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Question:

Identify Customer Segment for the Company SIA.
 
 

Answer:

Identification of customer segment for the company SIA 

The customer segmentation for the company SIA has been evaluated in accordance with the given criteria. They are discussed below:

Demographic

The company has analyzed that people from western regions (like India) mainly prefer non-vegetarian meal (socio-cultural segmentation), whereas travelers of from eastern region prefer non-vegetarian meals (Malaval et al., 2014). Majority of the first class and suit class passengers are male and travel for business purpose or leisure. In average, first class passengers are 25- 45 years old (Lim & Tkaczynski, 2017). They earn $ 50, 000+ per annum.  On the other hand, economy class travelers have much broader group. They are equally spread across all age ranges and socio-economic groups. The main purpose behind their travel is leisure (Duval, 2016).

Psychographic

SIA includes various classes of cabins like first class, business class and executive economy class to meet different desire of customers about the company’s products and services (Lim & Tkaczynski, 2017). The company has employed tiered membership method to provide customers the preference of status. Depending on the usage of different types of services, the company has developed various types of cabin classes. They are such as first class, business class and middle class. SIA provides three classes of travel that include Economy Class, First Class, and Business Class. With an ergonomic style of seating, there is ample legroom for every passenger (Duval, 2016). All the seats are facilitated with a reading light
and power supply (Pearson & Merkert, 2014). For first class passengers, there are more than 1000 options of entertainment ranging from shows, music, movies, games, and others. There is an in-built monitor installed in all the seats for passengers (Malaval et al., 2014)

Benefits

The company has developed both high cost and low cost airline services. It helped the company to gain sustainable position in the highly competitive airline market.  For customers travelling on SIA will feel a sense of luxury on the comfortable seats and sufficient leg rooms, this is essential especially on a long flight as customers will not feel too exhausted after taking it (Duval, 2016). SIA provide direct flight to some countries like Japan which save the time and hassle on transiting at other airport. For businessman, travelling on SIA which is a strong brand airline will also enhance their status. Customers of SIA can conveniently make web check to avoid long waiting time on queuing (Pearson & Merkert, 2014). SIA has professional pilots and well-maintained young planes with average age of its aircraft are seven years and seven months, which will provide a safe journey when travelling on it (Schofield, 2016).

 

References

Duval, D. T. (Ed.). (2016). Air Transport in the Asia Pacific. Routledge.

Homsombat, W., Lei, Z., & Fu, X. (2014). Competitive effects of the airlines-within-airlines strategy–Pricing and route entry patterns. Transportation Research Part E: Logistics and Transportation Review, 63, 1-16.

Lim, S. S., & Tkaczynski, A. (2017). Origin and money matter: The airline service quality expectations of international students. Journal of Hospitality and Tourism Management, 31, 244-252.

Malaval, P., Bénaroya, C., & Aflalo, J. (2014). Market Segmentation and Positioning. In Aerospace Marketing Management (pp. 123-156). Springer International Publishing.

Pearson, J., & Merkert, R. (2014). Airlines-within-airlines: a business model moving East. Journal of Air Transport Management, 38, 21-26.

Schofield, A. (2016). Mixing models: Singapore Airlines refines the formula for low-cost carrier ownership. Aviation Week & Space Technology.

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