What Will Scoot Be? - Analysis Report of Sia New Budget Airlines

Nanyang Academy of Fine Arts

Department of Design and Media

Research and Communication Studies

What Will Scoot Be?

Analysis Report of SIA New Budget Airlines

Author: Evi Pringgodigdo

3E-F09DM0592

Date: 30 October 2011

Lecturer: James Sin

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TABLE OF CONTENTS

Abstract 3

Introduction 4

Target Market 5

Market Positioning 7

Creative Design Strategy Proposal 9

Conclusion 10

Appendices 11

List of References 18

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ABSTRACT

Today, there are two major airline business models that characterize the world's aviation market: the full service airlines and the low cost airlines. Both of them are playing their role well in the market, targeting different segments, also on the other hand also complementing each other. Lately, Singapore Airlines is going to launch a new no-frills low cost subsidiary airline, operating wide body aircraft on medium and long haul routes. Scoot will likely become the name of this new subsidiary, which will begin their operation on 2012.

The purpose of this research is to define Scoot's target audience and propose creative strategy to position Scoot in the market in order to fulfill market demands.

This report is based on case study of low cost airlines market, travelling behavior and statistics, and some market surveys using information obtained in interviews with related respondents and public questionnaires.

The results show that Scoot has a great chance to lead in low-cost airlines game market. There are many possibilities that Scoot can take and there are still a lot of unfulfilled market demands from their target audience.

Keywords: Low-Cost Airline, Singapore Airlines Subsidiary, Market Analysis

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INTRODUCTION

Nowadays, the economic world is changing faster in terms of size and speed. Flying to other place of the world is no longer a luxury but