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Using global segmentation to grow a business
Concepts:
United Airlines, segmentation travel, compete, air, business, schedules, carriers, growth, industry, routes.
Introduction
Today we live in a global community as global citizens where we have become increasingly conscious about sharing the planet with people from other cultures and backgrounds. ...
This case study focuses upon how United Airlines uses customers motivations for different types of services to segment the market and improve its competitiveness. ...
Besides offering convenient scheduling throughout its domestic and international routes, United seeks to attract high-yield customers and to earn their preference and loyalty. ...
Managers at United Airlines constantly monitor competitor activity in order to maintain its market position whether through prices, schedules or route networks. ...
With the help of questionnaires, United Airlines classifies its customers by their motivations. For example, some customers choose United Airlines because of price, while others choose the airline because of schedules, frequent flyer programmes or other forms of service.
For United Airlines, successful segmentation enables targeting to take place.
Learning outcomes:
As a result of carefully reading this case study, students should be
able to:
provide a brief understanding of the notion of global citizenship
learn about the importance of customer service in targeting customers within a service-based industry
understand the principles and practices of market segmentation as well as the operation of a segmentation base
relate process and practices of segmentation to a large service-based business
understand the service life-cycle.
Today we live in a global community as global citizens where we have become increasingly conscious about sharing the planet with people from other cultures and backgrounds. In this global community where so many technologies are shared, distances and time barriers have shrunk. ...
This case study focuses upon how United Airlines uses customers motivations for different types of services to segment the market and improve its competitiveness.
United Airlines was formed in 1927 from four airlines - Boeing Airplane Company National Air Transport, Varney and Pacific Air Transport. From its roots as a USA domestic carrier, United Airlines expanded into international routes to become the worlds second largest air carrier. ... and key international gateways in Tokyo, London, Frankfurt, Miami and Toronto, United flies to 117 destinations in 26 countries. ... United employs more than 80,000 people worldwide and carries more than 210,000 passengers every day. Its customers have access to more than 729 destinations around the world through Star Alliance, the leading global airline network.
By offering a range of customer-focused products and services, United has become an industry innovator. ... Besides offering convenient scheduling throughout its domestic and international routes, United seeks to attract high-yield customers and to earn their preference and loyalty.
Approximate Word count = 2161
Approximate Pages = 8.6
(250 words per page double spaced)
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