Segments of American Airlines Considered [2 of 3]

A further breakdown of this personalized market segmentation, demographic, finds American seeking to cater to as many as they can as intimately as possible (Booth, 2008)(Brown, Mack, & Alleyne, 2011)(Johnson, 2010)(Martin et al., 2010)(Novelli & Sroka, 2010). These recent articles just cited find American, one special group of the time, evidencing real care. The Black enterprise article features Sonja Whitemon, Americans’ Advertising and Promotions Manager is a featured top executive. Johnson's article lays out an ethical framework by which the GB LT community can spend its dollars consistent with those who support its voice and sites and American sub site is an example: www.aa.com/rainbow. A recent issue of Men's Health magazine highlights “guy trips”, 50 adventure travel destinations for men, exciting destinations to experience paddling, camping, kayaking with blue whales and hiking, etc. Other recent publications include a convention for active seniors and an acknowledgment of the growing Hispanic population (and their subsequent growing voice).




Focusing on the Profitable Markets

American continues to covertly posture itself generally (and overtly to this demographic) as elegant, a choice for the refined palate. Whether this expression is a matter of pride is immaterial, constantly seeking to bolster its business class customer base is simply smart economics.

Soon, its commuter line American Eagle will add business-class, further extending the choices (and especially during this depressed economic market) it can offer to its luxury target (Jones, 2010).



Concluding thoughts - Toward More Effective Target Marketing

Americans’ marketing operations, (both Marketing and Operations) may find itself with a large ship of state, and it may not be as nimble as small lines like USA 3000 or charter lines like Alaska Air, but it certainly pays attention and makes all necessary adjustments to ensure its survival.

As stated elsewhere, this writer acknowledges there seem no other segments to pursue than already are. Equally so, it appears that the only real way to more effectively target a more profitable market is to create one. In the past, this writer has suggested personalizing technology as one approach. Another suggestion included closing off the back row (on at least some flights) and creating an infant/toddler friendly space. Finally, specific to the already targeted luxury demographic of business-class, another idea offered was to create a subunit (of AA) with (or linking to) continuing education unit opportunities and conferences (Davis, 2011).

The conclusion, in sum, is American is doing as fine as ordinary will allow. It seems extraordinary is what is left to pursue.