Tiger Airways Case Study

Executive Summary

In todays society the needs and wants of consumers vary greatly. With a constant increase in modern technology, used in order to satisfy high and convenient living standards, consumers atomic number 18 faced with thousands of products and services that are developed to meet their needs. As an emerging LCC (Low Cost Carrier), tiger Airways has the opportunity to offer and vend products and services that are desired by target marketplace place consumers, but are actually failing to do so. tigers objective is to create a portfolio of profitable routes throughout Asia and Australasia and provide customers with affordable air travel. If Tiger is to remain matched and sustainable throughout the future, it is imperative for the airline to amend its current strategies. By adopting target market strategies, such as market segmentation and demographic profiling, Tiger could effectively determine where its greatest marketing opportunities are. In addition, through development of an effective IMC program, Tiger would reach its intended audience, creating increased brand awareness, development, and repeat leveraging behaviours from its customers, and essentially creating a strong loyal customer base.



With the LCC orbit of the airline industry expected to grow in the future, it allow be difficult for Tiger to create enough rider traffic to become profitable without improving its current strategies and services.
dodge of Contents
Executive Summary2
1Introduction4
2enquiry Questions5
2.1QUESTION 15
2.1.1TARGET MARKETS5
2.1.2MARKET SEGMENTATION5
2.1.3demographic SEGMENTATION6
2.2QUESTION 26
2.2.1INTEGRATED MARKETING communications (IMC)7
2.2.2KEY FEATURES OF IMC7
2.2.3SELECTING APPROPRIATE MEDIA CHANNELS7
2.2.4SALES PROMOTION7
2.2.5 advertising8
2.3QUESTION 38
2.3.1 customer RELATIONSHIP MANAGEMENT8
2.3.2CUSTOMER PERCEIVED VALUE8
2.3.3CUSTOMER SATISFACTION9
2.4QUESTION 49
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