US Airways is in in a red ocean, they must determine there their 3 tiers of consumers. For them to work toward a Blue Ocean they need to think of non consumers first, commonalities before differences and then desegregation before pursuing segmentation.
Once they determine there strategy and answer those questions then they may move onto buyer utility and the blocks that may encompass this step.
US Airways has room for improvement, for example, one reason people beside business class individual are not flying is due to today economy (cost) due to fuel, why not purchase fuel in bulk at a fixed rate or move to smaller airports which could possible open those people that are on the edge or even the consumers that do not pick there service at all.
Then they can move onto the next step of price, cost and adoption in this sequence. Once all this has been completed then they can move onto the utility map to validate. Either way US Airways needs to re-look at their business model and make so (...) Read more? Sign up for free