Case Assignment

Read and cite the required articles listed above, supplemented with other
articles related to passenger airline industry as well as United and Delta
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

• Identify and explain key external factors that affect the passenger
airline industry.
• Explain the major airline market segments by applying the marketing
concepts of segmentation, targeting, and positioning.
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• Contrast United and Delta Airlines in terms of each company’s target
market and positioning. Give some examples of how these strategies are
implemented for each company.

Case Reading

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.