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AirWays Global<br />Pricing Objectives and Pricing Strategy<br />
Pricing Objectives Include:<br /><ul><li>Locate prospective clients and make them new clients.
Satisfy and keep the current clients that the company already has.
Win back past clients which may have gone to other companies.
Keep the costs of marketing and client service low and make sure that they are cost productive.</li></ul>To the ensure opt...
Pricing Strategies<br />Define Problem, <br />2.  Analyze Situation, <br />3.  Gather Problem-Specific Data, <br />4.  Int...
Airways’ Most Valued Guest<br />Be sure to fill this out and make the<br /> most of every opportunity to receive perks and...
Customer Service Representative (CSR)<br />Receives call<br />Receives Email<br />CSR warmly greets customer, asks for the...
Consumer buying decision process stages: <br />Need Recognition:<br /><ul><li>AirWays Global must have profitable prices, ...
Airways’ commitment to its customers never stops.  We’ve created many ways to resolve any issues you may have or concerns ...
Airways Global pricing strategy shall be planned as follows:<br />In order to ensure profit, and maintain customer satisfa...
Pricing Objective and Strategy for AirWays Global<br />AirWays should follow this pricing strategy as well as attempt to b...
Airways may also seriously consider increasing its sponsorship with hotels, vehicle rental companies, as well as other tra...
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FINISHEDFINALSu mba6011 w6_a2_brown_s.ppt

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Here's my Strategic Marketing Analysis for Airways' Global airline.

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  • Introduction. Promote a positive company portrayal to current and prospective clients, investors and employees.The understanding of the competitionThe likely attitude of the Frequent Flyer Program members at the time of the eventsUsing the South University Online Library resources, complement your understanding of the competitive environment. In addition, propose a pricing strategy that AirWays should follow in the presentation. Explain why AirWays should follow your pricing strategy. Justify your pricing strategy using appropriate examples and reasoning.The presentation should have a minimum of ten slides. The information on each slide should be described in the Notes section of the presentation.On a separate page, cite any sources using the APA format.Save your presentation as SU_MBA6011_W6_A2_LastName_FirstInitial.ppt
  • When considering the objectives and reasons for setting prices, the following objectives cannot be excluded:Locate prospective clients and make them new clients. Satisfy and keep the current clients that the company already has. Win back past clients which may have gone to other companies. Keep the costs of marketing and client service low and make sure that they are cost productive. Promote a positive company portrayal to current and prospective clients, investors and employees.In order to meet those objectives, a SWOTT Analysis should be done in order to determine the best courses of action to pursue:SWOTT Analysis:StrengthsWeaknessesOpportunitiesThreatsTrendsA new marketing information system (MIS) should also be used to do this. The Mission statement of AirWays Global is included in the objectives!
  • According to Perreault, Cannon, and McCarthy (2010), the steps in marketing research are: “1. Define Problem, 2. Analyze Situation, 3. Gather Problem-Specific Data, 4. Interpret the Data, 5. Solve the Problem” (p. 166). Customer relationship management (CRM) must take place, and consumer data collection needs to happen in order to interact properly with customers. It can happen from surveys, focus groups, personal interviews, observation, and field trials and more.Sample Customer Service Satisfaction Survey:1. What is your overall level of satisfaction with AirWays on a scale of 1 to 10, with 10 being you are completely satisfied with your experience with AirWays?2. How likely or unlikely are you to fly with AirWays in the future on a scale of 1 to 10 again and 10 meaning you will most definitely fly with AirWays in the future?3. How likely or unlikely would you be to recommend AirWays to a friend or colleague (definitely will not, not likely, neutral, likely or very likely)?4. Would you say that when flying with AirWays your flights were always on time, most often on time, or most often delayed? 5. Are you satisfied with the method of delivery of ticketing? 6. Are you pleased with our service, friendliness and attitude when serving you? 7. AirWays values you as an individual and hopes to be able to serve you always in the future for all of your flying needs. Do you see this value portrayed by our company? 8. Do you believe the price of flying with AirWays is better, about the same, or more expensive that our competitors?9. Does Airways fly to most of your preferred destinations or do you think we should fly to other airports you desire that we don’t at this time? Please inform us which route you’d like to see added if applicable.10. Are there any suggestions, comments, or concerns you’d like to share with us that are not mentioned above? Please feel free to share those with us here.
  • Interactive customer frequent flyer programs should be a vital part of the Airways’ Integrated Marketing Campaign and the Customer Relationship Management process. Frequent Flyer Program is maintained by Airways but customers are made aware of all their benefits and are encouraged to be enrolled.
