Mini Case Enterprise Architecture At Nationstate Insurance

Posted By Admin @ Mar 02, 2022

Title: Segmentation analysis of the Singapore Airlines

Type: Report

Subject: Marketing


Introduction of Segmentation analysis of the Singapore Airlines

The market segmentation is referred as the distribution and partition of the market in to various distinctive classes, groups and segments in which the separate products are required for the marketing mixes. The major aim of this section is to identify the strategies of the marketing as well as realistic objectives of the marketing mixes by understanding the buyer behaviour and customer trends. There are the large number of the potential actual customers on which the market is contained. The procedure of distributing and dividing the market in to various segments or groups that are relies upon the characteristics, needs and behaviours of the buyer. This process is called segmentation in the language of the marketing (Marcelo Royo Vela, 2010).

By applying this strategy the service level expectations can raised from its customer and it can be used to process the Singapore airlines excellent delivery of services process according to the board translate customers and its payments into value as well as utility by providing the accurate accommodation to the customers by ensuring their comfort security for its valued customers. In order to meet the rising expectations of their valued customers the Singapore airlines required to be increase its processes (Teichert, 2008).

The groups of the customers can be identify by the segmentation which is particularly relevant to the Singapore Airlines in order to making sure the services and products that serve according to the needs of the customers along with continuous globalization that is joined with blooming tourism and growing international trades. The paces of life has quickened because the work has become smaller. In this era, the time efficient transportation has becomes in huge demand, this can be easier and quicker because the air travel business comes and playing its central role in order to fulfil its demanding needs for traveling around the globe or across the world.

 The Singapore airline has tried to attempting for the segments their market usually by adopting the bases of demographic, psychographic and behavioural segmentation. The whole air market can be divided in to segments by considering the filters of the demographics, psychographics and behavioural segmentation. Particularly, the level of the loyalty status, lifestyle, and socio economic status is concerned with segments of whole air markets (Bruning, 2016).

Traditional approach for 2Segmentation analysis of the Singapore Airlines

The traditional approach has been used by Singapore airlines that is adopted by the legacy carriers for the process of the segmentation. SIA focuses on the price sensitive leisure travellers and business travellers. The Singapore airlines business paradigm has clearly differentiated both of these two segments by serving according to theirs heterogeneous needs and requirements. They are focusing on the additional segments according to the consumer loyalty as well for expanding their revenue and penetrating their existing market (Singh, 2015).

Geographic segmentation of Segmentation analysis of the Singapore Airlines

The customers of the Singapore airlines spread around the globe and they are located globally along with the various needs and demands. Hence, the firm has started to exploit this by offering the services to the major cities and various routes. The evidence that is provided by the Singapore airlines are engaged in operating its flights about 90 destinations in more than 39 countries over 5 continents. Therefore, its string presence is still the region of the Southeast Asia.

Demographic segment

According to this segments the Singapore Airlines are works according to the factual characteristics of the customers for instance; income, age, occupation, gender, lifecycle, family, education and social culture by which the purchasing decisions can be influenced in good ways. Singapore Airlines will be segments their customer demographically by considering their choice of the class of services. For example the first as well as suit class passengers will be prefer to travel for business purposes and mostly it includes the male between 25 to 45 years old. In the business class the passengers are split evenly according to their requirements as for leisure and business. Most of the male with the average age of the 32 years old will be focused for the economy class and the passengers of the economy class are much broader and wider group who are engaged in traveling for leisure and even they are spread over the most of the age ranges and socio-economic groups.

Segmentation is psychographic

For the segmentation another particular approach is the psychographic that is referred as an attempt for capturing that what is driving by the behaviours of the customers; for instance opinion, personalities, opinion, attitudes, values and aspirations. Such as the variation of the cabin classes are offered by the Singapore airlines. The first one is the economy and business classes for meeting the peoples products demands. In order to offer the status preferences to their valued customers the tier membership is employed by the Singapore Airlines.