American Airlines

3784 words 16 pages
Show More
Table of Contents
Abstract 3
Situation Analysis 3
Strengths, Weaknesses, Threats, and Opportunities 4
Re-Branding 6
Pricing Strategy 8
Service Marketers 9
Future 12
Summary 12
References 13

Abstract
In this case study we will review the new strategic business plan of American Airlines, and how they are responding to changes in the marketplace to compete in the modern era. We will also analyze the advantages of rebranding efforts, the effectiveness of existing practices of the airline and how the airline may operate post merger with US Airways. By some measurements, the merger between American Airlines and US Airways will create the largest company in the world, thus positioning American Airlines to potentially become the most …show more content…

The brand of American Airlines is also known for being an economy based airline with sub standard service rendering the name of the airline a weakness.
Re-Branding
Just a few years ago American Airlines was struggling, poor relations with costumers, outdated media outreach, aging aircraft, new popular low-cost airlines, and disputes with staff made the consumer experience awful. In 2011, the then bankrupt carrier had to cancel hundreds of flights due to pilots calling in sick; this was not due to a flu epidemic, pilots were angry over forced contracts that cut pay and benefits for employees. Those who did show up, often canceled flights due to the results of last minute inspections conducted by the pilots. This non-strike approach crippled the airline with four times the typical cancelations (Hoffman, 2012). Leading to a skydive in consumer satisfaction. Reviews through then new social media vectors created a word of mouth disaster for the airline. Posts from the eta like “on a flight to Miami in November 2011, the gates were under-staffed, the plane was old ( It actually creaked!), the flight attendants were unfriendly, upcharges for seats and baggage were rampant, and pilots were not on time” (Lillianna368, reviewcenter.com 2012) mentioned common themes in reviews for the airline. On Reviewcenter.com, the airline holds a 1.4 out of 5 stars. A limited view of marketing, Lack of strong competition,

Related

  • American and Northwest Airlines
    4895 words | 20 pages

    Northwest Airlines and American Airlines will be compared thoroughly in many aspects. Globalization, diversity, ethics and technology will be addressed in various ways. All four themes will be addressed through the strength, fit and adaptive ness of both company's cultures. The overall organizational culture of both Northwest Airlines and American Airlines will be clear. Globalization Globalization can be defined as "making worldwide in scope or application"(1). In this comparison of the….

    Show More
  • Marketing Research American Airlines
    2537 words | 11 pages

    Background Information American achieved its largest-in-the-industry status through a mix of pioneering initiatives and aggressive expansion. It introduced first AAdvantage frequent flyer program. AAdvantage is the frequent flyer program of American Airlines. Launched May 1, 1981, it was the first such loyalty program in the world, and remains the largest with more than 50 million members as for 2005. Miles accumulated in the program allow members to redeem tickets, upgrade service class, or obtain….

    Show More
  • Baggage Complaints
    1395 words | 6 pages

    delayed or cancelled due to weather conditions, mechanical problems, or labor strikes, and baggage can be lost, delayed, damaged, or pilfered. Given that many airlines are now charging for bags, issues with baggage are particularly annoying. Baggage problems can have a serious impact on customer loyalty, and can be costly to the airlines (airlines often have to deliver bags). Air carriers report flight delays, cancellations, overbookings, late arrivals, baggage complaints, and other operating….

    Show More
  • Mgmt 533 Final Paper
    1546 words | 7 pages

    Abstract 56 year old lady weighing 407 pounds was denied boarding by three airlines. Lufthansa and KLM who were not able to provide a seatbelt for her size, and Delta who did not had a wheelchair capable of handling her weight, to carry her to the aircraft. Due to the kidney failure, she died before she could have arrived home, to get the proper treatment. Now her husband holds these airlines responsible for her death and wants to file the law suit against them. The context in this….

    Show More
  • External and Internal Environmental Analysis JetBlue
    1133 words | 5 pages

    strengthened with expanding their location/market base. Competitive Position Major players in the U.S. airline industry include Delta Air Lines, United Continental, American Airlines, Southwest Airlines, and JetBlue Airways. In 2013 many consolidations reduced the number of top players, such as U.S. Airways with American West, Northwest with Delta, United with Continental, AirTrans with Southwest, and American with U.S. Airways. Those carries, including JetBlue and Alaska, account for more than 90% of the….

    Show More
  • Turkish Airlines
    3571 words | 15 pages

    Turkish Airlines’ values are to consider customers as kings and also looking forward providing good atmosphere to employees in order to let them give their best concerning dependability, flexibility, creativity, innovation and to guarantee a high value of the brand….

    Show More
  • Delta Airlines
    4516 words | 19 pages

    of Delta Airlines, along with an industry analysis of the airline industry. The report uses current and past financial and statistical data for the company along with other up to date material to determine Delta's current market position and future potential. The report finds that Delta Airlines has successfully emerged from its bankruptcy in 2005 to report successful returns in both 2007 and 2008. With its 2008 acquisition of Northwest Airlines Delta became the world's largest airline, further….

    Show More
  • Alaska Airlines Social Responsibility Project
    2679 words | 11 pages

    | Alaska AirlinesStrategic Corporate Social Responsibility Project | | | | Company Report 5/3/2012 | | | ALASKA AIRLINES Strategic Corporate Social Responsibility Project Mission Statement: The mission and vision of Alaska Airlines is that employees share an uncommon blend of integrity, professionalism, caring, resourcefulness, and spirit. Every day they strive to bring these values to life through behaviors and deeds that go above and beyond the ordinary. They call it “North….

    Show More
  • An Assessment of Southwest Airlines
    1376 words | 6 pages

    within Southwest Airlines An Assessment of Four Function of Management within Southwest Airlines According to Edward de Bono "an expert is someone who has succeeded in making decisions and judgments simpler through knowing what to pay attention to and ... Creativity involves breaking out ..." Southwest Airlines has done just that, in a world of high competition and drastic changes they paid close attention to their customers needs, therefore, succeeding when many other airlines were failing.….

    Show More
  • Segmentation and Target Market for Southwest Airlines
    2017 words | 9 pages

    Segmentation and Target Market for Southwest Airlines Steven Garnes MKT/571 August 10, 2015 Denise A. Rueb Segmentation and Target Market for Southwest Airlines Introduction Southwest Airlines was formed in 1967 by Rollin King and Herb Kelleher and started service in June of 1971. The airline is headquartered in Dallas, Texas and originally operated flights within the state of Texas. The company has since expanded and now operates flights from Dallas to almost all major cities in the United….

    Show More

Popular Essays