With millions of passengers selecting air travel to reach their intended destinations, Caribbean International Airlines has cornered the market by providing competitive fares, consistent customer service and excellent returns for investors. The Chief Executive Officer has stated that the company wants to ensure that Caribbean nationals in the diaspora have easy and affordable access to an airline with exceptional customer service. This airline caters to middle to high income earners who like to travel for adventure or relaxation. Priding itself as an affordable carrier with bargain fares, its mission is “Making air travel hassle free, reliable, economical and comfortable, we strive to transport our passengers safely to their chosen destinations.” The company has employees from mainly the Caribbean and North America who understand the needs and demands of their clientele. The company intends to expand travel services from various Caribbean destinations and Miami to other locations like New York, Canada and London as of 2022 June. Caribbean International Airlines is happy and confident that it can enter these markets and make travel consumers in these locations very elated with its service offerings. These include in-flight entertainment with Caribbean models and rising reggae stars, Caribbean cuisine, snacks and juices. The company wishes to thank all who have already contacted them by calling and via their website. It is hoped that this move will increase the organisation’s market share by 15-20% over the next two years. A. Define positioning and state, from the case, how the airline positions itself to customers and potential customers. B. Explain TWO (2) bases that Caribbean International Airlines have used in segmenting its market. For each base, use examples from the case to solidify your answer. C. Consider how ONE (1) type of social media could be used by the airline to increase its market share. D. With regards to selecting its target market segments, suggest ONE (1) market targeting strategy available to this airline
With millions of passengers selecting air travel to reach their intended destinations, Caribbean
International Airlines has cornered the market by providing competitive fares, consistent customer
service and excellent returns for investors. The Chief Executive Officer has stated that the
company wants to ensure that Caribbean nationals in the diaspora have easy and affordable access
to an airline with exceptional customer service. This airline caters to middle to high income earners
who like to travel for adventure or relaxation. Priding itself as an affordable carrier with bargain
fares, its mission is “Making air travel hassle free, reliable, economical and comfortable, we strive
to transport our passengers safely to their chosen destinations.” The company has employees from
mainly the Caribbean and North America who understand the needs and demands of their clientele.
The company intends to expand travel services from various Caribbean destinations and Miami to
other locations like New York, Canada and London as of 2022 June. Caribbean International
Airlines is happy and confident that it can enter these markets and make travel consumers in these
locations very elated with its service offerings. These include in-flight entertainment with
Caribbean models and rising reggae stars, Caribbean cuisine, snacks and juices.
The company wishes to thank all who have already contacted them by calling and via their website.
It is hoped that this move will increase the organisation’s market share by 15-20% over the next
two years.
A. Define positioning and state, from the case, how the airline positions itself to customers
and potential customers.
B. Explain TWO (2) bases that Caribbean International Airlines have used in segmenting its
market. For each base, use examples from the case to solidify your answer.
C. Consider how ONE (1) type of social media could be used by the airline to increase its
market share.
D. With regards to selecting its target market segments, suggest ONE (1) market targeting
strategy available to this airline
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