TIGER AIRWAYS V/S SINGAPORE AIRLINES
Tiger Airways and Singapore airlines are two leading airlines in the Singapore region and I would be analyzing the market strategies applied by these to attract the customers.
The two parameter to be compared will be
1) Cost Vs Luxury
Luxury SINGAPORE AIRLINES
TIGER AIRWAYS Customers are not willing to part with luxury despite decrease in cost. Tiger airways target the people who are travelling on limited budgets, primarily younger adults, students and low wagers. According to the website of Budget carrier Tiger Airways, they have promised the lowest airfares: At least 40 per cent less than the average lowest fare in Singapore. In exchange for the lower cost, the travelers have to sacrifice on comfortable seats and leg space. People are willing to give away greater luxury for travelling at lower cost. STRATEGY: A $1 online promotional airfare to Bangkok or Phuket for a limited period available less than one third of tickets, while more than two-thirds between $40 and $140 each way. Tiger airways relies highly on social media websites and on budget travel websites. Through this Tiger Airlines has created a segment of customers which would in near future also travel via airlines. People can now undertake journey via planes which they could not earlier contemplate of. RESULT: The public showed its desire for budget travel, flooding the carrier's reservation website and recording 4.5 million hits. Frills Vs No frills
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