Marketing Mix Plan for Tigerair: Strategies and Recommendations

ASSESSMENT 3
MARKETING MIX PLAN FOR TIGERAIR
1. EXECUTIVE SUMMARY
Tigerair, a firm that offers cheap air travels in Asian nations and its nearby countries, as
well as it deals with some vital threat of managing and maintaining their sustainability
along with enhancing day to day competition of several carriers who even offers some
cheap plus budgeted travels in air.
Through this report all the challenges and threats that have an impact on Tigerair will be
emphasized on after measuring the entire performance of the firm and thereby analyzing
elements both within as well as external affecting company’s performance.
Also the report contains discussion of the marketing strategies and marketing mix tactics
followed by the firm and the changes to be made within those strategies based on the
analysis made. The report even carries entire discussion upon planning for
implementation of the strategies that are recommended as well as several suggestions
upon the ways through which evaluations could be made to gauge efficiency of plans.
Proper control mechanisms have also been brought in by the study
2. TARGET MARKET, POSITIONING AND SEGMENTATION BY TIGERAIR-
2.1 Tigerair – Competitive positioning and marketing strategy
Segmentation Targeting Positioning
Travelers Value added seekers Low Price – High Value
Promo Lovers

Shopaholic
Value added seeker
The firm is located in an area where several other rivals exist like, Air
Indus, Singapore airlines, Air Asia etc. There has been immense growth within the scope
of airline industry. Along with expansion came many novel entrants belonging to other
firms within airline sector. Thpugh they have enhanced the need travel a well as tourism
amongst public who could afford it. The firm Tigerair must now look into understanding
that their industry is extra competitive. The earlier discussed Porter’s five forces model
has properly defined all the major elements within the sector affecting the firm, which
Tigerair are needed to deal with immense care and sensitivity (Cateora, Gilly, Graham &
Money, 2016).
2.2 Tigerair – Major objectives and goals of marketing
• Building as well as maintain a high-class experience intended to its consumers.
• Bringing in Tigerair as a vigorous brand with an extraordinary image
• Launching new route airlines with lower costs
• Enhancing the level of revenues and increasing sales.
• Upgrading market shares of the firm
• Targeting upper segment of the society as well
Communicating the corporate values and ethics of the firm to its buyers (Mayrhofer,
2012).
2.3 Positioning of the firm- In order to reach target segment properly and efficiently in
the existing dynamic and competitive ecology and to become a prominent leader in the
market the firm needs to build up its image in a way that it becomes difficult for rivals to
change people’s mind. In the process of doing this and with an aim to attain success the
firm must try to build an image in consumer’s mind of the firm being a cost-effective and
a leader in the market. The firm through providing additional services and good relaxing
facilities within its aircrafts can gain people’s heart and could build up its image properly

in minds of customers. Firm has an image of targeting only lower income segment, the
firm must try to remove this image from buyer’s mind and thereby should attempt to set
and image of the firm targeting every segment of the society and not ignoring a single
one (Paliwoda, 2013).
3. MARKETING STRATEGIES-
Product:
Tigerair serves its clients via mixed fleet within their portfolio such as airbus as well as
Boeing. It always has properly maintained heirloom of functioning with airplanes of good
sizes. Though, people have complains regarding the airplanes confort the firm tends to
improve itself each time. This airline even caters to buyers at personal plus professional
close, proposing them several options within flying services. The first class is made for
all its premium buyers who demand extra comfort. It involves seats that are adjustable
and those that can even be transformed to beds; they even carry minibars for privacy
reasons. Tigerair provides some private suites as well for people preferring privacy. The
flights of Tigerair are less costly as compared to other and it caters more than 37 nations
throughout the world. The flights even carry USB and charging points for laptops and
mobiles. This airline offers prodigious deal for entertainment within its flight but very
less variety of options for food, making its travellers dissatisfied with the services and
products. It offers good interior services but there have been seen rooms for improvement
in areas like, healthcare, housekeeping, additional amenities etc for its travellers
(Paliwoda, 2013).
Price:
As this airline has its hostnation in Singapore, it provides very low range tickets to its
buyers as equated to its other rivals in the market. Tigerair has a erratic pricing tactic and
strategy within its mix of marketing tactics. The firm has brought in shorter as well as
low cost itineraries deprived of any irritating layovers. Though prices of such routes are
lower, firm yet is able to generate revenue via the volume of people it serves. Because of