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Think of yourself as the marketing director for Fair Skies Airlines....




Question;2_5Think of yourself as the marketing;director for Fair Skies Airlines, which provides consumers with a product and;service that is well accepted and used by millions of people each year in the;United States. Several innovations are about to be incorporated into the;product that will change some of its features and modify the benefits customers;enjoy. These have already been decided, in fact, they are almost fait;accompli.In essence, this full-service;airline is about to undergo a complete transition into a new low-fare carrier;with meager accommodations and no advance seat-selection. It will charge;passengers for everything extra, from coffee and soft drinks to sandwiches and;even temporary use of pillows and blankets. Passengers will have to check;their own baggage, but ticketing and check-in will be more automated.;Fares will be exceptionally low, and there should be less wait time at check-in;counters. Belatedly, upper management has asked you to obtain some;feedback on this new orientation.;Part A;Using the Ashworth College;Library, research the following information. You must provide an;APA-formatted bibliography identifying all the sources you;use. (15 points);1.Research at least three (3) discount airlines describing the different services they provide as options for their customers.;2.Consult at least two (2) airline industry journals and/or publications from specific airlines and provide a brief summary describing what a ?discount? fare really means.;Part B;Your boss has asked you to;validate the claim that the new concept will be a success. In order to;do so, you need to conduct a SWOT analysis.;Your boss has asked you to include a competitive component in the analysis.;Your SWOT analysis must include at least three (3);internal strengths and three (3) internal weaknesses, as well as three (3);external opportunities and three (3) external threats. The competitive;component must include mention of at least two (2) competitors in;relationship to the opportunities and at least two (2) competitors in;relationship to the threats you have identified. (36 points);Part C;Your boss has asked that you interview people about the upcoming changes.;Create a list stating the type of subjects you should interview. Upper;management favors sampling loyal Fair Skies passengers who have flown at;least three round-trips, but feel free to propose others you think should be;interviewed. Name at least three (3) subjects to;interview. (29 points);After creating the list above, you;decide to use a focus group format.;1.List and discuss two (2) considerations that you think will be important in leading the focus group.;2.Compose at least 10 questionsyou think would be necessary for adequate input and which address the two (2) or more considerations you have identified.;Part D;Write a memo to your;boss and associates explaining the following. Remember that most people;rarely read memos more than two pages long, so keep it short and to the;point. Don?t forget to cite your sources, however. Your list of;sources and any pertinent charts, tables, and reference materials can be;added to the memo as appendices. The results will provide guidance for;marketing planning that may insure the survival of Fair Skies while other;airlines are floundering during these difficult times. (20 points);1.Explain the method and rationale you used for conducting this type of research.;2.Explain how you would use input from the SWOT analysis.;3.Explain how you would use the proposed questions.;4.Make at least two (2) recommendations for management based on what you have learned.;="msonormal">


Paper#51863 | Written in 18-Jul-2015

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