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Posted: October 25th, 2023
MBAA 523Written Assignment 4: Airline Product OfferingAirlines
offer a variety of products ranging from the no-frills air transportation to
international first class featuring amenity-filled cubicles with fully
reclining seat/beds and attentive in-flight service. This assignment is
intended to illustrate the variety of airline product offerings available and
stimulate thinking about how best to serve the diverse wants and needs of
passengers.
Europeâs
Ryanair is well known for its cheap fares and bare-bones service. Europeâs old
line network carriers including British Airways, Air France/KLM and Lufthansa,
on the other hand, offer more choices and features within Europe and to major destinations worldwide. In Asia,
low-cost-airlines are rapidly expanding in the marketplace. Air Asia and
Jetstar are two of the larger LCCs (along with their various subsidiaries). Asia
also is home to many full-service airlines such as Japan Airlines, Air China,
Cathay Pacific, Singapore, and Korean Air.
In
a short research paper, compare and contrast a chosen LCC with a full-service
airline using Doganisâ 5 key product features as a framework (price, schedule,
comfort, convenience, and image). Choose one or two city-pairsserved by both carriers
on which to base the comparison. Summarize your findings and emphasize critical
differences. Extensive data, such as the ancillary fee structure, may be best
presented in a table. Discuss the passenger segment(s) targeted by each airline.
Next, compare the airlinesâ profit history using a common metric such as margin
on total revenue. Conclude with an evaluation of each carrierâs overarching
business strategy. Explain your assessment of the most profitable strategy.
Upon
reading the paper, a potential passenger should have the information needed to
choose between the two airlines on the selected city-pair(s). Note: Before beginning your research, ensure that
the needed data are available from the airlinesâ websites and other online
sources.
Use
APA style including a title page, table(s) or charts as appropriate, citations,
reference list, running head, page numbers, and section headings. Of course, an
introduction and conclusion are always appropriate. There is no page number
requirement, but about six pages, not including title page, reference list, and
appendices, should be sufficient.
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