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Lufthansa Strategy Analysis

Keywords: lufthansa marketing mix

Lufthansa is one of the premier airlines of the world and one of the greatest in Europe, in terms of the amount of passengers carried because of it. The flag carrier of Germany derives its name from Luft (the German phrase for 'air') and Hansa (the Hanseatic Trade Firm that was lively in Northern Europe, during the medieval period). Headquartered in Cologne, the major hub of the flight is situated at Frankfurt Airport, in Frankfurt am Main. The flight boasts of having the third most significant passenger airline fleet on earth and consists of modern aircrafts. The air travel is a founding member of Superstar Alliance, one of the leading airlines alliances on earth. Check out the article to know more about the profile and background of Lufthansa airlines.

The generously size and comfortable chairs, the extensive selection of entertainment: with the Lufthansa Product Showroom you can now become familiar with the benefits associated with our Economy Category on long-haul flights in more detail even before your journey. Take a electronic journey through our offer - from scheduling, to our services at the air port and on board, right through to your introduction at our Frankfurt hub

Comfortable seats

On short and medium-haul routes you'll enjoy plenty of room. In Current economic climate Course, too, the sleek building of the seats backs provides higher leg room, so that it is easier that you should stretch your feet.

On long-haul routes a seating pillow width of over 40 cm, as well as the separately flexible headrests on every seat, ensure your comfort. If you tilt your couch back, the chair is raised, giving you optimal support

Varied entertainment

On long-haul flights, as well as reading our in-flight mag" you can enjoy our considerable In-flight Entertainment Programme during the trip.

We give you menus that suit your departure time and vacation spot. The meals are rounded off by a broad selection of complimentary beverages.

On selected routes we will also last a 'movie snack' during the In-flight Entertainment.

Your in-flight entertainment program in First and Business Class

First and Business Class passengers enjoy a comprehensive entertainment programme with the expanded Lufthansa Advertising World. The four categories: Watch Enjoy, Listen Relax, StudyPlay and Take a flight Lufthansa can be independently downloaded onto the display screen at each seat: 65 video recording options with 30 theatre motion pictures in up to eight languages, 25 TV programmes and 10 music journals from all around the globe, 100 CDs, a variety of audio catalogs, 30 radio programmes with numerous international stations, games of skill, action video games and mother board and strategy video games as well as language courses are plentiful. RUNNING A BUSINESS and HIGH GRADE every traveler also obtains the every month Lufthansa marketing world programme listing.

Marketing challenges arise as a result of uniqueness






Strategies are implemented by your selected company to cope with those challenges

They are placing forward increasingly more innovative methods to preserve protection up-to-date

Regarding cost they want to cut off their profit margin and focusing on low revenue margin

They are working it with the best and effective way that will flourish brain of customer with sanitation in all perspectives

According to price they should consider their brand name and they'll maintain price corresponding to that that may not influence their brand image

Their run in mere active international routes

How do marketers of your selected service company deal with the demand and supply?


During the time of tough economy the encounters problem but because they are a large establishment they came out that and they wisely meet up with the needed and wants by employing so many progressive ideas

The service product mix of your selected company

They concentrate on only 1 product mix

What are its product lines?

They only focus on one products because they just have one product line

Its service brands

They have only 1 brand it's called Lufthansa they are simply focus on airlines

Its pricing strategy

They offered concession for regular travel and gave various savings to them and provided attractive offer for these people and they put into practice a greater way process out these rates strategy

The service product distributed


Video advertisement

Television ads


The target segment for the service products

Manley concentrated Business school peoples

Those who want luxurious travel experience

who prefer increasingly more comfort

The service products positioned

Deutsche Lufthansa AG can be an aviation company with businesses worldwide. The Group operates in five business segments, which provide range of motion and services for airlines. The business enterprise segments Passenger Airline Group, Logistics, MRO, IT Services and Catering each maintain leading positions in their markets. Furthermore, the Lufthansa Group includes over 400 subsidiaries and associated companies. The tactical business segments Traveler Flight Group and Logistics provide flexibility for individuals and freight. The airlines in the Lufthansa Group are positioned as quality companies in their respected segments. To be able to improve Lufthansa's position still further, new lovers from the European market were added to the Group. Lufthansa Cargo is also a market innovator in international airfreight. It offers a global network, shortest move times and high quality criteria in many, often highly specialised, product areas.

  • Company's Marketing Communication Mix

We warrant high quality of the products and professional consulting services. Regular trainings of our personnel ensure instant implementation of enhancements and detailed knowledge of the product. We offer organisation and prepare all necessary the different parts of your travel.

