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- Flexible ticket price structure: Jetstar Asia Airways has applied flexible ticket price structure that allows customers can choose any kind of ticket, depending on customers’ demand. Customers can purchase which ticket with or without luggage. By this application, Jetstar Asia Airways desires to meet customers’ diversified demands.
- Growth in market share: The Company is going to launch its first service into China on December 16, 2009 (BusinessWeek, 2009). After that, it will offer new destination in India. Moreover, with 3 additional A320 aircrafts, it will expand its current capacity by 46 per cent by launching twice daily services on the Singapore-Phuket route.
- One type of aircraft: Thanks to exploiting one type of aircraft - Airbus A320- Jetstar Asia Airways can save cost of fuel consumption, cost of maintaining other aircrafts and reduce cost of staff training, leading to lower operation cost. As a result, Jetstar Asia Airways can make up competitive advantage to lure more customers by offering low ticket price.
- Performance: One of the most important factors affecting customers’ choice in airline industry is on-time performance. Understand this; Jetstar has used the computerised Aircraft Communication Addressing and Reporting System (ACARS) to assure the accuracy of departure time an
p#ixzz2x3TxBHBI
Nowadays, Asian airlines industry is getting more fiercely competitive between budget airlines and traditional full services airlines. Moreover, competition among the emergence of Asian budget airlines, such as Air Asia, Tiger Airways and Jetstar Asia has also become intensely. In order to improve the company’s marketing performance, we suggest some recommendations based on SWOT analysis above and results collected from an interview with people who are concerning about airlines market.
Firstly, we suggest Jetstar Asia should design a customer driven marketing strategy to identify its target market. Its market segmentation includes customers
- Growth in market share: The Company is going to launch its first service into China on December 16, 2009 (BusinessWeek, 2009). After that, it will offer new destination in India. Moreover, with 3 additional A320 aircrafts, it will expand its current capacity by 46 per cent by launching twice daily services on the Singapore-Phuket route.
- One type of aircraft: Thanks to exploiting one type of aircraft - Airbus A320- Jetstar Asia Airways can save cost of fuel consumption, cost of maintaining other aircrafts and reduce cost of staff training, leading to lower operation cost. As a result, Jetstar Asia Airways can make up competitive advantage to lure more customers by offering low ticket price.
- Performance: One of the most important factors affecting customers’ choice in airline industry is on-time performance. Understand this; Jetstar has used the computerised Aircraft Communication Addressing and Reporting System (ACARS) to assure the accuracy of departure time an
p#ixzz2x3TxBHBI
Nowadays, Asian airlines industry is getting more fiercely competitive between budget airlines and traditional full services airlines. Moreover, competition among the emergence of Asian budget airlines, such as Air Asia, Tiger Airways and Jetstar Asia has also become intensely. In order to improve the company’s marketing performance, we suggest some recommendations based on SWOT analysis above and results collected from an interview with people who are concerning about airlines market.
Firstly, we suggest Jetstar Asia should design a customer driven marketing strategy to identify its target market. Its market segmentation includes customers