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CASE 11 Pricing Air Travel In most of the world, airline travel is available to domestic and international customers Table 11.8 identifies the top twenty largest airlines in Europe during the year 2016, in terms of passengers. Many of the issues described in this chapter apply to international airline operations. For instance, any competitor in this industry would be subject to the various objectives and pricing methods. Each airline's marketing team could choose from the more common pricing goals, including earning profits, improving market share, retaining current customers, enticing new customers, or countering competitive actions. Selections would be based in part, on the airline's financial status, country of origin, age, reputation or image, level of governmental protection and investment, and relevant degree of competition. The pricing methods, based on costs, supply and demand, competition, or profitability, all apply to airlines. The complicating factors are that prices, especially fuel prices , change quickly and dramatically. Supply and demand will be influenced by shifts in economic conditionscompetitors and competitive actions vary widely , as carriers enter and leave the marketplace, while some merge in various types of alliances, Profit targets become difficult to establish in such volatile markets. In addition, issues such as terrorism affect operations and prices, as airlines seek to provide security for flights, passengers, and crew members. Discounting also affects the international airlinesindustry. When Ryanair, the low cost Inshorine, announced plans for flights from the United Kingdom to the United States priced at 10 in the near future, the goal of offering loss leader flights was to gain a fool- Beyond these concerns, ethical issues are germane. For instance, one common practice among orhines has been lo label airline fees, which count as revenue for the company oss A lawsuit filed against British Airways Occuses that airline of the practice and held in the British market stories that the pricing is deceptive TABLE 118 Top Twenty Largest Airlines Europe, 2016 Pealtion Airlines Ryan 2 3 Passengers 116 cm 107 milion 100 milion 4 5 ? Lufthansa Group find lufthansa, Austrian Swiss Eurowings AG British Airways, Iberia Vueling Aer Lingus Al France KLM in Al France, KLM HOPU Transovio Los del Turkish Airlines Aeroflot Group find Aurobiot Rosso Pobedal SAS Group kondinavian Airlines Norwegion Alt Berlin Group Inc. Alt Bern Atala Pogoss Airlines WE Air Agon Arlines and Olympk AM S7 Airlines TAP Portugal Inhalt Alt Europa 745 min 62.8 million 434 Non 204 million 29,3 million 200 million 1 12 13 20 milion 22 milion 10 15 Dambon 18 18 10.9 on 1 18 20 en for vines furope Arport in foropa, September 11 2017 Rived from www.arportunope mapalaingal ana-' RA Continued 1. What should be the primary pricing objectives for the companies at the top of the list in Table 11.8? Would the objectives differ for companies 15-20? Why or why not? 2. Which price setting approach best matches the international airline industry? 3. How might pricing systems vary from Europe among airlines in Asia, the Far East, and the United States, or would they remain basically the same? Explain your answer. 4. Which forms of discounting best match international airline pricing systems? 5. Examine the list of airlines banned in Europe at https://ec.europa.eu/transport/ modes/air/safety/air-ban_en.h How would such a ban affect pricing strategies for these companies in other areas where they are not banned? 6. Which of the ethical issues identified in this chapter apply to international airlines? Explain your