  • The role of 'People' in your chosen company

They are the real king of these airlines because mainly it can be an expensive airline without people they can work it out so people plays an important role in the fields of these. They make it increasingly more popular in case of every factor which support these.

  • 'Process' which mixed up in service production
  • They prefer good interaction with customers
  • Good way of dealing with passengers
  • They know how handle business school passenger
  • They are well expertise in controlling services in an proper way
  • There way of inviting is more appealing and mind bloging
  • They create many new ideology to make service more better and effective 'Physical Proof' can be used by the business to compensate for the intangibility of the service

To ensure that passengers who aren't German loudspeakers and who are boarding or moving at Frankfurt or Munich, can always find their way across the air port quickly, Lufthansa offers the Lufthansa Guide Service as well as the Lufthansa Family Service, which was created to meet up with the needs of young families travelling mutually.

Lufthansa Guide Service: we speak your language

Lufthansa offers helpful information Service to international passengers, business travellers, communities and passengers who may, for example, need help finding their way to a connecting trip at the airport or who would like an exclusive traveler chaperone service. They will be met by a special Lufthansa guide immediately at their gate or at another rendezvous point and accompanied to their destination - for example, to a connecting journey, train, hotel, shuttle bus or to the international airport lounge. Lufthansa guides will be readily available to answer your questions - and in more than 50 languages. A charge is made for the Lufthansa Guide Service.

Lufthansa Family Service: tranquil travel with the whole family

Lufthansa Family ServiceThe Lufthansa guides from the Lufthansa Family Service ensure a calm start to any occasion by helping individuals, who are boarding or moving at Frankfurt or Munich, to find their way around the airport.

Parents travelling exclusively with children, in particular, find this an enormous help. For instance, the tutorials take them to check-in, where they explain the security restrictions, accompany them with their gate and, on landing, to baggage reclaim, but also to restaurants, hotels or car rental companies.

The Lufthansa Family Service is also very happy to help older members of the family. If the passenger can only just walk gradually, the guides measure the time needed to change plane tickets or if required, come with the elderly person to the chemist or even to a seats.

The Lufthansa Family Courses are readily available with insight in more than 50 languages, causeing this to be service most importantly a helpful support to family members from abroad

World premiere at ITB: In-flight entertainment via Wi-Fi

On-board entertainment is an important part of airline's service for travellers and business vacationers alike. At the ITB, Lufthansa Systems presents, its cost-efficient new in-flight entertainment (IFE) system which opens up a fresh world of opportunities for on-board communication. Condor will be the first airline to install on its Boeing 767 airplane.

The ground breaking infotainment system is dependant on a Wi-Fi network which people can get on through seat-back monitors or their own laptop computers, tablet Personal computers, smart phones or other Wi-Fi-enabled devices to access a wide range of video and music on demand, video games and other content. Also makes it possible for airlines to offer new types of customer communication, information and services. New services can make additional profits for airlines, and airlines can also customize their connection with each traveler.

"In-flight entertainment is an important part of the travel experience and ways to stand out from the competition, especially in the tourism industry;" said Rainer Kr¶pke, Brain of Task Management and Marketing at Condor GmbH. "opens up completely new possibilities for us. In addition, the machine costs much less to install and operate than other alternatives. "

Unlike typical IFE systems, Mother board Connect doesn't need to be wired into every seat. The cabin of an Boeing 767, for example, will only need five gain access to points which can be linked to a central server.

"The machine is much better to install since there is no wiring required. It could be integrated throughout a regular maintenance check, so there's no need for extra downtime, " said Dr. J¶rg Liebe, CIO of Lufthansa Systems AG. "Board Connect is also very reliable and provides airlines maximum versatility in regards to cabin rearrangement, the integration of new technology and the introduction of new services. "

The removal of wiring and data syndication hardware can lead to weight savings of nearly half a lot for a Boeing 767-300. This reduces gross annual fuel intake by around 20 tonnes per plane.

To create this pioneering IFE solution, Lufthansa Systems drew on its experience with the Mobile Infotainment System which it developed for cruise ships. The technology behind Board Connect is not limited to the aviation industry; it can even be used on other varieties of public travel, such as trains, buses and ferries.

On aircraft prepared with broadband Access to the internet, individuals can also browse the net, receive and send e-mail and interact with friends on social networks. Airlines can provide individual individuals with information about their connecting plane tickets or offers tailored individually to them.


Airlines will be the fastest way of travel now a days there come so many airline industry to these field but whatever come till know Lufthansa is the 1st place so make an effort to continue that place safely

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