American Airlines

American Airlines

Complete the ase study. You may use the outline you developed with your group, or the one you developed on your own in earlier modules. This case study research is based on the articles outlined in this activity and the video segments you watched in the previous activity.
Follow your case outline and integrate answers to the following questions for this case study research activity:
What are the strengths and weaknesses of American Airlines?
What opportunities and threats does the company face?
How important is it for American Airlines to rebrand itself with the new logo?
Evaluate the marketing strategy to introduce a new brand.
Evaluate American Airlines’ ticket strategy to sell tickets between $50 and $800 for the same flight.
How can the Internet in-services marketing help American Airlines?
Describe the unique challenges that exist for service marketers.
Is the profit margin of $200 to $800 (per a single flight) a reasonable return on investment?
Evaluate the profit margin per single flight based on the information available and your own experiences with operational airline costs.
How can relationship quality and relationship-building strategies in the airline industry improve?
The following resources will provide additional information on the concept of service marketing. Note: You may need to manually search for these articles.
Cheng, J, Chen, F, Chang, Y. (2008). Airline relationship quality: An examination of Taiwanese passengers. Tourism Management, 29(3) 487-489. Retrieved from http://www.sciencedirect.com.ezproxy.libproxy.db.erau.edu/science/article/pii/S0261517707001380#
Greenberg, P. S. (2006). Inside American Airlines [Segments 10 & 11] . Films on Demand. Playlist retrieved from http://ezproxy.libproxy.db.erau.edu/login?url=http://digital.films.com/play/QRL7TR
Gummesson, E. (2007). Exit services marketing – enter service marketing. Journal of Customer Behaviour, 6(2) 113-141. Retrieved from http://search.ebscohost.com.ezproxy.libproxy.db.erau.edu/login.aspx?direct=true&db=bth&AN=26316483&site=ehost-live
Schnurman, M. (2013, January 26). Mitchell Schnurman: American Airlines’ facelift seems skin-deep. The Dallas Morning News. Retrieved from http://www.dallasnews.com/business/columnists/mitchell-schnurman/20130126-mitchell-schnurman-american-airlines-facelift-seems-skin-deep.ece
Include, in your case study, information from an additional two scholarly articles (preferably published within the past year) you discovered during your research on this topic.

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