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
passengers using Southwest Airlines is the best on domestic line.
There is some information of it which is researched by RITA.
market passengers enplaned for 2008>
1) Southwest Airlines Co. 52,286,483
2) American Airlines Inc. 36,602,507
3) Delta Airlines Inc. 29,357,646
4) United Airlines Inc. 26,356,076
As we see it, count of passengers who are using the
passenger who travel in Asia mostly use Singapore Airlines (the SIA) among Asian Airlines. According to this research, many passengers prefer SIA because of their 'service' skill. And this is why people called Singapore Airlines as "service kingdom" Then, how can Singapore Airlines got "service kingdom" title? The open secret is their marketing strategy skill.
Ⅱ-1. Marketing strategy.
Sing
Air Asia” in Malaysia saw an increase in the number of passengers by 9% on average in a year, and 33% of the total flight passengers in Kuala Lumpur are current customers of the airline. They can maximize profit by attracting new demands and also moving into existing markets for FSAs. Currently, there are more than 120 LCCs operating in the world and the number is expected to grow steadily in t
Market Development
- First to put B747F in air routes of Pacific region
- Adopted cargo freighters first rather than passenger planes.
- Targeting the niche market
Wide ranged network
- Multi-hub strategy : Overseas terminals for KAL only
(NRT, KIX, LAX, JFK),
- Skyteam cargo established (2000)
- U.S. Joint Venture established (2002)
Construction of Incheon Airport
to air line business. However, there are many threaten too. Especially low cost air lines and foreign capital air lines come into market, so there are many of competitor. Therefore, we want to choose airline industry which, when it comes to tourist industry, is the thing to be in. Among many airline industry companies, we choose 'Korean Air' that is on first place in Korea airline industry.
that it did not have any antitrust objections, Delta completed its $2.8 billion acquisition of Northwest.
● Current trends
- They use variety social network service program and global network.
-Affected by rise of an oil price. Because airlines most big expense is fuel tax.
●Current strategies
① Launched global joint ->20 May 2009. Air France KLM group and Delta Air
AIR CALIN (뉴칼레도니아)
- 국내 최초 뉴칼레도니아 직항
- 오세아니아와 유럽을 연결하는 항공 네트워크의 강화
SINGAPORE CHANGI AIRPORT
NAMED WORLD'S BEST AIRPORT
IN 2010 WORLD AIRPORT AWARDS
The Skytrax World Airport Awards were announced at the first live ceremony in Brussels, Belgium, as part of Passenger Terminal Exp
2008 was approximately 126% of sales in 2006, and this is very outstanding from all other airline industry. The company's annual report says that this sales increase is the management performance is from 1)new market developments, 2)global network expansion, 3)development of 'High Class needs', and 4)maximization of aircraft utilization which are from their efforts to overcome demand decrease.
Air Shuttle Service” 시작
1983. 01 신예약발권시스템인 “Total Passenger Service System(TOPAS)” 운영
1990. 09 신 CRS(Computer Reservation System) 운영
1992. 05 국내 최초 자체양성 민항조종사 탄생 / F-100 1번기 도입
1994. 03 창립 25주년 / 창사이후 1억 5천만명 수송실적 기록
1998. 02 비빔밥 기내식 대상 머큐리상 수상
2000. 0