Singapore Airlines: Target Market Decision-Making Process

3. Target Market Decision Making Process:

Problem Recognition (Awareness of needs): The consumers will ask themselves many different questions about their needs and wants in order to find the final consumer behavior outcomes. The first and most important need for Singapore Airline target market is that they want to travel from one destination to another. However, the consumers not only look for safety, they also want to search for convenience, comfort and many other additional service offers. Most of the targeted consumers may not need to care about the cost and care more about the in-flight experiences or the brand loyalty programs; whereas some may want to put the cost into considerations and see if they can afford it or not, or if the price

It uses the Singaporean people and scenes to introduce about its local spirit, culture and tourism, or uses its own excellent facilities and services. Both help Singapore Airlines build a beautiful image in the eye of consumers. Another kind of promotion is discounted price. It is a good way to reach out to potential consumers. It can also give bonus if the consumer achieve fixed points of flying give premium for brand loyalty consumers.

• People: Singapore Airlines are very popular for its well-trained staff members. The consumer service standards are symbolized through the special uniforms of the beautiful flight attendants “Singapore girl”. It's a sarong kebaya made from batik by the famous French designer Pierre Balmain, which brings out the breath of Asian heritage. It also uses only one kind of perfume and music for the airline to ensure the brand image.

• Physical Environment: Other than using the facilities in the aircraft while flying, when waiting for the departure flight, the consumers can enjoy the facilities and services at Changi Airport, one of the most modern airports in the

Positioning: Singapore Airlines is aimed at high class people with high disposable income to spend on excellent services.

Product Strategy: Along with maintaining excellent existing services, Singapore Airlines wants to have more innovative products and technologies to help it stand out in the industry so that it can attract more potential consumers.

Price Strategy: Singapore Airlines wants to control costs effectively, especially when the price of oil is fluctuating so much, so that it can bring out reasonable price for its high quality services.

Place Strategy: Singapore Airlines will try its best to help consumers find information about the flights, tickets … easier.

Promotion Strategy: In order to reach wide varieties of consumers, Singapore Airlines will promote more in other countries so that more people will know about it, as well as about Singaporean cultures. Especially, to retain existing consumers and reach more potential consumers, it will create suitable sale promotion, membership card and loyalty program. In conclusion, with these recommendations, Singapore Airlines is believed to maximize its ability and grow far and high in the