Capacity planning and pricing, Strategic Management

Assignment Help:

During early 1981 People Express (PX) became one of the ?rst new entries into the deregulated interstate airline industry. PX's entry strategy was to offer a uniform low-price, no frills, high-frequency regionwide service to 13 peripheral mid-Atlantic cities using a hub and spoke system out of Newark, New Jersey. By unbundling all services, adopting quick turnaround times, working longer crew shifts, and convert- ing all ?rst-class and galley space into additional coach-class seats, PX achieved a 31 percent reduction relative to the industry average in direct ?xed costs per ?ight (e.g., crew costs) and a 25 percent reduction in variable costs per seat (e.g., cabin service). Having secured the lowest operating cost structure in the industry, PX set out to attract customers who saw air travel as a commodity and would regularly ?y rather than drive. The prototypical target customer was a manufacturer's trade representative who often needs to travel on short notice, but is seldom on the company expense account.

In essence, People Express created a new segment of the market not previously served by much more expensive and infrequent Mohawk and Allegheny ?ights (the predecessors of US Airways). As a result, inverse intensity rationing of the cheap ca- pacity ensued; that is, the new low-willingness-to-pay customers attracted into the market by PX's discounting quickly secured all of PX's capacity, leaving almost  none available to other air travelers. As a result, PX failed to take regular customers away from the higher-priced incumbents. Figure WD.1 displays the strategy game this entry presented to the mid-Atlantic regional airlines. The incumbents had to decide whether to match PX's deeply discounted fares or accommodate PX by maintaining high fares. PX had to decide whether to enter with a large-capacity 120-seat Boeing 737 or a small-capacity 30-seat deHavilland 128.


Related Discussions:- Capacity planning and pricing

Show the features of international and global strategies, Question: (a)...

Question: (a) Firms are always looking to outperform each other; three generic strategies have been identified to allow them not only to attain advantages over competitors b

Analyze and diagnose a current and significant organization, Option A. ...

Option A. Identify, analyze, and diagnose a current and significant organization problem or objective that directly involves any one or more of the following organizational be

Explain about value based management, Q. Explain about Value based manageme...

Q. Explain about Value based management? Value based management (VBM) is an approach which focuses on strategies and actions to create more value for shareholders.  Value being

Calculate the pricing strategy, Stephen Hecht, grandson of Marcus Hecht, th...

Stephen Hecht, grandson of Marcus Hecht, the founder of Classy Formal Wear and now executive vice president and chief operating officer of the firm, was considering how his new lin

Importance of strategic management , Discuss What is the importance of stra...

Discuss What is the importance of strategic management towards the success of a business? Ans) Strategic management used to play a dissimilar after the Second World War. Strateg

Strategic plan, Adelphi is situated in a large regional centre about 100kms...

Adelphi is situated in a large regional centre about 100kms from the capital city. It has a population of 150,000 in the regional city itself and the surrounding area, predominantl

Capital requirements directive, A squeeze on credit fall in house prices an...

A squeeze on credit fall in house prices and tumbling stock markets are all reinforcing a slump in consumer confidence, consumption and investment in the EU FS sector. In order to

What do you mean by dual pricing, Q. What do you mean by Dual pricing? ...

Q. What do you mean by Dual pricing? Dual transfer pricing means setting one transfer price for the internal seller and another transfer price for the internal buyer.  The basi

Define a penetration pricing strategy, Strategy used to gain as much sales ...

Strategy used to gain as much sales volume as possible as fast as possible by undercutting competitors' prices.

Quality product, An electronics firm is presently manufacturing an item tha...

An electronics firm is presently manufacturing an item that has a variable cost of $0.50 per unit and a selling price of $1.00 per unit.  Fixed costs are$14,000 per month.  present

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd