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[마케팅원론] 대한항공과 아시아나항공의 마케팅 분석(영문)

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레포트 > 경제경영계열
2010.10.20
19페이지 / hwp
1,800원
54원 (구매자료 3% 적립)

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[마케팅원론] 대한항공과 아시아나항공의 마케팅 분석(영문)에 대한 자료입니다.

Ⅰ. The motivation of selecting subject

Ⅱ. Introduction of Korean air and Asiana air

Ⅲ. Analysis of 4P strategy

Ⅳ. Analysis of STP of the two company

Ⅴ. Advertisement of the two company

Ⅵ. Conclusion(comparison of result)

본문내용

Ⅳ. Analysis of STP of the two company

1. Analysis of the Korean air's STP

(1) Market Segmentation for the Korean air
① Categories of haul: Short haul market VS Long haul Market
② Categories of flight mode: Scheduled flight VS nonscheduled(kind of chartered plane flight)
③ Business passenger markets VS Leisure passenger markets
④ Passenger services markets VS Cargo services markets

(2) Target Market Selection of Korean air
① Commercial Market
- Travel distance
1) Short-haul travelers : Desire of schedules' convenience, punctuality, speed, stability.
2) Long-haul travelers : Similar thoughts with short-haul travelers + preferred time of arriving (They want to work in next day after arriving).
- Emphasized the importance of supplementary services : Competition has become fierce about commercial market.
- Emphasized high-image building : It is for self-conscious businessmen to meet the social needs.
② Assessment of leisure markets
- They are sensitive about price because they have to pay own money.
- Leisure travel with the family, unlike the commercial market, instead of scheduling and dispatch tends to emphasize the safety and friendliness.
- Demand appears to be concentrated (In other words, you need the appropriate demand management policies).
③ Identify growth opportunities
- Market Forecast for Commercial Market
1) Optimistic outlook : In the commercial market, many institutions on the outlook for growth, but opaque to see a future global market expands, the growth potential of the open degree of discretion is more tell him to grow. Companies in the delegation level will rise by increasing the frequency of travel.
2) Pessimism outlook : Short-haul air travel with High Speed Rail and means for increasing the competition, and commercial travel to their own means of communication for the development of substitution noticeable, and the acceptance of airport facilities and air as the width limit is already difficult for expansion.
- Market outlook for leisure market
1) Optimistic outlook : Travel around for deregulation, according to the increasing demand for leisure, the leisure market growth of silver-market is green light, and show the improvement of income levels.
2) Pessimism outlook : Speed of the larger carriers and competitive factors, the

#마케팅 #항공 #마케팅원론 #아시아나항공 #분석 #영문

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