Examining the structure of the passenger airline market.
Market structure analysis requires a look at both the supply and demand sides of the market, in this case, airline passengers and airline companies.
Please use the following references, plus at least two more academically sound references from the background reading list below, and be sure to include on the reference page:
Wen, C.-H., & Yeh, W.-Y. (2010). Positioning of international air passenger carriers using multidimensional scaling and correspondence analysis. Transportation Journal (Winter):10. Available 5/4/12 through ProQuest database.
Rothman, A., & Jasper, C. (2011). The unbearable heaviness of business class. Business Week (December 19)1. Available 5/4/12 through EBSCO database.
Structure of the airline industry (n.d.). Littleton, CO: Avjobs. Available 5/4/12 at: http://www.avjobs.com/history/structure-of-the-airline-industry.asp
Assignment Expectations:
Develop a well-written report with a brief introduction, body, and conclusion on the following:
• Identify and explain key external factors that affect the passenger airline industry.
(1) Briefly explain segmentation, targeting, and positioning.
(2) Identify the major airline market segments.
• What are the target markets for First Class, Business Class, and Economy Class?
• Compare & contrast JetBlue and Southwest Airlines in terms of the following two aspects:
(1) Compare and explain the impact of key external factors on each company (e.g., economic conditions and the growing consumer interest in leisure travel).
(2) Describe each company's target market and positioning. Give some examples of how these strategies are implemented for each company.
Expectations Regarding Your References and Defense of Your Positions
1. Quality of the writing is more important than length so write clearly, simply, and logically.
remember:
(a) The "why" is more important than the "what."
(b) The defense of your position on the issue is more important than the position
taken.
2. Paraphrase the facts using your own words and ideas. Use quotes, only if absolutely necessary, and they should not be more than a few words. Cite the sources in your text and link those citations to references at the end of the paper.
3. Headings/subheadings are required - Note that you should use some keywords as headings or subheadings such as "Key External Factors," instead of a sentence or a question. Use double-spaced, Times New Roman 12pt font size.
4. Back up your position or opinion using at least 2 of the following references below and anything you find separately (in conjunction with references above) to demonstrate your understanding of the concept(s) presented.
_________________________________________________________________________
How to conduct a marketing audit (n.d.). MarketingTeacher.com. Accessed 5/6/12 at: http://marketingteacher.com/lesson-store/lesson-marketing-audit.html
Introduction to financial statements for marketing (n.d.). MarketingTeacher.com. Accessed 5/6/12 at:
http://marketingteacher.com/lesson-store/lesson-marketing-and-finance.html
Marks, R. E. (1997). Market structure and competition (October 9). Accessed 5/4/12 at: http://www.agsm.edu.au/bobm/teaching/ECL/lect03.pdf
Marketing Research (n.d.). MarketingTeacher. Accessed 5/4/12 at: http://marketingteacher.com/lesson-store/lesson-marketing-research.html
These Web pages explain the steps in the Segmenting, Targeting, and Positioning process.
Segmentation (n.d.). MarketingTeacher. Accessed 5/4/12 at:
http://marketingteacher.com/lesson-store/lesson-segmentation.html
Targeting (n.d.). MarketingTeacher. Accessed 5/4/12 at:
http://marketingteacher.com/lesson-store/lesson-targeting.html
Positioning (n.d.). MarketingTeacher. Accessed 5/4/12 at:
http://marketingteacher.com/lesson-store/lesson-positioning.html
Perner, L. (n.d.). Segmentation, targeting, and positioning. Consumer Psychologist. Accessed 5/4/12 at:
http://www.consumerpsychologist.com/cb_Segmentation.html
Thomas, Jerry (2007). Market segmentation. Dallas, TX: Decision Analyst. Accessed 3/2/12 at:
http://www.decisionanalyst.com/publ_art/marketsegmentation.dai
Thomas, Jerry (n.d.) Positioning. Decision Analyst Inc. Accessed 5/412 at:
http://www.decisionanalyst.com/publ_art/positioning.dai
When identifying segments, a common area of confusion involves social class and income. Income and social class are different in definition as well as the way they affect buying behavior. Read this article to learn more:
Fassnacht, Michael (2009). The Death of Consumer Segmentation?: Rethinking a Traditional Marketing Tool. Advertising Age (April 13). Accessed 5/4/12 at:
http://adage.com/article/cmo-strategy/death-consumer-segmentation/135961/
Examples of how to create product positioning maps, examine:
Weaver, John (n.d.). Brand positioning. Bournemouth University Foundation Degree South West. Accessed 5/412 at:
http://media3.bmth.ac.uk/marketing/10branding/05position.html
Working Smarter with Product Positioning Matrix Diagrams (n.d.). Smart Draw. Accessed 5/4/12 at: http://www.smartdraw.com/learn/worksmarter/diagrams/Working-Smarter-with-Positioning-Matrix.pdf
Explanation on how to conduct a marketing audit:
Marketing audit (n.d.). Marketing Teacher. Accessed 5/4/12 at:
http://www.marketingteacher.com/lesson-store/lesson-marketing-audit.html
Useful links on market segments:
http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&pageName=ZIP%2BCode%2BLookup&menuOption=ziplookup
http://www.tetrad.com/demographics/usa/nielsen/prizmne.html
http://www.claritas.com/MyBestSegments/tutorials/Nielsen_PRIZM/engage.html
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&SubID=&pageName=Segment%2BLook-up
http://www.esri.com/library/brochures/pdfs/tapestry-segmentation.pdf
http://www.esri.com/data/esri_data/tapestry
The following videos and articles illustrate use of the concepts:
Are Email Marketers Overconfident in Their Segmenting Abilities? (2012). eMarketer digital intelligence (January 9). Accessed 5/4/12 at:
http://www.emarketer.com/Article.aspx?id=1008771&R=1008771
The ability to segment and target audiences is key to online marketing, and e-mail is no exception. According to e-mail delivery and automation provider Emailvision, 96.51 percent of online marketers worldwide placed some importance on the ability to send targeted and segmented e-mail marketing communications to their audiences.
