Segment of Airline Industry

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The chart has four parts based on benefits sought which are business, government and international organization, vocation and urgency. For government and international organization, when long distance events happen, they will get tickets provided by sponsors for service and speed. Flying is such a convenient and frequent transportation for them to get rest. For business, when long distance business happen, they book tickets online frequently for convenience and speed, thus they can have much more time in business. Usually, they have cooperations with fixed airline companies for transportation to get discount and reliability. For vocation, travelers want enjoyable and comfortable experience seasonally during leisure. Often they book tickets online by comparing advertisements to get relaxed end happy mood. For urgency, when the occasional emergences happen, they will choose the nearest airport to buy tickets for more time in emergencies. There are seemed no trend.

So from the segment of airline industry, airline has involved these four segments in their sales and profit process. It is an important part of their marketing strategies and it can help them to make the most appropriate marketing management. There are five reasons why we choose the vocation segment as our target market. First is the market size. With the development of globalization, more and more people want to travel to other countries to experience different cultures. So the amount of people who travel by airplane will increase. The potential market of vocation people has a really bright future. The second reason is Expected growth, as it had mentioned in the first reason, the vocation segment is growing significantly. And the third reason is comparing to other vehicles, airline is much faster and comfortable, and is regarded as the safest vehicle, so it has great competitive superiorities. The next reason is cost. The cost focus on vocation segment is less than others because the people in vocation will mostly choose tourist class, and compare with the first-class cabin and business class, the service in tourist class is more fundamental and the food provided is somewhat ordinary, so the cost of vocation segment is less. And the last reason is the compatibility with the organization's objectives and resources. As an airline company, the fundamental daily operation is providing flights to customers. So the industry has the enough resources and abilities to focus on vocation segment. So choose the vocation segment can be critical for the industry's success.

Customers are at the heart of the airline industry’s market strategy, which is based on the core of high quality, safety, punctuality, dependability and professional service. Organizations can improve their customers' satisfaction by meet the needs of every segments because people in the same segment have similar needs and wants. Focus on segments is more convenient and efficient than focus on every different people. To attract customers, we can apply the segments into practices. Especially in target market, vocation, airline industry need to make and introduce some travel plans for travelers to increase customer experience, such as discounts on round trip, preference of accumulation mileage, policy of integral exchange.