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Case Analysis on the Article, ¡§Competitive
Turbulence in the Airline Industry¡¨
(Segmentation, Targeting
and Positioning)

EXECUTIVE SUMMARY

Airline industry has 4 sectors identified:
Full-service, Budget, Limited-service, Premium-service
Segmentation and Targeting:
Psychographic, Behavioral, Geographic and Demographic
Positioning:
Value proposition matrix (more for more, less for less, etc.)
Conclusion and Recommendations:
„« SIA in marginal value proposition position, needs to boost promotions and sales pitch.
„« Low-cost carriers have good customer attraction value, must boost customer retention through loyalty programmes.
„« SIA must have clear positioning, i.e., ¡§The Best Airline in SEA¡¨

TABLE OF CONTENTS
page
Title page ¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K¡K. 1
Executive Summary......

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Approximate Word Count: 2306
Approximate Pages: 10 (250 words per double-spaced page)

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