Delta airlines presentation

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delta airlines THE CASE OF BUSINESS TRAVELLERS

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Transcript of Delta airlines presentation

Page 1: Delta airlines presentation

delta airlinesTHE CASE OF BUSINESS

TRAVELLERS

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OBJECTIVEThe Presentation analyses the case of

Delta Airlines targeting and re-positioning it’s brand in the Segment

of Business Travellers

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QUICK VIEW

• The Case (Slide 4)• The Company (Slide 5)• SWOT Analysis (Slide 6-9)• Segment Research (Slide 10)• Strategy (Slide 11)

Advertising Strategy (Slide 12) Pricing Strategy (Slide 13) (Slide 4) Servicing Strategy (Slide 14)

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THE CASEBusiness Travellers pay 2.5 to 3 times more for

tickets than leisure travellers. Simply say they are Repeat Audience of the Airlines Industry. Companies fight fiercely for attracting them. However, The Share of Business Travellers is decreasing. In one year alone, The percentage of Business Travellers decreased from 46 to 37%.

The case deals with the Strategy of Delta Air Lines in acquiring Customers from the Segment of Business Travellers

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Delta Air Lines is a major United States airline headquartered in Atlanta, Georgia, in the United States.. The airline's hub at Hartsfield-Jackson Atlanta International Airport is the world's busiest airport by passenger traffic (88 million passengers per year) and number of landings and takeoffs. Delta is the oldest airline still operating in the United States.

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STRENGTHS

• Excellent Reputation for Service• Convenient Flight Schedules• Wide Choice of Destination cities• Safe and reliable journey• Sensitivity and Understanding nature towards

Passengers• Adaptability to needs of its Flyers• Lack of Advanced-Purchase requirements for

International Routes

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WEAKNESSES

• Poor awareness about Delta Airlines• Business fliers doubt Delta Airlines capability

of meeting their business needs • Not well-known for its International Routes

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OPPORTUNITIES

• Business Travellers pay 2.5 to 3 times more for tickets than leisure travellers. Simply say they are Repeat travellers

• A large amount of Segment is still untapped i.e. Less penetration of Delta in Business Fliers Segment

• Travellers do know about the reputation of Quality service by Delta Airlines

• Setting up of On-Board Offices with Desks, Fax, Computers, Printers and Phones on Business-Shuttle Flights

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THREATS

• Companies moving towards cheaper alternatives to Business travels

• Business Fliers numbers are dropping (Segment is Shrinking). Decreased from 46 to 37 % of total Fliers

• Highly competitive market American Airlines upgrading Business Class travel to

First Class level cuisine and individual Head and Leg rests

Northwest Airlines rescheduled all its flights reducing the layover time for travellers flying with Connecting flights

Provision of Arrival Lounges for Business Class fliers by British Airlines

Business-one Service (Frequent Flights and Convenience gates) to Travellers by United Airlines in select cities

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SEGMENT RESEARCH

• Company closely observed needs and wants of Customers (Business Travellers) Convenient Flight Schedules Wide Choice of Destination cities A safe and reliable aircraft Service

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STRATEGY

Delta followed a Market Penetration Strategy as part of its Functional or Marketing Plan of maximizing its Profitability in the Short as well as Long run by acquiring more number of Customers and also their loyalty

• Increasing Visibility – Advertisements• Competitive Edge – Pricing• Differentiator – Service

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ADVERTISING STRATEGY

• To position itself as an Airline that delivers everything Business fliers need

• Ads on Television and other National Media• 30 second TV Ad focuses on Concern of Delta

for Unique needs of International Travellers• Radio and Print ads communicate Market

specific Information

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PRICING STRATEGY

• Lower fares• Enhanced Frequent Flier program• Trans-Atlantic flights’ Fares lowered by 10 to

45 percent• Absence of Advanced Purchase requirements• Lowering of Mileage requirement

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SERVICING STRATEGY

• Setting up of On-Board Offices with Desks, Fax, Computers, Printers and Phones on Business-Shuttle Flights* (Feasibility Study in Progress)

• Quality Service with Sensitivity, Understanding and Personal Touch

• Cultivating Model behaviour and service with Customers in Employees

* Being developed by McDonnell Douglas

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_____________/\_____________Thank You