Tiger Airways- Singapore Essay

Our marketing team ran a market investigation in Guangzhou, China. The aim of this research is to understand who are the core users, what are their flying experience and which values define them. The answers leave lead us to comprehend their purchasing behaviour, hence drop out us to plan a strategy for our companys expansion. We will conduct our research with in mind Tiger Airways mission and vision Mission to address the needs of our reckon conscious activatelers looking for a reliable and fun low-fare service in the Asia pacific region.Vision we will empower people to explore new destinations and accumulate memorable experiences by providing an expanding network of destinations and affordable travel options. We will always commit to maintain the highest norms of safety, security and reliability. As you may know, our cipher carrier ensample revolves around three customer focused core strategy Market stimulation creating possibilities for new travellers and empowering budg et conscious customers to fly more. Cost controls keeping fares lowCapacity utilisation maximising and planning melodic phrase traffic With approximately 1.35 billion citizens the Chinese market is alluring for any businesses, mostly for low equal carriers. However, the diversity of mind and purchasing power can be a great challenge for our expansion. To fancy the needs, wants and expectations of each category of customers, we undertook a market research with the help of two Chinese student by a laddering interview. The answers gave us a glimpse of the desires of this population. Further, more thorough, market research must be do beforehand any decisions are taken. We, also, allowed ourselves to provide in this report, a non-exhaustive list of suggestions, after having developed many understanding of the customers key insights. Although our role is to research, we thought it would offer us further hints before a final verdict is made.