those consumers with similar needs (market segmentation); b) Choosing which market segments to enter (market targeting); and c) For each segment, establishing and communicating the distinctive benefit of the agency’s market offering (market positioning). 2. Flight Centre Limited (FCL) is a leading example of segmentation, targeting and positioning in the Australian sector. FCL has more than 30 brands, including the flagship Flight Centre brand. It is a house of brands, with company’s
Words: 611 - Pages: 3
ANALYTICAL SWOT ANALYSIS……………………………….……………..18 3.0 PRODUCT ANALYSIS…………………………………………….……………21 4.6 The product Life Cycle (PLC)………………………………....………21 4.0 STRATEGIS AND TACTICS………………………………………..………….24 5.0 SEGMENTATION, TARGETING AND POSITIONING ANALYSIS 6.7 Market Segmentation………………………………………..………….26 6.8 Target Market Profile……………………………………………………30 6.9 Positioning………………………………………………………….…….32 6.0 MARKETING STRATEGIES AND EVALUATION OF MARKET PROGRAM ELEMENTS………………………………………………………………………
Words: 6417 - Pages: 26
to traveler online. The following shows the home page of Air Asia.com as the company key channel of marketing and sales. Exhibit 1 – Air Asia.com Home Page To book a flight with Air Asia, customers can either choose the following channels or simply visit the Air Asia.com home page and follow the below 5 steps. 1. Call centre 2. Sales office and airport sales counter 3. Authorized travel agents 4. Mobile booking via mobile.Air Asia.com or 5. Online (http://www.Air Asia.com) in 5 easy
Words: 4373 - Pages: 18
ASSIGNMENT COVER SHEET (to be completed by the student) AIB student ID number: Student name: Course name: Subject name: Subject facilitator: Teaching Centre: No. of pages: Word count: BBA-LOGISTICS AND SUPPLY CHAIN MGT MARKETING PRINCIPLES AND PRACTICE MS.BEVERLY FOSTER SITAL COLLEGE OF TERTIARY EDUCATION LTD 16 2150 DECLARATION I, the above named student, confirm that by submitting, or causing the attached assignment to be submitted, to AIB, I have not plagiarised any other person’s
Words: 3029 - Pages: 13
been cut.6 This realisation led to the launch of kulula.com in July 2001 as a separately branded Comair initiative: a South African low-cost, no-frills airline modelled on the successful European low-cost airline, easyJet. Kulula.com offered return flights between Johannesburg and Cape Town for as little as R800, three times a day, and received 2 000 bookings on its first day of operation. The product offering was simple: easy online booking directly with the airline and affordable fares. At the
Words: 4442 - Pages: 18
ATTRACTIVENESS 8 Table 3: Market attractiveness from a macro perspective 8 Table 4: Market attractiveness from a micro perspective 9 Table 5: Porter’s Five Forces for AirAsia 9 5.0 SEGMENTATION, TARGETING AND POSITIONING ANALYSIS 11 5.1 Market Segmentation 11 Table 6: Market Segmentation of AirAsia 11 5.2 Target Market Profile 14 Table 7: Target Market Profile of AirAsia 14 5.3 Positioning 15 Figure 1: AirAsia’s Perceptual Map 15 6.0 CUSTOMER ANALYSIS 17 7.0 INTERNAL
Words: 7056 - Pages: 29
Terms of Reference The request was made to write a report to analyse the marketing philosophy of three diverse companies making specific reference to customer satisfaction, marketing methods and philosophies, customer behaviour and market segmentation. Procedure To specify all of the above the research will be conducted through the internet, books, newspaper articles and other related material. Introduction Slaters Colwyn Bay Slaters of Colwyn Bay are a local Vauxhall and Saab
Words: 2947 - Pages: 12
Table of Content Contents Marketing Audit 2 External analysis 2 Macroenvironment 2 Microenvironment 5 Internal analysis 9 AirAsia Marketing Mix (4ps) 9 SWOT Analysis 11 Marketing Objectives 17 Marketing strategy 17 Action Programs 25 Financial Budgeting 26 Implementation Control 27 References 31 Marketing Audit External analysis * Macroenvironment Political Environment Government regulates Airline industry heavily as in other country. In Government regulations
Words: 10894 - Pages: 44
...................................................................... 4 Consumer Segmentation................................................................................................................... 4 Room Segmentation........................................................................................................................... 4 Price Segmentation and Strategy................................................................................
Words: 2948 - Pages: 12
following cost advantage sources. Homogenous fleet, frequent short-haul flights, high seating density and planes filled to capacity due to cheap early bird tickets allow Ryanair to benefit from economies of scale (Thomson and Bade-Fuller, 2010). Standardisation and simplification of jobs results in economies of learning and residual efficiency. Process design, that includes 96% card only online bookings, fast boarding, short haul flights, use of homogenous fleet with simplified aircraft design, low number
Words: 993 - Pages: 4
