29 Jun MKT 501-United and Southwest Airlines-Explain the major airline market segments
Question
Read and cite the required articles listed above, supplemented with other articles related to passenger airline industry as well as United and Southwest 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.
Explain the major airline market segments by applying the marketing concepts of segmentation, targeting, and positioning.
Briefly describe the branding and positioning strategies of United and Southwest Airlines. Do they build brand loyalty? If so, what emotions are involved?
Discuss the brand personality ofUnited and Southwest Airlines. Explain why you believe the personality represents each brand.
What are the similarities between the two branding efforts? What are the differences?
If you are a brand manager, what can you learn from these two cases?
Write clearly, simply, and logically. Your paper should be 1000-1500 words long, excluding title pages and references, but quality of writing is more important than length. Use double-spaced, black Verdana or Times Roman font in 12 pt. type size.
Back up your positions or opinions with references to the required reading found in the Background and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember:
(1) The “why” is more important than the “what.” (2) The defense of your positions on the issues is more important than the positions you take.
References to be used:
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24 (4), 343-72.
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.
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