AirTran

1
AirTran The Customers
Welcome Aboard, Travelers

• Aliya Kassam, Vi Le, Kendra Roundtree
• BAA.603 Marketing Concepts and Practices
• April 12, 2006

2
Mission Statement

• Innovative people dedicated to delivering the
• best flying experience to smart travelers.
  Every
• day.

www.airtran.com
3
AirTran Route Destination
www.airtran.com
4
Target Markets

• Business Travelers
• Students and Young Adults (18-22)
• X-Fare
• Leisure Travelers

5
Preferences at a Glance
http//transtats.bts.gov
6
Consumer Preferences

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

7
Airline Quality Rating System(AQR)

• Background
• Criteria

8
Airline Quality Rating
http//www.aqr.aero/track/index.htm
9
AirTran Aircrafts

• Boeing 717
• Boeing 737

10
AirTran Boeing 717
www.airtran.com

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

11
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

12
Boeing 717 Specifications
www.airtran.com
Seating 117 Passengers
  12 Business Class
  105 Coach
Configuration 2-by-2 seating in Business Class
  3-by-2 seating in coach
Length 124 feet
Wingspan 93 feet 4 inches
Tail height 29 feet 1 inch
Engines Rolls-Royce BR715
Maximum takeoff weight 121,000 pounds
Fuel capacity 3670 U.S gallons
Maximum range 1,430 nautical miles
  (1,647 statute miles)
Altitude capability 37,000 feet
Cruise speed Mach 0.76 (504 mph)
Cargo capacity 935 cubic feet
13
Boeing 717 Importance to AirTran and Industry

• Flight Deck Technology
• Engines and Systems
• In-Flight Improvements

14
Boeing 717 Importance to Passengers

• Modern and Luxurious Interior
• Safety and Environmental Improvements
• Flight Deck Advancements

15
AirTran Boeing 737
www.airtran.com

• Significance It is one of the newest members of
  the Boeing Next-Generation 737 family and is the
  worlds most reliable, efficient, comfortable,
  and technologically advanced commercial jets

16
Boeing 737 Specifications
www.airtran.com
Seating 137 Passengers
  12 Business Class
  125 Coach
Configuration 2-by-2 seating in Business Class
  3-by-3 seating in coach
Length 110 feet 4 inches
Wingspan 117 feet 2 inches
Tail height 41 feet 2 inch
Engines CFMI CFM56-7 (26,3000 pounds)
Maximum takeoff weight 154,500 pounds
Fuel capacity 6875 U.S gallons
Maximum range 3365 nautical miles
  (6,225 km)
Altitude capability 41,000 feet
Cruise Speed Mach 0.785 (530 mph)
Cargo capacity 966 cubic feet
17
Boeing 737 Importance to Passengers

• Safety First through Technological Advancements
• Superior Interior
• New Nonstop Route Capabilities
• Financial Benefit

18
Top Domestic Routes (January-December 2005)
http//transtats.bts.gov
19
AirTran Route Destination
20
Future Outlook (Based on Carrier Shares for
January-December 2005)

• Hartsfield International Airport (Atlanta)
• Houston Intercontinental Airport
• Dallas/Forth Worth International Airport
• Chicago Midway

21
Hartsfield International Airport (Atlanta)
Home to AirTran Delta
http//transtats.bts.gov
22
Houston Intercontinental Airport
Home to Continental
http//transtats.bts.gov
23
Dallas/Fort Worth International Airport
Home to Southwest
http//transtats.bts.gov
24
Chicago Midway
Home to United
http//transtats.bts.gov
25
Potential Market

• Conventions and Groups
• International Travelers

26
Summary

• Current products are being used efficiently
• Still possible markets to penetrate
• Possible changes

• Bigger aircrafts with higher range
• More sales promotions (i.e. Wendys
• promotion) to increase brand awareness

27
References

• Airline Quality Rating (2006). About the AQR.
  Retrieved April 8. 2006 from http//www.aqr.aero/a
  boutaqr.htm
• Airline Quality Rating (2006). 2006 AQR Report
  Card. Retrieved April 8. 2006 from
  http//www.aqr.aero/track/index.htm
• Bureau of Transportation Statistics (2006).
  Airport Fact Sheet. Retrieved April 6, 206 at
  http//transtats.bts.gov/
• Bureau of Transportation Statistics (2006). Top
  Domestic Routes. Retrieved April 6, 206 at
  http//transtats.bts.gov/
• Consumers Union (2001, May 23). Consumers
  Unions Recommendations For Federal Reform of
  Airline Industry. Retrieved April 5, 2006 from
  http//www.consumersunion.org/other/orbitzdc501.ht
  m
• Global Information, Inc (2005, January 11).
  Consumer Preference for Co-Branded Airline
  Credit Cards Has Grown by 73. Retrieved April
  8, 2006 at http//www.the-infoshop.com/press/pf249
  94_en.shtml
• The Industry Handbook-The Airline Industry.
  Retrieved April 8, 2006 at http//www.investopedia
  .com/printable.asp?a/features/industryhandbook/ai
  rline.asp
• Miller, L (2006, April 3). Airline Delays,
  Complaints Increase. Retrieved April 5, 2006
  from http//www.msnbc.msn.com/id/12137007/
• Standford University. The Airline Industry.
  Retrieved April 8, 2006 from http//adg.stanford.e
  du/aa241/Intro/airlineindustry.html
• Travel Industry Association of America.
  Domestic Research Travel Market Segments.
  Retrieved April 8, 2006 from http//www.tia.org/Tr
  avel/TravelTrends.asp
• University of Nebraska (2006, April 3). Airline
  Performance Declines Jet Blue Still No.1 in
  AQR. Retrieved April 10, 2006 from
  http//newswise.com/p/articles/view/519318

28
Thank You!
29
Questions, Comments, and Feedback