Austin Baker January 17 2014 Ardrey Kell High Schoo l Worldwide aviation company Started out in 1937 as American Aviation simply to deliver mail around the US Through major mergers and name changes US Airways was formed in 1996 ID: 736428
Download Presentation The PPT/PDF document "US Airways Libby Weeks and" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
US Airways
Libby Weeks and Austin BakerJanuary 17, 2014Ardrey Kell High School Slide2
Worldwide aviation company
Started out in 1937 as American Aviation simply to deliver mail around the US.Through major mergers and name changes, US Airways was formed in 1996.Chief Executive Officer is Doug Parker
Run out of Phoenix, Arizona
198 Destinations around the worldFour Main Hub locations Charlotte Douglas International AirportPhiladelphia International AirportPhoenix Sky Harbor International AirportRonald Reagan Washington, DC International Airport48.40 billion Market Share
What is US Airways?Slide3
Charlotte, North Carolina
Population775,202Median Household income
$96,900
Unemployment11.3%Median Resident Age33White Non-Hispanic Alone (50.6%)Black Non-Hispanic Alone (30.2%)
Hispanic or Latino (12.2%)
Education12.82% Master, Doctoral or Professional Degree26% Bachelors DegreeClimateCold dry winters, hot and humid summers
Description of the CommunitySlide4
Primary Target Market
Business travelersInternational
travelers
2. Secondary Target MarketLeisure travelersFamilies
3. Demographics
Primary Age Group: 23-54 Secondary Age Group: 30-74Target MarketSlide5
US Airways has focused more on community and customer relations rather than public promotion such as commercials and online banners.
They invest in educational systems to support science, technology, and engineering to encourage the development of our community.
To find their most relevant customers, US Airways has set up reward cards and dividend member plans that are offered to anyone over the age of eighteen through in-flight promotions.
An example includes the MasterCard Dividend Miles option which provides points for members that can be exchanged for round trip tickets on future flights. US Airways CurrentlySlide6
Interview with US Airways Captain, David Weeks- October 21, 2013
We constructed eleven open ended questions
Constructing an interview with Captain Weeks is one of the most effective sources because he has the opportunity to work directly with customers on a frequent basis.
Primary ResearchSlide7
Websites
http://www.airlinequality.comhttp://www.yelp.com
http://www.airfarewatchdog.comUsing these websites allowed us to view and analyze customer reviews and feedback from those who have had experiences with US Airways. Secondary ResearchSlide8
57% of customers did not recommend US Airways Business Class.
Passengers sitting in the business class are given minimum service and do not receive added benefits like special meals, movies, and more economically fitted seats.
Poor customer service.
Low employee morale.Lack of free in-flight amenities.Little-to-none advertising and promotion.Rerouting issues.Excessive fees.
Discovery of ProblemsSlide9
Solutions
Track itSlide10
Proposed Activities and Timeline
Date
Rebranding Effort and Expense
January 6th, 13th
, 20
th, 25th, 27th, 2014
Employee Training Conference in Hub Cities and Handbooks
March 15th, 2014
Release of “TrackIt” SmartPhone App.
Spring 2014
Added Destinations
June 1st, 2014
General Mills Partnership
Modification in fee schedule (baggage)
August 1st, 2014
Place advertisement in LIFE magazine
August 1-31st, 2014
Television commercial on NBC
Fall 2014
Added DestinationsSlide11
To measure the success of our ideas we will track
Sales from Jan 1, 2013 to Dec 31, 2013 and compare them to Jan 1, 2014 to Dec 31, 2014 sales Commercial views Amount of additional Frequent Fliers and Dividend Miles members we gain
Positive customer feedback from fliers
Measure ROISlide12
Thank you!