Activity #2: Fair Skies Focus (100 Points)

Instructions

Activity #2: Fair Skies Focus (100 points)

This Activity is comprised of four (4) parts. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (100 points) (A 4-page response is required for the combination of Parts A, B, C, and D.)

Think of yourself as the marketing director for Fair Skies Airlines, which provides consumers with a product and service that is well accepted and used by millions of people each year in the United States. Several innovations are about to be incorporated into the product that will change some of its features and modify the benefits customers enjoy. These have already been decided; in fact, they are almost fait accompli.

In essence, this full-service airline is about to undergo a complete transition into a new low-fare carrier with meager accommodations and no advance seat-selection. It will charge passengers for everything extra, from coffee and soft drinks to sandwiches and even temporary use of pillows and blankets. Passengers will have to check their own baggage, but ticketing and check-in will be more automated. Fares will be exceptionally low, and there should be less wait time at check-in counters. Belatedly, upper management has asked you to obtain some feedback on this new orientation.

Part A Using the Ashworth College Library, research the following information. You must provide an APA-formatted bibliography identifying all the sources you use. (15 points)

1. Research at least three (3) discount airlines describing the different services they provide as options for their customers.

2. Consult at least two (2) airline industry journals and/or publications from specific airlines and provide a brief summary describing what a “discount” fare really means.

Part B Your boss has asked you to validate the claim that the new concept will be a success. In order to do so, you need to conduct a SWOT analysis. Your boss has asked you to include a competitive component in the analysis. Your SWOT analysis must include at least three (3) internal strengths and three (3) internal weaknesses, as well as three (3) external opportunities and three (3) external threats. The competitive component must include mention of at least two (2) competitors in relationship to the opportunities and at least two (2) competitors in relationship to the threats you have identified. (36 points)

Part C Your boss has asked that you interview people about the upcoming changes. Create a list stating the type of subjects you should interview. Upper management favors sampling loyal Fair Skies passengers who have flown at least three round-trips, but feel free to propose others you think should be interviewed. Name at least three (3) subjects to interview. (29 points)

After creating the list above, you decide to use a focus group format.

1. List and discuss two (2) considerations that you think will be important in leading the focus group.

2. Compose at least 10 questions you think would be necessary for adequate input and which address the two (2) or more considerations you have identified.

Part D Write a memo to your boss and associates explaining the following. Remember that most people rarely read memos more than two pages long, so keep it short and to the point. Don’t forget to cite your sources, however. Your list of sources and any pertinent charts, tables, and reference materials can be added to the memo as appendices. The results will provide guidance for marketing planning that may insure the survival of Fair Skies while other airlines are floundering during these difficult times. (20 points)

1. Explain the method and rationale you used for conducting this type of research.

2. Explain how you would use input from the SWOT analysis.

3. Explain how you would use the proposed questions.

4. Make at least two (2) recommendations for management based on what you have learned.

Instructions

Activity: Marketing Self-Segmentation (100 points)

Each of us fits different points within a plethora of marketing segmentation schemes. You have now been exposed to VALS categories and to LOHAS, to definitions of major US social classes, to identity marketing, and to demographic and psychographic modes of classifying clusters of buyers. You have also learned the key elements of a variety of market segments (target markets). Based upon the knowledge gained from your text, Required Readings, and Lecture and Research Update, respond to the following. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (100 points) (A 3-page response is required.)

Part A / List and define three (3) market segments (target markets) into which you fit. (16 points)
Part B / Discuss each of the three (3) market segments – including descriptors such as demographics, lifestyle, and usage behaviors of each and why you believe you fit into each one. (30 points)
Part C / Apply Maslow’s theory of motivation to each of the market segments. Based on the demographics, lifestyle, and usage behaviors you indicated, select three (3) primary needs for each of your three (3) chosen market segments and describe how each need would drive buying behavior. (54 points)

Instructions

Upon completion of the Required Readings, write a thorough, well-planned narrative answer to each of the following discussion questions. Rely on your Required Readings and the Lecture and Research Update for specific information to answer each discussion question, but turn to your original thoughts when asked to apply, evaluate, analyze, or synthesize the information. Your Discussion Question responses should be both grammatically and mechanically correct, and formatted in the same fashion as the questions themselves. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your responses and document in a bibliography using APA style.
Select one (1) major company whose product(s) you buy. Visit their Web site and then answer the following questions. You may also use articles and advertisements in newspapers, journals, etc. that are about the company. (26 points) (A 1½-page response is required.)

Write a summary about what most influences you personally to buy this product(s) as opposed to the competitor’s product(s). Include a comparison of at least two (2) competitors.
Define how you believe the company segments its market by describing four (4) criteria it uses to identify which consumer group to target.
List two (2) markets that the company is targeting.

Instructions

Explain how a marketer delineates among durable goods, nondurable goods, and services when planning an appropriate market-mix strategy. Describe the strategies used for the different types of good and services. Provide two (2) example products for the consumer market and two (2) example products for the industrial market for each category (durable goods, nondurable goods, and services). (24 points) (A 1½-page response is required.)

Instructions

Activity Description: Marketing Analysis (100 points)

Pretend you have been hired as Director of Marketing and Planning in time for the anticipated introduction of a company’s new product or service. For your first assignment, you are asked to provide a rudimentary market analysis and promotion mix for the new product offering’s introduction. You will present this information to the Senior Vice President of Marketing, as well as to others in upper management. They will compare your suggestions to other earlier suggestions previously developed, but they are hoping you will provide new, fresh insights into how they can identify, attract, and capture their desired audience. Although you want to make a great impression, you also know that they may very well give the implementation of the plan back to you and you want your presentation to be as realistic as possible. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (100 points) (A 3-page response is required.)

Part A / Choose the type of company for which you work. Although your company is fictional, you may base it on a similar real-life one in order to obtain basic information about the company itself. Describe your new employer, including the following. (10 points)
1. / The company and industry in which you operate
2. / Your product lines
3. / Your total number of employees
4. / Your annual revenue
5. / Your top competitor
Part B / Write an overall description of the new product you will be promoting. Include four (4) product features and one (1) benefit for each feature. (20 points)
Part C / Identify and describe the three (3) primary market segments you would target to buy your product. In each description, identify two (2) demographic and one (1) psychographic characteristic. (30 points)
Part D / Develop a list of five (5) marketing activities you recommend to promote this new product. Include the reason why you believe each of the marketing activities will be successful. (40 points)