Case Assignment
Read and cite the required articles listed above, supplemented with other articles related to passenger airline industry as well as United and Delta Airlines, and develop a report in terms of the following guidelines. A well- written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as
• Identify and explain key external factors that affect the passenger airline industry.
• Explain the major airline market segments by applying the marketing concepts of segmentation, targeting, and positioning.
• Contrast United and Delta Airlines in terms of each company’s target market and positioning. Give some examples of how these strategies are implemented for each company.
Case Reading:
Gursoy, D., Chen, M-H, & Kim, H. J. (2005). The US airlines relative positioning based on attributes of service quality. Tourism Management, 26 (1), 57-67.
Rothkopf, M., & Wald, A. (2011). Innovation in commoditized services: A study in the passenger airline industry. International Journal Of Innovation Management, 15(4), 731-753.
Rothman, A., & Jasper, C. (2011, Dec 19). The unbearable heaviness of business class. Business Week, 1.
Teichert, T., Shehu, E., & Wartburg, I (2008). Customer segmentation revisited: The case of the airline industry. Transportation Research Part A: Policy and Practice, 42 (1), 227-242.
?4? C., & Yeh, W. (2010). Positioning of international air passenger carriers using multidimensional scaling and correspondence analysis. Transportation Journal, 49(1), 7-23.