Market Segmentation

Singapore Airlines Ltd. (SIA) has progress beyond expectations since its establishing in 1972, advancing from a regional airline to one of the most respected travel brands globally. The company mission is “to provide air transportation services of the highest quality and to maximise returns for the benefit of its shareholders and employees”. With this, SIA operates and serves more than 60 cities in over 30 countries around the world, with our Singapore Girl being our universally recognised icon providing exclusive services and care to customers. Additionally, it makes a habit of leading the way, and along the path developed a reputation for being an industry trendsetter.

One reason for their success is because of the commitment of the mission statement that is that the company is dedicated to the highest quality of customer service delivered with a sense of warmth, friendless, sense of individual pride and company spirit. Their low, discount air fares and bags fly, free the point to point services, and the strong fleet base which

Singapore Airlines (SIA) is one of the leading companies in the airline industry. They are well-known for their customer service. The basis of the philosophy of SIA is the fact that the quality of service will decide the success or failure of an organization. The management believes in providing value for the money the passengers pay. They recognize the vital role of the employees in this endeavor (Wyckoff, 1989). A well-managed organization considers satisfied and motivated employees as the basic source of improvement and success (Tella, Ayeni, & Popoola, 2007). Like any other organization, the SIA has room for improvement, in their new crew policies, advertising, and practices in retraining. These improvements could enhance them in the eyes of their employees and customers. To bring about improvements, there need to be some changes. The change processes are always associated with dilemmas and challenges. The efficiency of the change efforts and a democratic leadership are important in the resolution of the dilemmas and meeting the associated challenges. The desirable traits of such change efforts include awareness and acceptance of the need for change, foresight, team building aiming at the growth of people (Frandsen, 2014). For example, if the management recognizes and acknowledges the need for periodical retraining of the new employees in the interaction with the passengers, and arrange provision for this, the crew will become efficient in this skill. They will be more

The company has also a distinctive marketing approach. It is through these marketing approaches that the company tries to distinguish itself from the rest from the airline industry. In their marketing, the company tries to assure the consumers that they offer real

Southeastern Jet Airways (SEJA) philosophy and vision is very simple: to be a client-focused company. Armed with this philosophy, the team developed a strategy to guide and take SEJA beyond the next level and well into the future. SEJA’s vision which is to ensure that the organization remains an affordable

Its strategy, right from having standardized fleet to having minimal but motivated employees while presenting employee profit sharing arrangements, have helped it pick up an exemplary position which can't be easily moved by any of its rivals. With its punctual flight record, pleasantly approachable staff, impressive customer service, despite the fact that it offers no-frills, there is still a high level of customer satisfaction that continuously builds customer loyalty for the organization.

As a business owner there are constant things that need to be added or deleted down below suggests my SWOT analysis.

As a regional hub for the Asia pacific region, Singapore and Singapore airlines play a major role in connecting people across the globe.

Market segmentation is an approach used by a company to select their target market and provide data for a marketing plan. “Market segmentation consist of a two-step process; naming broad product markets and segmenting these broad products-markets in order to select target markets and develop suitable marketing mixes” (Perreault, Cannon, & McCarthy, 2014, p.97). There are 4 categories pertaining to market segmentation; behavioral, geographic, demographic, and behavioral.

Market segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are

This report will examine the success of Singapore Airlines(SIA) Pte Ltd. It will show how the company vision, culture, values and operational strategies help propel SIA into becoming the world’s top 100 airline. Moreover, through the analysis or PESTEL and Five Force model, it will show how both internal and external environment impacts the growth of SIA and how the competitive environment stimulates the growth of this company.

Currently SIA is ranked number one in the world in international airline travel service. In the past decade revenues have doubled for SIA. In the early 70s, Singapore was considered a developing country and it used the breaks and benefits of low costs for equipment and employment to make profits for the company to

As being a market leadership and cost-effective operators, Singapore Airline not only operate services such as passenger and cargo air transportation via Singapore to the primary cities around the world, but also offer cabin crew, ground positions and pilots training, engineering services and so on and so forth. Moreover, Singapore Airline is one of the most profitable airline among its major competitors within Asia during the global recession of 2015. According to the annual report of 2014/2015 from Singapore Airline, it has a revenue of $15,566 million US dollar with 18,737 thousand passengers carried while its major competitors Japan Airlines Co. LTD and Cathay Pacific Airway LTD have $11,912 and $13,646 million US dollar with 39,437 and 31,570 thousand passengers carried, respectively.

Singapore Airlines which is based at Singapore Changi Airport, is Singapore’s national carrier. With a fleet of Airbus and Boeing aircraft, Singapore Airlines operates a substantial network covering Asia, North America, Australasia, Europe, Africa and the Middle East. A member of the Star Alliance, Singapore Airlines is majority-owned at 56% of voting stock by Temasek Holdings, the Singapore government investment and holding company The company has seen rapid expansion with a strategy focusing on customer needs and exceptional customer service which made it in to a significant competitor in the market. Singapore Airlines has remained successful as well as consistently profitable through a stable investment in operational excellence and personnel skills. With this strategy, the company has sustained a competitive advantage and good reputation. This report reviews the

As public biggest airline company in Singapore, Singapore Airline has several key business activities ranging from engineering, flight services until cargo services, but their main activity is more on flight services. Singapore Airline is relying heavily on Singapore financial system to operate their business. One of the evidence is that SIA benefiting from the financial market as the company’s share has been listed in SGX. As stated on Singapore Airline Annual Report, SIA has a cash surplus for the past 10 years on average………. Singapore financial system has help this company to grow and develop rapidly by their financial market, institutions and instrument, which will be discussed further later.