FREE ESSAY ON AMERICA WEST

AMERICA WEST

America West Airlines
America West Airlines has influenced their customers' buyer behavior with a not so
pleasant track record. The airline industry is a service that satisfies customer needs
for traveling. Whether for business or leisure the airline industry is an increasingly
growing business. If companies are not able to compete with their rivals in an already
overly competitive market, then they will not benefit financially. The market segments
that we will be discussing are the business traveler and the vacation traveler. The
benefits between the markets are similar between the two segments. I will discuss some
recommendations that could benefit the company. Most importantly, delivering the view of
the consumer and what a consumer should expect from an airline. Determining a result
depends on these components. This paper will discuss some of these problems and
resolutions.
The airline industry started out as a luxury item. Business travel has changed this
industry to a necessity. As we become a global economy and communication between
international companies is a key tool, travel has increased dramatically. The vacation
traveler has always had the need for the airline industry. Satisfying the customer needs
today involves competitive rates along with convenience of booking flights and benefits
with those flights. America West Airlines has not able to provide a quality service
lately. 
The business travelers need competitive rates for travel. The marketing mix for business
people consists of the actual flights, pricing, where and how it is promoted, and finally
its distribution. America West has low-fares marketed to meet the business and travelers'
needs. This full-service airline is a coast-to-coast route system and includes most major
destinations across the US, with additional destinations in Mexico and Canada. America
West utilizes its Phoenix and Las Vegas connections as gateways for travel throughout its
destinations. America West has a code-sharing agreement with Continental, which was the
first extensive alliance of its kind between two carriers. The company also has a
code-sharing agreement with Mesa Airlines and Air Midwest. Some of the marketing strategy
involves sponsorship with sports teams. Between these different affiliations, America
West uses this in part for distribution and marketing.
Some of the problems with this industry are personally experienced. The airline has a
difficult time being punctual. This is lately a norm in the industry, although, it is
avoided by other companies. The airline industry historically fluctuates in response to
general economic conditions that are present. The airline industry is sensitive to
changes in economic conditions that affect business and leisure travel. The industry is
highly susceptible to situations that result in declines in air travel, such as political
instability, regional hostilities, recession, fuel price escalation, inflation, adverse
weather conditions, consumer preferences, labor instability or regulatory oversight. The
Company's results of operations for interim periods are not necessarily indicative of
those for the entire year, because the travel business is subject to seasonal
fluctuations. Due to the greater demand for business and leisure travel during the summer
months, revenues in the airline industry for business and leisure travel in the second
and third quarters is typically greater than revenues in the first and fourth quarters of
the year. This has an overall impact on the industry.
The next phase is making recommendations for the company. The recommendation is to gain
the customer's confidence back by informing them of the changes made with their
timeliness. The general experience with the company has been rescheduled departures and
delays, which attributes to their failure. They have also had some maintenance issues
they need to be addressed. Customers for the business travel market segment need to have
reliability, punctual flights, ease of booking flights, and frequent flyer miles for
needs of traveling. The needs of the market segment for leisure travel consists of all of
the business segment and the company could do promos for flying to certain destinations
that the airlines receives great deals on. If the company can provide the benefits and
satisfactions associated with good business practice, the consumers resolve their
traveling requirements with America West Airlines.
The company could use a marketing strategy that would involve informing the customer how
they gave the company a facelift. The company could address the fact that they have had
punctual issues and resolved the situation by offering half-price tickets if they do not
meet the customers next flight schedule. Also, by providing proof that the company has
met and exceeded all of the maintenance issues. Another idea to market the company could
be to offer group rates for companies that fly other airlines. Stealing the competitions
business. The airline could offer a free oil change service for the customer's car while
they are out on a trip. Offering a special on tickets that wee booked in advance. Tying
these new strategies with the arrival of new aircraft purchasing plan could be a great
design In July 2000 the company announced firm orders for new aircraft to be delivered in
2001. The aircraft represent the exercise of four of America West Airline's existing
option rights under its 1999 aircraft purchase agreement. In the third quarter of 2000,
the company also entered into aircraft lease arrangements for new aircraft, with lease
terms ranging from 12 to 22 years.
The types of media that would deliver the message effectively would be television
commercials during prime time, of course Internet banners on web sites that are viewed by
travelers, at convention halls via posters, and finally, using radio adds. These tools
would provide plenty of exposure. 
When a company admits they have had some issues and addressed them, this gains respect
from the customers. Providing a service that defines industry instead of following it
will bring America West Airlines to the top. Another tool that America West Airlines has
done is joined with several other companies who enjoy fully integrated partner programs.
The Blue Jackets are partners along with Columbia Gas, the Crown Plaza Hotel, Dispatch
Media Group, Dominion Homes, Fox Sports Net, Nextel Communications, and Ticket master,
Time Warner Communications, Verizon. This type of partnership brings marketing by
providing involvement. One more idea is to use all the affiliates for surveys and
incorporate what other corporations want from an airline. With these efforts combined,
bringing the consumer back to America West Airlines and having them set the standard will
bring them continued sales.
With influencing the customers' behavior to the new benefits America West Airlines will
have a prosperous business. The airline industry is a very important commodity. Offering
a great product to the marketing mix will provide the necessary customers. Working
through their problems is the best solution. Creating the right marketing strategy is
key. Once these factors of the equation are all brought together, America West Airlines
will dominate the market.