H2419C: Analyse the Services Marketing Mix for Really Cool Airlines: Airline Marketing and Revenue Management Course Work, RP, Singapore

a. Analyse the Services Marketing Mix for Really Cool Airlines.

b. Really Cool Airlines shortlisted four customer segments: Budget, Business, Frequent Flyer and Family. Recommend TWO (2) target customer segments that Really Cool Airlines should focus on. (6 marks)

c. Based on the services marketing mix and target customer segments in (a) and (b),

1. 1. Recommend TWO (2) marketing approaches for Really Cool Airlines.
   2. Explain with TWO (2) reasons whether Really Cool Airlines should roll out a Loyalty Programme.

Revenue Management

d. Based on the forecasted data above, calculate the following data for Really Cool Airlines’ BKK – NRT – BKK route: –

1. 1. Total distance travelled per day (2 marks)
   2. Total capacity per day (2 marks)

e. Average daily revenue per passenger (2 marks)

1. Average daily Passenger Load Factor (2 marks)

e. Assess Really Cool Airlines’ forecasted average daily Passenger Load Factor for their BKK – NRT – BKK route. Examine TWO (2) factors that could have affected the Passenger Load Factor during the first month of operations and explain how each factor can be managed. (10 marks)

f. Examine TWO (2) ways to help Really Cool Airlines forecast better. (6 marks)

g. Really Cool Airlines intends to have a fare promotion in May 2024. Recommend ONE (1) tactical pricing method for the fare promotion. (3 marks)

f. Recommend an inventory control method for the Bangkok – Narita – Bangkok route to maximise revenue. (3 marks)

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