AirTran ® : The Customers Aliya Kassam, Vi Le, Kendra Roundtree BAA.603: Marketing Concepts and Practices April 12, 2006 “Welcome Aboard, Travelers”

Mission Statement  Innovative people dedicated to delivering the best flying experience to smart travelers. Every day.

AirTran Route Destination

Target Markets  Business Travelers  Students and Young Adults (18-22) X-Fare  Leisure Travelers

Preferences at a Glance

Consumer Preferences  Price  Customer Service  Security  In-Flight Service Entertainment  Cancellations/Delays  Baggage Handling  Co-Branded Airline Credit Cards

Airline Quality Rating System (AQR)  Background  Criteria

Airline Quality Rating

AirTran Aircrafts  Boeing 717  Boeing 737

AirTran Boeing 717 Significance: AirTran is the youngest airline in history to serve as a launch customer for a new aircraft type

AirTran Boeing 717 Compared to Other Planes Its Size  More headroom  Cleaner and quieter Rolls-Royce engine  Spacious EasyFit bins  100% fresh air circulated throughout the cabin  More aisle and window seats

Boeing 717 Specifications Seating117 Passengers 12 Business Class 105 Coach Configuration2-by-2 seating in Business Class 3-by-2 seating in coach Length124 feet Wingspan93 feet 4 inches Tail height29 feet 1 inch EnginesRolls-Royce BR715 Maximum takeoff weight121,000 pounds Fuel capacity3670 U.S gallons Maximum range1,430 nautical miles (1,647 statute miles) Altitude capability37,000 feet Cruise speedMach 0.76 (504 mph) Cargo capacity935 cubic feet

Boeing 717: Importance to AirTran and Industry  Flight Deck Technology  Engines and Systems  In-Flight Improvements

Boeing 717: Importance to Passengers  Modern and Luxurious Interior  Safety and Environmental Improvements  Flight Deck Advancements

AirTran Boeing 737 Significance: It is one of the newest members of the Boeing Next-Generation 737 family and is the world’s most reliable, efficient, comfortable, and technologically advanced commercial jets

Boeing 737 Specifications Seating137 Passengers 12 Business Class 125 Coach Configuration2-by-2 seating in Business Class 3-by-3 seating in coach Length110 feet 4 inches Wingspan117 feet 2 inches Tail height41 feet 2 inch EnginesCFMI CFM56-7 (26,3000 pounds) Maximum takeoff weight154,500 pounds Fuel capacity6875 U.S gallons Maximum range3365 nautical miles (6,225 km) Altitude capability41,000 feet Cruise SpeedMach (530 mph) Cargo capacity966 cubic feet

Boeing 737: Importance to Passengers  Safety First through Technological Advancements  Superior Interior  New Nonstop Route Capabilities  Financial Benefit

Top Domestic Routes (January-December 2005)

AirTran Route Destination Honolulu, HI

Future Outlook (Based on Carrier Shares for January-December 2005)  Hartsfield International Airport (Atlanta)  Houston Intercontinental Airport  Dallas/Forth Worth International Airport  Chicago Midway

Hartsfield International Airport (Atlanta) Home to AirTran & Delta

Houston Intercontinental Airport Home to Continental

Dallas/Fort Worth International Airport Home to Southwest

Chicago Midway Home to United

Potential Market  Conventions and Groups  International Travelers

Summary  Current products are being used efficiently  Still possible markets to penetrate  Possible changes: Bigger aircrafts with higher range More sales promotions (i.e. Wendy’s promotion) to increase brand awareness

References 1.Airline Quality Rating (2006). “About the AQR.” Retrieved April from 2.Airline Quality Rating (2006). “2006 AQR Report Card.” Retrieved April from Bureau of Transportation Statistics (2006). “Airport Fact Sheet.” Retrieved April 6, 206 at Bureau of Transportation Statistics (2006). “Top Domestic Routes.” Retrieved April 6, 206 at Consumers Union (2001, May 23). “Consumers Union’s Recommendations For Federal Reform of Airline Industry.” Retrieved April 5, 2006 from Global Information, Inc (2005, January 11). “Consumer Preference for Co-Branded Airline Credit Cards Has Grown by 73%.” Retrieved April 8, 2006 at infoshop.com/press/pf24994_en.shtmlhttp:// infoshop.com/press/pf24994_en.shtml 7.“The Industry Handbook-The Airline Industry.” Retrieved April 8, 2006 at Miller, L (2006, April 3). “Airline Delays, Complaints Increase.” Retrieved April 5, 2006 from Standford University. “The Airline Industry.” Retrieved April 8, 2006 from Travel Industry Association of America. “Domestic Research: Travel Market Segments.” Retrieved April 8, 2006 from 11.University of Nebraska (2006, April 3). “Airline Performance Declines; Jet Blue Still No.1 in AQR.” Retrieved April 10, 2006 from

Thank You!

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