Marketing Currents - Business and Marketing Current Events

United unveils new first-class seats in nearly once-in-a-decade refresh


United Airlines on Wednesday unveiled its first new seat in nearly a decade for passengers at the front of the plane, becoming the latest carrier to upgrade its cabin as airlines battle for high-paying travelers.

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Discussion Questions:

  1. What is market segmentation?
  2. What type of segmentation is represented when a business or brand considers consumer income?
  3. What is a target market?
  4. Who might represent the target market for an airline when it comes to first-class seating?
  5. What is competition?
  6. What is differentiation?
  7. How might upgrading first-class seats help United from a differentiation perspective? Could it give them a competitive advantage?
  8. According to this story, what is United doing to upgrade the seats?
  9. What is supply chain?
  10. According to this story, how has supply chain issues impacted the airline industry’s ability to upgrade their seating?
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.