Marketing Research On Singapore Tiger Airways

In recent years, a new form of business model known as Budget Airline has been experiencing rapid development in Singapore. How do these budget airline companies manage to enjoy profits and sustain continuous development while providing us with low cost air tickets?This article is written based on the theoretical research framework of Marketing Management, in Which Tiger Airways, a Singapore budget airline, was used as the object of study and a research was conducted to look into its marketing activities. The first step was to analyze the marketing environment of Tiger Airways, which included focusing on the assessment of the macro-market, the industry's competitive environment, consumers' needs and the strategies of competitors. Using the Porter 5 Forces Analysis, it was found out that there is strong industry competition between various budget airlines. In addition ,the Questionnaire Method also reflected that there is a greater consumer demand for budget airlines. The second step taken was to examine the internal resources of Tiger Airways. The competitive advantages and disadvantages of Tiger Airways were determined using the Value Chain Analysis. The research outcome helped us in identifying the three core competitive strengths of Tiger Airways, namely, the ability to stimulate the market, the ability to control cost and the ability to plan flight schedules. The third step was to introduce new viewpoints through the use of SWOT Analysis: In order to ensure further growth and development, the best strategy for Tiger Airways to adopt is to build business alliances. The fourth step involved evaluating the marketing strategies of Tiger Airways, which include market segmentation, target choice and market positioning. The fifth step involved analyzing the marketing mix of Tiger Airways, which consists of Product strategy, Pricing strategy, Distribution Channels and Promotion. In this case, the research results did reveal the complex pricing strategy of Tiger Airways, which is based upon the Price Differentiation Method. Next, existing problems of these four marketing mix were examined and suitable plans for improvements were put forward.Lastly, an analysis was given on the development potential of budget airlines in China. The conclusions raised are intended to be used by budget airline companies and the industry as forms of reference.