US Airways Libby Weeks and Austin Baker January 17, 2014 Ardrey Kell High Schoo l

Worldwide aviation company Started out in 1937 as American Aviation simply to deliver mail around the US. Through major mergers and name changes, US Airways was formed in Chief Executive Officer is Doug Parker Run out of Phoenix, Arizona 198 Destinations around the world Four Main Hub locations o Charlotte Douglas International Airport o Philadelphia International Airport o Phoenix Sky Harbor International Airport o Ronald Reagan Washington, DC International Airport billion Market Share What is US Airways?

Charlotte, North Carolina Population o 775,202 Median Household income o $96,900 Unemployment o 11.3% Median Resident Age o 33 White Non-Hispanic Alone (50.6%) Black Non-Hispanic Alone (30.2%) Hispanic or Latino (12.2%) Education o 12.82% Master, Doctoral or Professional Degree o 26% Bachelors Degree Climate o Cold dry winters, hot and humid summers Description of the Community

1.Primary Target Market Business travelers International travelers 2. Secondary Target Market Leisure travelers Families 3. Demographics Primary Age Group: Secondary Age Group: Target Market

US Airways has focused more on community and customer relations rather than public promotion such as commercials and online banners. They invest in educational systems to support science, technology, and engineering to encourage the development of our community. To find their most relevant customers, US Airways has set up reward cards and dividend member plans that are offered to anyone over the age of eighteen through in-flight promotions. An example includes the MasterCard Dividend Miles option which provides points for members that can be exchanged for round trip tickets on future flights. US Airways Currently

1.Interview with US Airways Captain, David Weeks- October 21, 2013 We constructed eleven open ended questions Constructing an interview with Captain Weeks is one of the most effective sources because he has the opportunity to work directly with customers on a frequent basis. Primary Research

1.Websites Using these websites allowed us to view and analyze customer reviews and feedback from those who have had experiences with US Airways. Secondary Research

57% of customers did not recommend US Airways Business Class. Passengers sitting in the business class are given minimum service and do not receive added benefits like special meals, movies, and more economically fitted seats. Poor customer service. Low employee morale. Lack of free in-flight amenities. Little-to-none advertising and promotion. Rerouting issues. Excessive fees. Discovery of Problems

Solutions Track it

Proposed Activities and Timeline DateRebranding Effort and Expense January 6 th, 13 th, 20 th, 25 th, 27 th, 2014 Employee Training Conference in Hub Cities and Handbooks March 15th, 2014 Release of “TrackIt” SmartPhone App. Spring 2014Added Destinations June 1st, 2014 General Mills Partnership Modification in fee schedule (baggage) August 1st, 2014Place advertisement in LIFE magazine August 1-31st, 2014Television commercial on NBC Fall 2014Added Destinations

To measure the success of our ideas we will track o Sales from Jan 1, 2013 to Dec 31, 2013 and compare them to Jan 1, 2014 to Dec 31, 2014 sales o Commercial views o Amount of additional Frequent Fliers and Dividend Miles members we gain o Positive customer feedback from fliers Measure ROI

Thank you!