Oneworld Marketing Plan

Oneworld Marketing Plan

Market Overview

oneworld was established in 1998 by founding alliance members American Airlines, British Airways, Cathay Pacific and Qantas. The alliance has since grown to include Finnair and Iberia in 1999, LAN in 2000, Japan Airlines and Royal Jordanian in 2007 and S7 Airlines in 2010. The Oneworld alliance includes some of world's leading airlines and 20 affiliated carriers. Together, these airlines operate nearly 10,000 daily flights to more than 800 destinations across the globe. oneworld was the first global alliance to introduce inter-line ticketing between member airlines, which means you enjoy smooth transfers and greater flexibility across the entire network. Plus, as a frequent flyer member of our partner airlines you can earn and redeem points on eligible oneworld flights, and extend your rewards and privileges throughout the alliance.

Oneworld Overview

Oneworld Products

Oneworld provides its customers with more than 13,000 daily flights and serves major international hubs in Tokyo, Amsterdam, Salt Lake City, Atlanta, Paris, Cincinnati, New York, Detroit, Minneapolis and Memphis (Wollmer 2002, pp. 7). The company's key services include the following:

Passenger transport service

Cargo transport services

Aircraft maintenance services

In-flight Products/Services that are offered by the Oneworld include:

Meals provided on flights

Coach domestic meals to be sold on flights with duration of more than 1.5 hours.

Tid-Bit Snacks to be re-introduced on all domestic flights

Pillows and blankets provided on all mainline flights

Competition

Star Alliance

The Star Alliance was formed on May 14 1997. It launched with a total of five members under its belt. Air Canada , Lufthansa, Thai, United and SAS made up the alliance. Even though the alliance housed all the airlines under one entity or network, the airlines still retained their individual identities. As it stands today there are a total of 16 airlines in the star alliance.

External Macro Environmental Analysis

External factors are those factors that are not directly associated with the organization but they cause strong impact on organization.

Political

The 2009 flu pandemic is a global outbreak of influenza a virus subtype H1N1, referred to as the 'swine flu'. In early June 2009, the virus has spread globally (Rothstein 2005, pp. 9). The passenger trips worldwide have been affected by the outbreak of swine flu, which in turn affected the sales of Oneworld. On such occasions of outbreaks, governments of different countries advice their citizens to travel less. Such situations have a great impact on the airline industry.

Economic

The government of the country supports trade and is open for it. There are a number of countries with whom US maintains good and strong relationship of trade from where the Oneworld operates. There are also a number of multinational organizations that make the US as their base so that they can operate in different regions of Asia and other parts of the world. The government of US is paying immense emphasis on the development of the tourism industry of the country. For that government is undertaking a lot of actions and working on various projects. To attract tourist from all over the world government is launching projects of casino, malls ...