BUS 620 Managerial Marketing It Pays to Fly Full-Service
Discussion on managerial marketing and airline industry strategies.
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Running head: IT PAYS
It Pays to Fly Full-Service
Rene Gonzalez Jr.
Ashford University
Managerial Marketing BUS 620
Larry Flegle
November 28, 2011
How can Delta Air Lines strategically differentiate its full-service business class
offerings from low-cost carriers like Southwest Airlines, while considering factors such
as geographic market segmentation, customer needs, and operational efficiency? Provide
a comprehensive marketing plan with a focus on the value proposition for business
travelers. (Minimum 1000 words)
It Pays to Fly Full-Service
Rene Gonzalez Jr.
Ashford University
Managerial Marketing BUS 620
Larry Flegle
November 28, 2011
How can Delta Air Lines strategically differentiate its full-service business class
offerings from low-cost carriers like Southwest Airlines, while considering factors such
as geographic market segmentation, customer needs, and operational efficiency? Provide
a comprehensive marketing plan with a focus on the value proposition for business
travelers. (Minimum 1000 words)
IT PAYS 2
It Pays to Fly Full-Service
In this essay I will create a nine-component marketing plan on flying full-service
business class with Delta opposed to flying with a discounted low-fare carrier like Southwest.
As the economy struggles and air travel becomes more competitive it is not easy to establish the
best niche market strategy for an airline. Teplensky defined (as cited in Parrish, Cassill, &
Oxenham, 2006) niche market strategy as, "an emphasis on a particular need, geographic,
demographic, or product segment" (p. 695). Therefore, it would be ideal for Delta to seek a
more specific niche in air travel and differentiate by precisely satisfying customers’ needs; rather
than attempting to generalize broad niches that only partly satisfy customers’ needs as a whole.
Company Overview/ Description of Location
Delta Air Lines Inc. has their corporate headquarters in Atlanta Georgia. However, Delta
Air Lines Inc. has a vast worldwide airline system. Delta serves over 160 million customers
annually, and offers 356 destinations in 65 countries. Additionally, Delta has over 80 years of
passenger service, more than 80,000 employees, and 700 aircraft that spread across six
continents. Packed with an array of good services, Delta offers more than 13,000 daily flights,
SkyMiles rewards (frequent flier plan), the world's largest airline loyalty partnership, over 50
Sky-Clubs, and an award-winning BusinessElite program (Delta Air Lines Inc., 2011).
Description of Product or Service
Focusing primarily on business amenities, Delta has a worldwide collection of services
for businessmen and businesswomen. They have incentive SkyBonuses, extensive Corporate
Travel Agreements, and their Universal Air Travel Plans (UATP Card). The SkyBonus services
allow small-to-mid-sized businesses better incentive rewards for their business travels. For
example, earning more points than typical travelers, which can be easily claimed as: upgrades,
It Pays to Fly Full-Service
In this essay I will create a nine-component marketing plan on flying full-service
business class with Delta opposed to flying with a discounted low-fare carrier like Southwest.
As the economy struggles and air travel becomes more competitive it is not easy to establish the
best niche market strategy for an airline. Teplensky defined (as cited in Parrish, Cassill, &
Oxenham, 2006) niche market strategy as, "an emphasis on a particular need, geographic,
demographic, or product segment" (p. 695). Therefore, it would be ideal for Delta to seek a
more specific niche in air travel and differentiate by precisely satisfying customers’ needs; rather
than attempting to generalize broad niches that only partly satisfy customers’ needs as a whole.
Company Overview/ Description of Location
Delta Air Lines Inc. has their corporate headquarters in Atlanta Georgia. However, Delta
Air Lines Inc. has a vast worldwide airline system. Delta serves over 160 million customers
annually, and offers 356 destinations in 65 countries. Additionally, Delta has over 80 years of
passenger service, more than 80,000 employees, and 700 aircraft that spread across six
continents. Packed with an array of good services, Delta offers more than 13,000 daily flights,
SkyMiles rewards (frequent flier plan), the world's largest airline loyalty partnership, over 50
Sky-Clubs, and an award-winning BusinessElite program (Delta Air Lines Inc., 2011).
Description of Product or Service
Focusing primarily on business amenities, Delta has a worldwide collection of services
for businessmen and businesswomen. They have incentive SkyBonuses, extensive Corporate
Travel Agreements, and their Universal Air Travel Plans (UATP Card). The SkyBonus services
allow small-to-mid-sized businesses better incentive rewards for their business travels. For
example, earning more points than typical travelers, which can be easily claimed as: upgrades,
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Document Details
University
North South University
Subject
Marketing