|
Braniff
In 1931, the Texas based,
Braniff Airlines opened its doors and began flying mail and
passengers. In 1952, Braniff purchased Mid-Continental
Airlines which allowed them to further expand its passenger
routes. In the 1960's, Braniff ran into major difficulties
meeting passenger needs and expectation. This was due to the
airline not keeping up with its aging propped aircraft, not
purchasing new jet aircraft and poor customer service.
Braniff was known for cancelling flights and its flight not
being on time.
In 1965,
Braniff under went a management change with the appointment
with a new president, a cosmetic and modernizing change of
their aircraft, terminals and the dress clothing of their
flight attendants. Braniff also made great strides in
improving their customer service. Braniff initiated a new
marketing approach. Braniff would purchase new jets and its
colour scheme included seven solid pastel colours. The
marketing approach was in part based around it colours. This
approach to along with improved customer service brought
Braniff back in the drivers seat. In 1967, Braniff purchased
Panagra Airlines.
By the mid 70's, Braniff
Airlines had increased their air passenger miles by 40
percent. In 1978, the Airline Deregulation Act of 1978, was
passed. This act allowed the airlines to pick and choose
passenger routes as well expand their routes. Braniff as
with most of the carriers took advantage of this act.
Braniff took on several new heavier travelled routes. The
airline purchased new jet aircraft's, opened new terminals
and its payroll increased 25 percent. The Airlines
Deregulation Act brought about a price war between the
airlines competing for passenger dollars. Braniff had great
difficulty competing in these price wars do to its its
capital investments. This resulted in lost passenger revenue
and in May of 1982, Braniff declared bankruptcy and closed
its doors. In 1984, Braniff reopened and in 1988, Braniff
merged with Florida Express. In 1990, Braniff once again had
to close its doors. In 1992, Braniff gave it another shot.
However, they were unsuccessful and again closed its doors
in 1993.
|
