代写essay案例：TigerAir Singapore Analysis

代写essay案例-TigerAir新加坡分析。本文是一篇由本站代写服务提供的essay代写案例，主要内容是讲述分析和营销沟通计划，显而易见的是，虎航的成功可以在航空业掀起新的热潮。此外，有效的营销策略和运营绩效将是虎航成功的关键。该公司本身相当成功，在过去几年里，他们在全球范围内获得了良好的品牌认可。本任务中为Tigerair提出的战略和目标可以使其改善结构，并在过去五年中在其既定目标市场中获得动力。下面就一起来看一下这篇留学生essay代写案例。

Table of Contents 目录

Analysis of the Campaign text 活动文本分析

Brand Analysis 品牌分析

SWOT Analysis SWOT分析

Actual Positioning 实际定位

Customer Analysis 客户分析

Competitive Landscape Analysis 竞争格局分析

Market Trends – Pestle Analysis 市场趋势——害虫分析

a)Political Factor 政治因素

b)Social Factor 社会因素

c)Economic Factor 经济因素：

d)Legal Factor 法律因素

e)Environment Factor 环境因素

f)Technological factor 技术因素

Marketing Communication Plan 营销传播计划

Tigerair – Market competition Tigerair–市场竞争

Tigerair – Marketing Strategy and the Competitive Positioning Tigerair——营销战略与竞争定位

Tigerair Positioning 虎航定位

Tigerair – Marketing Goals and Objectives Tigerair–营销目标

Tigerair – Marketing Mix Tigerair–营销组合

Tows Matrix 牵引矩阵

WO Strategies WO策略

ST strategies ST策略

SO strategies SO策略

WT Strategies WT策略

Marketing Budget considerations & Campaign metrics 营销预算考虑因素和活动指标

Recommendations 建议

Conclusion 结论

Analysis of the Campaign text 活动文本分析

Brand Analysis 品牌分析

Tigerair is a Singapore based company that offers different traveling options at affordable prices. They claim consumer satisfaction excellence and they started their operations in 2004. The travelling organization offers flights up to 37 different destinations. In Asia they touch base with 12 countries (Holding, 2015). Within the previous decade Tigerair has won awards for customer service and lowest rates. Of course the lowest rates awards didn’t mean that quality at any point in time was effected. Among the local airlines in Singapore, Tigerair maintains the leading position in providing quality services to the general public.

Tigerair是一家总部位于新加坡的公司，以实惠的价格提供不同的旅行选择。他们声称卓越的消费者满意度，并于2004年开始运营。旅行社提供多达37个不同目的地的航班。在亚洲，他们与12个国家建立了联系（Holding，2015）。在过去的十年里，Tigerair赢得了客户服务和最低费率的奖项。当然，最低费率的奖励并不意味着质量在任何时候都会受到影响。在新加坡当地航空公司中，虎航在为公众提供优质服务方面保持领先地位。

SWOT Analysis SWOT分析

Tigerair holds a dominant position in the local industry due to its low cost rates. That means targeting the low cost segment they have attracted a huge customer base (Hauser & Shugan, 2008). It has a huge network operation in all of Asia. The rate of growth for Tigerair is exceptionally high (Holding, 2015).

Tigerair由于其低成本率在当地行业中占据主导地位。这意味着他们将目标锁定在低成本细分市场，吸引了庞大的客户群（Hauser&Shugan，2008）。它在整个亚洲拥有庞大的网络运营。Tigerair的增长率非常高（Holding，2015）。

However according to certain academics (Bisignani, 2006) when big business expand at an exponential rate they are the worst hit by financial crises. Hence Tigerair can be in a vulnerable condition if there is an economic crises.

然而，根据某些学者的说法（Bisignani，2006），当大企业以指数级的速度扩张时，它们受到金融危机的打击最为严重。因此，如果发生经济危机，蒂格雷可能处于脆弱状态。

Right now Tigerair is offering flights for 12 destinations in Asia, however Asia is composed of 48 states. Hence if it thinks to expand its operations Tigerair should start thinking of starting their operation in other zones in Asia. This could be a big opportunity for them as residing in Asia, they know the industry and operational predicaments. Further as compared to outside Asia expansion it could effectively reduce the cost. Further some academics (Flores-Fillol & Moner-Colonques, 2007) account that for regional airlines liaisons with other airlines can attract more customer and save costs. Hence Tigerair should be looking into that particular paradigm.