  • Blueprint (diagram) detailing service delivery process– Customer contacts before, during, and after the purchase.
  • According to South University’s Online Lecture for the Strategic Marketing Class, during week 3, we read “the consumer buying decision process involves the following stages: need recognition, information search, evaluation of alternatives, purchase decision and post purchase behavior” (SouthUniversityOnline). Many different responses are possible, and each step should be evaluated to ensure proper pricing and methods in order to augment the likelihood of success for your company and increase customer satisfaction.
  • Headline:“Meet the new Director of Airways’ Customer Service Support Team: (insert mirror)”Subheadline:“You are our new Director… Our customer support service team plans with the mindset that it is our customers that control Airways&apos; direction!”Brand positioning statement: “Airways’ commitment to its customers never stops. We’ve created many ways to resolve any issues you may have or concerns of yours in order to make sure you are happy with Airways in every way. Feel free to call our Airways Support Services toll free number anytime at 800-555-7777 to speak to a live representative. You can also find live chat support on the web anytime at www.liveairwayschatrep.com should you desire to have your comments handled through the web. For those who wish to email please send us a message at support@airwaysemail.com and if you choose to simply send us a message or suggestion another way you can do so at our contact us page, www.airwayscontactpage.com and we’ll review your message. Airways Support Services thanks you for choosing Airways.”Meet the new Director of Airways’ Customer Service Support Team: (insert mirrors on faces)
  • The understanding of the competitionThe likely attitude of the Frequent Flyer Program members at the time of the eventsUsing the South University Online Library resources, complement your understanding of the competitive environment. In addition, propose a pricing strategy that AirWays should follow in the presentation. Explain why AirWays should follow your pricing strategy. Justify your pricing strategy using appropriate examples and reasoning.
  • The likely attitude of the Frequent Flyer Program members at the time of the eventsUsing the South University Online Library resources, complement your understanding of the competitive environment. Create a Microsoft PowerPoint presentation that consists of a compilation of the FinalIn addition, propose a pricing strategy that AirWays should follow in the presentation. Explain why AirWays should follow your pricing strategy. Justify your pricing strategy using appropriate examples and reasoning.
  • The likely attitude of the Frequent Flyer Program members at the time of the events is that they expect prices to be better than the rest of the airlines if possible, but should never be higher.This explains why AirWays should follow your pricing strategy. Based on the information gathered from the case study, including the understanding of the competition, and the likely attitude of the Frequent Flyer Program members at the time of the events, Airways Global should stay competitive yet maintain profits.
  • A look at the competitor Allegiant Air shows Airways should consider “rock-bottom fares, bootstrap approach, and focus on the places abandoned by the hubs and spokes are &apos;the new blueprint for building an airline in tough times”Lindsay, G. (2009)
  • Thank you for choosing to fly with AirWays Global. We provide optimal customer satisfaction through friendly, relevant flying service, products, and prices, in a safe environment for all passengers in the airlines industry. We ensure passenger trust in a competent manner through training, evaluation, constant monitoring and attitudinal awareness.
