Song Airlines Business Case

Song Airlines Case Song airline was a low embody carrier subsidiary of Delta airlines that started in 2003. It was formed to compete with JetBlue and opposite low cost airlines for the Florida market. The market environment at the beat of the case was extremely difficult with the rising be of fuel, change magnitude security requirements after 9/11 and customers expectations of lower f atomic number 18s. It has force many big players in the airline industry into bankruptcy. The available costs which include gate fees, ground usable costs etc. were increase causing even more problems for the airlines. The fares in the Florida route were decreasing while the costs were ever increasing making it difficult to remain operational in that space. The primary marketing strategy of Song Airlines was to reduce cost and increase leger through operational efficiencies and hence increase profits. The telephoners main market strategy included: 1.Reducing building block costs and increasing the volume of units. By changing the sheet fleet to have bigger planes they increased the volume of set by 70%. 2.Increase the utilization of the resources (planes, employees, gate space). They optimized the operational logistics and activities to give more operational hours and hence increasing the volume again.

Employee working hour policies were changed to reduce overheads by eliminating hotel stays for dodging attendants 3.Value pricing strategy with fares that are simple and transparent 4. make out new marketing segment and customer targets. Song realised based on extensive market research that women are the key decision makers in leisure travel initiative. And hence the created a marketing campaign that heavily targeted women by offering healthy food, vibrant colors for the plane interiors, leather seats, personable flight attendants and great in flight entertainment. 5.Extensive economic consumption of low cost channels of distribution ? primarily internet. 6. discover customer service by employing personable... If you want to get a full essay, order it on our website: Orderessay

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