.s.(sm)
• United Cargo (sm)
• United Services
• Continental Express
• Continental Connection
• Continental Cargo
Other Partners
• Aer Lingus
• Emirates
• Gulfstream International Airlines
• Hawaiian Airlines
• Island Air
• Jet Airways
• Qatar Airways
• TACA Group
• Aeromar
• Amtrak
• Cape Air
• Copa Airlines
• Copa Airlines Colombia
• Emirates
• EVA Air
• Hawaiian Airlines
• Island Air
• Kingfisher
• Virgin Atlantic
Contracted Regional Carriers
United Express
• Atlantic Southeast Airlines
• Colgan Air
• ExpressJet Airlines
• GoJet Airlines
• Mesa Airlines
• Shuttle America
• SkyWest Airlines
• Trans States Airlines
Continental Express
• ExpressJet
• Chautauqua Airlines
Continental Connection
• Cape Air
• Colgan Air
• CommutAir
• Gulfstream International Airlines
References
About us. (2011). Continental Airlines. Retrieved from http://www.unitedcontinental holdings.com/.
Butcher, D. (2009, October 28). Mobile Marketer. Retrieved from http://www.mobilemarketer.
com/cms/news/advertising/4508.html.
Continental advertising. (2011). Continental Airlines. Retrieved from http://www.continental.
The world's leading airline. (2011). Continental Airlines. Retrieved from http://www.united continentalholdings.com/documents/FactSheet.pdf?file=united_factsheet.pdf&type=pdf.
Company profile. (2011). Yahoo! Finance. Retrieved from http://finance.yahoo.com/q?s=
Form 10-Q quarterly report. (2010, October 21). EDGAR online. Retrieved from http://biz.
Airline Industry Analysis This report aims to present a summary of findings for a research study regarding the airline industry. The objective of this project was to first, gain new experience in the analysis process of an entire industry from an economic and business perspective as well as an environmental and social viewpoint. Secondly, the research attempts to provide direction for potential employment opportunities within the various aspects of the direct
One-to-one marketing allows premium pricing as well as increased sales volume to particular unique micro markets. Studies show that as customer satisfaction and loyalty increases, consumers are less sensitive to price changes. Generally, they are willing to pay more for their preferred brand because they perceive some unique value that other alternatives do not provide (Giddens, 2002). Long-haul international business travelers and short/medium-haul domestic business travelers are the customers that
These inconveniences associated with air travel have led many passengers to choose other forms of transportation including driving and taking the train. The research also found that the development of the Travel Promotion Act which is designed to specifically assist in reversing the decline in international travel to the United States. Problems Arising from deregulation in the Airline Industry Airline Industry dominated by a limited number of players Indeed, although there have
By the turn of the century, though, these low-costs carriers had become profitable or at least had significantly reduced their losses due in large part to concomitant increases by major carriers that were increasing their prices in response to decreasing yields and higher energy prices (Doganis 2001). By and large, passenger traffic across the board increased significantly prior to September 11, 2001 and all signs indicated it was continue to
Blogspot.com/2009/03/air-asia-flight-cancellations.html> [28 July 2010]. This source discusses a common situation that is occurring with some Air Asian flights, cancelations. This is problematic, because many are occurring because the planes are not full; leaving their passengers stranded at airports or forced to find other accommodations. This is significant, because this information can be used to show how some Thai's, were flying Air Asia based upon their low cost fares. However, once their
POST-9/11 Management OF U.S. AIRLINE INDUSTRY Strategic Management of the United States Airline Industry after the 9/11/2001 Terrorist Attacks Strategic Management of the United States Airline Industry after the 9/11/2001 Terrorist Attacks Airlines in the United States have a long, complicated history in terms of management strategy that includes alterations due to technological advances, bankruptcies, economic downturns, deregulation and even presidential intervention, but none of these forces had the power to both destroy and restructure