  • References: Perreault, W.D., Cannon, J. P., and McCarthy, E. J.; 2010. Essentials of Marketing: A Marketing Strategy Planning Approach, 12th Edition. New York, NY. McGraw-Hill Learning Solutions. Perreault, W.D., Cannon, J. P., and McCarthy, E. J.;. Marketing Plan Coach, 17th edition,Retrieved from: http://www.mhhe.com/business/marketing/Perreault17e/marketing_coach/LA/DetailedOutline.htmlUS passenger airlines 2004. (2004). United Kingdom, London: Snapshots International Ltd.Retrieved from http://search.proquest.com/docview/214322965?accountid=87314US passenger airlines 2002. (2002). United Kingdom, London: Snapshots International Ltd. Retrieved from http://search.proquest.com/docview/214326377?accountid=87314CRM Implementation - What you should know. Unknown. Retrieved from:http://www.crminfoline.com/crm-articles/implementing-crm.htmMission of Southwest Airlines, Retrieved from: http://www.southwest.com/html/about-southwest/index.htmlVirgin Atlantic Mission Statement, Retrieved from: http://www.virgin-atlantic.com/en/gb/allaboutus/missionstatement/index.jspAir Tran Mission Statement, Retrieved from: http://www.airtran.com/Jobs/mission_statement.aspxDelta Airlines (Customer Advisory Board on Disabilities) Mission Statement, Retrieved from:http://www.delta.com/planning_reservations/special_travel_needs/services_travelers_disabilities/customer_advisory_board/index.jspFor further research into the United States airlines companies and industry you can visit the following:Southwest Airlines: http://www.southwest.com/American Airlines: http://www.aa.com/United Airlines: http://www.united.com/Northwest Airlines: http://www.nwa.com/US Airways: http://www.usairways.com/Continental Airlines: http://www.continental.com/Alaska Airlines: http://www.alaskaair.com/AllBusiness.com; (2011); The Five Basic Methods of Market Research; Retrieved from: http://www.allbusiness.com/marketing/market-research/1287-1.htmlMaalouf, Lena; Mansou, Nashat; Mining Airline Data for CRM Strategies; Retrieved from:http://comm.arabcomputersociety.org/index.php?journal=ACS&amp;page=article&amp;op=viewFile&amp;path%5B%5D=5&amp;path%5B%5D=10Hague, Paul; and Hague, Nick; White Paper: Customer Satisfaction Surveys; B2B International;Retrieved from: http://www.b2binternational.com/publications/white-papers/customer-satisfaction-survey/South University Online Lecture, Strategic Marketing Class, week 3; Retrieved from: http://myeclassonline.com/re/DotNextLaunch.asp?courseid=5515526&amp;userid=7219275&amp;sessionid=4d6bf82a68&amp;tabid=1ZIbBrPGb1COMS+0SZZ5KWBvm5qIn48TOOMiWaw9C7oz1vIAwPPqR9RVEfEaZvLz&amp;sessionFirstAuthStore=true&amp;macid=QiDfylPMtPTg4qBa3W6p8OUn10rPJpUt192sQ0nxdGgdczpxowsamPbwbX8lT4xgD7q3F6XjlDUL2TR9bRWnly04bfCTvEnqpZxmEwWb0JSTWPSaaFVAj/a24wHzzw4eiDtuuOTJU1ZegA7wcT4xhHRQiWI0rdSL5txp5QmXzgKbKwzDEsnR8A319mp6ShBjP0xQB/EAUwrjmWe2EZP32TqZiPf7d3NGyRU/mpfnHKU=South University Online Lecture, Strategic Marketing Class, week 4; Retrieved from: http://myeclassonline.com/re/DotNextLaunch.asp?courseid=5515526&amp;userid=7219275&amp;sessionid=b70fa7829a&amp;tabid=HaGj09c+rKNgLRcOeyXYX8rDasBBTNi26BYkXyHTP5AuOzIGvly+rDTK4/RdvWqc&amp;sessionFirstAuthStore=true&amp;macid=INgmjRcA/MJVeXeCsFIZD+tz1lsrK28z8vPzWGOVPHH7SjfEkBZNxlkV2kN55Lp7aZuol8Qbc9aNgJQqohG7FJGaOtsS5oW1rYzk44yNu1Pj4sLrwTWfXEcwIr//aUf2ETJvOtI6kA8mWI72scKdiNFmWR+U5hyd6vn4jWee0MpbAikmzU/i8QPvCWQHFfmsRGfNEJgHA7bEjuwGVMLV4uWRWov3k44iJIzhELDm26s=Lindsay, G. (2009, Flying for fun and profit. Fast Company, (138), 48-48-49. Retrieved from http://search.proquest.com/docview/228747931?accountid=87314 On a separate page, cite any sources using the APA format.
  • Transcript of "FINISHEDFINALSu mba6011 w6_a2_brown_s.ppt"

    1. 1. AirWays Global<br />Pricing Objectives and Pricing Strategy<br />
    2. 2. Pricing Objectives Include:<br /><ul><li>Locate prospective clients and make them new clients.
    3. 3. Satisfy and keep the current clients that the company already has.
    4. 4. Win back past clients which may have gone to other companies.
