代写英国dissertation 航空公司目标市场识别分析

代写英国dissertation

像任何其他的营销计划，对目标市场的识别是一个成功的活动所必需的。虽然阿联酋的大多数人口希望可以乘坐私人飞机去旅行，但并不是每个人都有能力这么做。有能力的人群，有针对性的客户，可以被认定为消费者，他们没有足够的关系操作或拥有自己的私人飞机。富裕的顾客拥有自己的私人飞机，和独特的私人飞行服务。用户群体意味着可能存在一段时间他们没有自己的飞机，他们可以享受便宜的航空服务。

最后一组包括在目标市场中的由需要独特的私人飞机服务的客户所组成。根据弗莱德所描述的，一个飞机指南的出版商，“这些用户都是独特的—职业运动员，明星艺人–按照严格的时间表，不断地移动着自己的位置”（埃斯勒，2004，第3页）。上述个体拥有需求和支付私人飞机的能力，在下一节中将讨论他们的服务。

目标市场确定了，消费者的需要和航空旅行需求得到了满足。对于目标客户来说，其中包括了节省时间性、安全性和灵活性。节省时间不仅包括避免排长队，增加了安全措施，节省旅客的时间，而且员工乘坐私人飞机生产率也提高了。通过乘坐私人飞机，旅客能够避免繁忙的机场和消除超额预定的机会，防止错过航班（美国，2006）。

 

As with any other marketing plan, the identification of a target market is required for a successful campaign. Although the majority of the UAE population may have the want to travel in a private jet, not everyone has the ability to do so. The group of people with the ability, the targeted clients, can be identified as consumers, who do not have the resources to operate or own a private jet. Patrons wealthy enough to have access to personal jets, and unique individuals with the need for private air services. The groups of users who do not have the full means to own an aircraft have subsisted for a while, and they can be acknowledged through less expensive air services.

The last group to be included in the target market consists of clients who have a unique need for private jet services. As stated by Fred Gevalt, a publisher with Air Charter Guide, “these users are occupationally unique – entertainers, athletes, celebrities – who are on tight schedules and constantly moving around” (Esler, 2004, p.3). The individuals mentioned above possess the need and the ability to pay for a private jet, providing them the services discussed in the next section.

As the target market is identified, the consumer’s wants and needs in air travel are addressed. For targeted clients, these include time savings, safety and security and flexibility. Time savings not only includes the time that travelers save by avoiding long lines and increased security measures, but also the increased productivity of the employees flying on private aircrafts. By flying private, travelers are able to avoid busy airports and eliminate the chance of overbooked and missed flights (Amer, 2006). A greater time savings is associated with the productivity of workers travelling in a private jet. As compared to a crowded and restrictive airliner, employees are able to continue to work in private jets. As an example, “if a company has three employees spending four hours to get to a certain location, about 12 hours of productivity has been lost” if flying commercial (Eventov, 2001, p.2).#p#分页标题#e#

In a study conducted by Louis Harris & Associates, it showed that productivity in private aircrafts is even greater than in the traditional office, as “executives felt that they were 20 percent more productive in the company jet than they were in the office” (Sheehan, 2003, p.1.10). As private aircrafts are designed as flying offices, travelers are able to access all of the equipment required to maximize their productivity in the air (Eventov, 2001). Overall, related to the previous marketing point, the private jet companies market the cost savings associated when traveling with a private aircraft. “Marketing has gradually reflected an emphasis on cost savings over private jet service offerings” (Esler, 2004, p.1). As safety and security is of major concern in air travel, especially since the September 11th attacks and the increase in terror threats, this has been one of the major selling points for private jet services (William, 2008). One of the security services that a private jet will offer is that everyone that is onboard, including pilots and passengers, and the baggage carried, is all controlled by the company, resulting in a safer travel (Eventov, 2001). Overall, private jet flights “have a safety record comparable with or better than that of scheduled airlines” (Sheehan, 2003, p.1.12).

