Presents a case study of the marketing of Hooters Air.
Written in 2003; 3,400 words; 13 sources; MLA; $ 96.95
Paper Summary:
On December 26, 2002, Robert H. Brooks, chairman of the Atlanta-based Hooters restaurant chain, announced the acquisition of the North Carolina-based Pace Airlines from Piedmont-Hawthorne. The airline industry has suffered dramatically since the terrorist attacks against the United States on September 11, 2001, yet this new start-up company is seen as the next possible savior for the industry. This paper examines the marketing of Hooters Air prior to their inception. It deals with the history, creation, marketing strategy strategy and product mix.
Table of Contents:
Introduction
Hooter's History
Pace Airlines' History
Creating Hooter's Air
The Airline Environment
Analyzing the Situation
Economic Environment
Social Environment
Legal/Political Environment
Cooperative Environment
Competitive Environment
The Marketing Strategy
Mission Statement
Competencies
Objectives
Differentiation
The Marketing Mix
Product Mix
Promotion and Place Mix
Summary
References
From the Paper:
"Will Hooters Air bring about the return of the golden age of commercial aviation and flight attendants that turn the head? It is not likely to become aviation's savior, but it will bring headlines and publicity to the ailing aviation industry in general. If anything, it will certainly be fun to watch as the political and social arenas unravel. Hooters Air is a complicated study and has no real concrete marketing solutions yet, but it will have several alternatives for its marketing strategy when the time comes. The most logical strategy will be to follow the practices of what they do best: marketing its own restaurants. If nothing else, the new airline will bring more market exposure to the company in general."
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