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US Airways Libby Weeks and US Airways Libby Weeks and

US Airways Libby Weeks and - PowerPoint Presentation

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Uploaded On 2018-12-05

US Airways Libby Weeks and - PPT Presentation

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

airways 2014 customer international 2014 airways international customer business secondary age hispanic added market customers community dividend destinations www

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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!