Service Chosen: Airline Organization: Etihad Airways Eithad Airways is originated from Abu Dhabi is one of the most popular airline across the world. It gives access to Europe and Asia and is centrally situated. Market Segmentation: Within a giving market all the consumers are not same. Therefore a market can further be segmented to smaller groups. Segmentation in a service like airline gives a better understanding of the consumer and their behaviour. Etihad airline focuses mainly on two groups namely, corporate business travellers and price sensitive leisure travellers. Etihad used psychographic segmentation of the market to get the best result for the company. The main reasons for segmenting the market are Identifying and understanding the customer need Develop a service/product as per the need Communicating effectively with the customers Divide and allocate funds for the market accordingliy Target: Target audience of the airline is corporate/ Upper middle class population who are ready to spend extra amount of money for comfort and reliability. Etihad actively targets these customers through active ATL marketing activities. Eithad has been spending a lot of money on the marketing and building its image as a grand airline. In which it has been quite successful. Airline industry as a service can be looked under the lenses of the four major characteristics of a service: Intangibility: Intangibility of the service makes it difficult to promote there are main features that is pertaining to these characteristics Food/Beverages Moveis//music Cabin ambience Crew are dressed up On-time flight is like on-time meeting Inseparability: Service can only be used once a customer has boarded the flight Meals can be booked beforehand while booking tickets Companies try to minimize the waiting time for the customers Variability: Eithad invests in hiring and training programs There are on-flight standardized and customized services for the customers Customer satisfaction is the ultimate goal for the airline Perishability: There are differential pricing as per the services Non-peak demand is generated through offers and schemes.
In this assignment, expand on the marketing channels you would use to support this organization, and how each contributes to the distribution of the product or service. Incorporate in your answer what Gavina is doing with their marketing channels by comparing your selected organization to theirs. Then – Regarding intermediaries, explain why value delivery network might be a better term to use than supply chain. . The final product will be a paper that is 2 pages double-spaced, with 2-3 references.