目前，虎航提供飞往亚洲12个目的地的航班，但亚洲由48个国家组成。因此，如果蒂格雷航空公司想扩大业务，就应该开始考虑在亚洲其他地区开展业务。这对他们来说可能是一个巨大的机会，因为他们居住在亚洲，了解行业和运营困境。此外，与亚洲以外的扩张相比，它可以有效地降低成本。此外，一些学者（Flores Fillol&Moner Colonques，2007）认为，对于地区航空公司来说，与其他航空公司的联系可以吸引更多的客户并节省成本。因此，蒂格雷应该研究这种特殊的范式。

As far as Threats are concerned, for airlines rising prices of Oils is always a concern according to many studies (Flores-Fillol & Moner-Colonques, 2007) (Fu & Zhang, 2010). Further right now Tigerair has a cost effective advantage but if another airline comes with the same cost structure or lower prices with same quality that could pose a stiff competition for the airline.

就威胁而言，根据许多研究，对航空公司来说，油价上涨总是一个令人担忧的问题（Flores Fillol&Moner Colonques，2007）（Fu&Zhang，2010）。此外，目前蒂格雷航空公司具有成本效益优势，但如果另一家航空公司采用相同的成本结构或更低的价格和相同的质量，可能会对该航空公司构成激烈的竞争。

Actual Positioning 实际定位

It should be noted that Tigerair poses itself to be an extremely cost effective travel. This means it tends to target two segments of the market. First are the business personals who usually seek many trips on low cost and second are the domestic travellers who look for affordable travel (Holding, 2015). Because Tigerair has marketed itself offering various destination in Asia and outbound it looks to be an attractive bet for all the consumers who are looking for a good travel experience at affordable rates.

需要注意的是，虎航自称是一种极具成本效益的旅行方式。这意味着它倾向于针对两个细分市场。首先是通常寻求低成本多次旅行的商务人士，其次是寻求经济实惠旅行的国内旅行者（Holding，2015）。由于Tigerair在亚洲和出境市场上提供了各种目的地，对于所有希望以实惠的价格获得良好旅行体验的消费者来说，这似乎是一个有吸引力的选择。

Customer Analysis 客户分析

As already discussed above due to the low cost paradigm Tigerair has attracted a significant loyal consumer base domestic and business personals for air travel on inexpensive rates. There is no specific age customer but the portfolio for Tigerair include people of various background and ages who seek affordable travel (Holding, 2015). According to academics ( Lederman, 2007) this is a big success for any organization to attract a diverse audience of various background. But critics (Bisignani, 2006) (Hauser & Shugan, 2008) also maintain that attracting a consumer base based on cheaper rates can be easily deflected if another airline comes in the market with low rates and better quality schemes. In conclusion the relationship between cost and customer base is mentioned below;

如上所述，由于低成本模式，虎航吸引了大量忠实的国内和商业消费者，以低廉的价格进行航空旅行。没有具体的年龄客户，但Tigerair的投资组合包括各种背景和年龄的人，他们寻求经济实惠的旅行（Holding，2015）。根据学者们的说法（Lederman，2007），这对任何组织来说都是一个巨大的成功，可以吸引不同背景的不同受众。但批评者（Bisignani，2006）（Hauser&Shugan，2008）也坚持认为，如果另一家航空公司以较低的价格和更好的质量方案进入市场，那么基于较低价格吸引消费者的做法很容易被转移。最后，成本和客户群之间的关系如下所述；

Competitive Landscape Analysis 竞争格局分析

As the above figure explains Tigerair main competition is shaped due to the three factors above. Firstly the local traditional airline which have been existing for a significant time have been affected due to the low cost paradigm of Tigerair. Hence the traditional airlines which offer full service poses the immediate competition for them (Holding, 2015).

如上图所示，虎航的主要竞争是由上述三个因素形成的。首先，由于虎航的低成本模式，已经存在了很长一段时间的当地传统航空公司受到了影响。因此，提供全方位服务的传统航空公司面临着直接的竞争（Holding，2015）。

The second ones are the international lines working in Asia through different routes and prices (Holding, 2015). Tigerair maintains it edge with the same low price model with good services. And lastly the international entry by Tigerair with result in international price wars. The immediate case was witnessed when Tigerair decided to launch its operations in Australia. Australian airline faced the pressure of the cliental as Tigerair offered low rates (Liang, 2005).

