Executive Summary After carefully undertook a critical review of the five papers which are written by Daniel Chan on the story of Singapore Airlines (SIA) and Singapore Girl‚ it has in fact bring us a lot of thought and the strategies which SIA has used which attain SIA becomes one of the world’s leading airlines company. While SIA is one of the world ’s leading carriers with an advanced fleet and it is internationally respected as the innovative market leader combining a quality product with
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GROUP MARKETING PROJECT ASSIGNMENT | SINGAPORE AIRLINES | TEAM MEMBERS: | FANNI LIGABRIEL LOWLAKSHA MEHTALOW SEOW PIN | 17-Sep-11 | | | TABLE OF CONTENTS | PAGES | | | | | EXECUTIVE SUMMARY | 3 | | | | 1 | BACKGROUND | 4 | | OVERVIEW OF ORGANISATION‚ PRODUCT AND BRAND | | | | | 2 | ENVIRONMENT ANALYSIS | | | 2.1 PEST ANALYSIS | 5-6 | | 2.2 SWOT ANALYSIS | 7-8 | | 2.3 MARKETING MIX | 8-9 | | | | 3 | MARKETING STRATEGY EVALUATION | | |
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References: Aaker‚ J. L. (1997). Dimensions of Brand Personality. Journal Of Marketing Research (JMR)‚ 34(3)‚ 347-356. Ewalt‚ 2013. 2013 Airline Quality Rating report‚ an annual study of airline performance. Retrieved on may 23rd 2013 from: http://www.forbes.com/sites/davidewalt/2013/04/08/americas-best-airlines/ Gad‚ T. (2002). Managing brand me. Brand Strategy‚ (160)‚ 35. Lin‚ Y. (2012). Effects of the Big Five Brand Personality
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Table of Contents 1. Background Information..................................................................................................... 2 2.Macro-environment Analysis........................................................................................................2 2.1 Political factor ...............................................................................................................................3 2.2 Social factor ...........................
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SOUTHWEST AIRLINES Executive Summary Southwest Airlines is the largest low cost airline carrier in the United States. Southwest is headquartered in Dallas‚ Texas. The airline was established in 1967. It carries the most domestic passengers of any US airline‚ as of June 5‚ 2011. Southwest uses only Boeing 737’s‚ except for a short time during the 1970’s and 1980’s when they used Boeing 727’s. As of August 2012‚ Southwest is the largest domestic passenger airline operator of the Boeing
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Brochure More information from http://www.researchandmarkets.com/reports/1467369/ Qantas Airways Limited: SWOT Analysis & Company Profile Description: Synopsis Business Review’s Qantas Airways Limited contains a company overview‚ key facts‚ locations and subsidiaries‚ news and events as well as a SWOT analysis of the company. Summary This SWOT Analysis company profile is a crucial resource for industry executives and anyone looking to quickly understand the key information concerning Qantas
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price sensitive leisure traveller‚ business travellers now also consist a significant proportion of their customer database. Hence‚ passengers who choose budget airlines such as Jetstars and Tiger airway are mainly those who like to have more options‚ flexibility and more affordable fares. Customers’ demographics | Jetstars | Tiger Airway | Age | 15 - 36 | 15 - 58 | Average Income | <$500 - >$2000 | <$500 - >$2000 | Reason of travelling | HolidayBusiness | HolidayVisit relatives
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VIRGIN BLUE UNDERSTANDING EXTERNAL ENVIRONMENT 1. Attractiveness of the Industry 1a. Identify the industry‚ product segments and value chain The industry is the Australian airline industry (global). Core activities cover providing travel services to leisure travellers in Australia and overseas‚ including flights‚ travel insurance‚ holiday packaged deals‚ and freight business. Products segments including ▪ Business travel ▪ 57.1% of industry revenue ▪ full-fare ▪ business &
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are two major domestic air transport providers in New Zealand. Although they are the two competitors in the market‚ they adopted different strategies. Air new Zealand focuse on customer service kiwi experiences and Jetstar intrduced a low cost business to the aviation industry. Jetstar offers lower airfares to passages not only they can book flights through the internet‚ but also can quickly identify the cheapest available flights. In 2006‚ Air New Zealand launch a new online domestic campaign called
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Evaluate marketing strategies the business could use to achieve its business objectives When devising a marketing strategy‚ it is important that a business has a clear understanding of the target market. Once this has been established‚ the business will develop appropriate promotional and pricing strategies that cater to the needs of this target group. The business will also need to consider appropriate locations to sell the product. Qantas is Australia ’s leading and largest airline and one of
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