The president of a regional aircraft carrier in Thompson, Manitoba, is contemplating a route expansion which would service Winnipeg and several northern Manitoba communities, positioning the firm in direct competition with the only two other airlines in this market. Students, in the role of president, are asked to develop a complete marketing strategy involving decisions on the types of aircraft to be used, scheduling, pricing, and promotional activities related to this expansion. Inclusive in this comprehensive marketing case's objectives is the students' understanding of the impact the marketing plan has on the firm's finances and current operations.
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