mkcase1

Case Assignment

Díaz, E. & Martín-Consuegra, D. (2016). A latent class

segmentation analysis of airlines based on website evaluation.

Journal of Air Transport Management, 55 (August), 20-40.

Gursoy, D., Chen, M-H, & Kim, H. J. (2005). The US airlines relative

positioning based on attributes of service quality. Tourism

Management, 26 (1), 57-67.

Rothkopf, M., & Wald, A. (2011). Innovation in commoditized

services: A study in the passenger airline industry. International

Journal Of Innovation Management, 15(4), 731-753.

Rothman, A., & Jasper, C. (2011, Dec 19). The unbearable

heaviness of business class. Business Week, 1.

Teichert, T., Shehu, E., & Wartburg, I (2008). Customer

segmentation revisited: The case of the airline industry.

Transportation Research Part A: Policy and Practice, 42 (1), 227-

242.

Wen, C., & Yeh, W. (2010). Positioning of international air

passenger carriers using multidimensional scaling and

correspondence analysis. Transportation Journal, 49(1), 7-23.

Read and cite the required articles listed above, supplemented with

other articles related to passenger airline industry as well as United

and Delta Airlines, and develop a report in terms of the following

guidelines. A well-written report should have a brief introduction,

headings or subheadings, and a brief concluding comment. Note

that you should use some keywords as headings or subheadings

such as "Key External Factors," instead of a sentence or a question.

Identify and explain key external factors that affect the passenger airline industry.

Evaluate the websites of United and Delta Airlines and discuss what airline segment each

company is based on. Díaz and Martín-Consuegra (2016).

Contrast United and Delta Airlines in terms of each company's target market and positioning.

Give some examples of how these strategies are implemented by each company. What

suggestions can you offer to the CMOs at United and Delta Airlines to improve their market

position?

Assignment Expectations

Write clearly, simply, and logically. Your paper should be 750-1,500

words, excluding title pages and references, but quality of writing is

more important than length. Use double-spaced, black Verdana or

Times Roman font in 12 pt. type size. Back up your positions or

opinions with references to the required reading found in the

Background and Ongoing Useful Resources. In using those

references, demonstrate your understanding of the concepts

presented. Rather than grading on how much information you find,

emphasis will be on the defense of the positions you take on the

issues. Also remember:

The "why" is more important than the "what."

The defense of your positions on the issues is more important than the positions you take.

Paraphrase the facts using your own words and ideas, employing

quotes sparingly. Quotes, if absolutely necessary, should not be

more than a few words. When writing an academically oriented

paper, you will uncover many facts about the product. If you

paraphrase the facts, cite the sources in your text and link those

citations to references at the end of the paper. Here are some

guidelines on how to conduct information search and build critical-

thinking skills.

Emerald Group Publishing. (n.d.). Searching for Information.

Retrieved from

http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

Emerald Group Publishing. (n.d.). Developing Critical Thinking.

Retrieved from

http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinkin

g.htm

Guidelines for handling quoted and paraphrased material are found

at:

Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved from

https://owl.english.purdue.edu/owl/section/1/2/

Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and

Summarizing. Retrieved from

https://owl.english.purdue.edu/owl/resource/563/1/

Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved

from http://owl.english.purdue.edu/owl/resource/589/1/

Your paper consists of arguments in favor of your opinions or

positions on the issues addressed by the guidelines; therefore,

avoid the logical fallacies found in the following reference:

Purdue Online Writing Lab. (n.d.).Logic in Argumentative Writing.

Retrieved from

http://owl.english.purdue.edu/owl/resource/659/03/