Marketing Strategy and Competitive Positioning pdf ebook
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hooley graham et al marketing strategy and competitive posit
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Figure 7.6
Market segment attractiveness and organisational resource strength Organisational resource strength Market segment attractiveness Best prospects Attractive segments that fit well with organisational resources Poor prospects Unattractive segments that fit well with organisational resources Build strengths first Attractive markets but with poor fit with organisational resources Worst prospects Unattractive segments with a poor fit with organisational resources High High Low Low 199 CASE STUDY Executives are flying business class; plutocrats are taking private jets Dubai is often called a ‘Disneyland for the rich’. At the city’s airport the three first-class lounges of Emir- ates, the United Arab Emirates’ flag-carrier, do not disappoint. Each one is as big as the terminal’s concourse, built to accommodate thousands of passengers. But every day only a hundred or so enter each first-class lounge. Instead of the overpriced fast-food on offer in the public concourse, a maze of res- taurants and bars serve free caviar and champagne. In their duty-free sections no knock-off cigarettes or booze are in sight. Think instead Bulgari necklaces and whisky at $25,000 a bottle. The facility is so large, its manager admits, that the most common reac- tion heard from new arrivals is, ‘Oh my God, where is the lounge?’ Yet the rows of hundreds of empty armchairs sug- gest that something is not quite right. Airlines are falling out of love with first class. And that is true even of Emirates, which sells far more first-class tickets than any other carrier (see chart 1). The time Case study to launch new first-class offerings is at ITB Berlin, the world’s largest trade show for the travel industry, which opened on March 6th. At this event in 2017 Emirates unveiled a new onboard bar and lounge for its highest-paying passengers. The same year its big rival in the Gulf, Qatar Airways, launched the world’s first skyborne double-beds. But the mood has changed. Last year Emirates stopped attending the show at all. The decline of first-class air travel seems at first glance surprising. Facilities onboard have never been so good. On its A380 superjumbos, Emirates first class provides in-flight showers. Moreover, the number of very rich people has risen sharply. Forbes, a magazine, estimates that the stock of billionaires has doubled to more than 2,100 over the past two decades. And the rest of the luxury-travel business is booming. Richard Clarke of Bernstein, a research firm, estimates that the number of luxury hotels in Asia could increase by as much as 168% over the next decade. Even so, many analysts predict that first class will soon disappear. In America it is already almost extinct. Ten or so years ago almost all the many hundreds of long-haul aircraft based there offered first-class seat- ing; now only about 20 do. Elsewhere in the world an increasing number of airlines, including Turkish Air- lines and Air New Zealand, have already scrapped Turning right: First-class air travel is in decline Source: Tim Graham/Hulton Archive/Getty Images. Source: The Economist. United Airlines Lufthansa Korean Air Swiss Singapore Airlines Air China Emirates 2008 2018 0 100 200 300 400 500 600 British Airways Delta Air Lines |
