Team
Presentation 2
1
SIA
Chosen COB:
Flight Schedule
Refocusing on Business Class
Rewards and loyalty program Improvements to Social Media Redefining Budget travel
Recap
Strengths
- Strong Brand Equity - Strong Cash position
Weaknesses
- Unbalanced Business Portfolio - Absence of domestic market - High cost of travel
SWOT
Opportunities
- Airline traffic on upward trend - Dominance in lucrative Routes - Strong alliance in Codeshare Agreement - Profit Boosters
Threats
- Budget airlines
- Similar league competitive airlines - Rising fuel cost
Market Research
Survey 50 Participants
Questions
20 50 Years Old
Market Segmentation
Market Segments
Budget
Economy
Premium
Business
1st Class
How do we market?
Who pays?
Business Class Travellers
100% 80% 60% 40%
20%
0% Paid by self Paid by company
Lounges
Service
Accountability
Feeling of Importance
VIP
Different entitlements
PPS Club
Exclusive membership
Purchasing miles
Recommendation: Co-Branding
Social Media
Started their official facebook and twitter sites only in September 2011
Took over from a fan who founded the fan page
Post details of its flight crews for each flights Passengers get to know their cabin crews before they fly Brings the airline closer to the heart of passengers
Scoot ?
Market Segments
Budget
Economy
Premium
Business
1st Class
40%
20% 0% Yes
No
Market Segments
Budget
Economy
Premium
Value Budget
Service Budget
Business
1st Class
80%
60% 40% 20% 0% Yes No 24%
76%
32%
20% 8% 12%
Market Segments
Budget
Economy
Premium
Value Budget
Service Budget
Business
1st Class
Market Segmentation
-
priority check-in
Young Fleet
-
avg 7 yrs old, vs. other budget carriers avg 15-20 yrs old
Conclusion
Refocusing on Business Class
Rewards and loyalty program Improvements to Social Media Redefining Budget travel
Q&A