Air New Zealand Case Analysis

Part B

Task 2

Outcome 2 – Apply market segmentation processes

2. Identify and apply the segmentation bases both markets according to the segmentation variables for each of the following:

a) Geographic

b) Demographic

c) Psychographic

d) Behavioural usage

Segmentation of the markets:

Geographic:-. Geographic segmentation play very important role for the company and people as well because Air New Zealand provides an indication according to different geographic regions like states cities and according to population also. Air New Zealand using their geographic segmentation then targeting which countries customer most using their airlines.

Demographic That is the statistical characteristics of a population as the prices of Air New

so mostly people would be choose Air New Zealand but according to the differentiated market, they decides to target several market segments and design separate to the customers.

e)Attitudes :- Air New Zealand should provide a quicker check in because this issue is very important because it’s getting more time so Air New Zealand should provide a self-check in but according to the differentiated marketing, to allows airlines to differentiate are the network, and the service on board.

f) Organizational goal: - Air New Zealand take feedback from the customer because it’s most important factor because if customer give bad feedback so company can improve where customers are not satisfied for the service.

6) Establish the following six positioning variables for at least any three of your market segments:

Family market:-

Product attributes: - Air New Zealand should provide special facilities to the family because they travel with kids and Air New Zealand should provide a special games and foods to the kids because they don’t cry during the