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Marketing Management and Strategy - Essay Example

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Marketing Management and Strategy

SIA targets the upper strata of the income group and is positioned as a luxury carrier. It has four variations of first class cabins, a business class and an economy class. It offers world gourmet cuisines in all classes and is known for quality customer service. It is one of the most respected travel brands around the world.
The frequent flyer program of SIA provides world class facilities and access to lounges. It also has strategic tie-ups in different countries offering special discounts on presentation of the boarding pass.
Silkair, a wholly owned subsidiary of SIA group was formed in 1989 by the name of Tradewinds. It was targeted at the holiday traveler to SE exotic destinations. In 1992, the carrier was renamed Silkair. This marked its evolution from a leisure airline to one who also caters to the business traveler.
To discuss the in flight experience, there are two classes of cabins available on all SilkAir flights - business class and economy class. The airline offers Oriental and Western menus which emphasize on flavors of the region. For in-flight entertainment SilkAir offers its passengers a handheld device called the DigEplayer. Interested passengers traveling in economy class on selected flights may rent the DigEplayer on board for a particular fee. DigEplayers are complimentary for business-class passengers flying on selected routes.
Segmentation and positioning: Silkair, is not a lo...
It was targeted at the holiday traveler to SE exotic destinations. In 1992, the carrier was renamed Silkair. This marked its evolution from a leisure airline to one who also caters to the business traveler.
To discuss the in flight experience, there are two classes of cabins available on all SilkAir flights - business class and economy class. The airline offers Oriental and Western menus which emphasize on flavors of the region. For in-flight entertainment SilkAir offers its passengers a handheld device called the DigEplayer. Interested passengers traveling in economy class on selected flights may rent the DigEplayer on board for a particular fee. DigEplayers are complimentary for business-class passengers flying on selected routes.
Segmentation and positioning: Silkair, is not a low cost carrier, it is a wing of Singapore airlines which operates within a specific geographic area. It prefers to be addressed as a value carrier. The group identified a new segment of holiday travelers from Singapore to other SE Asian countries. The destinations are usually short haul. Thus a dedicated carrier was launched to serve this market. This is a part of SIA group's global strategy where the decision was made to service new sectors. SIA followed the global strategy of aggregate segmentation, segmenting the customers on the basis of cosmopolitanism (Kotabe, Helsen, 2004).
The initial positioning, "The regional wing of Singapore airlines", took advantage of the already established credibility of SIA. Once established, it adopted a new positioning, "Where the world unwinds", directly targeting its segment of holiday travelers.
Global environment - Competition: Although it is not a low cost carrier, it faces competition from most of the low cost ...Show more

Summary

Given today's global marketing and economical environment, critically evaluate the product/market marketing strategy available to SIA Group of Airlines i.e. SIA airline, Silk Air and Tiger Airway. Your answer should include an analysis of each strategy group and desired positioning for each of the above airlines
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Marketing Management and Strategy essay example
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