Executive Summary

In the Mullins and Walker Marketing Management textbook, they define marketing as, a social process involving the activities necessary to enable individuals and organizations to obtain what they need and want through exchanges with others and to develop ongoing exchange relationships (page 6). This marketing plan will discuss Bachelor Airways marketing efforts. Since they have identified that they would like to improve key customer services and airport processes, we will discuss ways that Bachelor Airlines can make the customer experience more efficient. We will also describe the products and services that can help them with their efficiency and the customers that would be impressed with those products and services. This plan will also take a look at Bachelor Airways' competition, including a SWOT analysis. We will discuss Bachelor Airways' location, pricing strategy, budget, and the best way for the company to implement these changes for success. We describe our service philosophy as “a service company committed to delivery travel experiences that make customers feel respected, relaxed, and rewarded”. Bachelor Airlines says that their marketing goal for the future is to align key customer services and airport processes.

Bachelor Airways

Introduction

The paper aims to introduce a new Airline named Bachelor Airways and the marketing plans and strategies and presented in the report. The airline industry has continuously been and is steadily the most intensely competitive business segment in all components of its operations. In commission on real narrow margins the decline in passenger traffic which was embraced by airlines due to the events of September 11th, 2001 has had a direct effect on the many domestic and global airline carriers across The United States. The events that occurred that day created governmental intercession by means of loan assurances, recompense for terrorist attack fatalities, and insurance associated with war hazards (Wyckoff, p.123). The Associate deputy secretary of Transportation stated that the industry is in its worst financial crisis” (Taneja, p, 102), since the industry was deregulated in 1978 (Harvey, p.32). It is imperative to recognize the two conflicting forms of airline carriers within existence in the United States. The major airlines are in reference to those with surplus gross revenues of $1 billion dollars yearly. In general these airlines also provide international services, accommodate the business class customers and passengers who anticipate or covet full in flight services like meals and other related amenities.

This includes; American Airlines, Delta Air Lines, United Air Lines, U.S. Airways, Continental Airlines and Northwest Airlines. The discount air line carriers have modified the airline industry with no frills, low-cost airfares which has placed demands on the major airlines with stipulations wearing down their market share.



Marketing Plan

The Bachelor Airlines is the project that will start its operations in 2013-14 it will be recognized among the larger airline. The Bachelor Airline will start first with the domestic operations and then slowly gradually enter into the global market. Being a new airline the company has to face several challenges and difficulties and it has to face it with its ...