What Will Scoot Be free essay sample

Today, there are two major airline business models that characterize the world’s aviation market: the full service airlines and the low cost airlines. Both of them are playing their role well in the market, targeting different segments, also on the other hand also complementing each other. Lately, Singapore Airlines is going to launch a new no-frills low cost subsidiary airline, operating wide body aircraft on medium and long haul routes. Scoot will likely become the name of this new subsidiary, which will begin their operation on 2012. The purpose of this research is to define Scoot’s target audience and propose creative strategy to position Scoot in the market in order to fulfill market demands. This report is based on case study of low cost airlines market, travelling behavior and statistics, and some market surveys using information obtained in interviews with related respondents and public questionnaires. The results show that Scoot has a great chance to lead in low-cost airlines game market. We will write a custom essay sample on What Will Scoot Be? or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page There are many possibilities that Scoot can take and there are still a lot of unfulfilled market demands from their target audience. For those reasons, low-cost carrier business model exists and now plays the important role in aviation industry. In order to facilitate market demands, Singapore Airlines (SIA) will launch its new low-cost budget airline so called Scoot. Scoot will be using SIA retrofitted wide body Boeing 777-200s to serve medium-long haul routes. Even Scoot will be managed independently separated from SIA, it seems that Scoot will inherit the good name of SIA for their service quality and professionalism. There are some factors that may affect the triumph of Scoot, which can be lassified as internal and external factors. The internal factor is about how Scoot committees manage and operate the company. SES: Middle to high social class Income: Above SGD 2,000/month Employment: Self-employed, company worker Marital Status: Single, married Language: English (primary), Chinese, Bahasa II. Target Market Psychographic and Behavioristic Profile Social Class: E, C1, B Lifestyle: Reformer, explorer, aspirer, resigned Occasions: Leisure, small business Benefit Sought : Low cost, no-frills, reliable Usage Rate: Medium Usage Status: Non-users, potential users, regular users Loyalty Status: Soft core loyals BRS: Knowledge, conviction, purchase