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

Infrastructure changed to accommodate the industry, This introduction of te...

This introduction of technology (for example, the Internet/mobile technology/software) has eliminated some industries and has significantly impacted/threatened several others. Howe

Show the quick ratio or acid test, Q. Show the Quick ratio or acid test? ...

Q. Show the Quick ratio or acid test? Quick ratio or acid test   Quick ratio = Current assets less inventories / Current liabilities               (times) This ratio meas

Analyse link between corporate strategy and bottom line, Question 1: "S...

Question 1: "Strategic Corporate Social Responsibility executed well is effective Corporate Social Responsibility". What are the essential elements to take into account in o

Strategy Formulation, # 14 Strategy formulation presupposes a set of goals ...

# 14 Strategy formulation presupposes a set of goals and objectives. Why aren''t goals and objectives obvious? What characteristics of people and organizations can make setting goa

Balanced scorecard, Present five arguments to justify why Chemical’s retail...

Present five arguments to justify why Chemical’s retail bank, a financial institution with the bulk of its inputs and outputs denominated in financial terms, needs measures other t

Managing strategy and change, Taking into account the industry dynamics and...

Taking into account the industry dynamics and characteristics of the automotive industry, discuss the rationale (reasons for)the collaborative partnership between Renault, Nissan a

Research and materials analysis, Using a combination of online and paper re...

Using a combination of online and paper resources, find out as much as you can about the seven materials listed below.  In particular, consider the QUANTITATIVE values for their pr

Behaviour of divisional senior executives, Q. Behaviour of divisional senio...

Q. Behaviour of divisional senior executives? EVA can affect the behaviour of divisional senior executives in the following ways. 1.  They would concentrate their investment

Diversification, refer to case scenario,is ICP''s focuse low-cost/price str...

refer to case scenario,is ICP''s focuse low-cost/price strategy opproprate for its industy?why?

Establish long-term objectives with strategy process, Establish long-term o...

Establish long-term objectives Live Business News investigated that ‘The market researchers AC Nielsen expect that Aldi will expand its branch network in the few urban centers

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