AtlanticAviationGraded

AtlanticAviationGraded - Team MAR 5805 J Atlantic Aviation...

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Team J MAR 5805 Atlantic Aviation Prof. Alan Sawyer The purpose of this is to better communicate the relative strengths and weakness of your analyses and recommendations about some of the major aspects of the case on various aspects of the case. (It also helps since my handwriting is so bad.) (scores range from a check mark OR a blank; with end points -- - - to ++ + +; average = - +) Final grade is based on my overall assessment. Consumer Behavior Decision making process of buyers of company planes Different roles for members of the DMU Analysis of differences among different market segments -I- -f- -+- v-+-/. .+- ~ +- A-- v -+- y" +- ~ 'Y\.o+--s~ .~ ~ Recommendations ( V \ \? ~ ;:f.A.'VV'"~ Three customers (Yogurt Guy,{Ellis Steel:? Financial Subsidiary) Overall demo practices and po Other (salesperson compensation, e.g.) Overall marketing communication plan Demonstration Flights Role of flights in consumer decision process Quantitative analysis of flights in 1980 vs. 1979 Recognition that costs are likely not as expensive as thought by AA Overall profitability analysis Overall: Level of detail of analysis Clarity of analysis (calculations, assumptions, etc.) Amount of insight demonstrated Creativity and ability to step back and see a larger picture than immediate three decisions and other details Level of detail of recommendations 5 I b j .•. " 5 I ~ 0"::. , -t,. 0 ~. \ j:> Overall persuasiveness, logic, and consistency Writina stvle and oraanization -r ..,- -+ v+ -I-+- V~ f- Overall Grade <)(~ ,/ U .~
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.. ATLANTIC AVIATION Team 1 Rusty McLaughlin Larry Miller Corrie Musgrave Luke Setzer OEM Team 1 1
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Consumer Segments Owner Segment - Major companies - Private corporations 90% of market sales Turboprop or Turbojet Non-Owner Segment - Major companies - Private corporations 10% of market sales OEM Team 1 4 2 The case stud~e two (2) main segments that comprise the business jet efurther se~emm~e em into major companies and private corporations es re the segments that we believe Atlantic Aviation should target. We a e individuals and CEO'sof small companies that cannot afford t a jet segments are a very small piece of the business jet market and the ort required to determine if they would be good candidates to sell to would be more than any return sales we would see. Since 90% of all sales come from the current owner market, the Atlantic Aviation sales department concentrates most of their efforts in this segment. This segment consists of those who already own a Westwind as well as those who own a competitors plane. Different marketing techniques are required for these two groups as well as for the two segments in the non-owner group. 2
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Business Buyer Behavior Model he Buying Organization (Irrte,p.",,,,nal Organizalionallnfiuences) l ~ OEM Team 1 3 This model illustrates how marketing and other stimuli affect the buying organization and produce certain results. This model also shows that the buying activity in an organization consists of two
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AtlanticAviationGraded - Team MAR 5805 J Atlantic Aviation...

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