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

Effect of globalization in management of an organization, The following ess...

The following essay will discuss how the popular trend of globalization is affecting the communication style and management of an organization. There will be explanations provided

What are the six steps in strategic planning, Question: (a) Explain, w...

Question: (a) Explain, with an example of your choice, why providing more resources on a project does not always lead to completion of the work earlier than scheduled or getti

Technology can drive substitution of products or services by, A) Producing ...

A) Producing new and better products or services B) Substitution of require by a related product or service C) Displacing consumer spending into latest unrelated products and

Explain economic value added, Q. Explain Economic value added? Economic...

Q. Explain Economic value added? Economic value added was developed by Stern Stewart & Co and is a registered trademark. EVA is an estimate of economic profit, measured as Net

Steady state system, Consider a community dining style restaurant such as B...

Consider a community dining style restaurant such as Benihana of Tokyo. Assumptions are as follows: When you admit a customer to the bar, the customer is assured a seat in th

Potential difficulties that might arise for an organisation, Identify FIVE ...

Identify FIVE potential difficulties that might arise for an organisation following the introduction of a new system if support and training are inadequate. Inefficient operat

Networks vary from joint ventures in that network, Are arrangements whereby...

Are arrangements whereby two or more companies work in collaboration without formal relationships, where there is mutual benefit in doing so

Production line capacities, Product Mix - Satchmo & Satchmo Electronics dev...

Product Mix - Satchmo & Satchmo Electronics developes two products that can be make on two different production lines.  Both products have their lowest production costs when produc

Synergy, explain the concept of synergy

explain the concept of synergy

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