LCARR MGT421 Delta Marketing Plan Analysis Phase 5
Delta Marketing Plan Analysis Phase 3
Executive Summary
Based out of Atlanta, GA, Delta Airlines is a major airline in the United States. Delta flies internationally including South America, Europe, Africa, Middle East, and Asia. Delta trades publically under the stock ticker symbol DAL. Their company website is www.delta.com. Last year’s sales revenue was $37,773,000. Delta Airlines has a solid foundation of mission, vision, and values centering on their employees and improving the customer experience.
Delta’s strength lies in an experienced, well-trained management team focused on the goals and vision of the company with the ability to provide top down leadership. Their strong brand equity can help overcome some of the company’s weaknesses such as the overdependence on the North American market. With the increase in fuel prices, Delta is well positioned to capitalize on the growing US regional airline industry.
Providing safe and comfortable travel for their customers is the primary goal of Delta Airlines. However, the marketing objectives of the company could benefit from some fine tuning to enlist a streamline target market in which to focus. The primary market continues to be the business and leisure traveler. Delta’s product strategy is based on its brand as a whole, which is well-known throughout the world. Their pricing strategy has changed from all inclusive to the industry standard of ala carte with items such as luggage fee and beverage fees adding to the cost of the primary travel ticket. Delta focuses on the marketing distribution through four channels; in-flight, in the airport, on the phone, and online. By limiting their distribution channels, Delta’s promotion strategy becomes direct and concentrated to those channels.
The position statement, “Delta Air Lines is the airlines that provide on-time service, superior loyalty programs, safe, and direct transport to key travel destinations” is supported by the distribution and promotional activities
Executive Summary
Based out of Atlanta, GA, Delta Airlines is a major airline in the United States. Delta flies internationally including South America, Europe, Africa, Middle East, and Asia. Delta trades publically under the stock ticker symbol DAL. Their company website is www.delta.com. Last year’s sales revenue was $37,773,000. Delta Airlines has a solid foundation of mission, vision, and values centering on their employees and improving the customer experience.
Delta’s strength lies in an experienced, well-trained management team focused on the goals and vision of the company with the ability to provide top down leadership. Their strong brand equity can help overcome some of the company’s weaknesses such as the overdependence on the North American market. With the increase in fuel prices, Delta is well positioned to capitalize on the growing US regional airline industry.
Providing safe and comfortable travel for their customers is the primary goal of Delta Airlines. However, the marketing objectives of the company could benefit from some fine tuning to enlist a streamline target market in which to focus. The primary market continues to be the business and leisure traveler. Delta’s product strategy is based on its brand as a whole, which is well-known throughout the world. Their pricing strategy has changed from all inclusive to the industry standard of ala carte with items such as luggage fee and beverage fees adding to the cost of the primary travel ticket. Delta focuses on the marketing distribution through four channels; in-flight, in the airport, on the phone, and online. By limiting their distribution channels, Delta’s promotion strategy becomes direct and concentrated to those channels.
The position statement, “Delta Air Lines is the airlines that provide on-time service, superior loyalty programs, safe, and direct transport to key travel destinations” is supported by the distribution and promotional activities