BUS 620 Wk 6 Final
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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'...