Analysis of the current situation

Transcription

1 c h a p t e r o n e Analysis of the current situation Marketing Plan DIY danny abramovich Chapter out of Positioning

2 Positioning is the average perception of our brand by the target audiences against other competitive brands. Perception is the key issue, but perception of what? The price? The value for money? Perhaps the quality of service? No! Perception of the s SWOT as a scanning tool

3 Positioning is the average perception of the unique selling propositions of our brand by the target audiences against other competitive brands. The above definition compiles three analysis tools that we have covered so far to find out the following: Direct competition, segmented target audiences & s (SWOT). SWOT as a scanning tool

4 We can use the three ingredients (on the left) to measure an average perception by using a perceptual map. direct competitors targeted segments s Who do we ask? existing consumers and/ or potential customers What do we ask? SWOT as a scanning tool in your opinion as a regular client, how can you rate the bakery as far as their health consciousness goes for their products between (low) and (high)?

5 flexibility of schedule s Step : Selecting 2 of the top- s of BA* as X and Y axis. The rd,, will be later in use *British Airways Me Too Quadrant II Not Me Quadrant III 2 Me First Quadrant I Me Too Quadrant II quality of in-flight services

6 direct competitors Step 2: Preparing a short questionnaire mentioning BA and its direct competitors in your opinion as a regular business class ondon-new York passenger, could you please rate the following airlines with regards to the quality of their in-flight services, between (low quality) and (exceptional quality): British Airways (BA), Delta (D), Air Canada (AC), American Airlines (AA)? Comment: It is preferable that the customers will not be aware of who is behind the survey (source). It can take place in an airport at the counters of the competing airlines

7 flexibility of schedule targeted segments This is the optimal position to be reached Step : Plotting the feedback and its average following the response of the targeted segment quality of in-flight services Comment: The number of interviewees ( n ) should be up to 20 (n=20) for a small business and up to 500 (n=500) for a large corporation. 2

8 flexibility of schedule analyzing perceptions Step : BA realizing its current positioning as leader in schedule flexibility ondon-new York, but only as rd best in perceived quality of service 2 quality of in-flight services

9 analyzing perceptions Step : BA locating the optimal match out of three possible perceptual maps (with s) -quality of in-flight services > blue 2 -flexibility of schedule > green -seat comfort > red X-axis 2 Y-axis 2 Q quadrant Me Too II Me Too II Me First - I BA rating third fourth first perceptual map British Airways ondon-new York Business Class Perceptual map - indicators quality of in-flight services () flexibility of schedule (2) Rating of perceptions BA is in second quadrant, rd out of relevant brands Interviewee composition 500 passengers that were addressed at Heathrow Airport, check-in counters of AC, D & AA (not BA) British Airways ondon-new York Business Class Perceptual map -2 indicators quality of in-flight services () comfort of seat () Rating of perceptions BA is in second quadrant, th out of relevant brands Interviewee composition 500 passengers that were addressed at Heathrow Airport, check-in counters of AC, D & AA (not BA) British Airways ondon-new York Business Class Perceptual map - indicators flexibility of schedule (2) comfort of seat () Rating of perceptions BA is in first quadrant, leading this match! Interviewee composition 500 passengers that were addressed at Heathrow Airport, check-in counters of AC, D & AA (not BA) 2 2 flexibility of schedule BA.0.8 AC.5. D comfort of seat AA BA.0.0 AC D AA BA.8.0 comfort of seat AC. 2.2 D AA.0.5 quality of in-flight services flexibility of schedule quality of in-flight services

10 British Airways ondon-new York Business Class Perceptual map - flexibility of schedule indicators quality of in-flight services () flexibility of schedule (2) Rating of perceptions BA is in second quadrant, rd out of relevant brands Interviewee composition 500 passengers that were addressed at Heathrow Airport, check-in counters of AC, D & AA (not BA) 2 BA AC D AA quality of in-flight services

11 British Airways ondon-new York Business Class Perceptual map - 2 comfort of seat indicators quality of in-flight services () comfort of seat () Rating of perceptions BA is in second quadrant, th out of relevant brands Interviewee composition 500 passengers that were addressed at Heathrow Airport, check-in counters of AC, D & AA (not BA) BA AC D AA quality of in-flight services

12 British Airways ondon-new York Business Class Perceptual map - comfort of seat indicators flexibility of schedule (2) comfort of seat () Rating of perceptions BA is in first quadrant, leading this match! Interviewee composition 500 passengers that were addressed at Heathrow Airport, check-in counters of AC, D & AA (not BA) 2 BA AC D AA flexibility of schedule

13 concluding perceptions Step 5: Concluding the perceptual strengths & weaknesses as a preparation for next chapter (2): marketing objectives. As perceived by the targeted audience, BA has a competitive advantage in its business class (ondon-new York) in the aspect of flexibility of schedule. When this attribute is combined with comfort of seat, the joint perception is at its best against competitors. 2. BA has not achieved a good perception with regards to its quality of in-flight services.

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