Loading...

Messages

Proposals

Stuck in your homework and missing deadline? Get urgent help in $10/Page with 24 hours deadline

Get Urgent Writing Help In Your Essays, Assignments, Homeworks, Dissertation, Thesis Or Coursework & Achieve A+ Grades.

Privacy Guaranteed - 100% Plagiarism Free Writing - Free Turnitin Report - Professional And Experienced Writers - 24/7 Online Support

Tigerairways ph promo 2017

19/03/2021 Client: saad24vbs Deadline: 2 Day

C:\Users\User\AppData\Local\Microsoft\Windows\INetCache\Content.Word\VH-VNR-Tigerair-Australia-Airbus-A320-200_PlanespottersNet_428908.jpg

BACHELOR OF BUSINESS (MARKETING)

MKTG1275_1720 Strategic Marketing

Lecturer: Param Alahakone

NAME

STUDENT ID

May Thazin

S3565683

Htoo Htoo Aung

S3590990

Lo Yu Xuan

S3565661

Eugene Tan Jian Cai

S3504412

Contents 1.0 Introduction 1 1.1 Tiger Airways’ History. 1 2.0 External Environment Analysis 2 2.1 Context 2 2.1.1 PESTLE 2 2.1.2 Industry Life Cycle 3 2.1.3 Industry Driving Forces Analysis 3 2.1.4 Industry Key Success Factors Analysis 4 2.1.5 Industry Outlook 4 2.2 Competitors 5 2.2.1 Porter’s Five Forces Model 5 2.2.2 Competitors Analysis 7 2.2.3 Positioning Map 8 2.3 Customer Analysis 8 2.3.1 Size of Market 8 2.3.2 Market Segments 9 2.3.3 Trend and profitability of Market 10 2.3.4 Influences of Buyer Behavior 10 2.4 Collaborator Analysis 11 2.5 Company 12 2.5.1 Porter’s Value Chain 12 2.5.2 VRIN Framework 15 2.5.3 Product Life Cycle 16 3.0 SWOT Analysis 17 4.0 TOWS 18 5.0 Corporate Strategy 19 6.0 Current Business-Level Strategy 20 7.0 Recommended Business-Level Strategy (Analyzer) 21 8.0 Marketing Strategies 22 9.0 Implementation Plan 25 10.0 Conclusion 26 11.0 References 27 12.0 Appendices 34

rmit-logo.png MKTG1275 - Strategic Marketing

rmit-logo.pngMKTG 1275 Strategic Marketing

1.0 Introduction
TigerAir was established in 2004 by Singapore Airlines (SIA) to compete against Low-Cost-Carrier (LCC) competition that had entered the region. It owned 5 sub-brands: TigerAir Singapore, TigerAir Australia, TigerAir Mandala, TigerAir Philippines, and TigerAir Taiwan. Some have ceased operations due to continuous unfavorable financial results, while others are performing barely. TigerAir is enduring fluctuating financial results and is struggling to stay relevant in the market.

1.1 Tiger Airways’ History.
Initially adopting an expansionist strategy, mass ordering of airplanes and acquisition of multiple internationally based LCC-airlines were untaken to accomplish its ambitious expansion of overtaking SilkAir and SIA for short-haul routes.

In 2010, mass pilot resignation and technical faults caused flight cancellations, affecting up to 2700 passengers. TigerAir Australia was also grounded in 2011 due to safety violations. Canceling flights to an earthquake stricken location further aggravated already negative consumer impressions. In 2011, total expenses rose by 22%, resulting in operating losses of $83.4m for TigerAir Singapore, and $69 million for TigerAir Australia in 2012. Furthermore, TigerAir Mandala ceased operations due to low profit margins.

Overall, minimal profits and massive losses were registered throughout 2008-2016 resulting in plummeting consumer confidence.

2.0 External Environment Analysis
2.1 Context
2.1.1 PESTLE
Economic

· Forecasted growth in travel demand in emerging Asian markets fueled by rising disposable incomes across the Asia pacific region (Chan 2000; Ngoo, Tey & Tan 2015).

· Increase in travel between Asian countries due to heightened economic development has increased demand for short-haul flights (Goyal & Negi 2014; IATA 2013).

Social-Cultural

· Global population is set to increase from 7.3 billion to 8.5 billion in 2030 - Asia to contribute 500 million (United Nations 2017).

· Mass Globalisation has influenced more consumers from emerging markets to travel out of their communities.

Technological

· As reported by TrendWatching (2017), consumer trend of increasing desire for online connectivity has led to many airlines establishing online communities to improve brand image (Michael 2016).

· New aircraft technologies such as the Airbus A320neo reduce fuel consumptions by 20%, which reduces cost (CNN 2016).

Legal

· Airlines must attain ICAO’s standard of air travel rules and regulations before operating in participating nation’s airspace (International Civil Aviation Organization 2017).

Implications

Overall, the external environment of low cost carriers is opportunistic for TigerAir. Specifically, technological advancements and the rising power of the Asia market are advantageous for TigerAir.

