Companies plan their strategies according to the way they position their brand in the target audience as well as to achieve their desired goals (Mat, 2008). Some companies plan to target all business class executives that have high spending power and prefer business class services where as there are also companies that prefer to target their services to the segment that is price conscious and doesn’t care if the services are up to the mark or not.
There are different brands for different target markets, for example Kingfisher Airline in India is designed totally for Chief Executives and high profile businessmen where as Air Asia is the other airline that focuses entirely on being low fare airline in the world. Hence different brands have different target segments. Keeping this fact in mind, Airlines use brand positioning strategies to educate their market segments where they actually stand.
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