April 2, 2012
Lance Airlines A good marketing plan provides a road map for members of any organization to follow. According to Mullins and Walker (2010), authors of the book Marketing management, a written marketing plan “is a key step in ensuring the effective execution of a strategic marketing program because it spells out what actions are to be taken, when and by whom” (p. 487). This paper will present a marketing plan to launch Lance Airways, a full-service airline offering non-stop superior service, with the competitiveness of a low-fare discount carrier, from Los Angeles to Singapore. Because this flight is over 18 and half hours in duration, it is important to have a good marketing and implementation plan in place.
Company Overview In order to achieve success, Lance Airways is proud to provide a two part mission statement, one to our guests and another to our colleagues; both are available to view by all. To our guests: Lance Airways is in the business to provide safe, dependable and friendly air transportation to our guests, along with numerous related services. We are dedicated to making every flight you take with us something unlike you have ever experienced in air travel today. Your safety, comfort and convenience are our most important concerns. To our colleagues: Workforce diversity gives us access to a world of different ideas and perspectives. Lance Airways is committed to maintaining a corporate culture where men and women of all ages, races, physical abilities, preferences and backgrounds are treated with dignity and respect. At Lance Airways we recognize that when diversity is valued and respected the results are improved service, customer satisfaction and a positive community image. We believe our employees make a world of difference and we work to maintain an environment where diversity and inclusion is a critical component of our success. Our diversity vision is to build a high performing environment where individual differences and contributions of employees, customers and business partners are respected and valued, the result of which is a business organization where fairness, trust and integrity govern relationships and the way we do business.
Target Market Lance Airways is a full-service airline offering superior service at competitive rates for all travelers. For this reason it is important to understand the different social classes we will be offering services to. According to Mullins and Walker (2010) there are five social groups, “upper, upper-middle, middle, working, and lower” (p. 20). We will plan to target the upper to upper-middle class with the opportunity to purchase a suite for the flight from Los Angeles to Singapore. For the upper-middle to the middle class, we will be offering business class seats for the trip. For the middle, working and lower class guests, we will provide economy seating. This way, all social classes have the opportunity to purchase the fare that they feel best suits their individual needs.
When it comes to full-service airlines, we understand and accept that there are plenty of airlines to choose from. With regard to our particular flight path, a non-stop flight from Los Angeles to Singapore, there is one competitor Lance Airways has identified. Joel Fineman, author of the World’s Longest Flights, identified Singapore Airlines has our main opponent. According to Fineman, Singapore Airlines only offers a single “business-class airplane [that] shuttles 100 passengers” (Fineman, 2012). Given that Lance Airways is committed to offering superior service to more than just business class guests, we are confident that we can surpass our competition with greater services provided.
Services Provided At Lance Airways, we pride ourselves on treating our travelers as guests in our own home both on and off the plane. This includes a complimentary limousine pick up