Analyze the following case study: Hudson, S. & Hudson, L. (2017). Marketing in Action: Low Cost Airlines Take Off. In M. Waters (Ed.), Marketing for tourism, hospitality & events: A global & digital approach. London, UK: SAGE
The case explains the growth in popularity of budget airlines and how low cost airlines are expanding their services to meet the needs of the global market. After reading the case study, address the following topics:
- Choose three airlines and compare/contrast the different pricing strategies they are following.
- What benefits do airline customers seek when they buy air travel tickets?
- What external and internal factors affect airline pricing decisions?