Singapore Airlines Marketing Strategy Analysis

3100 Words Oct 16th, 2011 13 Pages
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 | | | 3.1 SEGMENTATION | 10 | | 3.2 TARGETING | 10 | | 3.3 POSITIONING | 11-12 | | 3.4 MARKETING CHANNEL | 13 | | | | 4 | RECOMMENDATIONS | 14-16 | | | | 5 | CONCLUSION | 16 | | | | 6 | REFERENCING | 16 | | | |
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2. SINGAPORE AIRLINE’S ENVIRONMENT ANALYSIS
SINGAPORE Airlines Ltd operates in the global environment with continuous expose to risk and uncertainty. To better assess how the micro-environment influence and affect SIA, PESTEL analysis is used as a method of environment scanning to provide an overview to better address the future directive the company.

PESTEL ANALYSIS

a. Politics/Legal i. Increase in recurring safety lapses and terrorist threats led to tightening of aviation regulations resulting in higher compliance cost. ii. The deregulation of airline industry led to lower barriers of entry. This resulted in emerging low frills budget airlines competition and differentiation in pricing models. (Fred L Smith Jr) iii. Changes in the international political landscape has aroused political tension among the state-owned airlines which compete for growth and market share. In some cases a restriction in no sky policy.

b. Economic iv. Bargaining power of buyers increased as more substitutes are available. v. Competitive in pricing strategies due to stiff competition. vi. Changes in Air tariffs and taxes coupled with
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