Berger, Joseph (2011). A store where toys must be Kosher. The New York Times (December 15). Available 5/4/12 through ProQuest database.
This Brooklyn toy store serves the Hasidic community. Successful retailers thrive by understanding the needs of their customers, and Double Play Toys in Brooklyn's Borough Park neighborhood is no exception. The store serves Orthodox Jewish parents with a carefully assembled selection of toys that do not promote TV viewing and violence, and owner Barbara Shine even convinced one manufacturer to change packaging her shoppers would find immodest.
Greenberg, Karl (2011). Wealthy Americans redefining luxury. Marketing Daily (November 28). Accessed 6/4/12 at:
http://www.mediapost.com/publications/article/163072/wealthy-americans-redefining-luxury.html?edition=40685
The wealthiest 1% of U.S. consumers are optimistic about their economic situations, but many say they've redefined their definitions of "luxury" in the past five years, according to a recent survey. Many now value trips, spa treatments, and small treats over designer labels and conspicuous consumption.
Levitz, Jennifer (2011, November 28). State's new trick: Old Dogs. Maine sees retirees as assets, seeks to attract them with tax cuts on pensions. The Wall Street Journal. A3. Accessed 5/4/12 through ProQuest database.
This is a very interesting example of target marketing. Maine wants retirees because older residents volunteer, help fund schools, and create demand for service jobs.
McDonald, Malcom (2009). Market segmentation: A case study. Accessed 5/4/12 at:
http://www.youtube.com/watch?v=laTzwz08M94
This video outlines a marketing program for fertilizer.
Medina, Jennifer (2011). Casino Town Puts Its Money On Hispanic Market. New York Times (August 30).
Available 5/412 through ProQuest database.
This article describes a casino's comprehensive effort to target Latinos.
Nokia's market segmentation (2006). Accessed 3/3/12 at:
http://www.youtube.com/watch?v=tHGBN6_dXAI
This video links cell phone models to personality types.
Patton, Leslie & Coleman-Lochner, Lauren (2011). Supervalu-Led Stores Chasing $55 Billion in Food Stamps: Retail. Bloomberg. Available 5/4/12 through EBSCO database.
Supermarket chains that used to highlight their Starbucks cafes and upscale olive bars have shifted their focus as more consumers faced with long-term unemployment are shopping with food stamps, a program that rose to a record $71.8 billion last year. The Supervalu-owned Save-A-Lot chain promotes bulk items and pricier meat cuts early in the month as shoppers stock up, and highlights smaller packages and less-expensive items later as funds dwindle.
Reaching Black Customers (2011). Accessed 5/4/12 at:
http://www.reachingblackconsumers.com
This website allows marketers to better understand black consumers.
Roberts, Andrew (2011). Vuitton Sees Growth Tied to Invitation-Only Luxury Salon: Retail. Bloomberg Businessweek (November 16). Available 5/4/12 through EBSCO database.
Louis Vuitton faces a dilemma enjoyed by successful luxury retailers: how to stay exclusive while growing. Part of Vuitton's solution is to offer exclusive, invitation-only outlets. "What we have now is another layer on the cake," said Peter Collett, a psychologist, author and consultant. "You’re not just bringing people into the shop, where anybody can come. You’re going to bring people into the inner sanctum."
Wieners, Brad (2011). Lego is for girls. Businessweek. (December 19):68-73. Available 5/4/12 through EBSCO database.
Focusing on boys saved the toymaker in 2005. Now the company is trying to crack the code for “the other 50 percent of the world's children."
York, Emily Bryson (2011). More men take over grocery shopping. Los Angeles Times (December 29):B6. Available 5/4/12 through ProQuest database.
Research shows that more men are taking over grocery shopping—17 percentage points more than in 1985. Retailers and food manufacturers are responding by making products and store layouts more male-friendly, even creating "man aisles" to make men's shopping experience easier. "Our intent in creating guy aisles was to give them an experience that was comfortable for them and [make] it easier to navigate the store," said Procter & Gamble spokesman Damon Jones.
This article explains considerations internal to the firm that affect its financial health:
Porter, Michael (1980). Generic strategies. Accessed 5/4/12 at: http://marketingteacher.com/lesson-store/lesson-generic-strategies.html
These Web pages explain the forces external to the firm that affect the financial health of a product or company:
PEST Analysis (n.d.). MarketingTeacher. Accessed 5/4/12 at:
http://www.marketingteacher.com/Lessons/lesson_PEST.htm
Managing External Forces (n.d.). Marketing Tutorials. KnowThis. Accessed 5/4/12 at:
http://www.knowthis.com/principles-of-marketing-tutorials/managing-external-forces/
The following articles explain and illustrate the roles of the environment external to the firm in marketing decisions:
Eihorn, Bruce (2012) China Mobile pays a price for being first. Bloomberg Businessweek (January 9). Available 5/4/12 through EBSCO database.
China Mobile has the largest share of the Chinese mobile telecommunications market, making it the biggest mobile-phone operator in the world, but it is struggling to get a handle on the data-hungry devices that consumers like. The Chinese government ordered China Mobile to use locally developed technology, but imposed no such restrictions on smaller rivals China Unicom and China Telecom. "China Mobile's mission in life now is to lose market share gracefully," says Paul Wuh, a Samsung Securities analyst.
Li, Shan (2011). Beverly Hillbillies' actress settles suit over Barbie doll. Associated Press, LA Times (December 30). Available 5/4/12 through ProQuest database.
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