代寫essay案例：TigerAir Singapore Analysis

代寫essay案例-TigerAir新加坡分析。本文是一篇由本站代寫服務提供的essay代寫案例，主要內容是講述分析和營銷溝通計劃，顯而易見的是，虎航的成功可以在航空業掀起新的熱潮。此外，有效的營銷策略和運營績效將是虎航成功的關鍵。該公司本身相當成功，在過去幾年里，他們在全球范圍內獲得了良好的品牌認可。本任務中為Tigerair提出的戰略和目標可以使其改善結構，并在過去五年中在其既定目標市場中獲得動力。下面就一起來看一下這篇留學生essay代寫案例。

Table of Contents 目錄

Analysis of the Campaign text 活動文本分析

Brand Analysis 品牌分析

SWOT Analysis SWOT分析

Actual Positioning 實際定位

Customer Analysis 客戶分析

Competitive Landscape Analysis 競爭格局分析

Market Trends – Pestle Analysis 市場趨勢——害蟲分析

a)Political Factor 政治因素

b)Social Factor 社會因素

c)Economic Factor 經濟因素：

d)Legal Factor 法律因素

e)Environment Factor 環境因素

f)Technological factor 技術因素

Marketing Communication Plan 營銷傳播計劃

Tigerair – Market competition Tigerair–市場競爭

Tigerair – Marketing Strategy and the Competitive Positioning Tigerair——營銷戰略與競爭定位

Tigerair Positioning 虎航定位

Tigerair – Marketing Goals and Objectives Tigerair–營銷目標

Tigerair – Marketing Mix Tigerair–營銷組合

Tows Matrix 牽引矩陣

WO Strategies WO策略

ST strategies ST策略

SO strategies SO策略

WT Strategies WT策略

Marketing Budget considerations & Campaign metrics 營銷預算考慮因素和活動指標

Recommendations 建議

Conclusion 結論

Analysis of the Campaign text 活動文本分析

Brand Analysis 品牌分析

Tigerair is a Singapore based company that offers different traveling options at affordable prices. They claim consumer satisfaction excellence and they started their operations in 2004. The travelling organization offers flights up to 37 different destinations. In Asia they touch base with 12 countries (Holding, 2015). Within the previous decade Tigerair has won awards for customer service and lowest rates. Of course the lowest rates awards didn’t mean that quality at any point in time was effected. Among the local airlines in Singapore, Tigerair maintains the leading position in providing quality services to the general public.

Tigerair是一家總部位于新加坡的公司，以實惠的價格提供不同的旅行選擇。他們聲稱卓越的消費者滿意度，并于2004年開始運營。旅行社提供多達37個不同目的地的航班。在亞洲，他們與12個國家建立了聯系（Holding，2015）。在過去的十年里，Tigerair贏得了客戶服務和最低費率的獎項。當然，最低費率的獎勵并不意味著質量在任何時候都會受到影響。在新加坡當地航空公司中，虎航在為公眾提供優質服務方面保持領先地位。

SWOT Analysis SWOT分析

Tigerair holds a dominant position in the local industry due to its low cost rates. That means targeting the low cost segment they have attracted a huge customer base (Hauser & Shugan, 2008). It has a huge network operation in all of Asia. The rate of growth for Tigerair is exceptionally high (Holding, 2015).

Tigerair由于其低成本率在當地行業中占據主導地位。這意味著他們將目標鎖定在低成本細分市場，吸引了龐大的客戶群（Hauser&Shugan，2008）。它在整個亞洲擁有龐大的網絡運營。Tigerair的增長率非常高（Holding，2015）。

However according to certain academics (Bisignani, 2006) when big business expand at an exponential rate they are the worst hit by financial crises. Hence Tigerair can be in a vulnerable condition if there is an economic crises.

然而，根據某些學者的說法（Bisignani，2006），當大企業以指數級的速度擴張時，它們受到金融危機的打擊最為嚴重。因此，如果發生經濟危機，蒂格雷可能處于脆弱狀態。

Right now Tigerair is offering flights for 12 destinations in Asia, however Asia is composed of 48 states. Hence if it thinks to expand its operations Tigerair should start thinking of starting their operation in other zones in Asia. This could be a big opportunity for them as residing in Asia, they know the industry and operational predicaments. Further as compared to outside Asia expansion it could effectively reduce the cost. Further some academics (Flores-Fillol & Moner-Colonques, 2007) account that for regional airlines liaisons with other airlines can attract more customer and save costs. Hence Tigerair should be looking into that particular paradigm.

