Segmentation and Target Market Paper: United Airlines



Segmentation and Target Market Paper: United Airlines

Introduction

Concept of global citizen refers to the global community where people are conscious in sharing the planet with the nations of other cultures and ethnicity. In this global community, where every move in the technology and research is shared, the barriers in time and distances have reduced in size. The information technology, now, is not restricted to smart phones, emails, or faxes to be sent to distant places; rather it expands its wings to travel links, shrinking the gargantuan journeys of days into luxurious travels of hours (Dibb & Simkin, 1997).

The past travelling by air was just the matter of business only to meet he deadlines. Now, the concept has concept has completely changed. People are travelling by air more than often and it has taken a shape of life style. It is estimated that in the next twenty years, the demand for air travel will be twice in its size. In this competitive world, people want the best option available in the market to meet their needs of travel.

Travel industry is not like the other manufacturing industry which offers tangible products and the customers can see the quality. Instead, travel industry offers sophisticated opportunities which provide customers services to go with the prospects of the passengers.

In the history of travel industry in the United States, the name of United Airlines is recognized as the best consumer's service in air travel. The different types of services to segment the market are in use to improve its competitiveness in the industry (Dibb & Simkin, 1997).

United Airlines

Formed in 1927, United Airlines covers four major airlines-National Air Transport, Boeing Airplane Company, Varney and Pacific Air Transport. Today, United Airlines is the world's second largest airline service with its base in the United States. With its centers in Denver, Chicago, Los Angeles, Washington D.C, San Francisco and main international routes to London, Tokyo, Frankfurt, Toronto, and Miami, United Airlines are promised to fly to 26 countries covering 117 destinations. As far as the employment is concerned, it expands its employment opportunities to 80,000 people in different parts of the worlds, carrying 210,000 passengers every day. It gives its customers access to 729 destinations worldwide through Star Alliance, which the network of leading global airline (Dibb & Simkin, 1997).

For such leading airlines, marketing strategy plays a very important role in the global community where so many competitors are throwing services of the same level. In a service based industry, services and the customers are the heart of any marketing strategy. Hence, United Airlines seeks to draw high-yield customers, so that they can earn their predilection and loyalty.

Effective/Competing Marketing Environment

As a complex marketing environment, United Airlines is operational in a competitive market place. It implies, the company competes with the wide range of other airlines in the nationally and internationally. In this situation, the effective company's marketing strategy is a real tool to decide to go about ...