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Delta Airlines - Essay Example

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Delta Airlines is the world’s biggest airline which offers its travel services to 368 different destinations across 66 countries serving over 170 million passengers each year (Delta, 2009). The company was founded in 1924 by Huff Daland Dusters. The Chief Executive Officer of…
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Delta Airlines
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Download file to see previous pages The company survived the tough market conditions in the aftermath of 9/11 to become the top player in the industry. Delta Airlines has benefited from implementing innovative marketing strategies. The use of marketing alliances has enabled Delta to increase its travel destination offerings by 54%.
A branding strategy allows a company to charge a premium price for its services while retaining a higher proportion of its customers. Branding strategy develop over time. Delta has been in the industry over 85 years. Delta has been able to increase the value of its brand by being a good corporate citizen. The company has great environmental record. The company hired ENSR, a leading environmental service provider to implement a recycling program in order to reduce the amount of waste generated in its flights (Lohas, 2007).
The grand marketing strategy Delta is utilizing is a differentiation strategy. Differentiated marketing involves operating in several market segments and designing products or special service offering for each segment (Kotler, 2003). Two factors that enabled the company to differentiate itself from its competition are product variety and the quality of its service offerings. With the help of marketing alliances and partnerships the company is able offer its customer 572 different travel destinations.
The company’s ability to enter into partnership agreements with other airlines allowed the enterprise to increase its target market. The marketing alliances at Delta have increased the scope of the companies market. The company’s customer profile includes both business travelers and people who travel in leisure trips. The markets the company targets are not limited to domestic travelers. The marketing alliances Delta established helped the company increase its presence in foreign marketplaces.
Delta airlines utilizes a segmentation marketing strategy. The company uses its strategic alliance as tool to penetrate different ...Download file to see next pagesRead More
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