2.1.2 Industry Life Cycle
Industry_Lifecycle.jpg

Homework is Completed By:

Writer Writer Name Amount Client Comments & Rating
Instant Homework Helper

ONLINE

Instant Homework Helper

$36

She helped me in last minute in a very reasonable price. She is a lifesaver, I got A+ grade in my homework, I will surely hire her again for my next assignments, Thumbs Up!

Order & Get This Solution Within 3 Hours in $25/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 3 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 6 Hours in $20/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 6 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 12 Hours in $15/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 12 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

6 writers have sent their proposals to do this homework:

Financial Hub
Top Writing Guru
Ideas & Innovations
Phd Writer
Calculation Guru
Quality Assignments
Writer Writer Name Offer Chat
Financial Hub

ONLINE

Financial Hub

You can award me any time as I am ready to start your project curiously. Waiting for your positive response. Thank you!

$103 Chat With Writer
Top Writing Guru

ONLINE

Top Writing Guru

I am known as Unrivaled Quality, Written to Standard, providing Plagiarism-free woork, and Always on Time

$92 Chat With Writer
Ideas & Innovations

ONLINE

Ideas & Innovations

I am known as Unrivaled Quality, Written to Standard, providing Plagiarism-free woork, and Always on Time

$35 Chat With Writer
Phd Writer

ONLINE

Phd Writer

You can award me any time as I am ready to start your project curiously. Waiting for your positive response. Thank you!

$95 Chat With Writer
Calculation Guru

ONLINE

Calculation Guru

I have read and understood all your initial requirements, and I am very professional in this task.

$22 Chat With Writer
Quality Assignments

ONLINE

Quality Assignments

You can award me any time as I am ready to start your project curiously. Waiting for your positive response. Thank you!

$31 Chat With Writer

Let our expert academic writers to help you in achieving a+ grades in your homework, assignment, quiz or exam.

Similar Homework Questions

What is the revision stage of policy process - Dr jekyll and mr hyde chapter 9 summary - Audit evidence is usually considered sufficient when - Why do termites follow pen ink - Assumption and constraints example - Sex linked traits worksheet 2 answers - Humanities reflection paper - Films on demand database ashford - Complete the following activities in good form. Use excel or word only. - Wingate company a wholesale distributor - Colin the caterpillar face mould - Economics the basics 2nd edition pdf - Sleeping freshmen never lie plot diagram - Harrow bangkok term dates - Art museum scavenger hunt worksheet - Stud dog contract uk - Every society faces economic trade-offs. this means - Churns food adds juices - Hd-48650 digital technician ii - A christmas carol sparknotes - National lottery scratchcard prizes - Liking is for cowards go for what hurts analysis - Graphing solutions of differential equations - Sqa higher psychology assignment examples - Brigance test score interpretation - Position Paper 2 (Ethics and Society) - Angles of an octagon to cut - Ideality factor of silicon diode - Eng 102 - Debates - In which setting would regional metamorphism be most likely - Chapter 26 huckleberry finn - Cognitive psychology and its implications 9th edition - Those who walk away from omelas full text - Mgmt - Riyadh cable ampere rating - Behavioral theory of leadership - Letter to editor - Concentric pump seal kit - Vision and difference griselda pollock pdf - Pressure measuring devices ppt - Picasso the green tree frog activities - The adventure of the speckled band conflict - Welding terminology and definitions - 4 2 presentation marketing channel analysis assignment - 17 assignment leadership - Spiral wound gasket color code - What were the most compelling topics learned in this course - Informative Outline - Hegemony james lull - The upward slope of the supply curve reflects the - Emerson process management deltav - We read to know that we are not alone - Dawn dupree textile artist - Netflix supply and demand - How does the dewey decimal system work - Fluid mechanics lab report example - Broadening units list uwa - Qnt 561 applied business research and statistics final exam - Deming application prize model - Internet Marketing - In this assessment, you will learn about the differences between clinical and personal recovery and therapeutic communication that fosters personal recovery for people who experience psychotic disorders - Concrete roof tiles nz - Managerial hubris and ethical decision making - Corporate level strategies of victory motorcycles - Setting of slumdog millionaire - Tesla coil fluorescent tube - 0.0625 mg to mcg - Social Work Presentation - AG - Eaton cooper emergency lighting - Bergen community college economics - Capsim simulation analysis report - Nether scroll of azumar - Art project - How to prepare 0.1 m potassium hydrogen phthalate - Hedging currency risks at aifs excel solution - Chain driven limited slip differential - According to the ajzen model, the strongest predictor of an employee’s behavior is/are__________. - POLICY - Pssp hierarchy of needs - Barbara has just been diagnosed with celiac disease - Champion n4c cross reference - Common source amplifier using pmos and nmos - Barbell medicine powerlifting template - Zero momentum reference frame - Allegory of the cave multiple choice questions answers - Business Management - Neocort cream side effects dogs - Ibr conflict resolution - Single phase energy meter diagram - Play based learning eylf - Gram stain lab report results - Tube bundle cleaning equipment - Uclan medicine entry requirements - Goodlyburn primary school perth - Chapter 7 statistics solutions - Combining like terms and distributive property worksheet - Logist medical term suffix - "ALEKS" - Charles river cse certificate of analysis