Luxury class in Singapore Airlines

Résumé du document

Singapore Airlines is a respected travel brand around the world. The company is known for providing quality customer care and service. It spans all the five continents. Recently, Singapore Airlines decided to buy 19 new A380s, the biggest plane flying so far. These planes can carry more than 800 passengers, but Singapore Airlines decided to offer a luxury service with only 72 seats of which 60 seats are designed for the business class and the 12 other seats are for the first-class passengers. This new service is better than the first class available in common airplanes, considering that customers will be in small cabins and will have a bed if they want to sleep during the flight. Singapore Airlines calls this service 'Suites', which refers to a luxury room in a hotel and evokes the concept of comfort.

Extraits

[...] To conclude, the growing market of people willing to pay luxury products and services conduct Singapore Airlines to offer the Suites. However, the airplane A380 will fly in the most famous destinations which represent 19 airports by 2025 (Where the Big Bird Will Fly). The choice of this flight depends on the value of this flight, which is a really good comfort, can be compensate by the costs, which are the high price of the ticket and the weariness of the flight before the correspondence. [...]

[...] Luxury class in Singapore Airlines Singapore Airlines is a respected travel brand around the world. The company is known for providing quality customer care and service. It spans the five continents. Recently, Singapore Airlines decided to buy 19 new A380, the biggest plane flying so far. These planes can carry more than 800 passengers but Singapore Airlines decided to offer a luxury service with only 72 seats of which 60 seats are designed for the business class and the 12 other seats are for the first-class passengers (Daniel and Stanley A1). [...]

[...] However, even though this service may be an inconvenient for some people, the few places available for this service on Singapore Airlines will be taken by those people who perceive the value worth it. That is why Singapore Airlines offer this new luxury class. Work cited Black, Roger D., Miniard, Paul W., and James, Engel F . Consumer Behavior, Tenth Edition. Thomson South-Western "Company Information." Singapore Airlines Feb "Dictionary of Marketing Terms." American Marketing Association Feb Stanley, Bruce, and Daniel, Michaels. "Taking a Flier on Bedroom Suites." The Wall Street Journal 24 Oct. 2007:A1. "Where the Big Bird Will Fly." Southafrica.To Feb . [...]

[...] Consequently, only people who have the ability to pay can afford the Suites. These consumers are those who have the highest income but particularly those who have wealth. In fact, the wealth does not measure only the salary but all the possession owned by a person such as the stocks or house (dictionary of marketing terms). Wealth can not be spent in the same way as the income but it can determine the willingness to pay because those who possess it feel more confident (Black, Miniard and James 257). [...]

[...] Therefore, it was an opportunity for Singapore Airlines to provide this kind of luxury service to this generation willing to pay more for better experience. The young-again market is also a potential customer for the company. The group represents people 65 years old and more. They do not have anything to pay anymore such as car, house or school because, their children are working. Another important point is that this generation thinks and buys young and they have also experienced many travel services (Black, Miniard and James 250). [...]