– Identify key external factors that affect the passenger airline industry and explain how that impact occurs
– Briefly explain segmentation, targeting, and positioning
– Identify the major airline market segments
– What are the target markets for First Class vs. Business Class vs. Economy Class.
– Contrast Jet Blue vs. Southwest Airlines in terms of the following two aspects:
(1) Compare and explain the impact of key external factors on each company, e.g., economic conditions and the growing consumer interest in leisure travel.
(2) Describe each company’s target market and positioning. Give some examples of how these strategies are implemented for each company.