Marketing Mix Plan for Tigerair: Strategies and Recommendations

This report provides a marketing mix plan for Tigerair, including segmentation, targeting, and positioning strategies. It discusses the firm's major objectives and goals of marketing and evaluates its product, price, place, promotion, people, process, and physical evidence. The report also includes a TOWS matrix and recommendations for implementation.

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

direct as well as cheaper flights, this airline has implemented very effective and long
lasting pricing policy for short run. With an aim to obtain a very flexible and long lasting
pricing for seats as well as extract, firm must adopt a good dynamic policy for pricing
levying uppermost cost per seat. Generally Tigerair identifies requirements of its
customers demanding diverse needs as well as belonging to variety of monetary statuses
yet the firm is unable to serve all the segments of society and has bound itself to lower
earning segment only. The firm can apply premium-pricing policy thereby proving some
premium services that too customized ones to higher-class people who demand luxurious
fights.
Place:
Tigerair carries out all its functions and operations from Singapore strategically
inhabiting central hob for each of its international routes linking eastern as well as
western cities within the globe. Being known and appreciated for its flights and services
on short routes, the airlines needs to introduced new long routes flights benefiting other
target consumers like those who want to move from one nation to other or so. The
services by the firm connect some 37 nations cities across the world as well as 3
continents throughout the globe, but it can aim to connect more continents and more
nations. Firm’s strategy for distribution includes sale of the tickets via travel agents as
well as operators for tour. Tigersir even owns a website for ticket cancellation, ticket
purchase, rescheduling as well as for assessing flight information and even weekly,
monthly or yearly offers as well as discounts (Buckley, 2002).
Promotion:
This airline involves itself within several activities of promotion like advertisements in
television, newspapers, magazines, radio, websites etc. The firm needs to find some
sponsors in order to enhance its reach to more and more people. Tigerair generally offers
discounts at the time of odd season and the firm at this time sets its prices at very
affordable rates thereby attracting more tourists to Singapore and neighboring countries.

Tigerair needs to emphasize a little bit more on advertisements and attempt to run some
innovative campaigns targeted to special segments like kids, old aged people, higher
earning groups. In these campaigns the firm can provide free meals, accommodations or
even tickets to few lucky customers or even to kids travelling with two paid adults. This
could help the firm generate much of business for the firm.
People:
This airline has a tactic of focusing upon lower income customers permanently. It has
also got a staff force of above 30,000 people throughout the globe, including
management people, crew, pilots and all other employees. Tigerair carries approximately
20 million passengers globally.
Process:
The firm focuses plenty on cost cutting that has become backbone for it. This airline
avoids proper segregation of classes within its flights like lounges of first class, business
classes, special amenities, customer elation management, as well as extra services that
could bring in more profit for the firm. Management team of the firm located throughout
the globe where priority always is given to cost conscious buyers thereby sacrificing
facilities and comfort in the flights handles each of the international operation as well as
service ("International abstracts of research in marketing", 2007).
Physical Evidence:
Tigerair is one amongst leading brands of airline that does not emphasize too much on
experience of customers. It carries a very enthusiastic terminal in Singapore that even
involves state of art services for coziness as well as luxury of travellers. But the flights by
Tigerair lacks novel fleet and are not at all fortified with trending entertainment facilities
for its travellers.

4. EVALUATIONS AND CONTROL
1.1 Tows Matrix
WO Strategies
 Firm can yet expand as well as attempt to mature in areas like Laos plus some
Combodia regions as well that will make them gain lower cost for staffs. Profits,
which would be attained from these regions, could later get invested within tasks
of enhancing and improving experience of the services provided to the travellers.
 The firm can now even try to work thoroughly with agents for its booking plus
might attempt to inaugurate improvement within its flights timing like
introduction of prime time flights along with amended mechanism for system of
booking.
 It has been clear that ASEAN agreement has currently opened some innovative
opportunities for hovering to new destinations. The firm could adopt this thereby
widening its horizons for additional clients from several regions ("International
abstracts of research in marketing", 2007).
ST strategies
 Generally public has been seen unaware of the firm Tigerair. This firm needs to
refresh its strategies for marketing, which would make them additionally famous
and well known in the market.
 Tigerair requires grasping its networking abilities with car services, hotels, cab
companies as well as firms like holiday homes. They can serve as complementary
as well as paired facility to its customers (Cateora, Gilly, Graham & Money,
2016).
SO strategies

 This firm has a very good strategic site being situated within Singapore. This can
provide them additional advances in opening newfangled networks as well as
affiliating with other giant brands.
 Tigerair must reach out to people in Asia who are ready to pay extra for extra
services thereby attaining a more relaxing and comfortable journey to have less
costly travelling experiences.
WT Strategies
Tigerair simply has no option if they don’t adopt improved and well-organised marketing
tactics and strategies, than to close their business or be ready to get acquired by other
airline company (Cateora, Gilly, Graham & Money, 2016).
5. IMPLEMENTATION-
Budget to be assigned for the firm will involve SGD 1,500,000 intended to single
campaign within decided target segment that has been recognized as the major core for
this airline. Ads and campaigns would be involving throbbing media flight at the time of
season for holidays generally commencing in December. Budget allocation and time
would be as follows:
MEDIA USED BUDGET DATE FOR
COMMENCEMENT
Television 750,000 SGD 7th December
Print 350,000 SGD 7th December
Outdoor 200,000 SGD 15th December
Online 150,000 SGD 15th December
Mobile 50,000 SGD 15th December

6. RECOMMENDATION- With an aim to enhance sales as well as maximize the
wealth of shareholders and also to make buyers happy through giving them ultimate
satisfaction through delivering some very superior services it is compulsory for the firm
to deliver right thing at right time and in correct manner along with appropriate and well-
thought-out assessed strategy.
Tigerair must have its major focus upon enhancing its customer’s experience via starting
a good customer relation management program and providing its travellers with facilities
like no delay in flights plus greater luxury within flights, good entertainment facilities
etc. Generally within Airline sector the major problem is of untrustworthy and non-
reliable flights, which irritates people the most, this has to be forever avoided by Tigerair.
Tigerair actually needs to promote itself well and make people aware of its services and
goods.
7. CONCLUSION
As per the analysis made in this study the actual success of this firm named Tigerair lies
in its enhancement of services and promotions. This can build a new hysteria in airline
sector. Furthermore, some resourceful marketing strategies as well as operational
functioning of the firm could be vital key of firm’s accomplishment.
Contemplating from market research viewpoint, focusing upon marketing mixes of the
firm it can clearly be said that the recommendations provided in this study would help the
firm a lot to attain better market share and gain good market position within the industry.

References
Buckley, P. (2002). International business versus international marketing. International
Marketing Review, 19(1), 16-20. doi: 10.1108/02651330210419706
Cateora, P., Gilly, M., Graham, J., & Money, R. (2016). International marketing. New
York, NY: McGraw-Hill Education.
International abstracts of research in marketing. (2007). International Journal Of
Research In Marketing, 24(4), 350-359. doi: 10.1016/j.ijresmar.2007.09.005
Mayrhofer, U. (2012). Marketing international. Paris: Économica.
Paliwoda, S. (2013). International Marketing. Routledge.