第二种是通过不同路线和价格在亚洲运营的国际线路（Holding，2015）。蒂格雷凭借同样的低价车型和良好的服务保持了优势。最后，蒂格雷的国际进入导致了国际价格战。当Tigerair决定在澳大利亚开展业务时，眼前的情况就发生了。澳大利亚航空公司面临着客户的压力，因为虎航提供了较低的价格（梁，2005）。

Further as discussed in the swot analysis competition is enhanced and effected due to the following factors as well;

此外，正如swot分析中所讨论的，竞争也因以下因素而增强和影响；

·Oil Prices

·石油价格

·Political Stability

·政治稳定

·Weather Issues

·天气问题

·Barriers to entry in local and international sphere

·地方和国际领域的进入壁垒

·Economic conditions

·经济条件

·Tax rates by the government

·政府税率

·Inflation in keeping the price hikes

·通货膨胀抑制物价上涨

Market Trends – Pestle Analysis 市场趋势——害虫分析

1.Political Factor: According to the studies (Liang, 2005) the political environment of Singapore is quite stable and that eventually helps any growing industry in the market. Academics (Liang, 2005) hold that political stability and no government disturbance keep the prices and the trust of the factor in check. Hence politically Tigerair has a good advantage

1.政治因素：根据研究（梁，2005），新加坡的政治环境相当稳定，这最终有助于市场上任何正在增长的行业。学术界（梁，2005）认为，政治稳定和政府不干预可以控制物价和信任因素。因此，在政治上，蒂格雷有很好的优势2.Social Factor: Singapore has a very sound and intellectually mature public with above 92 % literacy rate (Mundi, 2015). That means that they have an informed public. There are both advantages and a downside for any industry for this factor. The positive point is the public is aware to make comparison so if they see Tigerair with a good service and low rates they will opt for it. However it should be noted they will always be on a look out for a better product in the market.

2.社会因素：新加坡有一个非常健全和智力成熟的公众，识字率超过92%（Mundi，2015）。这意味着他们有一个知情的公众。这一因素对任何行业来说都有好处也有坏处。积极的一面是，公众意识到要进行比较，所以如果他们看到Tigerair的服务很好，价格也很低，他们就会选择它。然而，需要注意的是，他们将始终在市场上寻找更好的产品。

3.Economic Factor: Over the past decade Singapore economy is in a good position (Liang, 2005). A good and sound economy actually let the market players to play with the prices. If the inflation rate of any country is stable cost effective prices can be easily be maintained (Zook & Brunn, 2006). However in economic crises this cost effectiveness might harm and is difficult to be maintained over a longer period of time.

3、经济因素：近十年来，新加坡经济形势良好（梁，2005）。一个好的、健全的经济实际上让市场参与者玩价格游戏。如果任何国家的通货膨胀率是稳定的，那么价格就可以很容易地保持成本效益（Zook&Brunn，2006）。然而，在经济危机中，这种成本效益可能会造成损害，而且很难在更长的时间内保持。

4.Legal Factor: Cost effectiveness of any company results in low wages for the employees. That is because low cost prices of the product means the manufacturing cost for that particular service or product is considerably lower (WEN & YEH, 2010). Tigerair seemingly has a challenge here, good wages is a good indicator for employee retention and hence Tigerair need to concentrate on this part.

4.法律因素：任何公司的成本效益都会导致员工工资低。这是因为产品的低成本价格意味着特定服务或产品的制造成本要低得多（WEN&YEH，2010）。Tigerair在这方面似乎面临着挑战，良好的工资是留住员工的一个很好的指标，因此Tigerair需要专注于这一部分。

5.Environment Factor: According to the information on the sources (Holding, 2015) given out by Tigerair it seems that it is doing adequate steps to control its carbon print on the earth. However there is always a room for improvement.

5.环境因素：根据Tigerair提供的来源信息（Holding，2015），它似乎正在采取足够的措施来控制其在地球上的碳足迹。然而，总有改进的余地。

6.Technological factor: Scholastics understanding (WEN & YEH, 2010) hold that continuous improvement is paramount for any company survival. Whether the business is currently doing well, it is of prime importance they look for other venues and services to keep the customer retention.

