Experience Vibrant: TAM Airlines

TAM Airlines is Brazil’s Largest airline. It has been growing aggressively and acquiring experienced business travelers. Its recently redesigned first class cabin is one of the most luxurious cabins in the sky. Meanwhile, it also attempts to capture Brazil’s large emerging middle class in which many customers are flying for the first time. These seemingly inconsistent strategies are explained by the country’s long history of LARGE SOCIAL STRATIFICATION. Because of this, TAM NEEDS TO PRESENT TO ITS CUSTOMERS SOMETHING THAT EVERYONE CAN EASILY RELATE TO. Despite the problems at hand, Brazilians share an attitude that somehow they will rise above their problems. BRAZIL’S OPTIMISTIC AND VIBRANT SPIRIT IS MY INSPIRATION for TAM’s presence at the Sea-Tacoma Airport.

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