Also, confidentiality is of great concern for many companies, and private jet flight allows executives and employees to work and communicate without concern (William, 2008). A private cabin circumvents eavesdropping and reduces travel visibility to protect the sensitive information carried by company personnel (Sheehan, 2003). The flexibility associated with a private aircraft is another marketing point. Unlike owning an aircraft, which limits the owner to just his or her plane, chartering offers clients the flexibility and opportunity to travel in various planes. “Each charter aircraft has unique speed, range, payload, and comfort features” which allows clients fly in the appropriate plane for a given situation (Sheehan, 2003, p.2.24). As each aircraft is best suited for a particular operation, this leads to lower costs for the customer. A different aspect of flexibility is presented as chartered aircrafts “have the advantage of flying into smaller airports” (Eventov, 2001, p.2). Unlike airliners, which require more runway length than private jets, charters are able to operate out of 5,400 airports (Eventov, 2001).

Therefore, clients are able to fly into airports that are more accessible and closer to their final destination. Finally, to reach out to the clients and to inform them of the benefits of private jet charter travel, specific and effective methods are utilized. These techniques range from employing direct sales personnel, making indirect customer contact and other practices. The deployment of the traditional sales team is one effective approach. As the face of a private jet company, sales personnel must prepare, present and sell the company to potential clients. During the preparation stage, special travel analysis software can be used to prepare solutions, with graphics and examples involving various travel analysis variables, to present to the customer in an easy-to-understand format (Sheehan, 2003). Once all materials are prepared, the actual presentation is made to the client in steps, consisting of defining the consumer’s problem, discussing alternative solutions and providing a solution (Sheehan, 2003). All of this leads to the actual sale and the scheduling of a flight to meet the needs of a client. Again, a solution and its benefits to the traveler are communicated to finalize a deal. An extension to the previous method of delivery is customer contact via direct mail, word-of-mouth and customer surveys. In order to get the attention of individuals and businesses that are able to afford the services, direct mail is sent out to affluent zip codes near the operating airport. This will ensure that the right people are getting the message, and will infuse a personal touch that many clients may favor. Word of mouth advertising will complement and enhance direct mail, as well-off individuals are a gateway to more wealthy citizens (Winslow, n.d.). Also, to better understand what these customers are looking for in the service they are acquiring, customer surveys are distributed. Surveying the frequent flyers will allow them to define the standard level of service (Sheehan, 2003). Methods can vary#p#分页标题#e#
from “voluntary comment cards, written surveys, informal sessions with selected passengers, and formal interviews” (Sheehan,2003, p.4.49).

A unique marketing tactic, used by some companies such as PrivatAir, is the utilization of marketing alliances with major international airlines (PrivatAir floats idea of business class link-up, 2004). In this agreement, airline passengers are presented with the option of chartering an aircraft to get to their final destination, once they are on domestic soil. Last but not least, the charter company’s web site plays a big role in marketing their image. “They are seen as great or small in terms of how good their Web sites are, as perception is easily cultivated on the Web” (Esler, 2004, p.4). In today’s age, as the Web site may be first and only face of the company a potential client sees, a poorly maintained Web site can easily dissuade an individual of pursuing the service.

As shown above, marketing for the private jet charter industry is very distinctive, as it combines a unique blend of target markets, marketing points and mediums of delivery to create an effective marketing recipe. However, these marketing tactics seem to be effective, as “fifty percent of charter operators surveyed by the Air Charter Guide last year said they wanted to expand their aircraft fleets” (Yamanouchi, 2005, p.2). Both leisure and business travelers seem to be swapping their fractional and wholly owned aircrafts for charter services, due to its economical operations. While the rest of the on demand air transportation industry growth is beginning to slow down, noted by Nick Solinger and Richard Santulli, all the benefits and qualities of private jet charter should be marketed to capture and retain the market.