Assignment
TASK 1: Individual ARTICLE FOR AN AVIATION JOURNAL.
1: Define market segmentation, target marketing and understand the marketing mix elements. Study segmentation for the aviation business.
Your manager has asked you to write a short article to define Fly Dubai's market segmentation in the B2C sector and the key markets that Fly Dubai are targeting and strategies they use to target their B2C customers.
You should include the following in your professionally produced article:-
1. Analysis of the standard and aviation specific market segmentation bases that Fly Dubai use to target its B2C customers.
2. Identification of Fly Dubai's target market(s) and strategies.
3. An Analysis of the positioning of Fly Dubai in comparison to its direct competitors.
4. An analysis of the marketing mix strategies Air Arabia use to target two different market segments in the B2C market.
5. Professional and innovative presentation of the article.
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 airline's B2C market; this could be done in a tabular layout.
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.