Marketing Currents - Business and Marketing Current Events

New airline Breeze Airways takes off May 27 with $39 fares, no middle seats and nonstop flights to smaller cities


Breeze Airways, a new budget airline from the founder of JetBlue, will take off on May 27 with flights concentrated in the southeastern U.S.

The airline, whose launch was delayed by the coronavirus pandemic that devastated travel, initially plans to offer flights to and from four airports: Tampa, Florida; Charleston, South Carolina; New Orleans; and Norfolk, Virginia.

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Discussion Questions:

  1. What is competition?
  2. What is the difference between direct and indirect competition?
  3. Who might represent direct competition for the new airline?
  4. Who might represent indirect competition?
  5. What is pricing?
  6. Why is pricing such an important function of marketing?
  7. What is product differentiation?
  8. How can pricing provide an opportunity for companies to differentiate their products and services?
  9. Based on information from this story, how is Breeze Airways differentiating its brand from the competition?
  10. From an entrepreneurship perspective, what might Breeze Airways need to do in the short and long term for the company to grow and be successful?
  11. Why do you think the company delayed its launch during the pandemic?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.