BUS 330 Principles of Marketing
JUNE 17, 2012
Delta Airways (DELTA) is the US’s largest airlines; it operates both internationally and domestically along with chartering air services for the carriage of passengers, cargo and mail. The airline flies to over 900 destinations globally and is considered to be a leader within the industry with almost 770 aircrafts in service. Starting back in 1924 as a crop dusting company down in Louisiana, merging with several airlines and rising through bankruptcy to become one of the strongest airlines in the business today.
With Delta Airlines being one of the most successful airlines in the industry it currently has its own marketing strategies which makes it unique from its other partners. Its most current market strategies are “Building a better airline not just a bigger one.” Delta is focusing on the 4p’s and they put these ideas to practice every day when they market their product. The major marketing mix tools are classified into four broad groups, called the four Ps of marketing: product, price, place, and promotion (Armstrong 2011). If market research is carried out effectively, a company can plan a promotion for the right product, at the right price, and to get it to their chosen market in the right place.
Product is the most important of the components in an organization. Without it there is no place, no promotion, and no price, therefore there is no business and the company goes under. Product serves as a purpose to satisfy a want or need which makes it the core ingredient of marketing mix and everything favorable and unfavorable, tangible and intangible received in exchange for an idea, service or good. Delta is a business that offers a service as its product, flying across destinations in the transportation industry. It is obvious that the product strategy is vital for an organization to succeed and it needs to be well developed and
References: Armstrong, Philip Kotler and Gary. Principles of Marketing for Ashford University, 14th Edition. Pearson Learning Solutions. <vbk:9780558783433#outline(7.7)>. http://airtravel.about.com/od/airlines/a/dlnwmerge.htm http://www.businessweek.com/investor/content/jan2005/pi2005016_2351_pi036.htm http://www.fundinguniverse.com/company-histories/delta-air-lines-inc-history http://www.nytimes.com/2012/05/01/business/delta-air-lines-to-buy-refinery.html