6.技术因素：学者们的理解（WEN&YEH，2010）认为，持续改进对任何公司的生存都至关重要。无论业务目前是否良好，他们寻找其他场所和服务以留住客户至关重要。

Marketing Communication Plan 营销传播计划

Tigerair – Market competition Tigerair–市场竞争

It can be seen that nowadays the competition in the airline industry is quite high and companies are striving to make their position in the market. From the airlines industry there are two main competitors of Tigerair. One is Air Asia and the others Jetstar. Due to this the marketing strategies that the competitors are adopting has a direct impact and influence on the Tigerair’s business. Usually it can be noticed that the airline industry are cost driven which results in less brand loyalty from the customer perspective. It is suggested that the Tigerair should adopt better pricing strategy in the competitive market so that they could maintain a stable market share in the industry.

可以看出，如今航空业的竞争非常激烈，各公司都在努力在市场上占据一席之地。从航空业来看，虎航有两个主要竞争对手。一家是亚航，另一家是捷星。因此，竞争对手采用的营销策略对虎航的业务产生了直接影响。通常可以注意到，航空业是成本驱动的，从客户的角度来看，这会导致品牌忠诚度降低。建议虎航在竞争激烈的市场中采取更好的定价策略，以保持行业稳定的市场份额。

Tigerair – Marketing Strategy and the Competitive Positioning Tigerair——营销战略与竞争定位

Tigerair Positioning 虎航定位

Tigerair is situated in such an area where so many other airlines

蒂格雷航空公司位于这样一个地区，那里有很多其他航空公司

are there such as the Air Asia, Air Indus and etc. The scope of the airline industry has immensely grown with the expanding new entrants of other Airline companies. However it has also increased the much need for the travel and tourism among the people who can afford it. Tigerair is looking realizing that their region is quite competitive. The below mentioned Porter’s model explains the five forces of competition, which Tigerair are currently facing is facing.

亚洲航空公司、印度航空公司等。随着其他航空公司新进入者的不断扩大，航空业的范围也大大扩大。然而，它也增加了负担得起的人对旅行和旅游的需求。Tigerair似乎意识到了他们所在地区的竞争力。下面提到的波特模型解释了虎航目前面临的五种竞争力量。

Tigerair – Marketing Goals and Objectives Tigerair–营销目标

·Creating Tigerair exclusive experience for its customers.

·为客户创造蒂格雷专属体验。

·Building Tigerair as a robust brand

·将蒂格雷打造成一个强大的品牌

·Opening of the new routes along with low costs

·新路线的开通以及低成本

·Increasing the level of sales and revenues

·提高销售和收入水平

·Increasing company’s market share

·提高公司的市场份额

·Communication of the new Tigerair Corporate values and ethics

·传播新的Tigerair公司价值观和道德观

Tigerair – Marketing Mix Tigerair–营销组合

The four Cs strategies and tactic plans that will be adopted by the Tigerair are as follows:

提格雷航空公司将采用的四项Cs战略和战术计划如下：

Tows Matrix 牵引矩阵

WO Strategies WO策略

·The company can expand and try to develop in such areas such as Laos and regions of Cambodia which will gain them the low cost for the employees. The profits that would be earned from here can be further invested in improving the experience of customer services.

·公司可以在老挝和柬埔寨等地区进行扩张和尝试发展，这将为员工带来低成本。从这里获得的利润可以进一步投资于改善客户服务的体验。

·Tigerair can work closely along with the booking agents and also inauguration of improving the flights time such as introducing them during the prime time and with improved mechanism of booking system. Tigerair will the get to compete better with the competitors.

·Tigerair可以与预订代理密切合作，也可以开始改善航班时间，例如在黄金时段引入他们，并改进预订系统机制。蒂格雷将更好地与竞争对手竞争。

·It is noticeable that the ASEAN agreement has now opened the new opportunities for flying to more destinations and this will be adopted by Tigerair which will widen the horizons for more consumers from other regions as well.

·值得注意的是，东盟协议现在为飞往更多目的地开辟了新的机会，这将被蒂格雷航空公司采用，这也将为更多来自其他地区的消费者拓宽视野。

ST strategies ST策略

·Usually people are not aware of Tigerair. The company has to revitalize the marketing strategies which will be able to make them more into their low cost flights and the travelling to other destinations.

