AirTran Airways

Paper Summary:

The paper discusses the background and activities of AirTran Airways, one of the largest and most successful low-fare airlines in the United States. AirTran Airways has received several awards and recognitions for its performance and service. The paper states that the success experienced by AirTran airways is a direct result of its effective marketing strategies which addresses the target market through the marketing mix of "four P's": product, price, place and promotion. The paper elaborates on these parameters that have enabled the airline to achieve its success.

From the Paper:

"In general, AirTran Airways at its start-up attracted customers through the advertisement of low air fares, and expansion strategy that was aggressive, and a promotion that allowed customers between the ages of 18 and 22 years old to purchase flights very cheaply by flying stand-by (Barrett, 2006). Successful promotional strategies resulted in AirTran Airways being one of only a few airlines that recorded profit after the terrorist attacks of September 11, 2001 (Barrett, 2006). Furthermore, AirTran Airways has reported steady increases in its annual revenue over the past years since its inception."

Sample of Sources Used:

• No Author Given (2007). The Marketing Mix: The 4 P's of Marketing. NetMBA, retrieved 6/17/2007 from http://www,netmba.com/marketing/mix/.
• Barrett, R. (2006). AirTran flying high by costing less; emphasis on fiscal sense. The Milwaukee Journal Sentinel.
• No Author Given (2006). 48-hour fare sale announced by AirTran Airways. Airline Industry Information.
• No Author Given (2005). AirTran partners with AEGON Direct Marketing Services. Airline Industry Information.
• No Author Given (2006). AirTran Airways offers double credits to A+ members. Airline Industry Information.

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