Module 1 - Case

STP AND ENVIRONMENT ANALYSIS

Case Assignment

Díaz, E. & Martín-Consuegra, D. (2016). A latent class segmentation analysis of airlines based on website evaluation. Journal of Air Transport Management, 55 (August), 20-40.

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.

Wen, C., & Yeh, W. (2010). Positioning of international air passenger carriers using multidimensional scaling and correspondence analysis. Transportation Journal, 49(1), 7-23.

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 headings or subheadings such as "Key External Factors," instead of a sentence or a question.

• Identify and explain key external factors that affect the passenger airline industry.
• Evaluate the websites of United and Delta Airlines and discuss what airline segment each company is based on. Díaz and Martín-Consuegra (2016).
• Contrast United and Delta Airlines in terms of each company's target market and positioning. Give some examples of how these strategies are implemented by each company. What suggestions can you offer to the CMOs at United and Delta Airlines to improve their market position?