Forum 4, Questions 8-10.docx

Forum 4, Questions 8-10.docx - Running head FORUM FOUR...

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Running head: FORUM FOUR QUESTIONS 8-10, AMERICAN AIRLINES 1 Forum Four Questions Eight Through 10, American Airlines Rebecca Foster Liberty University
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FORUM FOUR QUESTIONS 8-10, AMERICAN AIRLINES 2 Forum Four Questions Eight Through 10, American Airlines American Airlines must be strategic in analyzing the market segments to focus on selling their product and experience. Considering the market segments: geographic, demographic, psychographic, and behavioral, American Airlines defines attractiveness of these markets from cultural trends, statistics of frequent flyers, interest in loyalty programs, and more (Kotler & Keller, 2015). As for analyzing the geographic market segment, American must consider where flyers have a desire to go. The American Airlines Group is one of the largest airline companies in the world. The geographic attractiveness of the market involves being present in strategic airports, being able to provide multiple options for flyers, and understanding where frequent flyers desire to travel. Having hubs in places like Charlotte, New York, Chicago, and more, American is establishing a brand and trust with flyers (Jammula, 2018). As for the attractiveness of demographic market segments, American must consider the cultural trends of current flyers and potential flyers. Research shows that millennials are traveling more and are looking to travel to more exotic locations (Statista, 2018; Kouidri, 2018). The general shift towards many people being able to work remote and increasing technology use enables more flexibility with travel (Popova, 2017). This is an attractive market segment for American to consider and continue building loyal customers. These factors also relate to the psychographic market and ways that American should view this segment as attractive. American should cater it’s marketing strategy to consider the lifestyle, values, and interests of its target market to be successful. Airline travelers in first or business class are likely to travel for pleasure
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