In-depth analysis of the business model and marketing strategy used by Jetstar Asia
Business model of Jetstar Asia
Upon its official launch in December 2004, Jetstar Asia launched an all-out aggressive expansion plan to operate numerous flights connecting Singapore to the major cities of the South-East Asia region like Jakarta, Pattaya, Surabaya, Shanghai, Taipei, Hong Kong, Manila and a few other cities in India. Jetstar’s targeted market would be a 'combination of business and leisure travellers' according to the company.
Jetstar believed that their success would wholly be dependent on its ability to cultivate the targeted market and also have the advantage of serving highly populated major areas and cities by being the first Low-Cost Carrier (LCC) to do so by the addition of new routes to the destinations that are frequented by its targeted market.
Unlike any conventional LCC which aims to only make air travel more accessible and more affordable to their target market by taking away all of the frills & entertainment on board to cut cost. Jetstar Asia employs a modified Low-Cost Carrier model which not only offered low fares by cutting away as much frills & entertainment costs as possible. While the same time offering some services and comfort typical of Full-Service Carriers (FSC) such a ‘Business class’ on-board its long-haul flights which offers meals and beverages, in-flight entertainment and seats covered in premium leather. Therefore it can be seen from their operations, Jetstar Asia did not position itself as a 'typical' LCC but more of a carrier that stands above Low-Cost Carriers but below a typical Full-Service Carrier

Marketing strategy employed by Jetstar Asia
Jetstar Asia has a Marketing Plan known as the “Pan-Asian strategy” which involves the key focus of looking for networking opportunities that allows Jetstar Asia to propel its branding to