Marketing Commercial Aviation

Paper Summary:

This paper discusses the airline industry, the hardest hit by the 9/11 terrorist attacks. The paper presents the status of the industry and examines the marketing challenges facing commercial carriers. The paper briefly explores various marketing strategies and focuses on the high/low strategy as the most successful for this industry. Examples of this strategy are provided in the paper.

Contents
1) Status of the Industry
2) Marketing Problems Facing Carriers
3) Different Strategies
4) Description of High/Low Marketing Strategy
5) Why High/Low Strategy Is the Best Marketing Strategy
6) Examples of High/Low Marketing Strategy
7) Conclusion
8) Bibliography

From the Paper:

"These industry ailments have forced several new marketing problems and exacerbated the old ones. The critical problem facing the industry, though, is the new revelation - in the post 9/11 era - that price is the overwhelming determining factor in airline choice. If two airlines offer even remotely similar routes, the choice that a business or pleasure traveler will make is rarely based on the number of stops or even on the airport - travelers are more than willing to smaller to a smaller, more distant airport today to save money - and definitely not on the reputation or size of the airline; and certainly not on the frills or amenities offered on board the flight."

More papers on Marketing Commercial Aviation:

• Term Paper # 111737 : "Marketing"
• Case Study # 14599 : "United Parcel Service"
• Analytical Essay # 113227 : "Airlines and Rising Fuel Prices"

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