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Market Analysis

Market Analysis

This retrospect paper seeks to effectively analyze the marketing mix for two reputable companies; Jestar Airline and Singapore Airlines.

Jestar Airlines

Headquartered in Melbouren Australia, Jester Airlines is a low coast domestic Airline industry. Since its inception in 1990, it has maintained its competitive advantage thanks to its informed marketing strategies.

Jestar Airlines offers low cost local and international flights destination for its clientele. Evidently, the products offered by a company ought to suit the consumer needs across divergent levels; where they are standardized and customized. Like any other airlines company, Jester enables offers its clientele a preferred platform where they can make early bookings. It offers a wide range of destinations in different locations to the Philippines, Thailand, Japan, and New Zealand, to name a few. Consequently, Through AIG, it offers travel insurance to its customers, as a form of value proposition offered to the customers.

The integration of a dynamic choice for consumer preference, Jestar has effectively maintained a competitive pricing strategy (Roberts et al., 2012). The evolution of Jestar’s approach is facilitated through its initial position in attaining service parity and competitiveness. TYhis model has helped priocing initiatives and service designs in developing the perceived competitive advantage. The company targets domestic flights in Australia to individuals that are attuned to travel to destinations without having to pay excess for services that are deemed non-essential. These are non-essential services that client’s may not require when arriving at their destination . As an Airlines leader in Australia, the company employs a creative strategy where it targets the business classes that are willing to pay more the charge less for the economy class.

These showcase Jestar’s approach to product distribution, outlets insurance, to name a few. The company has maintained competitive approach in creating this approach where it effectively creates value proposition to its clientele through insurance. Jestar has partnered worth AIG in presenting a well placed insurance strategy to its clientele across divergent platforms. Additionally, the continued use of internet services has seen its integration of online bookings, where customers can book flights at the convenience of any internet enables device. Through partnerships various agents across different destination, Jetstar has successfully created an easy acces to service delivery and bookings at the customer’s convenience.

Promotion Strategy

As a leading low cost courier the company has embraced available form of promotional strategies. The 21st century presents endless opportunities for promotion of Airlines services to consumers. The advent of social media marketing saw the Shift of 40 % of the marketing expenditure on social media promotional strategy in 2010 (Umrella, 2010). In an effort to magnify its promotional approach, Jetstar hosted an online game that saw the opportunity of winning $ 200 flight vouchers. It combined the strategy with its promotional strategy where it saw an overwhelmed servers due to the increased number of users. In this approach over 14,000 participants were actively involved (Venuto, 2014). It is evident that the company has shifted from tradition media that proves significantly costly for promotion.

Singapore Airlines

Created in 1972, Singapore Airlines has witnessed a rapid growth and increased competitive advantage against other airlines; where it is centered on providing an exceptional service to its consumers.

As a leading Airlines industry the company offers both local and international flights. Contrary to other Airlines companies, Air Asia has promised to make a ‘great way to fly’ even more interesting where it has introduced the next generation cabin products on their new Boeing 777-300 ER fleets. It creates an unforgettable experience where clienteles can chose from business class to first class offering an array of dining and entertainment experience. All classes would have a fair share of the $ 150 million investment in creating this approach (SingaporeAir, 2014). Arguably it offers its travelers with a number of destinations namely; Athens, Frankfurt, Munich, Rome and Milan, to name a few.

Singapore Airlines offers a privileged means of accessing its services that offer ultimate luxury to its travelers. Evidently, the company has over the years maintained the reputation of the providing high levels services at low cost. In the company’s marketing; it has been personified as the “Singapore Girl” cabin crew. SIA has battled new comer low cost airlines that have threatened to speed the loss of the consumers. Whereas competing has not been an option, the company opted to develop a low cost airline offering medium to long haul categories. It has introduced a 10 % claim on special premium economy classes. Each target niche within the market has been offered the service with respect to the value of service needed (Dula and Smit, 2014). Different classes of the customers are offered divergent pricing models, where value for money is highly valued.

Promotion Strategy

Whereas promotion presents a powerful tool in raising a company’s brand awareness, Singapore Airlines has embraced divergent strategies. The past decade has seen it stellar a reputation of being a fiercely competitive company through the provisioning of quality services to nits consumers. The company has exhaustively used divergent strategies within its reach in effectively proving an effective branding position to its consumers. Whereas the advent of social media has met unparalleled strategies, SIS focuses on creating an experience for its consumers who can showcase their experiences to other travelers (Levine, 2012). Singapore Airlines incorporates both traditional and new media in releasing its advertisement campaigns. Dubbed, “the Lengths We Go To”, the 2013 promotional strategy highlights SIA’s unwavering strategies of putting the consumers at the center stage. Additionally, the campaign marked the beginning of actively engaging consumers through digital touch points as part of its micro site launch (Singaporeair 2015).

The company’s presence is felt in divergent location from Athens to Munich, where its clientele can access various types of service and deliverables. Through its link with local agents in these locations it can be able to safely undertake its business. Delivering service to its clientele is paramount owing to the need to maintain its competitive advantage. Online booking platform have been created to ease the booking of destination tickets.


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Levine, S. 2012. How Singapore Airlines Keeps Its Brand Strong In An Age Where Everybody

Hates Flying. Business Insider. Retrieved from

SingaporeAir. (2014). Singapore Airlines Unveils Next Generation Of Cabin Products. Retrieved


Roberts, J., Danaher, P., Roberts , K., and Simpson, A. (2012). Jetstar Airways: How Modeling

Guided the Brand Migration Strategy of a Low-Cost Carrier. GfK Marketing Intelligence Review, 4, 2.

SingaporAir (2015).

Umbrella. (2014). Jetstar to switch 40% of marketing budget into social media. Retrieved from:

Venuto, D. (2014). Jetstar celebrates its punctuality record with online game, gives away

$24,000 in vouchers. StopPress. Retrieved from