目前，虎航提供飛往亞洲12個目的地的航班，但亞洲由48個國家組成。因此，如果蒂格雷航空公司想擴大業務，就應該開始考慮在亞洲其他地區開展業務。這對他們來說可能是一個巨大的機會，因為他們居住在亞洲，了解行業和運營困境。此外，與亞洲以外的擴張相比，它可以有效地降低成本。此外，一些學者（Flores Fillol&Moner Colonques，2007）認為，對于地區航空公司來說，與其他航空公司的聯系可以吸引更多的客戶并節省成本。因此，蒂格雷應該研究這種特殊的范式。

As far as Threats are concerned, for airlines rising prices of Oils is always a concern according to many studies (Flores-Fillol & Moner-Colonques, 2007) (Fu & Zhang, 2010). Further right now Tigerair has a cost effective advantage but if another airline comes with the same cost structure or lower prices with same quality that could pose a stiff competition for the airline.

就威脅而言，根據許多研究，對航空公司來說，油價上漲總是一個令人擔憂的問題（Flores Fillol&Moner Colonques，2007）（Fu&Zhang，2010）。此外，目前蒂格雷航空公司具有成本效益優勢，但如果另一家航空公司采用相同的成本結構或更低的價格和相同的質量，可能會對該航空公司構成激烈的競爭。

Actual Positioning 實際定位

It should be noted that Tigerair poses itself to be an extremely cost effective travel. This means it tends to target two segments of the market. First are the business personals who usually seek many trips on low cost and second are the domestic travellers who look for affordable travel (Holding, 2015). Because Tigerair has marketed itself offering various destination in Asia and outbound it looks to be an attractive bet for all the consumers who are looking for a good travel experience at affordable rates.

需要注意的是，虎航自稱是一種極具成本效益的旅行方式。這意味著它傾向于針對兩個細分市場。首先是通常尋求低成本多次旅行的商務人士，其次是尋求經濟實惠旅行的國內旅行者（Holding，2015）。由于Tigerair在亞洲和出境市場上提供了各種目的地，對于所有希望以實惠的價格獲得良好旅行體驗的消費者來說，這似乎是一個有吸引力的選擇。

Customer Analysis 客戶分析

As already discussed above due to the low cost paradigm Tigerair has attracted a significant loyal consumer base domestic and business personals for air travel on inexpensive rates. There is no specific age customer but the portfolio for Tigerair include people of various background and ages who seek affordable travel (Holding, 2015). According to academics ( Lederman, 2007) this is a big success for any organization to attract a diverse audience of various background. But critics (Bisignani, 2006) (Hauser & Shugan, 2008) also maintain that attracting a consumer base based on cheaper rates can be easily deflected if another airline comes in the market with low rates and better quality schemes. In conclusion the relationship between cost and customer base is mentioned below;

如上所述，由于低成本模式，虎航吸引了大量忠實的國內和商業消費者，以低廉的價格進行航空旅行。沒有具體的年齡客戶，但Tigerair的投資組合包括各種背景和年齡的人，他們尋求經濟實惠的旅行（Holding，2015）。根據學者們的說法（Lederman，2007），這對任何組織來說都是一個巨大的成功，可以吸引不同背景的不同受眾。但批評者（Bisignani，2006）（Hauser&Shugan，2008）也堅持認為，如果另一家航空公司以較低的價格和更好的質量方案進入市場，那么基于較低價格吸引消費者的做法很容易被轉移。最后，成本和客戶群之間的關系如下所述；

Competitive Landscape Analysis 競爭格局分析

As the above figure explains Tigerair main competition is shaped due to the three factors above. Firstly the local traditional airline which have been existing for a significant time have been affected due to the low cost paradigm of Tigerair. Hence the traditional airlines which offer full service poses the immediate competition for them (Holding, 2015).

如上圖所示，虎航的主要競爭是由上述三個因素形成的。首先，由于虎航的低成本模式，已經存在了很長一段時間的當地傳統航空公司受到了影響。因此，提供全方位服務的傳統航空公司面臨著直接的競爭（Holding，2015）。

The second ones are the international lines working in Asia through different routes and prices (Holding, 2015). Tigerair maintains it edge with the same low price model with good services. And lastly the international entry by Tigerair with result in international price wars. The immediate case was witnessed when Tigerair decided to launch its operations in Australia. Australian airline faced the pressure of the cliental as Tigerair offered low rates (Liang, 2005).

