Activity : Fair Skies Focus Group Memo (100 points)
This Activity is comprised of three parts. You must cite all resources used and
include an APA-formatted bibliography. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. (100 points) (A 3-page response is required for the combination of Parts A, B, and C.)
Think of yourself as the marketing director for Fair Skies Airlines, which provides
consumers with a product and service that is well accepted and used by millions of people each year in the United States. Several innovations are about to be incorporated into the product that will change some of its features and modify benefits customers enjoy. These have already been decided; in fact, they are almost fait accompli.
In essence, this full-service airline is about to undergo a complete transition into a new
low-fare carrier with Spartan accommodations and no advance seat-selection. It will charge passengers for everything extra, from coffee and soft drinks to sandwiches and even temporary use of pillows and blankets. Passengers will have to check their own baggage, but ticketing and check-in will be more automated. Fares will be exceptionally low, and there should be less wait time at check-in counters. Belatedly, upper management has asked you to obtain some feedback on this new orientation.
Part A provide the following information. (25 points)
1. Research at least three (3) discount airlines describing the different services they
provide as options for their customers.
2. Consult at least two (2) airline industry journals and/or publications from specific
airlines and provide a brief summary describing what a “discount” fare really
Part B Your boss has asked that you interview people about the upcoming changes. Create a list stating the type of subjects you should interview. Upper management favors sampling loyal Fair Skies passengers who have flown at least three round-trips, but feel free to propose others you think should be interviewed. Name at least three (3)
subjects to interview. (45 points)
After creating the list above, you decide to use a focus group format.
1. List and discuss four (4) considerations that you think will be important in leading
the focus group.
2. Compose at least ten (10) questions you think would be necessary for adequate
input and which address the four (4) considerations you have identified.
Part C Write a memo to your bosses and associates explaining the following. Remember that most people rarely read memos over two pages, so keep it short and to the point.Your list of sources and any pertinent charts, tables, and reference materials can be added to the memo as appendices. The results will provide guidance for marketing planning that may insure the survival of Fair Skies while other airlines are
floundering during these difficult times. (30 points)
1.Explain the method and rationale you used for conducting this type of research.
2. Explain how you would use the proposed questions.
3. Make at least two (2) recommendations for management based on what you have