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Papers On Air & Aviation
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Marketing at American Airlines
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A 7 page paper discussing the approaches that American Airlines is taking in marketing itself in early 2004. Long-haul carriers still have not fully recovered from the aftermath of the 9/11 attacks and the recession that followed, and American Airlines maintains some attractive offers. Most offers are attractive only to rather narrow market segments, however, and some co-branding efforts are more hype than substance, such as an alliance with Discover card that gives consumers the ability to apply for “rewards” certificates at the rate of 0.25 to 1.0 percent of non-gas purchase expenditures. American is offering more than 100 promotions at the present time, but only a few have any real value for the consumer. Bibliography lists 9 sources.
Filename: KSairMktgAm.rtf

Marketing Audit of Boeing
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A 24 page paper providing a marketing audit of Boeing's commercial aircraft business. Boeing's market currently is in upheaval in many respects as four major US airlines are operating under Chapter 11 bankruptcy protection and those that are not are facing excruciating pressures. The US market is in transition, but much opportunity exists in other parts of the world as the US market settles out. The paper examines environmental, economic, political and other factors affecting Boeing’s industry, as well as the marketing mix, strategies, sales efforts and marketing information. Much of the success of its 777 and 787 models will depend on the airline industry regaining health. The US economy continues to strengthen, and as it does, air travel is likely to increase, and airlines in other parts of the world appear to be in better financial health. All of this will positively contribute to Boeing's success with both its foundation products and its new ones. Bibliography lists 10 sources.
Filename: KSmktgAudBoe2.rtf

Marketing Audit of Boeing’s 7E7
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A 15 page paper discussing Boeing’s newest product line. Introduced in April 2004, after six months of offering the product for sale to customers Boeing has orders for only 62 planes rather than the 200 it expected in 2004. The paper examines environmental, economic, political and other factors affecting Boeing’s industry, as well as the marketing mix, sales efforts and marketing information. The airline industry continues to lose money each quarter, but economic conditions continue to improve. Recommendation in the executive summary is for Boeing to increase its sales efforts to enable it to take full advantage of first-mover advantage. Bibliography lists 4 sources.
Filename: KSmktgAudBoe.rtf

Marketing for the Airline Industry in the UK; Quantitative and Qualitative Research
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This 13 page paper look at research to consider the ways in which the airline industry in the UK should be marketing their services. The paper has a short introduction and the main part of the paper presents some realistic, but fictitious quantitative and then qualitative research, first using written surveys and then with the use of a focus group. The paper ends with the results and conclusion. The bibliography cites 10 sources.
Filename: TEairresea.rtf

Marketing Fractional Jet Ownership
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A 5 page paper discussing the growth of private jet ownership on a timeshare basis and marketing considerations based on the 4 Ps of marketing. The paper concludes that fractional ownership may never be a huge industry, but it can be a profitable one for those already competing within it. At minimum, it provides an alternative means of private jet ownership from which customers can benefit. Bibliography lists 5 sources.
Filename: KSairMktgFrac.rtf

Marketing Low Cost Airlines in the UK - The Proposal and Literature Review
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This 11 page paper is the first of two papers. The paper gives a proposal for research to identify to most effective ways of marketing low cost or budget airline companies in the UK. This first paper starts with a proposal, which includes justification for the research and a methodology. The paper then undertakes a literature review looking at the way marketing takes place. This section uses a case study to look at how one successful company; EasyJet is marketed and how the marketing forms a part of their core strategy and is both supportive and reflective of the company culture. The bibliography cites 7 sources.
Filename: TElowairco.rtf

Marketing NetJets
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An 11 page paper discussing the marketing base of NetJets, a fractional ownership airline company. NetJets uses a time-share concept to sell interest in corporate-sized jets, enabling the purchase of as little as one-eighth ownership rather than bearing the total cost of purchase, maintenance and operation. It is the leading competitor in its industry, and was purchased by Warren Buffet in 1995. The paper examines NetJets and the 4 Ps with concentration on price, and compares NetJets to the early days of Southwest Airlines. It concludes with the recommendation that NetJets offer capital budgeting analysis to potential customers as a marketing tool. Bibliography lists 7 sources.
Filename: KSnetJets.rtf

Marketing Services
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A 6 page paper answering four marketing questions focusing on services. Two of the questions are about Alitalia’s failure to keep pace with other European airlines in terms of revenues and customer use. Another question focuses on the marketing of charities, and the final one addresses the issue of keeping existing customers while attracting new ones. Bibliography lists 2 sources.
Filename: KSmktgSvcsAir.rtf

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