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
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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,... [continues]

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