Iberia Case

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1. Canales de distribución de Iberia

Currently, the major distribution Canals of Iberia are:

* The center service of Iberia Plus for enterprises and VIP’s. * Telephone sales through their agents.
* At the airport.
* In the travel agencies.
* In the web page of Iberia and other search operators like; Atrápalo, Rumbo, eDreams, etc.

2. Analice los conflictos surgidos en el canal de distribución: ¿Por qué se originaron? In the beginning , the sales of Iberia depend in great measure of the travel agencies, which sold their travel tickets for an interest rate of 6% for national flights and 7,5% for international flights. With the appearance of the new online systems, people could buy the tickets through the web page of Iberia and were not necessary to go to a travel agency for buy them. For this reason,Iberia decided lower the commissions to travel agencies because they have their own web page for sell tickets online so Iberia could offer cheaper tickets in their web page. At first, the agencies rejected this decision taken by Iberia. The agencies threatened Iberia with not sell their tickets and they claim the money generated by the commissions. Nowadays, the travel agencies have accepted the descent of the commissions even the “Zero Commission” and they charge an average of 10 euros per person and per journey to their clients. 3. Analicen los inconvenientes y riesgos que para las agencias de viajes implicaba la primera propuesta de Iberia de implantación de sistemas de Comisiones Cero. Zero commission system was the impact of charges to customers instead of the airline, in this case, Iberia. Thus, a different conflict arose between agencies and Iberia because they believed that this would cause a significant loss of customers for web pages that could offer cheaper tickets and competitive. Finally, with the agreement, the agencies for a period of time were able to continue with their fees paid by Iberia happening then mixed by a step...
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