Silverjet Essay

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Reporter: NGUYỄN HÀ CHINH Class: FB6B Subject: IB Instructor: Ms. Nguyễn Thu Thủy (Assoc. Prof.Dr.) Mr. Hoàng Anh Duy (MBA) Date: 20th, Octorber, 2014 Phase 1 Market segmentation- Case study Table of contents I. Questions (1) II. The Essay (2) III. References list (4) I. Questions Question 1 What segmentation bases are typically used by airlines? (30%) Question 2 Which segmentation bases were used by Silverjet? Which segment or segments do you think they were targeting? (40%) Question 3 How do you assess the importance of the carbon offset charge added to the ticket price in relation to the segment(s) served? (10%) Question 4 Do you think Silverjet had a robust segmentation strategy or was the plan always misplaced and therefore one of the causes of its failure? (20%) II. Essay SILVERJET: “A FALLEN STAR” Market segmentation is one of the most pivotal factors in the air freight market. Only if markets are properly segmented can airlines find the basis for their product, price and promotional policies. It involves dividing up a whole market so that products and services can then be developed for each part of the market. Practically, a lot of companies were successful with reasonable market segmentations, many others failed as they have made improper market segmentation. Airlines Silverjet is a good example for this, we will understand deeply how important of market segmentation with the success or failure of a company. The typical segmentation bases that used by airlines is geographic, demographic and psychographic segmentation. And most major carriers flying domestic of international routes have three basic types of segment.

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