Individual ARTICLE FOR AN AVIATION JOURNAL- Scenario: You work for Fly Dubai as a new marketing graduate. Your manager has assigned several tasks for you to perform as part of your training programme. Your manager has asked you to write a short article to define Fly Dubais market segmentation in the B2C sector and the key markets that Fly Dubai are targeting and strategies they use to target their B2C customers.
Must Include:
1. Identification of Fly Dubais target market(s) and strategies. 20 marks
2. Analysis of the standard and aviation specific market segmentation bases that Fly Dubai use to target its B2C customers. 20 marks
3. An Analysis of the positioning of Fly Dubai in comparison to its direct competitors
20 marks
5. Professional and innovative presentation of the article. 20 marks
Guidelines
You will need to examine the 4 standard segmentation variables as well as aviation specific segmentation variables and apply them to Fly Dubai.
You could categorize the customer grouping using the customer relationship groupings identified by Armstrong & Kotler.
Positioning should examine the key standard and aviation specific criteria that Fly Dubai might use to compare themselves with their direct competition such as price, quality, fleet size, on board services, destinations served, on time departures etc. You could use Skytrax data as a resource to help you decide which might be the most relevant criteria for a LCC.
The marketing mix strategies (7Ps) should be concisely analyzed for 2 different target groups of the airlines B2C market, this could be done in a tabular layout.
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