第二種是通過不同路線和價格在亞洲運營的國際線路（Holding，2015）。蒂格雷憑借同樣的低價車型和良好的服務保持了優勢。最后，蒂格雷的國際進入導致了國際價格戰。當Tigerair決定在澳大利亞開展業務時，眼前的情況就發生了。澳大利亞航空公司面臨著客戶的壓力，因為虎航提供了較低的價格（梁，2005）。

Further as discussed in the swot analysis competition is enhanced and effected due to the following factors as well;

此外，正如swot分析中所討論的，競爭也因以下因素而增強和影響；

·Oil Prices

·石油價格

·Political Stability

·政治穩定

·Weather Issues

·天氣問題

·Barriers to entry in local and international sphere

·地方和國際領域的進入壁壘

·Economic conditions

·經濟條件

·Tax rates by the government

·政府稅率

·Inflation in keeping the price hikes

·通貨膨脹抑制物價上漲

Market Trends – Pestle Analysis 市場趨勢——害蟲分析

1.Political Factor: According to the studies (Liang, 2005) the political environment of Singapore is quite stable and that eventually helps any growing industry in the market. Academics (Liang, 2005) hold that political stability and no government disturbance keep the prices and the trust of the factor in check. Hence politically Tigerair has a good advantage

1.政治因素：根據研究（梁，2005），新加坡的政治環境相當穩定，這最終有助于市場上任何正在增長的行業。學術界（梁，2005）認為，政治穩定和政府不干預可以控制物價和信任因素。因此，在政治上，蒂格雷有很好的優勢2.Social Factor: Singapore has a very sound and intellectually mature public with above 92 % literacy rate (Mundi, 2015). That means that they have an informed public. There are both advantages and a downside for any industry for this factor. The positive point is the public is aware to make comparison so if they see Tigerair with a good service and low rates they will opt for it. However it should be noted they will always be on a look out for a better product in the market.

2.社會因素：新加坡有一個非常健全和智力成熟的公眾，識字率超過92%（Mundi，2015）。這意味著他們有一個知情的公眾。這一因素對任何行業來說都有好處也有壞處。積極的一面是，公眾意識到要進行比較，所以如果他們看到Tigerair的服務很好，價格也很低，他們就會選擇它。然而，需要注意的是，他們將始終在市場上尋找更好的產品。

3.Economic Factor: Over the past decade Singapore economy is in a good position (Liang, 2005). A good and sound economy actually let the market players to play with the prices. If the inflation rate of any country is stable cost effective prices can be easily be maintained (Zook & Brunn, 2006). However in economic crises this cost effectiveness might harm and is difficult to be maintained over a longer period of time.

3、經濟因素：近十年來，新加坡經濟形勢良好（梁，2005）。一個好的、健全的經濟實際上讓市場參與者玩價格游戲。如果任何國家的通貨膨脹率是穩定的，那么價格就可以很容易地保持成本效益（Zook&Brunn，2006）。然而，在經濟危機中，這種成本效益可能會造成損害，而且很難在更長的時間內保持。

4.Legal Factor: Cost effectiveness of any company results in low wages for the employees. That is because low cost prices of the product means the manufacturing cost for that particular service or product is considerably lower (WEN & YEH, 2010). Tigerair seemingly has a challenge here, good wages is a good indicator for employee retention and hence Tigerair need to concentrate on this part.

4.法律因素：任何公司的成本效益都會導致員工工資低。這是因為產品的低成本價格意味著特定服務或產品的制造成本要低得多（WEN&YEH，2010）。Tigerair在這方面似乎面臨著挑戰，良好的工資是留住員工的一個很好的指標，因此Tigerair需要專注于這一部分。

5.Environment Factor: According to the information on the sources (Holding, 2015) given out by Tigerair it seems that it is doing adequate steps to control its carbon print on the earth. However there is always a room for improvement.

5.環境因素：根據Tigerair提供的來源信息（Holding，2015），它似乎正在采取足夠的措施來控制其在地球上的碳足跡。然而，總有改進的余地。

6.Technological factor: Scholastics understanding (WEN & YEH, 2010) hold that continuous improvement is paramount for any company survival. Whether the business is currently doing well, it is of prime importance they look for other venues and services to keep the customer retention.

