Marketing
Paper instructions:
Examining the structure of the passenger airline market.
Market structure analysis requires a look at both the supply and demand sides of the market, in this
case, airline passengers and airline companies.
Please use the following references, plus at least two more academically sound references from the
background reading list below, and be sure to include on the reference page:
Wen, C.-H., & Yeh, W.-Y. (2010). Positioning of international air passenger carriers using
multidimensional scaling and correspondence analysis. Transportation Journal (Winter):10. Available
5/4/12 through ProQuest database.
Rothman, A., & Jasper, C. (2011). The unbearable heaviness of business class. Business Week
(December 19)1. Available 5/4/12 through EBSCO database.
Structure of the airline industry (n.d.). Littleton, CO: Avjobs. Available 5/4/12 at:
http://www.avjobs.com/history/structure-of-the-airline-industry.asp
Assignment Expectations:
Develop a well-written report with a brief introduction, body, and conclusion on the following:
• Identify and explain key external factors that affect the passenger airline industry.
(1) Briefly explain segmentation, targeting, and positioning.
(2) Identify the major airline market segments.
• What are the target markets for First Class, Business Class, and Economy Class?
• Compare & contrast JetBlue and Southwest Airlines in terms of the following two aspects:
(1) Compare and explain the impact of key external factors on each company (e.g., economic
conditions and the growing consumer interest in leisure travel).
(2) Describe each company’s target market and positioning. Give some examples of how these
strategies are implemented for each company.
Expectations Regarding Your References and Defense of Your Positions
1. Quality of the writing is more important than length so write clearly, simply, and logically.
remember:
(a) The “why” is more important than the “what.”
(b) The defense of your position on the issue is more important than the position
taken.
2. Paraphrase the facts using your own words and ideas. Use quotes, only if absolutely necessary,
and they should not be more than a few words. Cite the sources in your text and link those citations to
references at the end of the paper.
3. Headings/subheadings are required – Note that you should use some keywords as headings or
subheadings such as “Key External Factors,” instead of a sentence or a question. Use double-spaced,
Times New Roman 12pt font size.
4. Back up your position or opinion using at least 2 of the following references below and
anything you find separately (in conjunction with references above) to demonstrate your understanding of
the concept(s) presented.