Marketing Management and Strategy Essay Example | Topics and Well Written Essays - 2250 words

merchandising Management and Strategy - Essay ExampleSIA targets the upper strata of the income group and is positioned as a luxury carrier. It has quadruple variations of first class cabins, a business class and an economy class. It offers world gourmet cuisines in in all classes and is known for quality customer service. It is one of the most respected travel brands around the world.The frequent posting program of SIA provides world class facilities and access to lounges. It also has strategic tie-ups in different countries offering particular(prenominal)(prenominal) 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 vacation traveler to SE exotic destinations. In 1992, the carrier was renamed Silkair. This tag its evolution from a leisure air duct to one who also caters to the business traveler.To discuss the in public life experience, there are two classes of c abins usable on all SilkAir flights - business class and economy class. The airway 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 travelling 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 offe rs 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 indoors a specific geographic area. It prefers to be addressed as a value carrier. The group set a new segment of holiday travelers from Singapore to other SE Asian countries. The destinations are ordinarily short haul. Thus a dedicated carrier was launched to serve this market. This is a part of SIA groups global dodge 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 sign positioning, The regional wing of Singapore airlines, took advantage of the already e stablished 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