American Airlines
American Airlines
American Airlines Marketing cases AMERICAN AIRLINES 1. Issues 2. American Airlines? objectives 3. The airline industry 4. Market 5. Consumer needs 6. Brand image 7. Distribution system 8. Pricing 9. Marketing related strategies 10. Assumptions and risks 1- Issues The main issue of this case is the lack of profits of the airline industry, an industry that should be more than profitable due to the large amount of customers, the necessity of using airlines? services and the high prices charged by most of these airlines. What we are going to deal with is, why is this happening And how is American airlines dealing with this problem. To be able to discuss how American airlines wants to regain profitability, we must identify and analyse different issues such as, the company?s background, the airline industry as a whole, the demand for air travel, the marketing strategies, the distribution systems, pricing policies etc. 2- American Airlines? objectives American Airlines? prime objective is to bring back value to air travel, through stimulating business travel, lowering prices etc. So in other words American Airlines? main objective is to become as profitable as possible. To understand better the company?s objectives we first have to
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