It Pays to Fly Full-Service: Managerial Marketing

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It Pays to Fly Full-Service
Rene Gonzalez Jr.
Ashford University
Managerial Marketing BUS 620
Larry Flegle
November 28, 2011

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, flights purchases, and Sky-Club passes. Their Corporate Travel Agreement offers a greater variety of destinations with a four-in-one worldwide airline partnership. Delta even provides a dedicated account manager to handle all business travel arrangements. The UATP Card allows any businesses the means to closely manage their travel expenses with a centralized payment system. Additionally, the UATP Card has no annual fees, no deposit limits, and no per-card charges (Delta Air Lines Inc., 2011).

Other comprehensive amenities that Delta offers their business travelers are: BusinessElite, Sky Priority seating, first class services, Sky-Clubs, SkyMiles, meetings/networking, private jets, shuttling/chartering, and Wi-Fi. The BusinessElite offers gourmet meals, exquisite wines, full-size pillows, flat bed seating, priority baggage services, and state-of-the-art entertainment. Everything in BusinessElite is intended to help customers arrive at their destination on time and refreshed. Within the Delta Sky Priority there is no need to stress or wait in lines. As a result, valuable time is saved at check-in, reservation desks, security, boarding, and baggage claim.

Under the Delta meeting/network program an event organizer will coordinate group business travel with 10 or more individuals. Additionally, in an effort to make inner city transportation to-and-from the airport easier, Delta provides private shuttling/charter assistance too. Moreover, in situations that 40 or fewer personnel need to be transported Delta can ease time constraints with their transit system. Even if there is a need for a specialized private business travel arrangement Delta has 27 years of safety and heritage with their private jet services. Delta holds the highest and lonest ARG/US Platinum safety rating of any other operation. Lastly, Delta can keep businessmen and businesswomen...
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