essay
...ble new alliances with other carriers. • To continue filling gaps in flight frequencies to current markets from Denver hub. c) Strategic Intent Route System Strategy Route system strategy encompasses connecting Denver hub to top business and leisure destinations to Increase connection opportunities for passengers connecting through DIA from an average of 8.9 flights as of March 31, 2002 to 11.5 flights as of March 31, 2003. Marketing and Sales strategy Target customer: price-sensitive passengers in both the leisure and corporate travel markets. Action plan: To offer discounted fares marketed through the Internet, newspaper, radio and television advertising along with special promotions. To pursue sales opportunities with meeting and convention arrangers and government travel offices. The primary tools is attracting this business include personal sales calls, direct mail and telemarketing. In addition, frontier offers air/ground vacation packages to many destinations on its route system under contracts with various tour operators. To implement marketing strategies designed to maintain and encourage relationships with travel agencies throughout its route system. Customer Loyalty Programs Effective February 1, 2001, Frontier commenced EarlyReturns, its own frequent flyer program. As of March 31, 2003, there are approximately 533,000 EarlyReturns members who will be provided some of the most generous benefits in the industry, including a free round trip after accumulating only 15,000 miles. Product Pricing The new fare structure, which is comprised of six fare categories, caps all fares to and from Denver at $399 or $499 one-way, excluding passenger facility, security or segment fees, depending on length of haul. Unlike other airlines, these fares can be booked each way, allowing customers to get the best price on both the inbound and outbound portion of their itinerary with no round-trip purchase required. Our new fare structure removes the advance purchase requirements of pas...