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