Part 1: Review Questions
- Writing clear and succinct positioning statements or value propositions can play an important role in ensuring the effective development and execution of a marketing strategy. Provide an example of a positioning statement for a major airline and explain why you feel their positioning statement is effective.
- Effective brand positioning decisions establish the foundation upon which successful marketing strategies and programs are built, thereby setting the stage for the creation of brand equity. Do you agree or disagree with this statement? Choose an airline and decide if they have strong or weak brand equity. Defend your answer.
- In your own words (do not copy content from the textbook), what are the differences between the defender, analyzer, and prospector business level competitive strategies.
- Do the same competitive strategies used by domestic companies work for global competitors? Provide an example from the airlines industry.
Part 2: Creating a Perceptual Map for the Airlines Industry
As a marketing manager for a major airline, you are faced with many strategic planning decisions prior to launching a new branding campaign for your company. Using the Excel data file linked below, create a perceptual map with four dimensional variables that your airline faces and compare those of your top five competitors in the industry on this same map. Provide your boss with a suggested strategic directive based on your findings (Tip: Review the YouTube video How to Make a Perceptual Map Using Excel above to help in creating your perceptual map).