·通常人们不知道提格雷。该公司必须重振营销策略，这将使他们更多地参与低成本航班和前往其他目的地的旅行。

·Tigerair needs to reach out its networking capabilities with the hotels, car travelling companies and the companies such as the holiday homes which can become as a complementary services to their customers.

·Tigerair需要与酒店、汽车旅行公司和度假屋等公司建立联系，这些公司可以成为其客户的补充服务。

SO strategies SO策略

·Tigerair has a strategic location situated in Singapore which can give them more good advances to open the new networks and affiliate themselves with the other big companies.

·Tigerair在新加坡有一个战略位置，这可以为他们打开新的网络并与其他大公司建立联盟提供更多良好的进展。

·The Tigerair has the low cost maintenance services and its operations that would ensure them to save their safety policies and the concern of their valuable customers.

·Tigerair拥有低成本的维护服务和运营，这将确保他们节省安全政策和宝贵客户的担忧。

·Tigerair should reach out to such customers in Asia who are willing to have less costly travelling experiences.

·Tigerair应该接触到亚洲那些愿意享受低成本旅行体验的客户。

·ASEAN agreement will enable them to have unlimited travelers in their service.

·东盟协议将使他们的服务对象不受限制。

WT Strategies WT策略

The company has no alternative if they won’t be able to adopt better marketing strategies other than to shut their business or any other airline could acquire them.

如果他们除了关闭业务或任何其他航空公司可能收购他们之外，无法采取更好的营销策略，该公司别无选择。

Marketing Budget considerations & Campaign metrics 营销预算考虑因素和活动指标

The budget that is allocated for the Tigerair will consist of SGD 1,500,000 for one campaign in the set target markets that are identified as the main core for the Tigerair airlines. Our campaigns will be including the pulsing media flight during the holiday season commencing from December 2015 which will also maintain the online presence, outdoor and the new mobile campaign as well. The budget allocation is as follows:

为虎航分配的预算将包括1500000新元，用于在被确定为虎航航空公司主要核心的既定目标市场开展一场活动。我们的活动将包括从2015年12月开始的假期期间的媒体飞行，这也将保持在线、户外和新的移动活动。预算分配如下：

Recommendations 建议

Tigerair should have their main focus on improving their customer experience through the better customer relations and services such as avoiding the delay and cancellation of the flights. Usually in the Airline industry the biggest issue is among the unreliable flights and this cause the companies at stake.

Tigerair应将主要精力放在通过改善客户关系和服务（如避免航班延误和取消）来改善客户体验上。通常在航空业，最大的问题是不可靠的航班，这导致了公司的利益受损。

Tigerair should look into better opportunities such as expansion in other countries most probably the developing countries. They need to give guarantee to their employers through job satisfaction which will raise their morale and provide better policy guidelines to the customers regarding the security and safety policy.

Tigerair应该寻找更好的机会，比如在其他国家——很可能是发展中国家——扩张。他们需要通过工作满意度为雇主提供保证，这将提高他们的士气，并为客户提供更好的安全保障政策指导。

Conclusion 结论

According to the analysis and the marketing communication plan that we have done it is visibly noticeable that the success of Tigerair can create a new hype in the airline industry. Moreover, the efficient marketing strategies and the operational performance is going to be the key root of Tiger air accomplishment. The company is itself quite successful and they have gained a good brand recognition worldwide in the past few years. The strategies and objectives that are proposed for Tigerair in this assignment can make them improve their structure and gain the impetus which they have engendered in the past five years among their set target market.

根据我们所做的分析和营销沟通计划，显而易见的是，虎航的成功可以在航空业掀起新的热潮。此外，有效的营销策略和运营绩效将是虎航成功的关键。该公司本身相当成功，在过去几年里，他们在全球范围内获得了良好的品牌认可。本任务中为Tigerair提出的战略和目标可以使其改善结构，并在过去五年中在其既定目标市场中获得动力。

Considering from the point of view of market research, focusing on the mix audit we can clearly predict that we are now able to identify and provide recommendation for the better performance and improved mechanism along with the developed effective marketing strategies.

从市场研究的角度考虑，专注于混合审计，我们可以清楚地预测，我们现在能够确定并提供建议，以获得更好的业绩和改进的机制，以及制定有效的营销策略。

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