    5. 5. Keep the costs of marketing and client service low and make sure that they are cost productive.</li></ul>To the ensure optimal customer satisfaction by providing friendly and relevant flying products, prices and service, in a smart and safe environment for all passengers in the airlines industry, and regain lost customers trust in a competent manner through training, evaluation, and attitudinal awareness, within the two years! <br />
    6. 6. Pricing Strategies<br />Define Problem, <br />2. Analyze Situation, <br />3. Gather Problem-Specific Data, <br />4. Interpret the Data, <br />5. Solve the Problem<br />A Customer Service Satisfaction Survey should be incorporated to ensure best results. <br />Competitors Prices should be monitored regularly in order to stay relevant to the demand within the market.<br />
    7. 7. Airways’ Most Valued Guest<br />Be sure to fill this out and make the<br /> most of every opportunity to receive perks and privileges from Airways’ Global. We not only value you, but we reward you for trusting us with your traveling plans.<br />
    8. 8. Customer Service Representative (CSR)<br />Receives call<br />Receives Email<br />CSR warmly greets customer, asks for the customer’s name, as well as how they may help the customer<br />CSR listens to customer<br />CSR determines best flight options and informs customer<br />CSR suggests flight schedule, price, comfort level & requests feedback from customer<br />CSR completes transaction<br />CSR receives cash, check, credit card or other payment<br />CSR gives customer receipt and flight confirmation details including all safety, security, baggage details & information<br />CSR asks if they can help further<br />CSR warmly thanks customer and wishes them a good day<br />While the customer checks in for the flight, then goes through the terminal at the airport as well as the gates and security checks, the airlines’ CSR’s should always be friendly, knowledgeable and efficient as well. This will help to ensure that when the customer reflects back upon its interaction with the airline, that they would have positive thoughts regarding the choice they made<br />Post purchase behavior follow up is something that should take place as the passengers leave the plane, as well as through email, phone calls, direct mailing and other campaigns, surveys and questionnaires. It may also be wise to have customer satisfaction survey available on the flights as well because the passenger usually has a lot of extra time and could probably be more likely to fill out the survey then rather than when they are busy after their flight<br />
    9. 9. Consumer buying decision process stages: <br />Need Recognition:<br /><ul><li>AirWays Global must have profitable prices, yet they must also show customer value at the same time</li></ul>Information Search:<br /><ul><li>AirWays constantly checks competitions prices</li></ul>Evaluation of Alternatives:<br /><ul><li>SWOTT Analysis, Compare Pros/Cons, Chart, Bottom Line Financial Estimates to target maximum profit </li></ul>Purchase Decision:<br /><ul><li>Offer prices & dialogue that compel buyers to purchase</li></ul>post purchase behavior:<br /><ul><li>Ensure customer satisfaction at every level</li></li></ul><li>Meet the new Director of Airways’ Customer Service Support Team: (insert mirrors on faces)<br /> <br />You are our new Director… Our customer support service team plans with the mindset that it is our customers that control Airways' direction!”<br />
    10. 10. Airways’ commitment to its customers never stops. We’ve created many ways to resolve any issues you may have or concerns of yours in order to make sure you are happy with Airways in every way. Feel free to call our Airways Support Services toll free number anytime at 800-555-7777 to speak to a live representative. You can also find live chat support on the web anytime at www.liveairwayschatrep.com should you desire to have your comments handled through the web. For those who wish to email please send us a message at support@airwaysemail.com and if you choose to simply send us a message or suggestion another way you can do so at our contact us page, www.airwayscontactpage.com and we’ll review your message. Airways Support Services thanks you for choosing Airways.<br />
    11. 11. Airways Global pricing strategy shall be planned as follows:<br />In order to ensure profit, and maintain customer satisfaction, prices shall increase consistently with the increased costs of fuel and other charges, not to exceed a rate higher than the price of the average of the top 3 competitors for each flight route, unless losses of more than 5% are projected. This will ensure profit and still attract, retain and please customers.<br />
    12. 12. Pricing Objective and Strategy for AirWays Global<br />AirWays should follow this pricing strategy as well as attempt to be the low price leader in its top 3 routes. <br />When doing this, they will be able to keep revenue coming in sufficient to the costs, while at the same time making customers happy.<br />If they increase costs too high, the attitude of the Frequent Flyer Program members will change and many will go to another airline. If they don’t price high enough, they will eventually go out of business.<br />
    13. 13. Airways may also seriously consider increasing its sponsorship with hotels, vehicle rental companies, as well as other travel related product and service markets. The competition has done so well at it, they even offer ‘teaser fares’ of under $10 to attract more customers. <br />In addition to this Airways should also make sure their routes are competitive and allowing for maximum profit as well. If the route could be changed, and flights could be more full, then that will help the bottom line for Airways.<br />
    14. 14. AIRWAYS GLOBAL<br />Where we do the flying, but you’re still In control.<br />
    15. 15. SpecialReferences:<br /> <br />Perreault, W.D., Cannon, J. P., and McCarthy, E. J.; 2010. Essentials of Marketing: A Marketing <br />Strategy Planning Approach, 12th Edition. New York, NY. McGraw-Hill Learning Solutions. <br />Perreault, W.D., Cannon, J. P., and McCarthy, E. J.;. Marketing Plan Coach, 17th edition,<br />Retrieved from: <br />http://www.mhhe.com/business/marketing/Perreault17e/marketing_coach/LA/DetailedOutline.html<br />South University Online Lecture, Strategic Marketing Class, week 3; Retrieved from: <br />http://myeclassonline.com/<br />South University Online, Instructor Cliff Butler<br />Student, Scott Brown<br />September 11, 2011<br />
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