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Strategy (Marketing Sales Distribution (e-ticket 85%; telephone 15%, 40%…
Strategy
Marketing Sales Distribution
e-ticket 85%; telephone 15%
40% airline vs 60% rail x road
offering low fares
Lugano business passanger 70-80% and venice leisure passanger 70-80%
low pricing
57000 first year -> 70000 second year
Operating Strategy
one air craff type for shorthaul destinations
Aug cost = 4000 sfr
point to point, short haul flights
increase frequency flights 2 -> 4/ week
keep operating cost at minimum
no catering on board
Communication Strategy
Media relations
Personal Charisma
Trimedia PR
Advertising
bilboard
local newspaper
Genewa area and destination area
Growth Strategy
short time = daily flight
medium time = add new destination
long time = new operating base; second aircraff type; genova-moscow & genova-new york
Pricing Strategy
185 Sfr average price
first come, first served
cost =4000; BEP = 29 passangers; LF = 58%
Start up strategy
focus on building traffic
wet lease cirrus (AOC) Airlines