Target Segments of Jetstar
5/6/2011 S23220059 | Ken Koh Cong Kang |
JETSTAR AIRWAYS | MCD 2050 Marketing Major Assignment |
Table of Contents
Executive Summary3
1. Introduction4 1.1Purpose of Report4
1.2 Background of Jetstar4
1.3 Segmentation5
1.4 Plan of Report5
2. Discussion6
2.1 Product Category6
2.2 Major Competitors6
2.3 Brand Package and Label7 2.3.1 Brand7 2.3.2 Package8 2.3.1 Label9
2.4 Target Segments10
2.5 Needs and Wants11
3. Conclusion13
4. Recommendations14
5. Reference List15
Executive Summary
The purpose of the report is to critically review the appropriateness of the services in Jetstar (JS) for the target segment which is identified as leisure travelers. Through extensive research, this report evaluates ideas of several marketing theories and concepts that can be used by managers in Jetstar to strategically formulate a detailed analysis of how the product category offered in Jetstar is affiliated with the target segments.
JS markets itself as a value carrier providing all day every day low fares with a wide network of air travel based in Australia and New Zealand. Jetstar is wholly owned by Qantas Group as its low fares airline and the world’s largest low-cost long haul carrier
This report provides a description to the background of JS, elaborating on the analysis of the customers’ profile, their purchasing habits and features of the decision-making process. It is also essential to define the major competitors to maintain the positioning in the market.
It discusses and evaluates the target segments, defining characteristics of customers. The discussion will highlight the satisfaction of the needs and wants of targeted customers in relation to the current products. 1. Airlines today are faced with fierce competitions and large profit margins, hence, it is important for JS to ensure all consumer’s needs and want are fulfilled 2. Brand awareness and name recognition is important for every business, especially in the airlines
JETSTAR AIRWAYS | MCD 2050 Marketing Major Assignment |
Table of Contents
Executive Summary3
1. Introduction4 1.1Purpose of Report4
1.2 Background of Jetstar4
1.3 Segmentation5
1.4 Plan of Report5
2. Discussion6
2.1 Product Category6
2.2 Major Competitors6
2.3 Brand Package and Label7 2.3.1 Brand7 2.3.2 Package8 2.3.1 Label9
2.4 Target Segments10
2.5 Needs and Wants11
3. Conclusion13
4. Recommendations14
5. Reference List15
Executive Summary
The purpose of the report is to critically review the appropriateness of the services in Jetstar (JS) for the target segment which is identified as leisure travelers. Through extensive research, this report evaluates ideas of several marketing theories and concepts that can be used by managers in Jetstar to strategically formulate a detailed analysis of how the product category offered in Jetstar is affiliated with the target segments.
JS markets itself as a value carrier providing all day every day low fares with a wide network of air travel based in Australia and New Zealand. Jetstar is wholly owned by Qantas Group as its low fares airline and the world’s largest low-cost long haul carrier
This report provides a description to the background of JS, elaborating on the analysis of the customers’ profile, their purchasing habits and features of the decision-making process. It is also essential to define the major competitors to maintain the positioning in the market.
It discusses and evaluates the target segments, defining characteristics of customers. The discussion will highlight the satisfaction of the needs and wants of targeted customers in relation to the current products. 1. Airlines today are faced with fierce competitions and large profit margins, hence, it is important for JS to ensure all consumer’s needs and want are fulfilled 2. Brand awareness and name recognition is important for every business, especially in the airlines