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Marketing Research of Northwest Airlines

Marketing Research of Northwest Airlines

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Marketing Research of Northwest Airlines
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Netra Shetty
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Marketing Research of Northwest Airlines - April 8th, 2011

Northwest Airlines, Inc. (often abbreviated NWA), was a major United States[1] airline headquartered in Eagan, Minnesota, near Minneapolis-St. Paul International Airport. Northwest has merged into Delta Air Lines. Northwest had three major hubs in the United States: Detroit Metropolitan Wayne County Airport, Minneapolis-Saint Paul International Airport, and Memphis International Airport. Northwest also operated flights from its Asian hub at Narita International Airport (Tokyo). Transatlantic flights were operated from its European hub at Amsterdam Airport Schiphol in cooperation with its partner airline KLM.
As of 2006, Northwest was the world's sixth largest airline in terms of domestic and international scheduled passenger miles flown and the U.S.'s sixth largest airline in terms of domestic passenger miles flown.[2] In addition to operating one of the largest domestic route networks in the U.S., Northwest carried more passengers across the Pacific Ocean (5.1 million in 2004) than any other U.S. carrier, and carried more domestic air cargo than any other American passenger airline.[3] It was the only U.S. combination carrier (passenger and cargo service) operating dedicated Boeing 747 freighters. The airline, along with its then-parent company, Northwest Airlines Corporation and subsidiaries, operated under Chapter 11 bankruptcy protection which, in the United States, allows continued operation during the reorganization effort, not cessation of flights as in the case in some countries. Northwest emerged from bankruptcy protection on May 31, 2007.

Increasing demands by Indian consumers for technologically advanced engine and control management systems, and superior safety systems have been the main drivers for the growth of the automotive electronics market. Stricter regulations on emission and competitive pressures in the growing automobile industry in India, are also forcing automotive manufactures to constantly upgrade on automotive electronics technology. The increasing emphasis on vehicle exports from India is also an important factor contributing to this trend. Emission norms for vehicles would be on par with European norms by 2010. Several government regulations, especially on safety, will be introduced in the next couple of years, and this is further expected to drive the growth of the Indian automotive electronics sector. The demand for automotive security systems is set to increase in the near future, and by 2010 many safety features such as car protection during collisions are likely to be standardized in the Indian automobile. The market for safety electronics is expected to grow at around ten percent annually over the next three to four years.

Engine management systems such as engine control units and fuel-injection technology, accounting for close to 50 percent of the power-train segment currently dominate the Indian automotive electronics market. The automobile entertainment segment in India is dominated by CD, MP3 players today with even DVD players being installed in Indian automobiles. In this modern age, driven by the growing demand from Indian consumers for added connectivity solutions to the traditional in-vehicle standalone audio and video systems, the overall automotive entertainment systems are like to see major changes.

With the opening up of the Indian economy, the old Indian automotive industry characterized by a few automotive models with a long delivery periods gave way to an extremely competitive and dynamic consumer driven market with technology, performance, fuel economy and reliability being the key drivers. The number of vehicles models available in India today is more than a hundred and newer and advanced models continue to be launched periodically. Auto-makers in India are fast increasing their investments on technology to achieve competitive advantage and differentiation to enhance consumer experience and satisfaction.

With the Indian economy growing fast and incomes rising, the automobile industry in India is growing rapidly at between 12-14 percent per annum. Due to robust economic growth, and rising income levels, global car manufacturers are increasing their focus on the Indian market with newer models. The current size of the Indian automotive electronics market is $2 billion, which accordin

While the financial crisis and economic downturn have focused attention on the need for consumers to shore up their finances, worrying new research from Mintel, finds more than a third (35%) of adults admit to having less than £500 reserved for a rainy day - and as many as one in five (19%) Brits has no savings at all. And it seems that it is the nation’s women who are the least likely to have that all important nest egg. Indeed, some 17% of men admit to having no savings at all and this rises to almost a quarter (22%) of women. Meanwhile, as many as 22% of Brits with families confess to having a complete lack of savings.

Overall, challenging economic conditions resulted in two fifths (40%) of adults believing their financial position worsened during 2010 and just 20% believing that their financial position improved. It seems low interest rates (21%) and repaying debts (19%) are a major savings barrier for a fifth of today’s Brits.

However, meeting everyday costs such as running the home are the biggest savings barrier for 42% of cash strapped Brits, who admit that they do not have any money left for saving once they have paid essential bills and expenses.

Toby Clark, Head of Finance at Mintel, said:
”With unemployment continuing to rise and concerns about the health of the economy continuing, those without a safety net could find they are financially exposed in the coming months. The accepted wisdom is that low interest rates are stopping people from saving, however we have found that it is only really an issue for the top end of the market and the reality is that meeting everyday costs and expenses is by far the largest savings barrier.”

When asked how consumers would generally describe their current financial situation, almost three in ten (28) describe their conditions as tight, only just making ends meet.

A further one in ten (8%) say they are really struggling, admitting they are in real danger of falling behind with bills or loan repayments. But of concern are the 4% of Brits who are in real trouble having missed loan repayments or household bills.

The largest number of Brits (42%) are those who feel that their financial situation is ok, but there is not a lot of money left by the time the basics are taken care of. Just 18% of Brits admit to being in a healthy financial position with money left at the end of the month for a few luxuries or to add to their savings.

The strains that the slowdown has put on the nation are showing. Over the past year, half (50%) of consumers have withdrawn from their savings, with lower income groups among the most likely to have taken funds from their savings. Around the same number (53%) admit that they can’t really save or invest at the moment.

Finally, for those who are lucky enough to have spare cash, saving, rates highly on consumers intentions. When asked what consumers choose to spend extra money on, the top five spending priorities are 1. Dining out (35%), 2. Savings account/emergency/rainy day fund (33%), 3. Going out (eg pub, cinema etc) (33%), 4. Small extras for family members (26%) and 5. Books, DVDs and CDs (25%).

“There is general agreement that having money saved provides a sense of security, although this sentiment is more apparent among those who are the most financially secure. There is no doubt that consumers have good savings intentions, but whether or not they are able to carry them through is another thing. With household budgets stretched, there is a danger that people will be forced to dip into precious savings” concludes Toby.

Last edited by netrashetty; April 8th, 2011 at 11:48 AM..
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