6.技術因素：學者們的理解（WEN&YEH，2010）認為，持續改進對任何公司的生存都至關重要。無論業務目前是否良好，他們尋找其他場所和服務以留住客戶至關重要。

Marketing Communication Plan 營銷傳播計劃

Tigerair – Market competition Tigerair–市場競爭

It can be seen that nowadays the competition in the airline industry is quite high and companies are striving to make their position in the market. From the airlines industry there are two main competitors of Tigerair. One is Air Asia and the others Jetstar. Due to this the marketing strategies that the competitors are adopting has a direct impact and influence on the Tigerair’s business. Usually it can be noticed that the airline industry are cost driven which results in less brand loyalty from the customer perspective. It is suggested that the Tigerair should adopt better pricing strategy in the competitive market so that they could maintain a stable market share in the industry.

可以看出，如今航空業的競爭非常激烈，各公司都在努力在市場上占據一席之地。從航空業來看，虎航有兩個主要競爭對手。一家是亞航，另一家是捷星。因此，競爭對手采用的營銷策略對虎航的業務產生了直接影響。通常可以注意到，航空業是成本驅動的，從客戶的角度來看，這會導致品牌忠誠度降低。建議虎航在競爭激烈的市場中采取更好的定價策略，以保持行業穩定的市場份額。

Tigerair – Marketing Strategy and the Competitive Positioning Tigerair——營銷戰略與競爭定位

Tigerair Positioning 虎航定位

Tigerair is situated in such an area where so many other airlines

蒂格雷航空公司位于這樣一個地區，那里有很多其他航空公司

are there such as the Air Asia, Air Indus and etc. The scope of the airline industry has immensely grown with the expanding new entrants of other Airline companies. However it has also increased the much need for the travel and tourism among the people who can afford it. Tigerair is looking realizing that their region is quite competitive. The below mentioned Porter’s model explains the five forces of competition, which Tigerair are currently facing is facing.

亞洲航空公司、印度航空公司等。隨著其他航空公司新進入者的不斷擴大，航空業的范圍也大大擴大。然而，它也增加了負擔得起的人對旅行和旅游的需求。Tigerair似乎意識到了他們所在地區的競爭力。下面提到的波特模型解釋了虎航目前面臨的五種競爭力量。

Tigerair – Marketing Goals and Objectives Tigerair–營銷目標

·Creating Tigerair exclusive experience for its customers.

·為客戶創造蒂格雷專屬體驗。

·Building Tigerair as a robust brand

·將蒂格雷打造成一個強大的品牌

·Opening of the new routes along with low costs

·新路線的開通以及低成本

·Increasing the level of sales and revenues

·提高銷售和收入水平

·Increasing company’s market share

·提高公司的市場份額

·Communication of the new Tigerair Corporate values and ethics

·傳播新的Tigerair公司價值觀和道德觀

Tigerair – Marketing Mix Tigerair–營銷組合

The four Cs strategies and tactic plans that will be adopted by the Tigerair are as follows:

提格雷航空公司將采用的四項Cs戰略和戰術計劃如下：

Tows Matrix 牽引矩陣

WO Strategies WO策略

·The company can expand and try to develop in such areas such as Laos and regions of Cambodia which will gain them the low cost for the employees. The profits that would be earned from here can be further invested in improving the experience of customer services.

·公司可以在老撾和柬埔寨等地區進行擴張和嘗試發展，這將為員工帶來低成本。從這里獲得的利潤可以進一步投資于改善客戶服務的體驗。

·Tigerair can work closely along with the booking agents and also inauguration of improving the flights time such as introducing them during the prime time and with improved mechanism of booking system. Tigerair will the get to compete better with the competitors.

·Tigerair可以與預訂代理密切合作，也可以開始改善航班時間，例如在黃金時段引入他們，并改進預訂系統機制。蒂格雷將更好地與競爭對手競爭。

·It is noticeable that the ASEAN agreement has now opened the new opportunities for flying to more destinations and this will be adopted by Tigerair which will widen the horizons for more consumers from other regions as well.

·值得注意的是，東盟協議現在為飛往更多目的地開辟了新的機會，這將被蒂格雷航空公司采用，這也將為更多來自其他地區的消費者拓寬視野。

ST strategies ST策略

·Usually people are not aware of Tigerair. The company has to revitalize the marketing strategies which will be able to make them more into their low cost flights and the travelling to other destinations.

