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Reaction Paper

Role Playing: Alliances as Marketing Arm

Victor Angelo P. Visleño

WCC Aeronautical and Technological College
AVBUS 660
5 February 2022
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Role Playing: Alliances as Marketing Arm

Before joining an airline alliance, one should be competent enough to meet an

alliance’s standards. As per the case of Shining Star Airline (SSA), it shows that they

still need further investors that may help them raise their capital. This means that they

lack enough funds that may help them develop a better fleet, facilities, and customer

services. In this case, I would agree with the other board members of the SSA that they

have to first focus on the development of the airline before they consider alliances as a

marketing arm. However, I also understand the new board member’s (Mr. Donaldo)

query regarding SSA not joining an alliance. He seemed to have great interest in the

benefits that SSA may receive once they joined an alliance. Nevertheless, the other

board members greatly explained why they first have to focus on the SSA’s

development before minding other marketing strategies like joining an alliance. In my

opinion, focusing first on the airline’s development is the right decision before joining the

alliance. SSA has to be competent enough in a way that they build better branding by

acquiring a better fleet, better customer services, and better facilities. Keeping up with

innovations and technological advancements may help them increase their passenger

demand and routes. Furthermore, their priorities will help them build better branding or

image that will make them worthy and benefit from joining an airline alliance.