Case Analysis on Airline Industry
Case Analysis on the Article, ¡§Competitive
Turbulence in the Airline Industry¡¨
(Segmentation, Targeting and Positioning)
EXECUTIVE SUMMARY
Airline industry has 4 sectors identified: Full-service, Budget, Limited-service, Premium-service Segmentation and Targeting: Psychographic, Behavioral, Geographic and Demographic Positioning: Value proposition matrix (more for more, less for less, etc.) Conclusion and Recommendations:
« SIA in marginal value proposition position, needs to boost promotions and sales pitch.
« Low-cost carriers have good customer attraction value, must boost customer retention through loyalty programmes.
« SIA must have clear positioning, i.e., ¡§The Best Airline in SEA¡¨
TABLE OF CONTENTS page
Title page ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K. 1
Executive Summary ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K... 2
Table of Contents ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K... 3
Introduction ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K.. 4
Product Analysis ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K. 9 Positioning strategy ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K 9 Segmentation and Targeting of Customer groups ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K 12
Conclusions ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K. 17
Recommendations ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K.. 19
Summary ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K.. 21
Bibliography ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K. 22
INTRODUCTION
As technology rapidly develops in the 21st century, so are goods and services in the competitive market. The airline industry in Asia is one of those undergoing ¡§a tidal wave of changes¡¨, causing a drastic alteration in the business landscape. Some of these changes were not heard of before,
Turbulence in the Airline Industry¡¨
(Segmentation, Targeting and Positioning)
EXECUTIVE SUMMARY
Airline industry has 4 sectors identified: Full-service, Budget, Limited-service, Premium-service Segmentation and Targeting: Psychographic, Behavioral, Geographic and Demographic Positioning: Value proposition matrix (more for more, less for less, etc.) Conclusion and Recommendations:
« SIA in marginal value proposition position, needs to boost promotions and sales pitch.
« Low-cost carriers have good customer attraction value, must boost customer retention through loyalty programmes.
« SIA must have clear positioning, i.e., ¡§The Best Airline in SEA¡¨
TABLE OF CONTENTS page
Title page ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K. 1
Executive Summary ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K... 2
Table of Contents ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K... 3
Introduction ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K.. 4
Product Analysis ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K. 9 Positioning strategy ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K 9 Segmentation and Targeting of Customer groups ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K 12
Conclusions ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K. 17
Recommendations ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K.. 19
Summary ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K.. 21
Bibliography ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K. 22
INTRODUCTION
As technology rapidly develops in the 21st century, so are goods and services in the competitive market. The airline industry in Asia is one of those undergoing ¡§a tidal wave of changes¡¨, causing a drastic alteration in the business landscape. Some of these changes were not heard of before,
Bibliography: Kotler, P. and G. Armstrong. (2006). Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers. Principles of Marketing. International edition. Pearson Prentice Hall. Upper Saddle Rive, New Jersey. pp. 180-214.