Accounting management assignment report writing help: LCC

1. 1.      Executive Summary:

This paper’s main purpose is to investigate the requirement for effective segmentation of low cost carriers (LCC) in Middle East region. Low cost carriers are known to charge less than other airways. An analysis of Air Arabia region’s given case is required to suggest the most effective segmentation of that particular region. Moreover, in this context, evidence also has been provided to support those requirements. The further portion of this report some successful marketing tools have been discussed, which Air Arabia can use in its market efforts to improve the business, to attract more people and to provide them the low cost service affordable by them. On the other hand, pros and cons of those marketing tools also have been discussed. This overall research centers at marketing principles, segmentation and effective tool to grow the business. On the basis of case’s analysis, all the questions asked have been answered relatively. It is believed that, an inclusive understanding of the idea behind each part of analysis will help update better judgment on the discussion.

1. 2.      Introduction:

Firstly talking about the requirement of market segmentation, the term segmentation is required to define, so that a clear idea can be taken out for effective segmentation of LCC in Middle East. Segmentation is a prevailing tool, which helps in achieving the company’s best business strategy and in driving higher value to company’s brand. It is considered and warned that, if the company doesn’t use its customer’s data and databases as the basis of its segmentation, it will limit its ability to operate the subdivision or segment. Next part describes the requirement for effective segmentation of LCC in Middle East.

1. 3.      Requirements for effective segmentation of LCC in Middle East:

As far as this case is concerned and LCC requires the effective segmentation, LCC in Middle East entails following requirements:

• Firstly, it is required to measure the size, purchasing power and its customer’s need. For this, a survey can be carried out by LCC in Middle East region to quantify these possibilities because the customers want to have reduced air fare to visit their families often.

New Frontier in cyber segmentation

(Source: Louvieris & Driver, 2001)

• Then, homogeneous groups comprising of customers should be formed to differentiate their needs and characteristics.
• A particular segmentation only for expatriates residing in Middle East is required to have effective segmentation (Relevant Insights, 2010).

Furthermore, relevant evidences to these requirements can be provided from the case.

1. 4.      Evidence from the Case:

This case provides some evidences with relevant to above mentioned requirements. First, statistics show that there are thirteen million expatriates, who are residing in Gulf countries and working there. By keeping the view that gulf region is having high cost of living, mostly expatriates leave their families behind and usually travel to see them every one or two years. In this case they want low airfare to see them often. This can be given as an evidence for the requirement of effective segmentation. To make it more effective and to improve its business, LCC can go for the marketing tools. Forthcoming portion of this paper suggests some marketing tools.

1. 5.      Marketing Tools:

If the overall case is studied out, the best marketing tool which comes forward in view is customer surveys & market research for LCC Middle East to improve and develop its business. It becomes helpful in giving an idea of the customer’s thinking about a particular service or what actually the customer needs, how much is the customer is able to pay for that particular service. It also ensures the reliability and accuracy the extent of the customers to its service. Market research and survey can be carried out from both qualitative and quantitative perspective as well. This will also help out in making further decisions related to airfares, because Air Arabia wishes to fulfill the needs of its customers.  Moreover, the company can go for the interactive company introduction and overviews. In this the targeted people can be told about the company’s service and all the eye catching features they can avail. Company can reach the height of success through this marketing tool (Zhivago, 2010).

Customer Survey

(Source: Launch Engineering, N.D)

1. 6.      Pros and Cons of the tool:

If these above mentioned tools are effective and successful for Air Arabia in improving its business, then on the other hand, pros and cons are also there of these tools. If the survey structure is not designed properly, it can be a failure for the success of organization in delivering, what customers feel for the services they are being provided. If it is not properly available to the customers at a specific and targeted domain Middle East, it can represent the low response rate undoubtedly. In the case of second tool, if company fails to tell the key features of their service, it can have negative impact on their business, which can distract the customers. This tool can also be a little advertising space for the company, if the customers can not attract by the way of introducing their service.

1. 7.      Conclusion:

On the basis of overall research, some decisive points can be made out for the business improvement of Air Arabia in Middle East. The airline is mainly focusing the low income earning expatriated residing in gulf countries. Taking this thing into consideration that they want to pay less airfare, Air Arabia has targeted this marketing gap. Customer survey, market research and other above mentioned tool can be a helping part in success of its business. Moreover, the study highlights that LCC requires the effective market segmentation in Middle East region, because it needs to create differentiability on the basis of their purchasing power and characteristics for the customers it wants to have to afford its service.

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