·通常人們不知道提格雷。該公司必須重振營銷策略，這將使他們更多地參與低成本航班和前往其他目的地的旅行。

·Tigerair needs to reach out its networking capabilities with the hotels, car travelling companies and the companies such as the holiday homes which can become as a complementary services to their customers.

·Tigerair需要與酒店、汽車旅行公司和度假屋等公司建立聯系，這些公司可以成為其客戶的補充服務。

SO strategies SO策略

·Tigerair has a strategic location situated in Singapore which can give them more good advances to open the new networks and affiliate themselves with the other big companies.

·Tigerair在新加坡有一個戰略位置，這可以為他們打開新的網絡并與其他大公司建立聯盟提供更多良好的進展。

·The Tigerair has the low cost maintenance services and its operations that would ensure them to save their safety policies and the concern of their valuable customers.

·Tigerair擁有低成本的維護服務和運營，這將確保他們節省安全政策和寶貴客戶的擔憂。

·Tigerair should reach out to such customers in Asia who are willing to have less costly travelling experiences.

·Tigerair應該接觸到亞洲那些愿意享受低成本旅行體驗的客戶。

·ASEAN agreement will enable them to have unlimited travelers in their service.

·東盟協議將使他們的服務對象不受限制。

WT Strategies WT策略

The company has no alternative if they won’t be able to adopt better marketing strategies other than to shut their business or any other airline could acquire them.

如果他們除了關閉業務或任何其他航空公司可能收購他們之外，無法采取更好的營銷策略，該公司別無選擇。

Marketing Budget considerations & Campaign metrics 營銷預算考慮因素和活動指標

The budget that is allocated for the Tigerair will consist of SGD 1,500,000 for one campaign in the set target markets that are identified as the main core for the Tigerair airlines. Our campaigns will be including the pulsing media flight during the holiday season commencing from December 2015 which will also maintain the online presence, outdoor and the new mobile campaign as well. The budget allocation is as follows:

為虎航分配的預算將包括1500000新元，用于在被確定為虎航航空公司主要核心的既定目標市場開展一場活動。我們的活動將包括從2015年12月開始的假期期間的媒體飛行，這也將保持在線、戶外和新的移動活動。預算分配如下：

Recommendations 建議

Tigerair should have their main focus on improving their customer experience through the better customer relations and services such as avoiding the delay and cancellation of the flights. Usually in the Airline industry the biggest issue is among the unreliable flights and this cause the companies at stake.

Tigerair應將主要精力放在通過改善客戶關系和服務（如避免航班延誤和取消）來改善客戶體驗上。通常在航空業，最大的問題是不可靠的航班，這導致了公司的利益受損。

Tigerair should look into better opportunities such as expansion in other countries most probably the developing countries. They need to give guarantee to their employers through job satisfaction which will raise their morale and provide better policy guidelines to the customers regarding the security and safety policy.

Tigerair應該尋找更好的機會，比如在其他國家——很可能是發展中國家——擴張。他們需要通過工作滿意度為雇主提供保證，這將提高他們的士氣，并為客戶提供更好的安全保障政策指導。

Conclusion 結論

According to the analysis and the marketing communication plan that we have done it is visibly noticeable that the success of Tigerair can create a new hype in the airline industry. Moreover, the efficient marketing strategies and the operational performance is going to be the key root of Tiger air accomplishment. The company is itself quite successful and they have gained a good brand recognition worldwide in the past few years. The strategies and objectives that are proposed for Tigerair in this assignment can make them improve their structure and gain the impetus which they have engendered in the past five years among their set target market.

根據我們所做的分析和營銷溝通計劃，顯而易見的是，虎航的成功可以在航空業掀起新的熱潮。此外，有效的營銷策略和運營績效將是虎航成功的關鍵。該公司本身相當成功，在過去幾年里，他們在全球范圍內獲得了良好的品牌認可。本任務中為Tigerair提出的戰略和目標可以使其改善結構，并在過去五年中在其既定目標市場中獲得動力。

Considering from the point of view of market research, focusing on the mix audit we can clearly predict that we are now able to identify and provide recommendation for the better performance and improved mechanism along with the developed effective marketing strategies.

從市場研究的角度考慮，專注于混合審計，我們可以清楚地預測，我們現在能夠確定并提供建議，以獲得更好的業績和改進的機制，以及制定有效的營銷策略。

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